John adds, "Keep in mind that this angle is also based on the fact that babies are always on the way, around the world, day after day, which creates an extremely unique market for certain products. Understand the advantages of identifying people's behavior, and you'll never look at keyword research quite the same."

After he has captured the visitors at his site, he can easily slide in the fact that the site is also selling baby products and furniture. He's gotten them to the site, which is step #1; they are his target audience, which is step #2; and with compelling content, he can increase the site's conversion rate to go along with the increase in traffic.

How did John proceed? He created a page that focused on the meanings of baby names.
Keep in mind that the page he created has value and unique content. He didn't just toss together a page, simply for the sake of getting a top ranking. Instead, he worked hard to find links all over the Web to sites that offer the meaning of baby names.

His page offers tremendous value to the search engine and users as a one-stop resource for finding links to the meanings of baby names. Then, in strategically placed spots on the page, he subtly added pictures of his client's products with links to related pages.

John explains, "Don't ever trick your audience or they will simply never buy. Give them exactly what they are looking for right up front. In this example, I created a page that offers baby names and the meanings of baby names, and I subtly offered a few product listings or links to my client's storefront. It is essential that you always provide content related to their search first, and then offer links to appropriate products within your client's site."

The bottom line?

How did John's strategy work out for his client? The baby names page alone pulls in an additional 500 unique visitors of extremely targeted traffic each month.

John adds, "I cannot give you the percentage in terms of the exact increase in sales, but I can tell you that the client has been very pleased with the results."

Remember that this is just one page that John added to the site.

He explains, "Had I really wanted to pull out all the stops, I could have created several entry pages around this one theme. For example, targeting keyword phrases such as: 'most popular baby names,' etc. You could also build the content right into the site and extend it through all of the races:

* Spanish baby names

* Italian baby names

* Jewish baby name

* French baby names"

Now, let's look at a "new" way to use Wordtracker, John's step- by-step approach:

To write this article, I came up with a real-life example and I started at step #1, just like you will do with your own site.

Let's say that your client sells aromatherapy supplies over the Internet. Your first step is to try to determine the target audience. Who would be buying aromatherapy supplies? One target audience would be people with stress in their lives who want to use aromatherapy as a way of relaxing.

So, let's try that angle and see what we come up with.

1) Go to Comprehensive Search at Wordtracker (http://www.wordtracker.com) and type in "relaxation." Click Proceed.

2) Scroll toward the bottom of the page and click on "Check boxes off."

3) Scroll back to the top, and look at the various choices. Remember that the "Predict" column is the predicted traffic you could expect to get for each of those keyword choices from all of the major engines and directories in one day.

4) Begin marking keyword ideas, all the while thinking of a strategy to pull in traffic for your client's site through the target audience.

5) Scroll back to the bottom of the page and click on "Option 2: Competitive Search."

6) Choose MSN and Google, since those two engines have the potential of bringing in a lot of traffic to most Web sites. Of course, you can choose any two engines or directories that you'd like. Click Proceed.

7) What did we find? "Relaxation" and associated words were not good choices, because the KEI in comparison to the projected traffic was too low. Targeting those keywords just wouldn't have been worth the effort for such a low amount of traffic. Keep in mind that this is a real-life example, so this is certainly something that could happen to you when doing this strategy yourself.

8) So, we went back to the drawing board and tried "aromatherapy." Again, not a good example.

9) Then, we tried "massage." After all, aromatherapy oils are used when giving massages, and people who are interested in massages would be a perfect target audience for aromatherapy supplies.

(Continued in Part 3. Contact Robin at RobinN@acws.com for the complete article)