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April 27, 2005
KEI Observation Deck April 27
The single biggest struggle for many people is to learn to start "thinking laterally" about their target audiences behaviors. Instead of focusing on keywords....you have to focus on thinking about the searching "behaviour" of your ideal buying audience. It takes a little practice but once you are on to it, you get better and better at it.
What does your searching audience really want?
Okay, let's take a generic example like the word "book."
For example:
What type of Books are you selling?
"Book" or "books" are pretty broad based, generic terms.
Sometimes it only takes a little twist to find a niche with a
huge KEI (Keyword Effectiveness Index)
So.....what type of books are we talking about? What type of information is in the books?
Math related books? Geometry? Multiplication, Subtraction?
Children's math?
Or are they history related books? What type of history? War related? Historical maps?
Or are the books containing lessons of some sort?
If so, what type of lessons? "How to" books?
Let's examine this aspect for just a second.
What type of lessons are people looking for (instead of just a generic term like "books?")
You see what I am am doing is getting much more specific to try and find a niche instead of just thinking in a broad generic term.
Here are just a couple of ideas I found on first try:
"Lessons for Making Inferences" KEI 6724.0
(Okay, this might be just a little weird)
"on line money lessons" KEI 3328.0
(Cool....someone wants to know how to make money online)
There are huge differences in little tiny changes.
For example the phrase "Christian book stores"
with a KEI of only 6.2 is a very weak KEI.
Instead, why not feature a specific book on spelling lessons for Christian's!
It's just a little different spin, but it's a nice KEI value.
Look at this phrase....
"Christian spelling lessons" KEI 1936.0
So what IF they (the lessons) just happen to be in a book that you buy online or in a store? So what? Somebody could still be making book sales, right? :o)
TIP:
Rather than build a Web site first, fill it with content, second and then try and perform SEO as a last stage effort, it is much easier to do it the other way around.
The whole strength of Wordtracker is in finding out what true niche's that the searching audience is truly after and then meeting those needs with the Web site content. For example, you could have a variety of pages attracting traffic for what people want to know, then sell them a book that delivers whatever that need is.
Quick check on synonyms? How about the term "booklet?"
It's not an action word but let's see what people are looking for?
Here is one that could be cool.
Have you got a book about "how to print color booklets?"
Or maybe an article promoting some book on the topic of color printing?
"printing color booklets" KEI 2888.0
Remember that you can optimize for low KEI terms too, but you need to do a more thorough job on the optimization if you are working with more competitive terms, that's the only thing.
Does your Web site suffer from obscurity in the search engine
rankings? Could your Web site benefit from a little lateral thinking
keyword research?
Here is a link with many free audio tips from me:
http://www.searchengineworkshops.com/articles/audiomagic.html
You will need a Wordtracker account though, in order to access the member data.
Also check out this page of Wordtracker related tutorials and articles.
Also, you may enjoy listening to this recent instructional interview I did on the e-Marketing Talk Show Radio:
http://www.searchengineworkshops.com/articles/talk-show.html
It's does take a little lateral thinking and some practice. But once you are on to it, it can open up a whole world of potential that many Webmasters probably seldom ever enjoy.
Don't be a stranger. Drop by again soon for some more high KEI observations from the friendly support team at Wordtracker.
Highest regards
John Alexander
john@searchengineworkshops.com
Search Engine Workshops
Posted by John at April 27, 2005 06:32 PM