In every digital marketing effort, you can only get the anticipated results by implementing appropriate keyword research. The marketer must develop the skill to make an appropriate keyword list for Search Engine Optimization (SEO) and Pay-Per-Click(PPC) as well as identify the right phrases and topics to write about.
While the common method involves generating keyword, expanding, and ultimately refining them, this post demonstrates the need to focus on interest and intent to implement the keywords. When visitors follow different keywords, they have various interests and intents at the early stages of search. Every marketer should categorize and use the keywords depending on their effectiveness in meeting these interests and driving conversions.
- Brand keywords:
The easiest people to convert are those who already know your brand. Though this category of keywords may not generate a lot of page views, they have the highest conversion rates in natural and paid searches.
- Product Keywords:
These are terms that explain what your product or service is, what it does and how it helps to solve a problem. This list could be very huge and the audience searching these terms have rarely decided to make a move towards conversion. However, you can drive a lot of volume. At the end of the day, you will need to win the audience to convert to leads to sales.
- Substitute product keywords:
These are the terms that the target audience might use as opposed to your service or product. For example, a marketer selling laptops might also optimize on tablets. However, Google is not going to give you credit for it and might turn out harder to win for SEO. In spite of this, marketers can opt out of the other categories if these keywords are generating a lot of traffic.
Apply the outlined keywords based on their ability to grow your brand and drive conversions
Make your initial set of keywords (seed list)
As a marketer, this list should be made with extra caution and be focusing on your business strength, brand, and long-term goals.
- Research the audience thoroughly
- Establish the search keywords being used at the moment
- Use different online tools for suggestions
- Review what competitors are using and the impacts
Expand the list of keyword list
After coming up with your seed list, it is time to turn to various tools to expand it. These tools will help you get more keywords, and group them by topics. One of the best tools is the Google Ad words keyword research tool that will further help you to review traffic for various terms and other metrics for a more informed decision.
Refining the seed list
After generating the list of terms, you need to refine them to be left with only the best. Here, there are no rules and it is up to you to work on what is closer to your marketing target. You might consider reviewing the keywords category, competition from similar brands, and semantic grouping. Remember that the number of keywords you should have is dependent on size and complexity of the service or product being marketed.