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July 30, 2005
KEI Observation Deck - Cinema and Big Screen TVs
KEI Observation Deck - Cinema and Big Screen TVs
Observations and advice by John Alexander (for July 28, 2005)
Welcome to the KEI Observation Deck where I regularly dip into Wordtracker and in just a few minutes grab and post some great
keyword phrases with fair to high usage and low competition.
What is high KEI (Keyword Effectiveness Index) mean?
1. Wordtracker says that a KEI value of 100 is potentially a good phrase to optimize for.
2. Wordtracker says that a KEI value of 400 is potentially an excellent phrase to optimize for.
Rule of thumb: The higher the KEI value, the bigger your "window of opportunity" for a phrase meaning a busy phrase in real use by searchers (on major search engines) while at the same time low to extremely low competition.
The value of this is that even if you are only just beginning to study SEO skills and are not yet proficient at dealing with heavy competition, you can still grab good traffic for phrases that most Webmasters don't even know exists.
Okay, let's talk about how we can begin thinking more laterally about our searcher's "behaviour." I teach these skills in detail at our live hands-on SEO Mastery Workshop if you are interested in personlized one on one training at Search Engine Workshops next month in Orlando at Disneyworld. Here's our SEO training agenda.
Let's define lateral thinking or "thinking out side of the box."
Your single biggest challenge when doing keyword research (for most people) is that our brains are already pre-programmed with keywords that we think are appropriate. Think about it...it's true.
The value of Wordtracker is truly awesome when we begin to move beyond the boundaries of keyword research and begin exploring the world's "searching behavior." Wordtracker not only will do all of the hard work for us but it literally is available to spot trends and "trails of gold" within just minutes and with practice, sometimes within seconds!
Sometimes I get a little weary of people complaining they can't find any "high KEI values" in the database, because I can find great KEI values nearly everytime I go into explore Wordtracker data. So I wanted to identify where most people are having a challenge. Here it is. The trouble is not with Wordtracker. The trouble is that we tend to think along very narrow lines when doing our research. Instead of exploring a handful of keywords that most people would think of, because those terms are very generic, we need a way to open up Wordtracker and instead of spending hours of our life researching, we need to be able to spot those low hanging fruit quickly and without stress.
Okay, let's examine a typical complaint or comment.
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QUESTION: John, I am selling Big Screen TVs but I am unable to find any good KEI values like you discuss here. Look at what I find in Wordtracker:
Here's the results of my research:
"big screen TV" KEI 0.00 - Competing pages 771,000 pages
"sony big screen TV" KEI 0.003 - Competing pages 7,640
"Big Screen TV Reviews" KEI 0.490 - Competing 4,130 pages
Can you please tell me more about what I'm doing wrong or please demonstrate that there are some higher KEI search phrases that
I'm missing. All I cand find are 0 KEI values and you say there is always low hanging fruit? I'm lost.
Thanks for your thoughts
Larry A.
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Dear Larry,
Never get discouraged because there are always things to discover about how people are searching. The term Big Screen TV is only one keyword phrase. You need to use a little Wordtracker Magic technique to dig in and reveal what people are really searching for that are far less compettitive.
Let me demonstrate that there are indeed completely different terms that people are searching with that could drasically eliminate competition. Also remember that each one of these phrases needs to be used to create valuable content that is useful to your readers.
In about 17 minutes of researching here are a few examples I found but I am sure there are more.
Instead of your phrase:
"big screen TV" KEI 0.00 - Competing pages 771,000 pages
try this observation which I found within 8 minutes in Wordtracker...
"personal home cinema systems" KEI 317.7 -
(Competition is only 29 pages)
or try this one which looks better even...
"home cinema systems equipment" KEI 485.0 -
(Competition is only 19 pages)
I am assuming you have read the e-book Wordtracker Magic, right?
Please read the section called "Techniques and Methods To Finding Great Results Fast" beginning on page 12. Try actually working in Wordtracker as you review this section.
I hope this helps open up your scope of observation. All you need is a little practice and you'll have it.
Best regards
John Alexander
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Okay, following the train of thought today on the topic of entertainment, film, TV or the Cinema, here is an idea for anyone who is interested in marketing movies.
Let me demonstrate something which may or may not work. This will be my suggestion to anyone with video or movie related Web sites. Watch out for a new higher search trend on the terms for "John Wayne" the movie actor. Here's a secret that you may or may not know.
Always keep apprised of real world news for your own industry. Know what is happening within the real world events and plan at least 6 months ahead of time. Okay, sticking to the topic of movies...
Look what I noticed in Wordtracker:
"John Wayne the High the Mighty" KEI 81.0 Competition 0 pages
Are you optimized for this term. If not, it's not to late, but there are others that may have beat you to it.
The High and the Mighty is a John Wayne film that has never before been released to the public in years. I understand it will be released on DVD August 2 as part of a rare collection. The point is
who is already ranking on Google for that title name?
Number 1 when I checked was the Internet Movie Data Base.
Number 2 was Amazon with their page scoring in number 2 for the new collectors edition.
All I am suggesting is to watch how things change in Wordtracker as the release comes. Also you can do the same thing and write reviews or other content based on what you know is scheduled to happen based on press releases or reliable industry information.
Hmmm. Where might that be for video or movie related sites? Check out that number 1 spot the Internet Movie Database for other films that are being released that either have a huge cult following or new movies that the experts predict to be blockbusters.
Example: Now might be the time to do some research on the movie King Kong which is being remade and released in December. But not just for the new version, put up some info about the old original 1933 version and the actors or background (useful historical stuff.) My impression is that if you can sell the video, why should it not be you that they find in their search in December.
Okay, enough lateral thinking.... Now back to Wordtracker:
A few more quick observations based on how to build a Star Wars type prop and a comparison of terms:
Maybe you are an affiliate marketer.
Someone wants to build a lightsaber....so they are probably looking for instructions on how to build a realistic prop. So if you gave them the instructions and then lower on the page, gave them an affiliate link to purchase a realistic prop, it might be interesting to see how many would take both.
Notice that as the KEI goes up on each other terms, the competition goes down
"Real Lightsabers" KEI 84.0 Competition 978
"Make a Lightsaber" KEI 217.7 Competition 553
"Build a Real Lightsaber" KEI 768.0 Competition 243
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Okay, so we've been in a movie/TV related thinking mode. I hope these ideas stirred up some of your creativity regardless of what industry you are in.
Wordtracker is a tool that can open up a window to the world's searching behavior. Spend your time in action creativily building content of high value based upon your research. Never get hung up in paralysis over which term might be best. Learn to test all of your own original ideas. Far to many people are laboring in the research and so they get hung up wondering about what to do. Try and practice taking something away from every screenshot at Wordtracker.
One final word about the low KEI values. These will often be the first level terms that everyone is competing for. Can you optimize for highly competitive terms and win? Sure you can, but be prepared to work harder using a fuller scope of SEO influence.
Come join our 5-Day SEO Workshop next month at Disneyworld and we'll take you through the essential foundations through all of the advanced strategies to impart genuine SEO skills that you can take home and use immediately to make an impact with your business.
Turn up your computer sound right now.
Click on our audio invitation below and listen in for a few seconds:
Highest regards,
John Alexander
john@searchengineworkshops.com
Search Engine Workshops
Like the only REAL magic; the magic of knowledge!
Posted by John at July 30, 2005 08:08 AM