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(Continued from Part 1)Now, lets look at a "new" way to use Wordtracker, Johns step-by-step approach:To write this article, I came up with a real-life example and Istarted at step #1, just like you will do with your own site.Lets say that your client sells aromatherapy supplies over theInternet. Your first step is to try to determine the targetaudience. Who would be buying aromatherapy supplies? One targetaudience would be people with stress in their lives who want touse aromatherapy as a way of relaxing. So, lets try that angleand see what we come up with.* Go to Comprehensive Search at Wordtracker(http://www.wordtracker.com) and type in "relaxation." ClickProceed. * Scroll toward the bottom of the page and click on "Check boxesoff."* Scroll back to the top, and look at the various choices.Remember that the "Predict" column is the predicted traffic youcould expect to get for each of those keyword choices from all ofthe major engines and directories in one day. * Begin marking keyword ideas, all the while thinking of astrategy to pull in traffic for your clients site through thetarget audience.* Scroll back to the bottom of the page and click on "Option 2:Competitive Search." * Choose MSN and Google, since those two engines have thepotential of bringing in a lot of traffic to most Web sites. Ofcourse, you can choose any two engines or directories that youdlike. Click Proceed.* What did we find? "Relaxation" and associated words were notgood choices, because the KEI in comparison to the projectedtraffic was too low. Targeting those keywords just wouldnt havebeen worth the effort for such a low amount of traffic. Keep inmind that this is a real-life example, so this is certainlysomething that could happen to you when doing this strategyyourself.* So, we went back to the drawing board and tried "aromatherapy."Again, not a good example. * Then, we tried "massage." After all, aromatherapy oils are usedwhen giving massages, and people who are interested in massageswould be a perfect target audience for aromatherapy supplies.* After studying the Wordtracker results for the MSN and Googlesearch engines for words that include "massage," we picked thethird result, "Techniques of Massage," because its an excellentand appropriate angle for our client. The #1 result in MSN has aKEI of 3696, but it wouldnt work with our clients site. Youhave to be sure to choose keyword phrases that are appropriatefor your particular clients site.At MSN, "Techniques of Massage" has a KEI of 255. Within a 24-hour period, if your site was placed well in the MSN engine, youcould expect to get 90 visitors from MSN alone. What is yourcompetition? 1954. "Techniques of Massage" in Google has a KEI of 900, 165 potentialvisitors through Google alone in a 24-hour period, andcompetition of only 555.Remember that a "good" KEI is anything over 100, and an"excellent" KEI is anything over 400.Lets be honest here. You could manage a top 10 for this keywordphrase with your eyes closed (and your computer turned off).So, for our aromatherapy client, we could create a page on thevarious techniques of massage, including (of course) her oils andaromatherapy products. We would spend time on the page and giveit true value to both the engines and the target audience. And,we would subtly add graphics and link text that points to theclients products in various areas of the page.John gave another exampleHe says, "If youre selling digital cameras, dont optimize fordigital cameras. Did you know that everyone is searching forDigital Cameras Review? Build a page offering reviews ofdigital cameras, which has a KEI that just blew me away." Another effective strategy: Top ReportsBesides Comprehensive Search, John also likes to look at the topreports for high performance keywords or topics that are relatedto his client.John explains, "Ill review the Long Term Reports, which are thetop 1000 keywords over the past 24 hours. Then, I cut and pasteany topics related to my client into Comprehensive Search to getstreams of currently hot topics. I define a hot topic as apopular topic in high demand, which may also have lists ofrelated keywords phrases also in high demand."What happens if you cant find a hot topic that relates to yoursite in the top 1000? John answers, "Many people do not know that Wordtracker offersextensive top word reports beyond the database. All you have todo is ask, and theyll sell you: * The Top 20,000 words $99 * The Top 100,000 words $500 * The Top 500,000 words $2000" Additional suggestions* When John goes to Comprehensive Search, he doesnt put in ahuge list of keyword phrases. He types in one single word, thenlets Comprehensive Search do the rest. This allows him to come upwith ideas and angles that he would have never considered before.* Like John, spend a lot of time thinking of your targetaudience. Who are you trying to sell the products or services to?There may be several target audiences, as in the case of ouraromatherapy example. If so, go after keyword choices to targeteach of those audiences.* Dont be afraid to let your creativity take hold. If your firstfew choices dont work, continue trying. Using ComprehensiveSearch, it doesnt take long to go back through the system with adifferent keyword idea. Keep going back until you find apossibility that might work for your site or the site of aclient.* Be sure to give the surfer what theyre looking for when theychoose your site from the search results. If you promised them"techniques of massage," then be sure to give them good, solidcontent in that area, including related links. Weave yourproducts and services throughout the page as you can. But, dontever try to trick a surfer.* If you get stuck and just cant find a keyword phrase with ahigh KEI and a low level of competition that will work for you,take a slightly different approach. Instead of trying to bring ina large amount of traffic through one single window, try creatingseveral windows and bring in a little traffic through each one.Though more time consuming, this strategy can be equallyeffective in the long run.* If you arent already a member of Wordtracker(http://www.wordtracker.com), sign up for the free trial and testthe system out for yourself. Pricing is very reasonable,depending on your needs. For example, you can use the service fora week for $19.94, and many other plans are available. The bottom line is this: if you are serious about your Web site,youve got to be serious about keyword choice. If youre seriousabout keyword choice, Wordtracker is a "must have" service foryou.Copyright 2002 Robin Nobles. All rights reserved.

About the Author

Robin Nobles is the Director of Training of the Academy of WebSpecialists (http://www.academywebspecialists.com), where she hastrained several thousand people in her online courses in searchengine marketing strategies (http://www.onlinewebtraining.com).She also teaches 3-day "hands on" search engine marketingworkshops in locations across the globe with Search EngineWorkshops (http://www.searchengineworkshops.com).