Pick Keywords

Successful keyword research provides the foundation for profitable PPC and SEO campaigns.  There are numerous tools available to assist with developing and expanding these lists. It is important to keep in mind that keyword research is an art, and not a science.  No one tool can do everything and there is no tool to replace the mind, especially when brainstorming topics related to your niche.

It is tempting to use “marketing” language when developing a keyword list rather than targeting search terms that searchers are currently using.  Take on the searcher’s perspective when determining relevant phrases. It doesn’t matter how accurately a phrase describes a product if people are not using that language in a search query.  A successful campaign uses phrases that searchers are using.

“When you consider the reasons why people might search for your product and how it can offer a solution to a problem, you have opened up a new whole area of keywords.” – JenSense

People do not search for products that they do not know about.  They may search for solutions to problems they are experiencing.  What problems, issues, concerns or events could prompt someone to go to a search engine and search for a need that your product can fill?  For example, computer crash/freeze, current events, life changes, health issues etc.  If you only focus search advertising dollars on describing your product you may be missing out on profitable keywords.

Steps to Keyword Planning

1. Brainstorming – Write down key aspects of the product or service (i.e., what does it do? Virus protection?). Sometimes it works best to have a file open to jot down thoughts as they come to you during the work day.  Put on the “searcher” hat and identify issues that could be solved by the key aspects of the product. Go broad with the keywords before going deep.
2. Modifiers – Modifiers can be industry specific adjectives, action terms etc.  These can be added to core phrases to expand a list.  i.e., free, download, trial, scan, buy.  Develop a list of important modifiers that can be used to expand the list. Keep in mind that there are good modifiers that fit in with the “interest” and “research” phases, but these may not result in sales.  If you want people to buy, you will want to use modifiers that fit in with the end of the buying cycle. It may be more profitable to target searchers that have already done their research and are ready to buy.
3. Research – Use a variety of tools to expand your list.  Conduct searches on the search engines.  How are other people describing products similar to yours? Are the results for a given keyword relevant to you (SEO & PPC)?  Would you like your ad to be here?Look for any common misspellings, variations (“s” vs. “z” “…or”  vs “.. our “ etc), Look at what competitors are targeting, geospecific phrases (couch vs. chesterfield ), and abbreviations/slangs. Use search tools to determine best word order of phrase. i.e., should it be software online or online software.
4. Categorize  – Identify some main themes in the list.  It is easier to expand and find long tail phrases when they are grouped in related themes. One option is to use Excel and have a tab per category. Remember to have a tab for negative keywords as well.
5. Implement Campaign  – No list is going to work if not being used.  Even choosing “wrong” phrases can provide important data.
6. Refine  – Use data from campaign(s) to determine effective phrases. Track conversions!  Run search query reports in Adwords to determine converting phrases and use these reports to develop a negative keyword list.

Negative keywords are an essential part of a profitable campaign.  These are terms that you don’t want to trigger one of your paid ads. There are a couple of ways to develop these.

Check search engine results for a keyword.  Is that a page you would like to be on? If its not relevant, add to negative keyword list.  IF it is relevant, who is your competition? What can you learn from their landing page and ad text?

• Use the Google Adwords tool.   Enter your URL, or the top organic site for a keyword and select “website content”.  Go through the list of keywords that Google feels are relevant to that site.  Add the ones that are not relevant to your negative keyword list.
• Use search query reports from your Adwords campaigns.

Not all the keywords you come up with will be cost effective to bid on in a PPC campaign.  However still generate a master list and determine which phrases to bid on based on your budget.  As profitability increase, so can the budget and then you will be able to bid on the more expensive keywords that you have already found.

Also, it is possible to bid on less expensive long tail variations of the more expensive phrases.  The more expensive keywords can also be targeted through SEO. It is important to keep in mind that more expensive keywords do not necessarily convert better.  Specific, targeted phrases may have less traffic but will convert at a higher rate.

Keyword Tools

Free Tools
Google Adwords Keyword Tool
Google Insights
Google Trends
Google Search Based Keyword Tool
Free Wordtracker
SEO Book Keyword Tool
Adlabs (MSN) Tools
AdCenter Add-in Keyword Tool for Excel
SpyFu

Paid Tools
Keyword Discovery
Wordtracker
Keycompete
SEMRush
Wordze
Good Keywords
Nichebot