Wordtracker 7-Day Video Tutorials
Day 2: Assess Your Market with Keyword Research
This tutorial is also available for download (right-click and save) using a suitable swf player.
Video notes
A classic rookie mistake is to not appropriately segment your markets. For example everyone needs to drive but not everyone has the same needs. Families like the roominess of minivans
whereas urban singletons opt for smaller sexier cars.
All markets, including yours, can be divided into different niche markets, e.g. 'dark chocolate', 'white chocolate' and 'truffles' are niches of the 'chocolate' market. Wordtracker can help you find, evaluate and compare your market's different niches.
Start with a significant seed word that identifies a market, e.g. 'credit card' for the credit card market.
Start with Wordtracker's Keyword Researcher to help identify which terms your audience is actually searching on.
Say you are a bank and looking for opportunities in the lucrative credit card market. Don't target everyone who wants a credit card like 500 other banks, do some research (make sure to select exact keyword inside a search term) to locate two contenders: 'business credit cards', 'prepaid credit cards'.
Check suitability of your niche markets. Business credit cards has 573 predicted daily searches. But applied to the exact term only. This doesn't include 'business credit card', 'business credit card offers'. They're all
important for assessing the size of your niche. So we'll add them up by exporting results to excel. We end up with 3591 searches per day for 500 keywords which contain the word 'business credit card'.
Total each niche's 'predicted searches' column for an estimate of niche size: You can download the above niche size spreadsheet.
We did a copy and paste from one exported file into the other and inserted a row above the keywords where we added the sum total of each search's results.
Do the same for each of your niche markets. If we target 'prepaid credit cards' we get 150 searches and 1670 total searches.
Now we can see that the 'business credit card' niche is twice as large as 'prepaid credit card' even though the initial daily prediction suggested the opposite.
Actions
Locate the most popular keywords in your target market.
For each potential niche see how its keyword is used in longer search terms. Use predicted daily search volume to estimate number of people searching on that keyword.
Add up the total predicted number of searches & total number of keywords to assess the overall size of the market.
In this free Keyword Research Guide some of the world's best search marketers use a fictional vegetarian dog food company to pass on some keyword research wisdom.
In tomorrow's video we'll show you how to use Wordtracker to build an effective keyword strategy. If you can't wait, watch it here now.
