Best practices for effective keyword research

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Incorporating the right keyword search tool into your pay-per-click (PPC) campaign can be a time-saving and cost-effective strategy, but a keyword tool is only as effective as the techniques used in the keyword discovery process. Implementing keyword research best practices will continually optimize your PPC campaign with relevant keywords that leverage performance, continuously improve efficiency and increase conversions.

There are several useful keyword research tools available online, which are important to know about in order to conduct thorough analytics that go beyond AdWords account findings. Google's search-based keyword tool compares Web content to AdWords keywords helping to uncover otherwise impossible to find keyword combinations. Continual keyword evaluation is a savvy cost-efficiency strategy.

Employing a keyword typo generator should be your next research step. It pinpoints common keyword misspellings and character and transposed typos. Depending on the product or service featured in a PPC campaign, a word that would normally be deemed a typo could actually be spelled correctly. This makes a keyword typo generator an unsung search hero.

Next, take Google's Wonder Wheel for a spin. Easy to navigate, the tool efficiently maps out relevant keyword matches. It simplifies and displays search results in a graphically appealing way making monotonous keyword research slightly more enjoyable. 

Also, try searching website logs and pages. While users may not find what they want immediately, internal search data can lead to potential keywords. Once users are ready to make a purchase, intent keywords are essential to their search. An FAQ section can provide pivotal insight as to what concerns potential customers, which can be included in a topical keyword search. Adding guarantee and return keywords from your site map page is a shrewd tactic. An "About Us" page can offer valuable information to convert into targeted keywords, notably awards and industry recognition.

Lastly, include as many negative keywords as possible into your search by utilizing analytics and Google keyword tool's negative option. Going negative generates relevant searches while protecting your online image and brand value. It also maintains targeted traffic, preventing unwanted clicks and saving you money. 

Informing the campaign account coordinator of client objectives is a new best practices search trend. It provides a roadmap for what to focus on when researching keywords. Clients benefit from advancements in keyword search. Therefore, it is "key" to continually optimize your PPC campaigns to improve performance and profitability while driving conversions and results.

Adam Scott Riff is general manager of search at MediaWhiz.

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