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Use keywords to exploit niche markets

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Using Keywords Part 9: Identify and exploit niche markets by Ken McGaffin, 12 February 2008

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10/1/2010 4:49 PM

Segment your market into its niche elements No auto manufacturer would tell you that they sell their cars to people who want to drive. luxury cars. if you want your online business to succeed. then tailor your message to the audience.com/academy/identify-and-exploit-niche-markets If you want to build a thriving business. mileage rating or whatever set of criteria was important to you.Use keywords to exploit niche markets http://www. 2 dari 18 10/1/2010 4:49 PM . Pinpoint key market segments Similarly. 4x4s. convertibles. Decide which ones you want to target. you’ll have to uncover the niches in your market and decide which ones are worth pursuing. their chosen niches could be people who want family cars. Figure 9.wordtracker. They break their market down and talk about who they are targeting.1: Auto manufacturers promote their vehicles to a variety of niches within their market It’s likely you chose your last car based on its safety record. environmentally-friendly cars and so on. The key to success in selling cars. you must identify the niches within your market. or anything else. is to target each of these groups and speak directly to them. and depending on the manufacturer. safe cars.

Use keywords to exploit niche markets http://www. Here’s how we’ll set up the Keywords tool to explore how people search around credit card. see how it is used in longer search terms and use the volume of searches to estimate the number of people searching for that particular keyword. In this lesson. 3 dari 18 10/1/2010 4:49 PM . The bank and the credit card market The bank could decide to target everyone who wants a credit card (a highly competitive market). (ii) For each popular keyword.wordtracker. making these more attractive). Or they could look for specific niches within the credit card sector and target each with a specific message (it’s likely that there will be less competition in some niches. (iii) Unearth related keywords that reveal hidden niches. we’ll look at two hypothetical cases – a bank looking for potential opportunities in the credit card market and a baby shop expanding online for the very first time.com/academy/identify-and-exploit-niche-markets Figure 9. There are three stages involved: (i) Find the most popular keywords in your niche market. Keyword research tells you what people are looking for online and so it can help you assess the size of the market for any particular product or service. Then calculate the volume of searches to give an estimate of the size of the market (and examine the level of competition you face).2: Speak to your audience in language they understand Keywords help you find and assess new markets Wordtracker’s Keywords tool can help you identify and quantify niche markets.

I would have missed all the search terms that included only the singular. We’ve selected ‘Wordtracker’. Choose ‘Wordtracker’ if you’re looking for long tail terms. which we learned will show all the search terms that include the exact keyword credit card. and card for credit. 'Include: plurals'. 'Exact keyword only': A search for credit card will only match credit card. Now click the 'Search' button and Wordtracker will return up to 1. as we’re looking to expand our list of keywords and want to get as many ideas as possible. 'Exact keyword inside a search term': A search for credit card will match credit card and credit card at low rate but not card for credit. all of which will contain the exact phrase credit card: 4 dari 18 10/1/2010 4:49 PM .wordtracker. (2) There are three choices under Wordtracker for Match: 'Keywords in any order': This means a search for credit card will match credit card.com/academy/identify-and-exploit-niche-markets (1) Choose between Google and Wordtracker data: Pick ‘Google’ if you’re just starting your research and want to get an idea of the size of the market. This means the results will include the most popular search terms for both credit card and credit cards – if I had entered credit cards in the search box. as you get up to 1.000 keywords.000 keywords at a time.Use keywords to exploit niche markets http://www. (3) Choose the 'territory' that’s most appropriate for your business – the US or the UK. credit card at low rate. You’ll get up to 200 new keywords each time you search. Note the settings I have used for our example: 'Exact keyword inside a search term'. credit card.

com/academy/identify-and-exploit-niche-markets Our bank should scan the list of 1.000 keywords and delete terms that are not of interest. Searches such as small business credit card or business credit card offers will not be included in the 'Search' quantity. It finds two potential niches that match its business strengths – prepaid credit cards and business credit cards.410 does not suggest a very large niche. All you have to do is search within the business credit cards option by clicking ‘search’ next to it. Comparing niche markets At first glance.wordtracker. Now it’s time to dig deeper into the keyword information for those two niche markets. not the number of times that phrase appears in the database overall. Yet these keywords are certainly important in exploring the overall size of the niche and Wordtracker allows you to find all of them.this is a precise tool that reports the counts only for the exact keyword that you enter. The count for business credit cards is for those three words in that exact order – no more and no less.Use keywords to exploit niche markets http://www. 5 dari 18 10/1/2010 4:49 PM . it may seem that business credit cards with a search count of 1. That would be a mistake .

