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

3 dari 18 10/1/2010 4:49 PM . making these more attractive).com/academy/identify-and-exploit-niche-markets Figure 9. (ii) For each popular keyword.Use keywords to exploit niche markets http://www. 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. 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. Then calculate the volume of searches to give an estimate of the size of the market (and examine the level of competition you face). (iii) Unearth related keywords that reveal hidden niches.wordtracker. The bank and the credit card market The bank could decide to target everyone who wants a credit card (a highly competitive market). 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. Here’s how we’ll set up the Keywords tool to explore how people search around credit card. 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. In this lesson.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.

Note the settings I have used for our example: 'Exact keyword inside a search term'. and card for credit. which we learned will show all the search terms that include the exact keyword credit card. credit card. You’ll get up to 200 new keywords each time you search. all of which will contain the exact phrase credit card: 4 dari 18 10/1/2010 4:49 PM .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.000 keywords at a time. as you get up to 1. (3) Choose the 'territory' that’s most appropriate for your business – the US or the UK.Use keywords to exploit niche markets http://www. Choose ‘Wordtracker’ if you’re looking for long tail terms. We’ve selected ‘Wordtracker’. 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. '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. 'Exact keyword only': A search for credit card will only match credit card. (2) There are three choices under Wordtracker for Match: 'Keywords in any order': This means a search for credit card will match credit card. Now click the 'Search' button and Wordtracker will return up to 1. credit card at low rate. I would have missed all the search terms that included only the singular.wordtracker. as we’re looking to expand our list of keywords and want to get as many ideas as possible. 'Include: plurals'.000 keywords.

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

351 people searching in the business credit card niche is a good market to be in.351. So. many more times the 1. 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. Again.wordtracker.the keyword niche .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. Now let’s have a look at the other niche that interested the bank – prepaid credit cards.410 listed for the single keyword business credit cards. the Keywords tool provides the answer. the bank may well take the decision that attracting a percentage of the 10. pre paid or pre-paid.and here are the top terms: Notice the 'Searches' total is now 10.

wordtracker.306 business credit cards 1. I can also choose any of the keywords and do another search to discover additional keywords to use. Have a look at further articles in this series: Wordtracker returns over 500 keyword phrases. The lesson here is that initial results indicated a similar level of searches for each of the single keywords. How to optimize a page successfully for over 10.880. we know that the business credit cards niche is larger.880 prepaid credit cards 1. Keyword Searches for Keyword Only Searches for the keyword niche 5. 7 dari 18 10/1/2010 4:49 PM . Now I know that the majority of the searchers use prepaid credit cards as their keyword. Targeting a keyword niche is much more likely to give you a good return on investment. by investigating each niche. 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. You can find out more about targeting keyword niches in Mark Nunney’s article.Use keywords to exploit niche markets http://www.000 Find keyword variations Wordtracker has given me six variations of the keyword.351 You shouldn’t be thinking about targeting a single keyword. From this initial exercise the bank can see that business credit cards is a larger niche than prepaid credit cards. But. If I am interested. with a Search total of 5.410 10. I can ‘Save Selected’ or ‘Export’ them.

we recommend reading Mike Mindel’s article Finding profitable keywords just got easier with Wordtracker’s Keywords tool. 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. Could this be a good market sector on which to build their internet presence? Again Wordtracker’s Keywords tool can Expand your thinking Next. 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. The business owners have decided to expand its online presence. the bank will want to check out how much competition it faces. Now for the baby shop Let’s imagine a shop that sells baby products. For instance. They have noticed that over the last year or so there has been an increased number of inquiries in the store for organic products. Here are the results: 8 dari 18 10/1/2010 4:49 PM . the bank should make sure it has found all the important keyword phrases in the niche market. Once that research is completed.wordtracker. To do this.’ For more information about how to use each metric.Use keywords to exploit niche markets http://www. 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. they would click ‘Get additional metrics.

You will notice that at the top of the Find Keywords screen. But.929. You can use the Related Keywords tool to find new terms that don’t contain your ‘seed’ keyword. an orange box opens up on the left side. we’ve already unearthed a number of useful keywords.500. as shown 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. 9 dari 18 10/1/2010 4:49 PM . the related keywords tool can be set to either Show or Hide. giving a total number of Searches of around 3. When you click Show. So. that’s not all you can do. You can then Find keywords related to … organic baby.wordtracker. Now. with a Searches total of 2.Use keywords to exploit niche markets http://www.

it was included in every single result.wordtracker. the big question is . organic baby gifts. When we searched for the term organic baby on the right hand side. eg. 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. But of course. 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. For example. Exploiting niche markets The research we have described in this final lesson allows you to estimate the size of any market online. You can then exploit each market by following the steps we’ve outlined in earlier lessons. But the related keywords in the orange box are different – they do not always include the original keyword.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 .Use keywords to exploit niche markets http://www. organic baby An additional 300 keywords appear. organic baby blanket and so on.

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. to help you make that decision. However. let me quote the father of the marketing industry. Research online markets. please email us at support@wordtracker. Philip Kotler. 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. 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. Part 6. find niche opportunities and exploit them before your want to do.Use keywords to exploit niche markets http://www. Optimize your press releases Using Keywords Part 7: Build keyword rich inbound links 11 dari 18 10/1/2010 4:49 PM .com For more articles in this series. If you have any questions or would like to hear more. Optimize your website content by using the most popular keywords for your product and services.

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. He is an experienced internet marketing consultant and has worked for major pharmaceutical companies.wordtracker. Ken unveils the secrets of successful link building in his 135-page e-book.Use keywords to exploit niche markets http://www. 12 dari 18 10/1/2010 4:49 PM . Wordtracker Masterclass: Link Building. government bodies and non-profit organizations. advertising agencies. 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.

Again thanks for this. The explanation is very clear. Thanks for the great content. Asep Thank you for this clear explanation. Awsome!!!Just Awsome!!! Ken. Cheers. I was able to trck down keywords that I did not have a clue existed and was able to capitolize on them. 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.Use keywords to exploit niche markets http://www. Thanks for that.wordtracker. It is one of the best I have come across so far! This information was extremely Thanks for helping me get the hang of this finally. I'm already wordtracker subscriber by now and i could put it in the real practices. James 13 dari 18 10/1/2010 4:49 PM .

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

I will implementing this asap Ken. Thanks . You have cleared some issues up for me.wordtracker. Could save a lot of people a lot of wasted time and money so it's a very useful investment appraisal tool. Mmmm.Ewan Kennedy. just thought of another niche to make it very clear and precise! Dr. Ben Great article. This is a incredible approach. Help me alot. 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.outdoorsportselectronics. Keyword research is fundamental and is one of the first essential steps in any internet marketing A really useful article.. I am new to this.. Thanks for the clear examples of how to research keywords. fine analogies and clearly written. It's a really rigorous approach to researching niche markets before taking the plunge. 15 dari 18 10/1/2010 4:49 PM .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. I hope I can contribute in some way in the future.. Thanks Ron www.Use keywords to exploit niche markets http://www..

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

Your name Email address We respect your privacy 17 dari 18 10/1/2010 4:49 PM But that’s not all you can do with Wordtracker. 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). case studies and tips to grow your business with keyword research.Use keywords to exploit niche markets http://www.

We respect your privacy This powerful 66-page e-book (worth $19) contains a nine-point plan for growing your website revenue. too. Close Please do not show again 18 dari 18 10/1/2010 4:49 PM .Use keywords to 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.