One of the biggest
challenges that most of us have, when it comes to performing
keyword research, is that our mind is usually trying to offer
us suggestions, that can actually prevent us from truly exploring new data.
Many of us are consumed with our own Web site objectives
rather than exploring and researching our customers real time
search habits. Many of us use Wordtracker, a powerful
research tool with a "keyword hunting" mindset.
After all, is that not what it is all about? Finding important
keywords that relate to our Web site that will also attract
more traffic? Well, that is partially true. But in my short
e-book Wordtracker
Magic, I talk about the power of Wordtracker to explore
"user search behavior," too.
From my experience
speaking with people about their research, I have often found
that too many people have far too narrow "field of
scope." We tend to be fixated on our objectives which may
often result in only just finding a few good usable keywords
when in fact, we may often be missing huge "windows of
opportunity" (simply because of our limitations in
thinking.)
Quick Example of a
dental related product or service:
A
dentist who is selling a cosmetic tooth whitening service, may
continually be coming up with words related to the product or
the benefits of the product or service. But to widen our
scope, why not try and research the "conditions"
that exist in and around a customers life that cause them to
search the Internet, the way they are searching. It's about
understanding all of the opportunities for keyword selection
based upon the "searchers interests" not the sellers
objective.
The natural
"keyword hunt" mindset is where we begin guessing at
important keywords. The only trouble is, usually they will be
the same keywords that everyone else is guessing at. When it
comes to search marketing, you want to eliminate the guessing
game and perform solid research to discover actual evidence of
the searcher behavior. In the example of the dentist above,
the most natural guesses (terms that first come to mind) are
going to usually be about the service itself. For example "Teeth
whitening" or maybe "white teeth."
"teeth
whitening" currently has 2,810,000 competing
pages on Google (at the time of this article)
"white teeth" currently has 1,900,000 competing
pages.
There
are people who would insist that there cannot possibly be any
better search terms than this and while it is possible to
optimize for the phrases, it is going to take some work and
some time because of the competition. But let's dip into
Wordtracker and show you how you can find much better terms
that are far less competitive and yet will definetly bring you
better results (even just with mild optimization.)
Using
Wordtracker Magic: I go into Wordtracker and very quickly
discovered these phrases in less than 5 minutes
"teeth
bleaching" is being searched for and it only has 162,000
competing pages.
"teeth whitening kits" is being searched for
and it only has 52,900 competing pages.
"laser teeth
bleaching" only
has just 712 competing pages.
The
point is that it is possible to find much less competitive
phrases and find them very quickly by following the techniques
I describe in Wordtracker
Magic. Other interesting phrases that I just happen to
notice along the way, are questions that people have about
their dental condition. Could a dentist, (just as an example)
find a way to answer these questions and satisfy the user
search? Perhaps even sell them a solution or treatment through
an affiliate program.
Why
would someone be searching for this phrase?
Example:
"bad taste in mouth after wisdom teeth extraction"
This exact phrase has been searched multiple times on the
Internet and yet it only has 8 competing pages!
Natural thinking may suggest...but why would someone not ask
their own dentist about this?
But the point is, people are researching lots and lots of
information on the Internet so why not be the source that
helps answer their questions. A good optimized page should be
content rich and satisfy the reason why the searcher searched
in the first place. I could share a lot more on the topic but
let's give you some more tips to expand your field of scope
even further.
In
our dental example, we still have not expanded our scope
fully, because we are just getting started.
The real question is this:
What type of articles, information and other topical content
would attract the right kind of audience in for a tooth
whitening service or product? The more fresh, original and
engaging content you have on your Web site, the more people
will be able to find you for searched topics of importance
to them. Far too many Web site don't widen their scope any
further than just touching on the benefits of their product.
Good marketing to attract the right traffic means that you
need to move beyond just talking about your product. It's not
about your product only, it's about your readers lives.
But
how about the impact that can be made on a persons personal
life when, because of that fresh white smile, they begin to
have new confidence. Could a more positive image contribute to
actual changes in behavior on the job or in their everyday
abilities to perform? Think about it and explore the
conditions that exist before tooth whitening and after tooth
whitening. We are not just expounding on the benefits, but
I'll bet if you talk to a real dental service that offers
this, you'll learn that this service has done some amazing
things for changing how someone feels about their own
self.
Could it mean a new job or a promotion or a new relationship
for someone who had previously had low self esteem because of
their appearance. Hmmm...could these also be the people who
need to find your service in the first place?
But you see how examining something in depth can bring a whole
range of topics and behaviors to explore inside Wordtracker.
The
secret is really in our point of view and understanding what
the world is searching for. Switch to your customers point of
view instead of your own and you'll begin to really discover
what the world is searching for and even why they are
searching for it.
A
few more tips to consider in conclusion:
-
Instead
of just thinking about "keywords" learn how to
explore the conditions in peoples lives that set the
precedent for them doing a search on the Internet in the
first place.
-
Stop
hunting for "keywords" and begin exploring your
ideal buying audiences "topical interests."
-
Satisfy
the reason why the user is searching by delivering up
valuable content that meets their needs first. Who knows,
they may just become a customer next.
-
Continually
work at adding fresh new topical content to your Web site consistently
as possible.
-
Expand
your field of scope in understanding truths of importance
from your customers point of view.
-
How
can you relate your customers "real life
experiences" positive or negative into your
behavioral research?
-
Don't
let the natural tendency to "guess at keywords"
stop you from exploring all of the hidden evidence that
just needs a little practice to uncover.
Would you like to join me in a
live instructional chat online about Wordtracker and discover
a wealth of SEO research which is continually updated on a
regular basis? Check out the SEO
Workshop Resource Center here.
If you think you'd like to
attend one of our live hands-on workshops, here
are our upcoming dates.
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About John Alexander
John Alexander is Co-director of Training at Search
Engine Workshops offering live, SEO Workshops with partner
Robin Nobles as well as online search engine marketing courses
through Online Web
Training. John is author of an
e-book called Wordtracker
Magic