351. many more times the 1. So.com/academy/identify-and-exploit-niche-markets The additional search returns over 400 keyword phrases containing business credit card . An immediate question comes to mind here – do people type in prepaid. Here are the settings to use and the results: 6 dari 18 10/1/2010 4:49 PM . We can easily ‘Save Selected’ or ‘Export’ this list of 400+ keywords using the click options on this screen.Use keywords to exploit niche markets http://www. pre paid or pre-paid.the keyword niche .wordtracker. Now let’s have a look at the other niche that interested the bank – prepaid credit cards. Again.410 listed for the single keyword business credit cards. the Keywords tool provides the answer.351 people searching in the business credit card niche is a good market to be in. the bank may well take the decision that attracting a percentage of the 10.and here are the top terms: Notice the 'Searches' total is now 10.

306 business credit cards 1. Now I can go back to the setting and click 'Exact keyword inside a search term' and 'Include: plurals' to get a count for the whole niche. I can also choose any of the keywords and do another search to discover additional keywords to use.880. If I am interested. we know that the business credit cards niche is larger. Targeting a keyword niche is much more likely to give you a good return on investment. Now I know that the majority of the searchers use prepaid credit cards as their keyword.Use keywords to exploit niche markets http://www. with a Search total of 5.wordtracker. How to optimize a page successfully for over 10. You can find out more about targeting keyword niches in Mark Nunney’s article. From this initial exercise the bank can see that business credit cards is a larger niche than prepaid credit cards. The lesson here is that initial results indicated a similar level of searches for each of the single keywords. I can ‘Save Selected’ or ‘Export’ them. 7 dari 18 10/1/2010 4:49 PM .com/academy/identify-and-exploit-niche-markets Find keyword variations Wordtracker has given me six variations of the keyword.000 keywords. But.880 prepaid credit cards 1. Have a look at further articles in this series: Wordtracker returns over 500 keyword phrases. by investigating each niche.351 You shouldn’t be thinking about targeting a single keyword. Keyword Searches for Keyword Only Searches for the keyword niche 5.410 10.

That means looking for related terms such as business finance or business banking and repeating the process of digging deep into the long tail using the ‘Find Keywords’ feature. Now for the baby shop Let’s imagine a shop that sells baby products. To do this. Here are the settings to use: This time I’ve chosen 'Keywords in any order' so this will return keyword phrases that contain both baby organic and organic baby. the bank can continue its assessment of the value of each niche. It’s been in business for about 10 years and has built a good reputation and a healthy turnover. Here are the results: 8 dari 18 10/1/2010 4:49 PM .wordtracker.com/academy/identify-and-exploit-niche-markets Expand your thinking Next.Use keywords to exploit niche markets http://www. the bank should make sure it has found all the important keyword phrases in the niche market. Once that research is completed. the bank will want to check out how much competition it faces.’ For more information about how to use each metric. we recommend reading Mike Mindel’s article Finding profitable keywords just got easier with Wordtracker’s Keywords tool. Could this be a good market sector on which to build their internet presence? Again Wordtracker’s Keywords tool can help. For instance. they would click ‘Get additional metrics. They have noticed that over the last year or so there has been an increased number of inquiries in the store for organic products. The business owners have decided to expand its online presence.

we’ve already unearthed a number of useful keywords. that’s not all you can do.wordtracker. giving a total number of Searches of around 3. You will notice that at the top of the Find Keywords screen. You can then Find keywords related to … organic baby. But. with a Searches total of 2. Now.929.com/academy/identify-and-exploit-niche-markets Wordtracker has found around 600 keywords. how about natural baby products? How many people are searching for them? Natural baby gives us another 286 keywords with a total of almost 691 Searches. When you click Show.Use keywords to exploit niche markets http://www. 9 dari 18 10/1/2010 4:49 PM . an orange box opens up on the left side. So. You can use the Related Keywords tool to find new terms that don’t contain your ‘seed’ keyword.500. as shown here. the related keywords tool can be set to either Show or Hide.

