Key into Keywords for Search Engine Marketing
How do I start picking keywords for search engine marketing?
Where can I get ideas for strong keywords?
What tools can help me come up with new keywords?
Your potential customers are doing searches all the time, in all sorts of ways – full questions, a few words, or detailed phrases.
To do search engine marketing (SEM), you just need to figure out which searches match your business and make sure your ads show up in the search results. That’s why picking the right keywords is so important.
So who’s the best person to choose keywords for your SEM campaign? You. Even if you have an agency doing your SEM, you still know your business best.
A huge part of creating a keyword list is drawing from what you already know about your business, customers, and competitors.
Imagine Connor rents and sells karaoke supplies. Where should he look for keyword ideas?
To start a keyword list, brainstorm 3 to 5 “seed” keywords first. After that, you can expand your list by researching your website, customers, and competitors.
For those first 3 to 5 keywords, it’s important to start small and be specific. “Karaoke,” for example, is too broad of a keyword for Connor. He’d get a lot of search results competition from karaoke singers, karaoke bars, and so forth.
Since 1 keyword can contain multiple words, choosing a short phrase instead of a single word will help you avoid falling into the broad and generic trap.
Instead of just “karaoke,” Connor chooses“karaoke party rental,” “karaoke machine rental,” and “rent karaoke equipment.”
Notice that every single word in every single keyword is hardworking – no ifs, ands, or buts...literally. Connor chose “karaoke machine rental,” not “a karaoke machine for rental.”
Once you have your “seed” keyword list, it’s time to make it grow. That’s where your website, customers, and competitors come in.
Review your website for product lines, packages, bundles, and brands. These can all become keywords. For example, when Connor studies his site, he decides to make a popular product a keyword: “USA-GF828 karaoke microphone.”
Next, think like your customers. Talk to them about your business and products, and look at what type of searches they’re making on your site.
Connor notices that a lot of people search his site for portable machines and DJ-related equipment. He adds “portable karaoke machine” and “karaoke DJ rental” to his keywords.
Finally, check out your competitors’ websites. One of Connor’s major competitors offers karaoke packages for both sweet 16 and office parties. He adds the keywords “sweet 16 party rental” and “office karaoke party” to his list.
TOOLS
To find even more keywords, you can use tools like Google Keyword Planner and Bing Keyword Research, as well as analytics tools like Compete and Google Analytics.
Keyword planner tools and analytics tools can give you ideas for keywords you haven’t thought of yet or might not come across in your own research.
Let’s look at keyword planner tools first. Different ones have different formats, but it generally works like this: You plug your best starter keywords into the tool and it gives you related words that you could turn into new keywords.
While keyword planner tools are helpful, they’re unfortunately not psychic. Not every suggestion they give you will be right for your business and SEM campaign. Just go with your gut and only use what works.
Analytics tools, meanwhile, can tell you which keywords people have searched that have led them to your website. You can usually find that information in your search report.
When you look at these searched keywords, there’s a good chance a few will be more popular than the rest. These keywords are most likely good ones to invest in.
DO THIS NOW
Before you check out the tools, your website, your customers, and your competitors, you can start to brainstorm a few keywords.
If you’re participating in the course, go to the next section to access your self assessment.
KEY TAKEAWAYS
To choose keywords, start with a small list of "seed" keywords.
Add to the list by researching your website, using your industry knowledge, and talking to customers.
You can use keyword planner and analytics tools to help you find more keyword options.