Today’s blog post is all about the Google Adwords Keyword Tool, and how to effectively choose keywords for your business or organization.[/author_info] [/author]
The first step in any SEO or PPC campaign is to take a look at keywords. Just for the sake of this blog post we are going to define a keyword as any word or group of works in a string. Primarily when folks in today’s world of 2012 search for keywords, they use the Google Adwords Keyword Tool. This super nifty tool is currently being used by tens of thousands of internet marketers in their internet browser right this very second. Recently, there have been some interface changes, here is what it looks like:
As you can see, since we are signed in, we need to enter a CAPTCHA. By signing into a Google Adwords account, you can eliminate this. The next thing you want to do is answer these questions:
1. What are my primary or secondary products/services?
2. Does my website serve a national or regional market?
In this example lets choose the following criteria:
Our service is clowns and we service a regional market in NYC.
Before we go any further let’s define some keyword definitions:
Broad Match – The number of monthly searches containing your key words or key phrases in any order, and it can include any other words in that search. An example of this would be: Your keyword is “clowns NYC” a broad keyword match would also include: “clowns near NYC,” “clowns school in NYC,” “NYC clowns” and more, you get the point.
Phrase Match – This is basically the same thing as Broad Match, except the keywords must be in the exact order – so “NYC clowns” would not be included, but “clowns near the city of NYC”, would.
Exact Match – Your keyword, straight up. No flip flopping or adding keywords.
For the purpose of most campaign analysis, we are going to be dealing with Exact Match. Why? Well, thing about this scenario: You are a clown provider in NYC, but you don’t provide clown lamps, clown table cloths, and you are not a clown school. If you were to include all of the broad match results, you would include these suggestions as well, which you don’t want to do.
So, what is the next step? The next step is to ask yourself these questions:
1. Does the general public use any other words for my service?
2. Do people use any other words to describe my city/region?
For instance you might be a clown provider, but people also might call it a “mime” or even an “entertainer.” Also, NYC is the region we are dealing with, but people also call NYC “Manhattan” “new york city” and more. So now you need to make a list. You can do this in notepad (or Notepad++, my favorite) or you can do this right within the keyword tool, we’ll be pasting this into there anyway:
nyc clowns clowns nyc new york city clowns clowns new york city nyc clown clown nyc new york city clown clown new york city nyc mime mime nyc new york city mime mime new york city
PRO TIP: in notepad do a find/replace to increase your list. Do a find for the word clown and replace it with clowns. Then do a find for nyc and replace with new york city.
Right away, we have a big list. Now lets paste this into the Keyword Tool. Select Exact, and hit search. When finished, sort by Local Monthly Searches. Local basically means the USA.
(click to enlarge)
So now we get to choose the keywords that actually produce some sort of significant number. We probably (not always) want to weed out the numbers that produce an actual number, those keywords are:
clowns nyc clown nyc nyc clowns nyc clown
Now we have ourselves a list that we can work with. These are the keywords (in this quick example) that our website owner should target. This is the very first step. There are many things that we do not know, such as if these keywords will convert, and if they are the right match for you. These numbers that the keywords tool produce are a general estimate of the last 12 months. They are not an exact number and are just a simple guideline for our campaign.
If you have any questions, feel free to shoot them over to us at firstname.lastname@example.org. Thanks for coming by!
Welcome, and thanks for reading. We try to make 3-5 posts per week from our on-staff writers and accept guest authors from industry professionals as well. If you'd like to contribute or collaborate on our blog, feel free to reach out to us on our contact page. Thanks!