Keywords are the backbone of Search Marketing; let the purpose be SEO of a website or running a PPC campaign with Google Adwords, Bing, Yahoo or even on Facebook.
The key to success is to know the right keywords, so you brainstorm to develop huge keywords list, but of course you cannot use them all. Using them all will waste your effort and may not show any good result. This is why we focus on effective Keyword Research, so you can find the best keywords for your website.
An effective and result oriented Keyword Research needs careful attention, efficient use of Keyword Research Tools and above all great analytics skills. That’s the reason most of the businesses search for experienced Keyword Researchers and Adwords Campaign Management Companies. So, the best PPC/Adwords Management Companies and Keyword researchers charge thousands of dollars.
Well, Keyword Research tools itself is a broader topic and can be discussed on later stages. What you need to start with is answers to the following queries:
- How to find the best keywords?
- How to filter the keywords?
- How to choose/select/pick the best keywords?
- Choosing the right keywords; for your website SEO and for ppc campaigns
- Buying keywords list.
- How to find profitable keywords?
This article will discuss the steps to get hands on keyword research and you will find the answer to all of the questions above. Let’s start; follow these simple steps:
Step 1- Gathering Keywords & Building Lists:
So, let me tell you in the very beginning that buying keyword lists is worthless, waste of money and of course waste of time. Buying a ready made keywords list is a big NO!
a- Start with knowing your product/service well, i.e. it’s features, how it helps the user, how is it different and why should one buy it. List all the features, problems it solves and distinctive points and they are possible keywords
b- Use Google keyword Planner and Wordstream tools to further elaborate your basic list. These are free tools and help you identify all the possible keywords, so why waste money on a paid tool at initial stage. Extract all the possible keyword lists.
c- Create one main excel file with the basic stats, i.e. search volume, competitiveness, average pay per click etc. Google Keyword planner allows more room for columns, which you can test once you get hands on basics.
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Step 2- Categorizing Keywords:
Now you will need to distribute the keywords in two sections, i.e. information/awareness purpose and the conversion oriented. Remember that more keywords will fall under the information and awareness categories while the conversion keywords will be very less.
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The best way to categorize keywords is filter out all the conversion keywords and you will have two lists ready. Now the question is How to determine a Keyword’s commercial intent, so it can fall under the conversion keywords list.
It’s simple; just remember these categories and you can filter out the best conversion keywords for your brand.
a – Buy: People searching with “Buy” terms are most certainly going to order it. Some more supporting keywords of the category include:
b – Product Specific: Someone searching for Nokia XXX smartphone is most probably a potential buyer. Supportive keywords in the category may include:
- Product review
- Top 10
- Product price
- Product X vs Product Y
Step 3- Filtering the Right Keywords:
Now you have two lists of keywords in hand, i.e. informational keywords and conversion keywords, and this is the time to filter out the best keywords from each list.
Shortlist the keywords in each section, based on their effectiveness, i.e. the more competitive a keyword is the more difficult it will be to get on top. Similarly, the less search volume means the less chances for your ad to appear. Since, you have already taken lists in excel, sorting them out according to search volumes, competition, average bid and so on will reveal which ones to pick and which ones to leave.
Do simple math and use your excel skills to filter out the keywords that have good search volume, they are not highly competitive and have better CTR and above all they must match with what you are selling!
Try it out and expect success!