organic baby blanket and so on. For example. doing a related keyword search for organic baby will return keywords such as: Eco-friendly Natural baby products Cotton Green Non-toxic The baby shop can then review this list of related keywords (you get up to 300 with Wordtracker) and decide which ones are relevant to the business. The owner can then follow the steps we’ve already taken to dig deep into these new keywords and assess the potential size of the market. eg. organic baby clothes.com/academy/identify-and-exploit-niche-markets An additional 300 keywords appear. When we searched for the term organic baby on the right hand side. You can then exploit each market by following the steps we’ve outlined in earlier lessons. But of course. organic baby gifts. But the related keywords in the orange box are different – they do not always include the original keyword. Exploiting niche markets The research we have described in this final lesson allows you to estimate the size of any market online. it was included in every single result.should you exploit each of the markets you have found? That’s a business decision only you can answer based on the strengths and weaknesses of your business and what you really 10 dari 18 10/1/2010 4:49 PM .wordtracker.Use keywords to exploit niche markets http://www. the big question is .

to help you make that decision. have a look at: Using Keywords Part 1: Expand your keyword lists Using Keywords Part 2: Optimize your existing content Using Keywords Part 3: Generate search engine friendly content Using Keywords Part 4: Squeeze every bit of value from pay per click Using Keywords Part 5: Choose keyword rich names Using Keywords. Research online markets. He says “An ideal market niche would have the following characteristics: The niche is of sufficient size and purchasing power to be profitable The niche has growth potential The niche is of negligible interest to major competitors The firm has the required skills and resources to serve the niche effectively The firm can defend itself against an attacking major competitor through the customer goodwill it has built up” To what extent does your chosen niche fit these criteria? Get a risk-free 7-day trial of Wordtracker's Keywords tool A subscription to Wordtracker's premium Keywords tool will help you to: Generate thousands of relevant keywords to improve your organic and PPC search campaigns. Part 6. find niche opportunities and exploit them before your competitors. Optimize your website content by using the most popular keywords for your product and services. Optimize your press releases Using Keywords Part 7: Build keyword rich inbound links 11 dari 18 10/1/2010 4:49 PM . Take a risk-free 7-day trial of Wordtracker’s Keywords tool and we'll send you a series of seven 'Profit from Keywords videos' that are guaranteed to help you find the best keywords for your business.com/academy/identify-and-exploit-niche-markets want to do. However. If you have any questions or would like to hear more. Philip Kotler. please email us at support@wordtracker.com For more articles in this series. let me quote the father of the marketing industry.wordtracker.Use keywords to exploit niche markets http://www.

government bodies and non-profit organizations. He is an experienced internet marketing consultant and has worked for major pharmaceutical companies. advertising agencies.Use keywords to exploit niche markets http://www. 12 dari 18 10/1/2010 4:49 PM . Showing 24 comments Sort by Subscribe by email Subscribe by RSS Thank you for this great note! We will be looking into this keyword tools when we decided to setup an online store.com/academy/identify-and-exploit-niche-markets Using Keywords Part 8: Use keywords in offline advertising About Ken McGaffin Ken McGaffin is Chief Marketing Officer at Wordtracker. Add New Comment Optional: Login below. Wordtracker Masterclass: Link Building. Ken unveils the secrets of successful link building in his 135-page e-book.wordtracker.

Asep Thank you for this clear explanation. I'm already wordtracker subscriber by now and i could put it in the real practices. It is one of the best I have come across so far! This information was extremely helpful. Thanks for that. James 13 dari 18 10/1/2010 4:49 PM . In this lesson we’ll look at two hypothetical cases – a bank looking for potential opportunities in the credit card market and a baby shop moving online for the very first time. Again thanks for this. The explanation is very clear. Thanks for the great content.com/academy/identify-and-exploit-niche-markets Thanks for helping me get the hang of this finally. Awsome!!!Just Awsome!!! Ken. Cheers.wordtracker. I was able to trck down keywords that I did not have a clue existed and was able to capitolize on them.Use keywords to exploit niche markets http://www.

