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An Ingenious Way to Use Wordtracker . . . that's actually easier too.
......
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 to
sell, he thought of a way to pull in traffic through a different
window. After all, what will his target audience be looking for
on the Internet' Ideas for names for their new babies!
John adds, "Keep in mind that this angle is also based on the
fact that babies are always on the way, around the world, day
after day, which creates an extremely unique market for certain
products. Understand the advantages of identifying people's
behavior, and you'll never look at keyword research quite the
same."
After he has captured the visitors at his site, he can easily
slide in the fact that the site is also selling baby products and
furniture. He's gotten them to the site, which is step #1; they
are his target audience, which is step #2; and with compelling
content, he can increase the site's conversion rate to go along
with the increase in traffic.
How did John proceed' He created a page that focused on the
meanings of baby names.
Keep in mind that the page he created has value and unique
content. He didn't just toss together a page, simply for the sake
of getting a top ranking. Instead, he worked hard to find links
all over the Web to sites that offer the meaning of baby names.
His page offers tremendous value to the search engine and users
as a one-stop resource for finding links to the meanings of baby
names. Then, in strategically placed spots on the page, he subtly
added pictures of his client's products with links to related
pages.
John explains, "Don't ever trick your audience or they will
simply never buy. Give them exactly what they are looking for
right up front. In this example, I created a page that offers
baby names and the meanings of baby names, and I subtly offered a
few product listings or links to my client's storefront. It is
essential that you always provide content related to their search
first, and then offer links to appropriate products within your
client's site."
The bottom line'
How did John's strategy work out for his client' The baby names
page alone pulls in an additional 500 unique visitors of
extremely targeted traffic each month.
John adds, "I cannot give you the percentage in terms of the
exact increase in sales, but I can tell you that the client has
been very pleased with the results."
Remember that this is just one page that John added to the site.
He explains, "Had I really wanted to pull out all the stops, I
could have created several entry pages around this one theme. For
example, targeting keyword phrases such as: 'most popular baby
names,' etc. You could also build the content right into the site
and extend it through all of the races:
* Spanish baby names
* Italian baby names
* Jewish baby name
* French baby names"
(See Part 2)
About the Author Robin Nobles is the Director of Training of the Academy of Web
Specialists (http://www.academywebspecialists.com), where she has
trained several thousand people in her online courses in search
engine marketing strategies (http://www.onlinewebtraining.com).
She also teaches 3-day "hands on" search engine marketing
workshops in locations across the globe with Search Engine
Workshops (http://www.searchengineworkshops.com.
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