Pushing your keyword research beyond the norm by John Alexander, 22 July 2007
If your web pages are not focused on the right keyword phrases then you may find that other pages are much easier to find in the search results than yours.
Key points
- While many people attempt to tell Wordtracker what keywords that they "think" are important, it is far wiser to open up Wordtracker and let it tell you what a specific marketplace is doing.
- Consider exploring a "portion" of a keyword phrase as a single "root word"
- Stop thinking of keywords in terms of just a hunt for the right words. But try exploring keywords as "topics of interest"
And while most webmasters claim to be doing keyword research you may hear that fewer people seem to be able to find excellent niche phrase keywords.
In this article, I am going to outline some tips to help you quickly perform genuine keyword research, find much better exact phrases and take advantage of the hidden "windows of opportunity."
Before I do, let's talk a bit about what the challenges are for most of us as this may help us think of "keyword research" in a different way.
Understanding the common limits to exploring data
The challenge of performing good research usually is based on the fact that most people don't naturally want to explore data at all.
Have you noticed for example, how difficult some legal contracts are to read when they are WRITTEN ENTIRELY IN CAPITAL LETTERS? WHY ARE CAPITALIZED LETTERS SO DIFFICULT FOR US TO READ, PARTICULARLY WHEN THEY ARE ALL CLUSTERED IN A PARAGRAPH OF TEXT? THE ANSWER IS SIMPLE ENOUGH.
Did you know, most of the time, our brains do not actually read text at all. We tend to "recognize words" based on the upper contour of the word shape. However, when typing in capitals, it takes away all shape so both the bottom and the top of each letter are identical.
This takes away our ability to recognize a word at a glance and it forces our brain to work harder and read each word.
When it comes to performing keyword research, do you think that most people naturally tend to research data? Although we say that we do, we really do not. Our natural tendency is to try to explore very narrowly, the most prominent keywords that are already lodged in our minds by "reason of experience."
We want to guess "logically" at the keywords that we "understand" to be the "most logically related," based on our past experience. But seldom do we ever think to explore keywords that are common everyday terms because they seem to be "unrelated."
Yet the truth of it is this...
"The more we rely on your built-in research capacity logically, the more we are going to be discovering exactly the same keywords as every else, who is doing exactly the same thing as you are."
A much wiser objective is to begin to increase our threshold of true keyword research by purposely exploring more data and doing less guessing at the keywords we think make sense. This free style approach will allow you to discover much more of the hidden evidence of a searcher's behavior.
Okay then. This now understood, let's talk about Wordtracker.
Tips for expanding your keyword research beyond the normal
Remember the power of turning on comprehensive search to do your research.
1) While many people attempt to tell Wordtracker what keywords that they "think" are important, it is far wiser to open up Wordtracker and let it tell you what a specific marketplace is doing. For example instead of guessing at a phrase like "prices for antiques" you might simply research the single word "price."
These were just a few examples discovered instantly by entering only a single word "price" and letting Wordtracker tell you how the word was being identified:
"price guide for antique clocks" KEI 1568.0
"price on antique victorian rocking chair" KEI 2,116.0
"cheap prices on italian gold bracelet" KEI 2,500.0
"kenmore washer and dryer prices" KEI 600.0
"best price on GE appliances" KEI 936.0
2) Consider exploring a "portion" of a keyword phrase as a single "root word" and let Wordtracker's powerful right and left hand word stemming, reveal how that portion is actually being used within multiple phrase clusters.
Examples: Here the root word was the term "print:"
"free thank you cards to print" KEI 456.1
"songs to print for guitar" KEI 729.0
"keyless finger print" KEI 912.7
"free logic problems to print" KEI 1301.0
3) Stop thinking of keywords in terms of just a hunt for the right words. But try exploring keywords as "topics of interest" which will often relate back user search behavior and even industry related trends. Examples: Root word "shelves"
"woodworking display shelves" KEI 625.0
"over the window wood shelves" KEI 625.0
"pantry shelves and racks" KEI 645.3
"glass shelves jewelry display" KEI 961.0
Examples: Root word "Locate"
"Where Can I Locate Someone in Texas" KEI 784.0
"locate someone using military records" KEI 841.0
Example: "search"
"Obituary Searches" KEI 11224.0
4) Explore the common every day words that may seem to be initially very boring or common to you. These words can often unlock search strings that are very telling about the searcher's interests or needs.