Thanks Ken. the learning is just a means to an end. You've helped to convince me that I may want to establish a full ecommerce site for the niche I serve now only through auction sites. I only wish I would of read the articles around a month ago. Keep the article coming. Boy. but as with anything worthwhile.Use keywords to exploit niche markets http://www.com/acemarketing I am very excited to see these examples.. you really cleared up a lot of my confusion. In this case.wordtracker. Jennifer http://www. Thanks. the end will being increasing our web traffic exponentially.netwebmarketer. Thanks for taking the time to provide such needed insight. Just goes to show I have a lot to learn. 14 dari 18 10/1/2010 4:49 PM .com Just the information that I needed:) THANKS!! Angela www.webfullcircle.com/academy/identify-and-exploit-niche-markets nice I also found some more great keywords.

I am new to this. Ben Great article..Ewan Kennedy. fine analogies and clearly written. 15 dari 18 10/1/2010 4:49 PM . Thanks Ron www. Thanks for the clear examples of how to research keywords. Could save a lot of people a lot of wasted time and money so it's a very useful investment appraisal tool.. I will implementing this asap Ken.wordtracker. Keyword research is fundamental and is one of the first essential steps in any internet marketing programme. You have cleared some issues up for me. Mmmm..Use keywords to exploit niche markets http://www.com/academy/identify-and-exploit-niche-markets I have questioned the amount of sales I am generating as a basis for any further expansion but I suspect that it might be a good investment to develope a website as I will have more flexibility in bringing in traffic. Thanks . Further articles perhaps can help us defend against attacks from larger organisations! This article should be read by all those setting up a new online venture. I hope I can contribute in some way in the future.outdoorsportselectronics.you make it very clear and precise! Dr..com A really useful article. It's a really rigorous approach to researching niche markets before taking the plunge. Help me alot. just thought of another niche to explore. This is a incredible approach.

Kenneth Elliott Very nicely stated. Jorge Gurza This was a great tutorial that I have been looking for a while now. 99. Thanks. It will be very beneficial to our software users... I will provide them a link for them to do & improve their keyword and niche research for our software. Thanks Terry Ken. John Alexander Hi Ken. Thank you for this great article.I am copying part of your copy above 16 dari 18 10/1/2010 4:49 PM . Thanks. Ken.com/academy/identify-and-exploit-niche-markets Ken. Thanks to Wordtracker. rather than assuming they know the best phrases. Great article.wordtracker. I went through it and found a few errors of how I searched for keywords. I only wish I would of read the articles around two years ago as it would of saved me a ton of work.Use keywords to exploit niche markets http://www.. Very good article! Best wishes. The article was particulary useful in that it helps in the lateral thinking process required Can i have your help please with the following .9% of the guesswork can be eliminated by using the right lateral thinking concepts... One of the biggest challenges people often have is to learn how to explore how a root word is being used within the phrase cluster. I also found some more great keywords.

case studies and tips to grow your business with keyword research. Would you be good enough to let me have the link to the earlier video or how do i find it Trackback URL Keyword Expert Newsletter Articles. You can use the Keyword Universe to find related terms (as we’ve talked about in an earlier video). Your name Email address We respect your privacy 17 dari 18 10/1/2010 4:49 PM .Use keywords to exploit niche markets http://www.com/academy/identify-and-exploit-niche-markets But that’s not all you can do with Wordtracker.wordtracker.

wordtracker.Use keywords to exploit niche markets http://www. Close Please do not show again 18 dari 18 10/1/2010 4:49 PM . too.com/academy/identify-and-exploit-niche-markets Authors Newsletters Tags UK keyword research Most popular keywords Long tail keywords SEO skills Copyright Disclaimer 1998–2010 Wordtracker LLP Contact | Affiliate Program | Wordtracker API Sign up for the Keyword Expert newsletter and get Using Keywords. We respect your privacy This powerful 66-page e-book (worth $19) contains a nine-point plan for growing your website revenue.