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An Ingenious Way to Use Wordtracker . . . that's actually easier too.
An Ingenious Way to Use Wordtracker. . . that's actually easier
too!
By Robin Nobles
If you're in the search engine industry, or if you're a Web
designer or Webmaster, it's an almost sure thing that you've
heard of, and probably used, Wordtracker
(http://www.wordtracker.com).
But, for those who may not know about Wordtracker, let's back up
for a minute.
What exactly is Wordtracker, and why is it so important'
Most search engine optimizers would agree that one of the most
important things you can do for your Web site is to target the
right keywords. If you target the wrong keywords, you may get
scores of traffic but no conversions to sales, or no traffic
whatsoever. Either is disastrous for an online business.
Before Wordtracker, it was up to the search engine marketer, or
the client, to choose the right keywords for the site. We also
had GoTo's Search Term Suggestion Tool, which was one of our only
sources for keyword help at that time.
Then Wordtracker (http://www.wordtracker.com) entered the
picture. With Wordtracker, you can plug in some keywords, and the
Web-based service will give you ideas for additional keywords
that might work for your business. Not only that, but the service
will also tell you how competitive those keywords are (how many
other Web pages have been optimized with those keywords in mind)
and how many people have actually searched for those keywords in
the past 24 hours at each of the major engines.
Ideally, your goal is to choose a keyword phrase that doesn't
have a huge amount of competition but that (hopefully) a large
number of people are searching for. This is where the KEI comes
in. KEI, which stands for Keyword Effectiveness Index, refers to
the number of times a keyword has appeared in Wordtracker's data
compared with the number of competing Web pages, which points to
which keywords would be most effective for your search engine
marketing campaign.
In other words, the higher the KEI, the more popular your keyword
phrases are, and the less competition they have. According to
Wordtracker, a "good" keyword to target is one that has a KEI of
around 100, but an "excellent" keyword to target has a KEI of
over 400.
Okay, enough of the background into Wordtracker. Most of you
probably already know all of that. In fact, your path through
Wordtracker most likely looks very similar to mine.
The "old" way to use Wordtracker
In the past, I have always started at Keyword Universe, or maybe
at Keyword Projects. From there, I work my way through the
system. Does it work' Yes, very effectively. Is it time
consuming' Yep.
But, let's look at an easier, and even more effective, way to use
Wordtracker. And with this alternate way, you're actually
considering keyword phrases based on your target audience.
Introducing John Alexander
To write this article, I interviewed John Alexander, an authority
of Wordtracker who has spent countless hours working through each
of the features and developing his own unique strategy.
As means of introduction, John is a professional search engine
optimizer with Beyond-SEO (http://www.beyond-seo.com) and a
trainer of onsite search engine marketing workshops through
Search Engine Workshops (http://www.searchengineworkshops.com).
Besides using Wordtracker to find keywords, John actually uses
the service to target an audience's surfing behavior. Once he
Market ValueRecently, the Academy of Web Specialists (http://www.onlinewebtraining.com) had the good fortune of having Adam Soroca, a representative from ..... determines the surfing behavior, he can use that knowledge to
target those who are most likely to purchase his clients'
products or services.
Unlike most of us, John doesn't get "stuck" in Keyword Universe
to where the system does all the thinking for him. Instead, he
begins at Comprehensive Search (found under the Multiple Search
heading).
He explains, "Where you'll find most of your 'revelations' or
'insights' is in the Comprehensive Search feature of Wordtracker.
Try entering one part of a search phrase and letting
Comprehensive Search figure out the best 'full use' of the
phrase."
Let's look at an example
John has a client who sells baby furniture and products online,
so he needed to find the target audience for baby furniture.
Putting his creative mind at work, he started thinking about who
would want to buy baby beds and strollers. Not people with
newborns - after all, they already own all of the furniture they
need. The true audience for his client is soon to become parents,
grandparents, etc.
His next step was to use Comprehensive Search to try to determine
what his target audience is looking for. John typed in "baby,"
and he found some very interesting results.
People searching for the word "baby" were searching for keyword
phrases like "baby names," "Baby Names," "Baby Boy Names," and so
forth.
Bingo! He had the angle he needed to get traffic to the site.
Rather than concentrating on the actual product he was trying ......
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