Example: an ordinary word like "draw" produced these.....
"Drawings of Angels" KEI 69.4
"Learn How to Draw Dragons" KEI 149.0
"How to Draw Flames" KEI 159.9
"Mythical Dragon Drawings" KEI 232.3
"Grim Reaper Drawings" KEI 514.7
"Drawings of the Phoenix Bird" KEI 698.0
"Drawings of the Grim Reaper" KEI 1571.7
"Drawings of Angel Wings" KEI 1608.0
"Hydraulic Pump Drawings" KEI 3669.0
"Pneumatic Drawing Symbols" KEI 5700.2
"Mechanical Drawing of a Backhoe" KEI 18,881.0
5) This is a tough one, but try to stop using so much logic. Give yourself permission to explore random ideas and common words and even portions of your customer's dialogue to you. There are interesting revelations to be found by more random and less logical exploration.
Examples: Root word "why"
"why do people use terrorism" KEI 1056.2
"Why is mercury chosen for use in thermometers" KEI 8281.0
"why shouldnt people smoke" KEI 13225.0
Examples: Root word "how"
"how to get in google" KEI 894.1
"how to get rid of snakes" KEI 4188.0
"How Do Pneumatics Work" KEI 7363.0
"Hydraulics How They Work" KEI 13,728.0
"How Do You Start a Motorcycle Dealership" KEI 56,406.0
6) Do not just get hung up on high KEI values with low competition.
This is a great place to start your research, but try and take away at least one idea away from every screenshot and realize that there are ways to compete for the low KEI phrases too. It just means you have to work a little harder to win, but you can do it. If you need help to build your top placement skills consider taking an online course or attend a local SEO certification Workshop.
7) Explore more than just "keywords." But watch for the behaviors that are revealed behind the keyword phrases. They are often telling you something about the conditions that exist in the life of the searcher and what is important to them.
Examples:
"Uses of Mood Color" KEI 3841
"Use of Test Tube in Laboratory" KEI 2401
"Use Of Mercury In WWII" KEI 1936.0
"Use of Miss Ms in Titles" KEI 784.0
8) If you are researching keywords and exploring data on a specific product line, be sure to think about related online tools and other resources that you could be optimizing for, such as calculators, tests, profiles, maps, driving directions or other important related possibilities.
"discount camcorder batteries" KEI 575.5
"rechargeable power tool batteries" KEI 455.1
"surveyor batteries" KEI 770.1
"surveying batteries" KEI 902.0
"electric candle tart burners warmers" KEI 2401
"Home Made Waste Oil Burners" KEI 1032
"Rechargeable Radio Batteries" KEI 415
"Medical equipment Bulbs" KEI 812.3
"Heraeus tanning bulbs" KEI 1225.0
"led closet light and battery" KEI 676.0
9) Explore behaviors based on common or unusual questions being searched for on the Internet.
"What Does Your Percent Body Fat Mean" KEI 859.5
"What Is the Size of a Standard Volleyball Court" KEI 1,922.0
"What Is Error 663 And How To Fix It" KEI 43,365.1
"Car Wax Cloudy What To Do To Fix It" KEI 43,886.5
"My Computer Keeps On Restarting How Can I Fix It" KEI 48217
"How Much Does It Cost To Fix Car Scratches" KEI 63,551.3
"How To Fix An Ipod If It Shows Error" KEI 6303.5
10) Be sure to investigate the acronyms and meaning of acronyms on keyword suggestions you may see. Does SEO really mean search engine optimization? Perhaps it means Seasoned Equities Officer or South Eastern Ohio or perhaps one of the other 114 definitions revealed in http://www.acronymfinder.com
In conclusion: There is no need to worry about finding unique and effective long tailed keywords using Wordtracker. The challenge in finding the best phrases is usually limited only by our threshold of logical thinking. Often the more logical we are, the more we will end up with the same keywords our competitors are all going after.
