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Keyword Research - First Steps
Paul_AMS




msg:4389322
 9:51 am on Nov 21, 2011 (gmt 0)

What is the first thing you do when you start looking for keywords?

Personally I go to the Adwords keyword tool. Why? Well, google is all about the relevance of kws, landing page, advert. So I put in my url and google tells me exactly which kws it finds the most relevant for my landing page.

 

alexsel




msg:4389447
 4:29 pm on Nov 21, 2011 (gmt 0)

I would agree with that. I have used other supposedly superior keyword tools but have not found them to offer anything AdWords keyword tool can't, for free. Best keyword research however, is when launch your campaign and pull your search query reports. Broad match a few generic keywords and look at the search queries and expand from there.

Paul_AMS




msg:4389785
 11:47 am on Nov 22, 2011 (gmt 0)

Excellent reply, thank you.

Step 3, use the search query to produce a negative kw list.

alexsel




msg:4389917
 5:13 pm on Nov 22, 2011 (gmt 0)

Absolutely. The negative keywords list is essential if your running a lot of broad match/modifier keywords. You would be shocked to see some of the search queries Google matches your keyword to.

Once you get started with this process, keep the broad match on for as long as you can. Because of seasonality and trends, new search queries will pop up every week, giving you great insight into what people are really looking for, gleaning insights from what keywords produce positive ROI and getting rid of the ones that don't. It's also a great opportunity to structure your campaigns/ad groups into more tighter themes.

wheel




msg:4389962
 6:38 pm on Nov 22, 2011 (gmt 0)

Here's some stuff I noted from the last pubcon:
- get keywords from inhouse staff, including front line customer service.
- Google adwords tools.
- Google suggest
- ubersuggest
- soovle

That list alone should let you build a keyword list 10K terms strong.

digital signage




msg:4391944
 8:43 am on Nov 29, 2011 (gmt 0)

The first step of any Keyword Research is to develop the preliminary list based on topics, sub topics and so on which generally represent your business, the services, products and information provided. In many ways your keyword research will be reflected in your overall web site architecture.

Paul_AMS




msg:4392110
 5:25 pm on Nov 29, 2011 (gmt 0)

That was my point, your website gives the preliminary list.

martinibuster




msg:4392154
 7:17 pm on Nov 29, 2011 (gmt 0)

your website gives the preliminary list.


That is an excellent point. :)

Keyword data associated with how people are currently reaching your site is important, very important. I think this data is underutlized. It's a rich source of information. As noted by the member I quoted, it's a preliminary data source but an important one. It's preliminary because the data is limited to what you know (and what you think you know).

An important aspect of keyword research, the next step after you've exhausted the preliminary step, is finding out what you don't know. Things like how the crowds think of your product/service/app, what their expectations are, alternate ways of using it, alternate ways of searching for it, etc.

An example of alternate ways of using a product could be found in matzo meal. A matzo meal company may think of their product as for making matzo balls, but a significant amount of their customers may be buying the product for fish fry batter. This is actually a common (and unintended) use for matzo meal. Keyword research would uncover this kind of thing.

Companies can get locked into a certain way of referencing their products. I did a site review at PubCon where the company had a specific descriptive phrase, Widget Information (for example), in their title tag. I researched the keywords while my co-panelists were talking about other issues and discovered a flaw. So I asked the company representative what the site offers. The company representative responded that the site gives Widget Advice (not Widget Information as is posted in their title tag). I then pointed out that according to several keyword tools, Widget Advice has almost double the traffic. I asked him to confirm if this is true and he affirmed my observation.

That company had been locked into seeing themselves as information providers. But their site visitors were coming to their site for advice, not for information. There's an important distinction between the two. Advice implies guidance and authority. Widget Advice also offered more traffic that was also more relevant.

Many years ago I worked for a company that had one of those compound names, like ExampleWidget. What I discovered was that about 40% of their potential clients were searching for Example Widget and they didn't rank for that phrase, their reseller partners did.

An important aspect of keyword research is discovering how they think of your products/services/etc. It can get granular and longtail.

JustinBelle




msg:4394524
 8:36 pm on Dec 5, 2011 (gmt 0)

I like very much Google Insights, because I can see if there is any trend and any fluctations of the volume of specific keywords. Also, I use Google Adwords Key Tool.

I am searching for group of terms that I will use as the primary keywords for a new website. For example: "casio sport watches". I search for niches that can bring me sufficient traffic, but with not a strong competition.

jimbeetle




msg:4397886
 5:11 pm on Dec 14, 2011 (gmt 0)

One of my very favorites that folks always seen to overlook is mining their site search data. It tells you exactly what visitors to your site are looking for (possibility to create more content), plus exaclty what phrases they are using to try to find it (PPC and SEO).

anallawalla




msg:4403828
 1:34 am on Jan 5, 2012 (gmt 0)

My client has IVR and they get voice-to-text lists of the searched phrases. They also use reports from the site search tool and a FAQ search tool (MyCyberTwin). These are added to the learnings from WMT, AdWords, and the Google keyword tool.

suhanaanjum




msg:4422607
 12:05 pm on Feb 28, 2012 (gmt 0)

Use Ad-words keyword tool with our url in Google ..it shows higher searches in all countries..then we come to know which keyword is in higher position.

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