Wordtracker is generally known as the best keyword generator and manager in the SEO world. Its grand database as well as convenient user interface attracts thousands of SEOers.
There are very detailed instructions and guides provided by Wordtracker on how to build a correct keyword strategy and maintain a highly targeted keyword base. However, what I am going to say here is a little bit different, based on my own experience.
As stated above, Wordtracker is a powerful keyword tool – but few know that it is also a powerful tool to help you start your own business.
As an SEOer, I am employed by a small company to help them grow in the Internet, and the company is too small to decide its own business: whether it is retail or wholesale, shoes or bags, U.S. or U.K., etc.
So I started by asking them what resource they had and what goals they wanted to achieve. And I got a few simple words that could best describe the business and goal. Let’s say they are the following words (to protect this company, the words I’m giving are not what I chose for them):
I then turned to Wordtracker and queried said keywords. I got a bunch of keywords as an initial list. I sorted those keywords by KEI (Keyword Efficiency Index, a metric Wordtracker used to help SEO to chose the best keywords) and then by KEI3 to pick out the ones with highest possible ROI (high search, low competition, let’s call them Seeds, as Ken McGaffin of Wordtracker calls it). Up till now, the work is much the same as building a right keyword strategy. The following work is, however, different.
Now, instead of just choosing the right keywords, I looked into the business opportunities that were hiding behind them.
Firstly I dug into the Seeds and find out which different niches were inside. I had seen that chocolate chip and chocolate cake were highly competed for. With considerations to current situations that my company was in, it is not a good idea to squeeze into the said niche and fight with big players.
So the work was to look further and find out the most suitable niche for the company.
Keywords with high search volume are generally intensely competed for. However, there are always exceptions. And those exceptions are where our best business opportunities lie.
In my project, I then found below keywords(which means niche for me) with good search volume (“good” is relatively used here, how to decide a search volume is “good” is highly dependent on the industry) and relatively low competition (same as “good”, the term “low” is also a relative one. I suggest you look back to your previous SEO projects to feel the two terms).
chocolate transfer sheets
The above two words had already a combined daily search of 1,742. And their combined competition (In Anchor And Title, which means how many back links to your competitors are elaborately created including the keyword as anchor and title) was only 64, compared with chocolate’s 1,115,904. Very easy, right? And they had very well indicated the most suitable niche: good search and not many people that were serving such needs.
So I gave my advice to my company and said they should invest their money and resource in the chocolate transfer business to get the highest ROI with lowest cost and least efforts.
So far this business has been doing well and proved right.
This is my story and it is true. If any of you have not been able to see the difference (of what I was doing from typical keyword strategy building), I would like to conclude as follows:
Instead of finding the correct keywords for your existing business, put your money and resource into the best niche that is hiding behind the keywords.