Keyword research is on skill where you can literally discover "trails of gold" by giving your self freedom and liberty to explore data illogically. That may not sound like intelligent thinking, but until you try it, you'll be missing out on many extra-valuable keyword phrases and missing out some amazing behavioral trends.
About John Alexander
John Alexander is Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles. John is partner in online search engine marketing courses and Director of the Search Engine Academy with local training workshops located throughout North America.
48 comments
Good article…I will give this a try later today in Wordtracker. I needed a little ‘fresh’ thinking before I start keyword research for a new project.
Hi, John,
Great throughts as always.
If your readers have not purchased your “Wordtracker Magic” ebook, they should.
Cheers,
Ron in Tennessee
There is another way to address this issue. Write a lot of content. Let your content drift along tangents thoughts and write some more. Instead of being a “word potato”, write some more.
I’m so addicted to this strategy that I find myself digging for hours at a time. It’s amazing to see the niches that are available when you plug in just one broad word.
Hi all,
Thank you for your comments……
Here are some examples of fresh “niche phrases” recently posted on the KEI Observation Deck:
Topical root word: Deck
RESULTS:
“how to screen in an existing deck” KEI 225.0
“Pressure Treated Deck Plans” KEI 225.0
“screen deck kits” KEI 324.0
“cement deck pictures” KEI 450.0
“screen porch deck plans” KEI 576.0
“copper deck caps” KEI 1225.0
“deck skirting designs” KEI 1764.0
For dozens more high KEI niche phrases recent topics include:
instructions wholesale custom lamp figurines plus much more in the archives…..
Visit http://www.KEIobservationDeck.com for the most recent high KEI niche phrase postings.
Highest regards John Alexander http://www.Searchengineworkshops.com
Like the only REAL magic - the magic of knowledge.
All I can say is, I wish I could make Wordtracker “sing” like John can. After 5 1/2 years of watching him, I’m still amazed.
In response to the comment about writing more content, I’m a major content person because I’m a writer. I believe in writing a lot of content on a Web site about a myriad of different related topics. The more content, and the more different types of content, the better.
However, you can’t drift toward other thoughts in your writing and expect your content/articles to score high in the search engine results. You’ve got to focus that content down one focus or keyword path if you want to be competitive.
You can write more content and focus that content down one keyword path. No problem. But each page needs one keyword focus or one theme for AI as well as optimization. The AI element is especially important in Google. The optimization elements are important across all engines.
So, you take what John finds in his keyword research and write content. Step #1 and Step #2. Notice that optimization isn’t listed yet.
Robin Nobles
Good article…I am trying to find longer tailed keywords and this is just what I think I can use and it is so simply, don’t think. I will give this a try later today in Wordtracker.
Greetings, Chad Nauman
what does KEI mean?
Patrick,
Kei Stands for “keyword effectiveness Index”
The higher the KEI, the more popular the keywords are and the less competition they have. This means they have a better chance of getting to the top.
This response is based on information I found in Web definitions on Google. All the best Allyzona
This is a great article. It just fired me up on how to use wordtracker the right way. Thanks bro.
We’v been looking for JUST this kind of guidance.Thanks a bucket !!
I’m just getting started with the store.you do a good job explaining key word . Thanks James
We are finding that targeting keywords for our niche market is great. Thank you for sharing on keywords.
This is great information. It has worked for a trademark registration law practice I have. Lots of great keywords. Thanks for sharing.
