After studying the Wordtracker results for the MSN and Google search engines for words that include "massage," we picked the third result, "Techniques of Massage," because it's an excellent and appropriate angle for our client. The #1 result in MSN has a KEI of 3696, but it wouldn't work with our client's site. You have to be sure to choose keyword phrases that are appropriate for your particular client's site.

At MSN, "Techniques of Massage" has a KEI of 255. Within a 24- hour period, if your site was placed well in the MSN engine, you could expect to get 90 visitors from MSN alone. What is your competition? 1954.

"Techniques of Massage" in Google has a KEI of 900, 165 potential visitors through Google alone in a 24-hour period, and competition of only 555.

Remember that a "good" KEI is anything over 100, and an "excellent" KEI is anything over 400.

Let's be honest here. You could manage a top 10 for this keyword phrase with your eyes closed (and your computer turned off).

So, for our aromatherapy client, we could create a page on the various techniques of massage, including (of course) her oils and aromatherapy products. We would spend time on the page and give it true value to both the engines and the target audience. And, we would subtly add graphics and link text that points to the client's products in various areas of the page.

John gave another example

He says, "If you're selling 'digital cameras,' don't optimize for 'digital cameras.' Did you know that everyone is searching for 'Digital Cameras Review'? Build a page offering reviews of digital cameras, which has a KEI that just blew me away."

Another effective strategy: Top Reports

Besides Comprehensive Search, John also likes to look at the top reports for high performance keywords or topics that are related to his client.

John explains, "I'll review the Long Term Reports, which are the top 1000 keywords over the past 24 hours. Then, I cut and paste any topics related to my client into Comprehensive Search to get streams of currently 'hot topics.' I define a hot topic as a popular topic in high demand, which may also have lists of related keywords phrases also in high demand."

What happens if you can't find a hot topic that relates to your site in the top 1000?
John answers, "Many people do not know that Wordtracker offers extensive top word reports beyond the database.

All you have to do is ask, and they'll sell you:

* The Top 20,000 words $99
* The Top 100,000 words $500
* The Top 500,000 words $2000"

Additional suggestions

* When John goes to Comprehensive Search, he doesn't put in a huge list of keyword phrases. He types in one single word, then lets Comprehensive Search do the rest. This allows him to come up with ideas and angles that he would have never considered before.

* Like John, spend a lot of time thinking of your target audience. Who are you trying to sell the products or services to? There may be several target audiences, as in the case of our aromatherapy example. If so, go after keyword choices to target each of those audiences.

* Don't be afraid to let your creativity take hold. If your first few choices don't work, continue trying. Using Comprehensive Search, it doesn't take long to go back through the system with a different keyword idea. Keep going back until you find a possibility that might work for your site or the site of a client.

* Be sure to give the surfer what they're looking for when they choose your site from the search results. If you promised them "techniques of massage," then be sure to give them good, solid content in that area, including related links. Weave your products and services throughout the page as you can. But, don't ever try to trick a surfer.

* If you get stuck and just can't find a keyword phrase with a high KEI and a low level of competition that will work for you, take a slightly different approach. Instead of trying to bring in a large amount of traffic through one single window, try creating several windows and bring in a little traffic through each one. Though more time consuming, this strategy can be equally effective in the long run.

* If you aren't already a member of Wordtracker (http://www.wordtracker.com), sign up for the free trial and test the system out for yourself. Pricing is very reasonable, depending on your needs. For example, you can use the service for a week for $19.94, and many other plans are available.

The bottom line is this: if you are serious about your Web site, you've got to be serious about keyword choice. If you're serious about keyword choice, Wordtracker is a "must have" service for you.