Strategizer tour

You will need

To use Wordtracker’s Strategizer you will need a:

• Website with some organic non-paid traffic.

• Google Analytics account for your website.

How Strategizer will transform your search marketing

With Strategizer you can:

• Work at the scale required for profit by targeting groups of keywords (keyword niches).

• Target keyword niches deliver the best response to your site.

• Target keyword niches you know you can beat the competition for.

• Target keyword niches you know you can get more results for.

• Discover the size of each target keyword niche.

• Know how much effort each keyword niche needs.

• Take the guesswork out of your search marketing.

• Plan action-led search marketing keyword strategies in minutes.

Here's how...

Strategizer starts where Google Analytics ends

Strategizer works with your Google Analytics keywords reports.

A Strategizer report looks like a Google Analytics keywords report but a significant change has been made:

• Google Analytics keyword reports show metrics, such as the number of visits, for single keywords only. Eg, visits for searches made with the Exact match keyword, business strategy.

• Strategizer imports and converts your Google Analytics’ single keyword reports to keyword niche reports. Eg, visits for searches made with the keywords containing (ie, Broad match) business strategy.

Here’s a Google Analytics keywords report:

In the above report we see that the single keyword business strategy brought 1,340 visits. That's interesting but...

• 37,993 other keywords brought visits. This report shows the metrics for just 10!

• Single keywords don't bring enough visits and business to allow most websites to make a profit from targeting them.

• We want to target and see data for groups of keywords.

So Strategizer shows reports for keyword niches - Broad match results for your site’s keyword traffic. See the image below:

In this Strategizer report, we see that the site received 3,764 visits from people searching with keywords containing (ie, Broad match) business strategy.

Work at the scale required for profit by targeting keyword niches

This keyword niche (Broad match) approach allows you to work at the scale required to make a profit.

Single keywords rarely bring enough traffic and response but keyword niches do.

For the business strategy keyword niche – all keywords containing business strategy – Google estimates a search volume of 498,214 for one month; and just 33,100 for exact search business strategy. This is the long tail of search.

Use help without leaving your report

In Wordtracker’s Strategizer, step-by-step help can be viewed without leaving your reports. Click ‘Close help’ or ‘Open help’ to toggle its appearance. See the following image:

Six different help views are available using the menu shown on the right of the highlighted help area of the report above, under the headings Quick Guide, Strategy and Tactics.

Target the keyword niches proven to deliver the best response to your site

Sort your Strategizer reports by your chosen response metric to see a prioritized list of your most responsive keyword niches.

Your response metric might be one of:

• bounce rate
• time on site
• the specific goals you have set in Google Analytics
• total Goal Conversion Rate (Goal CR)
• ecommerce response rate (Ecommerce CR)
• no. of sales
• $ value per visit (Per visit value)

The report below is filtered by Goal Conversion Rate (Goal CR).

Target the keyword niches you know you can beat the competition for

If you already have results for a keyword eg, chocolate donuts, then you are already beating most of the competition for that keyword. And you can usually be sure that you can beat most of the competition for other keywords containing that keyword, ie, for that keyword’s niche. For instance, all keywords containing chocolate donuts, such as glazed chocolate donuts and many thousands more.

So, the competition need not concern you too much. Simply find your most responsive keyword niches with Strategizer and then target them with SEO and PPC to get more visits and response.

Target the keyword niches you know you can get more results for

Because the long tail of search is so very very long there are always more keywords in a niche to target.

If you are already getting results for a keyword niche then you can get more in the following ways…

With SEO:

• Get higher search engine results page (SERP) rankings for the keywords you already get response for. Eg, if you are currently third on Google for chocolate donuts then you might target getting to No.1.

• Get results for more keywords in the same niche. If you get results for chocolate donuts then get more results with keywords like glazed chocolate donuts, and many thousands of other keywords containing chocolate donuts.

• Get more results from a bigger keyword niche. Eg, you already get results for chocolate donuts so target the bigger niche donuts that chocolate donuts is a part of.

With PPC:

• Make an Exact match bid on each keyword niche’s seed keywords.

• Make Phrase and Broad match bids on the same keywords to create a bid stack. (Phrase and Broad match bids must have accompanying Negative keywords to stop you paying for unresponsive searches.)

• Find negative keywords by filtering your Strategizer report to include that niche's name (the listed keyword). And then:

• Use low responding keyword niches as Broad match negative keywords.

• Make further new ad groups with high responding keyword niches.

• Discover more negative keywords in your Google Analytics results, Wordtracker's Keywords tool and AdWords suggestions.

The bigger a niche (see Niche Size) the more work should be put into further refining it with Negative keywords and divisions into further ad groups.  Ian Howie's AdWords Masterclass provides step-by-step assistance on how to do this.

Discover the market size (the number of searches) for each target keyword niche

For all listed keyword niches, Strategizer shows search volume estimates from Google for the territories, countries and languages you are targeting. Niche size is highlighted in the report below:

Know how much effort each keyword niche deserves

Knowing the search volume figures for your target keyword niches tells you how much investment each is worth.

Take the guesswork out of your search marketing

Science can de defined as “a highly skilled technique, technology, or practice, from which a good deal of randomness in outcome has been removed”. And this is what Wordtracker’s Strategizer does to your search marketing.

For SEO you can target the keyword niches that you know you can get your best response rates and more results for, and beat the competition for. And you know how much investment each keyword niche is worth.

For PPC, you can target the keyword niches that you know you can get your best response rates and more results for. And you know how much investment should be made to find Negative keywords to stop your Phrase and Broad match bids paying for unwanted searches.

Plan your action-led search marketing keyword strategies in minutes

The example Strategizer report below has been filtered to show our example website’s most responsive keyword niches that already bring more than 100 visits, and Google estimates a search volume of more than 500.

These aren't the biggest keyword niches the site might target. But they are the most responsive - offering response levels over five times the site's average. So they can be exploited with SEO and PPC until marginal returns start to drop.

The '% Market Share' column shows you what percentage of each keyword niche's searches already find their way to your site.

The report below is for the same site. It shows four keyword niches large enough for long term investment. These are four keyword niches that we know...

...deliver a good return of over 4% (double the site average) and

...we can easily get more traffic and response for.

This report was achieved by filtering to only show keyword niches with: response (Goal CR) over 4%; Niche Size over 500; and Visits over 100. Then the results were sorted by the Niche Size column.

Free 7-day trial subscriptions are currently available to test Strategizer

Wordtracker's Strategizer works with your Google Analytics account so you must have Google Analytics installed on your site and already be getting organic non-paid traffic.

(Prices shown exclude VAT where applicable.)

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