Number ten is crucial. I’ve been working on a real estate site and I have to do a lot of research beyond using word tracker to see if multiple states have the same city names as the Portland, Oregon area. I then check their populations and the search results for the phrases. If the town in the Portland, Oregon area is much larger I will probably consider targeting the phrase without including the state name in it. If the search results for the phrase list locations outside of Oregon I assume that people will get turned off by getting irrelevant results and refine their search to include the state name. It is a lot of work but in the end it will lead to better results.
thank you for tips
Great article. Much appreciated. Thnaks for sharing.
Your keyword tracking tool gives me a real advantage when helping my customers find their niche keywords to get their web pages to the top of Google consistently. I was always focusing on the main keywords and not realizing how much gold there was in the long tailed keywords.
Good article John but i have a question
if i have a high KEI foer example KEI 1,922.0 but the number of predicted clicks 20-25 is it still worth it to build a landing page around this phrase.
if not, what is the minimal clicks must be?
Best Regards
Thanks John, Good article. I will check it out. It certainly sounds Right. Thumbs up. Amdrea Jordan
I think this article could also have been titled "take your blinkers off". As you say, quite difficult to resist the temptation always to plump for the obvious and logical instead of exploring laterally. Thanks - Ewan Kennedy.
One of the most useful things I've read for a while, thanks. Klyve Dawson
thanks
What's the KEI ?
Many Thanks for an informative read!
Great read.
Very well written article!!!
Thank you for the great tip. This article was very informative.
Wow I did not know that about capitalization and how the human brain interprets it.
I’m so excited to ready this article that i wanted to say thanks a lot to you. keep writing for everyone.
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Thanks for everyones comments and feedback.
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Thanks again, John Alexander
Doesn't country, language and culture have any impact on keyword imaginations?
very good ,thks
What's the KEI ?
Great information not only in the article but also in some of the comments.
I'm glad I read this before writing my new sales text!
It is very useful information for me since i'm registered to wordtracker already. Thanks.
Thanks for the article, its not always easy ranking for the most searched keywords, but i have found success in niche phrases.
While many people attempt to tell Wordtracker what keywords that they "think" are important, it is far wiser to open up Wordtracker and let it tell you what a specific marketplace is doing. Consider exploring a "portion" of a keyword phrase as a single "root word" Stop thinking of keywords in terms of just a hunt for the right words. But try exploring keywords as "topics of interest" nice write
Excellent input. Great to start thinking outside of the box. Our keywords are pretty narrow at the moment.
Did you ever describe problem. I picked out words that I thought would be great for my store. Result? No traffic. Your blog is causing me to go back and rethink everything.
Where can I find the Wordtracker Magic Ebook?
John,
Tremendous article. I have found several great words and terms using Wordtracker.
Now, the challenge is somehow incorporating them into my site.
I have a question in regards to this. After you find a term (eg. "best prices on GE applicances"), do you then research and write an article on GE applicances with the best prices.
This may work on my site as it's a very general site but probaby would not work for a specific product site.
Thanks in advance, Richard
Good article. As someone who has bought in and out of Wordtracker for the past 5 years but has never really been convinced by it, you may have persuaded me to look again.
John: I am just starting a web business selling fairly expensive solid wood racks for displaying and organizing fine cookware. I have been working very hard on SEO for what turns out to be extremely difficult challenges for miniscule results. After a day and evening working with the Wordtracker info in your article, I have identified good keyword phrases with KEIs and 24 hr #s of 36,856 & 456, 842 & 593, 592 & 1152, 619 & 154, 222 & 825, 619 & 154, and 424 & 802. And that's just getting started. I'm thinking my business is going to improve very quickly. Thanks very much, George Willison, Cumming, GA, USA
This is good information for all those that are trying to pull in more business and see progressive growth with their company.
I found this article so useful before and have just revisited it. Good stuff! I am curious...in your experience, do you find that the number of anticipated searches each day is a fairly accurate #?
Live Your Way: all keyword research tools (including those from search engines) use samples so their search predictions are subject to error. Sensible thing to do is use the numbers as a guide and an index.