Everyone wants to know which keyword phrases you should use when performing search engine optimization. But sometimes it can also be essential to know what phrases not to optimize for - a task for which WordTracker is a search engine optimization specialist's best friend.

Let me give you an example. I was working on search engine optimizing a client's website, and I used WordTracker to do what most people do: Find the best keywords. WordTracker is a tool used by search engine optimization specialists to find keywords and phrases that people search for on the web. It's an Internet-based application (http://www.wordtracker.com/), and anyone can tap into it for a fee.

In this case, the client wanted to narrow their focus specifically to Wisconsin based markets. So naturally, I typed in "Wisconsin" and then their relevant keywords. Let's say they were selling "polka-dot widgets", so my entry into WordTracker was "Wisconsin polka-dot widgets."

The response from WordTracker was zero searches were performed on that keyword. I tried numerous other local angles, but WordTracker repeated that the local angle simply wouldn't work. No one was searching for it. I found this somewhat surprising, as the local angle seemed to work when it came to producing good keywords on my own site.

I proceeded to run several reports and brought the materials to the client. They were surprised to find out that not only did the local search not materialize, but other terms that they had considered to be slam-dunk keyword phrases did not show on the list.

(My conversation with the client:)

C: What about "Wisconsin polka-dot widgets for lefties?"

Me: No, not on the list.

C: What about "Wisconsin polka-dot widgets for small children?"

Me: No, not on the list.

C: Wow, that's weird.

Me: Yes, but at least it prevents you from going in the wrong direction.

I think that's one very critical element of WordTracker - it helps prevent you from going down an entirely wrong path. It reminds me of a comment my friend once made: "Sometimes you go to college to find out what you don't want to major in." The statement holds true not only for college, but for search engine optimization too.

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