(Continued from Part 1)
Now, let's look at a "new" way to use Wordtracker, John's step- by-step approach:
To write this article, I came up with a real-life example and I started at step #1, just like you will do with your own site.
Let's say that your client sells aromatherapy supplies over Internet. Your first step is to try to determine target audience. Who would be buying aromatherapy supplies? One target audience would be people with stress in their lives who want to use aromatherapy as a way of relaxing. So, let's try that angle and see what we come up with.
* Go to Comprehensive Search at Wordtracker (http://www.wordtracker.com) and type in "relaxation." Click Proceed.
* Scroll toward bottom of page and click on "Check boxes off."
* Scroll back to top, and look at various choices. Remember that "Predict" column is predicted traffic you could expect to get for each of those keyword choices from all of major engines and directories in one day.
* Begin marking keyword ideas, all while thinking of a strategy to pull in traffic for your client's site through target audience.
* Scroll back to bottom of page and click on "Option 2: Competitive Search."
* Choose MSN and Google, since those two engines have potential of bringing in a lot of traffic to most Web sites. Of course, you can choose any two engines or directories that you'd like. Click Proceed.
* What did we find? "Relaxation" and associated words were not good choices, because KEI in comparison to projected traffic was too low. Targeting those keywords just wouldn't have been worth effort for such a low amount of traffic. Keep in mind that this is a real-life example, so this is certainly something that could happen to you when doing this strategy yourself.
* So, we went back to drawing board and tried "aromatherapy." Again, not a good example.
* Then, we tried "massage." After all, aromatherapy oils are used when giving massages, and people who are interested in massages would be a perfect target audience for aromatherapy supplies.
* After studying Wordtracker results for MSN and Google search engines for words that include "massage," we picked third result, "Techniques of Massage," because it's an excellent and appropriate angle for our client. The #1 result in MSN has a KEI of 3696, but it wouldn't work with our client's site. You have to be sure to choose keyword phrases that are appropriate for your particular client's site.
At MSN, "Techniques of Massage" has a KEI of 255. Within a 24- hour period, if your site was placed well in MSN engine, you could expect to get 90 visitors from MSN alone. What is your competition? 1954.
"Techniques of Massage" in Google has a KEI of 900, 165 potential visitors through Google alone in a 24-hour period, and competition of only 555.
Remember that a "good" KEI is anything over 100, and an "excellent" KEI is anything over 400.
Let's be honest here. You could manage a top 10 for this keyword phrase with your eyes closed (and your computer turned off).
So, for our aromatherapy client, we could create a page on various techniques of massage, including (of course) her oils and aromatherapy products. We would spend time on page and give it true value to both engines and target audience. And, we would subtly add graphics and link text that points to client's products in various areas of page.