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Keyword Research

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Chapter 7 : Keyword Research

What is keyword research? arrow_upward

  • Keyword research is one of the most important, valuable, and high return activities in the search marketing field.
    • It begins with words typed into a search box.
    • Right keywords can make or break your website.
  • With the help of keyword research you can:
  • Predict shifts in demand,
  • Respond to changing market conditions, and
  • Produce the products, services, and content that web searchers are already actively seeking.

  • How to Judge the Value of a Keyword? arrow_upward

  • The keywords a visitor types into search engines are often available to webmasters, and keyword research tools allow us to find this information.
  • To understand the value of a keyword, we need to understand our own websites, make some hypotheses, test, and repeat - the classic web marketing formula.
  • The basic processes for assessing a keyword’s value are:

  • Ask a few questions to yourself

  • Is the keyword relevant to your website's content?
  • Will searchers find what they are looking for on your website when they search using this keywords.
  • Will they be happy with what they find?
  • Will this traffic result in financial rewards or meet other organizational goals?
  • If the answer to all of these questions is a clear "Yes!", proceed...

  • Search for the term/phrase in the major engines

  • Understanding which websites already rank for your keyword gives you a valuable insight into the competition and also how hard it will be to rank for the given term.
  • Are there search advertisements running along the top and right-hand side of the organic results?

  • Buy a sample campaign

  • Buy a sample campaign for the keyword at Google ADWords and/or Bing Adcenter
  • If your website doesn't rank for the keyword, you can nonetheless buy "test" traffic to see how well it converts.
  • In Google Adwords, choose "exact match" and point the traffic to the relevant page on your website.
  • Track impressions and conversion rate over the course of at least 2-300 clicks.
  • Using the data collected, determine the exact value of each keyword.

  • Keyword Research Resources arrow_upward

  • The research sources give knowledge about keyword demand and keyword referrals which are listed here:
    • Google Adword’s keywords Tool
    • Google Insights for Search
    • Google Trends Keyword Demand Prediction
    • Microsoft Advertising Intelligence
    • Wordtracker’s Free Basics Keyword Demand
  • Google's AdWords Keyword tool is a common starting point for SEO keyword research.
    • It not only suggests keywords and provides estimated search volume, but also predicts the cost of running paid campaigns for these terms.
  • To determine volume for a particular keyword, set the Match Type to (Exact) and look under Local Monthly Searches.

  • Keyword Difficulty arrow_upward

  • In order to know which keywords to target, it's essential to not only understand the demand for a given term or phrase, but also the work required to achieve those rankings.

  • Thank You from Kimavi arrow_upward

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