5 Essential Keyword Research Tasks Everyone Should Do
One of the most essential tasks in online advertising is keyword research. Whether you’re promoting your website with SEO or advertising with paid search, you will need to perform a keyword inquiry in order to help you define what your potential customers are looking for.
Besides checking the words and phrases that your potential customers type on a search engine, the research will enable you to find out the existing competition for those terms. This information is crucial in order to estimate the chances of attracting traffic to your website. Keyword research is simply finding the right way to draw potential customers to your site since you already know some of the keywords people are searching for.
There isn’t just one right method when it comes to keyword research. Different professionals have different strategies and best practices – the tasks below are, in my opinion, a MUST DO of keyword research. There are others, but these are the ones I would never launch a campaign without:
- Do Keyword Research:
Although you might feel that you know exactly which keywords you want and that your keyword list is pretty basic, you must do keyword research. Go through the process and you’ll be amazed by lists you’ll uncover and didn’t think of in the beginning.
The traffic you want to attract to your website should be a high quality traffic – targeted and with high likelihood that it will convert into a sale, lead or sign-up.
Although short, generic terms (1-2 keywords) get more traffic, it’s boarder and might be of lower quality. Make sure to add long-tail keywords (3+ keywords), which generate less but more qualified traffic. Since these searches are more precise, it’s more likely that the people who are performing them know what they’re after and are ready to make a purchase. For example, “Swatch W-96H-1AVES men’s acrylic digital prices” or “Dell wireless mouse M510 5 button” are very specific and will generate more high quality traffic than ‘men’s watch’ or ‘wireless mouse’, respectively.
Specific keywords tend to be less competitive, therefore, if you bid on them, they are likely to be cheaper. The bad news is that these keywords separately won’t bring a massive traffic to your website.
In order to guarantee both high quality and volume of traffic, you should make sure to have both long-tail keywords and generic (shorter, broader) keywords.
- Figure out how many keywords you are trying to optimize for:
The number of optimized keywords will depend on your business and the size of your website. If you have a very small website and/or you’re selling just one product, somewhere between 5-10 keywords should be enough. Larger websites with more products/services should try a greater number of keywords. Although the amount of keywords doesn’t have to be pre-defined, it’s a good idea to set an estimated number before starting your campaigns.
Advertisers of many products and services are very likely to waste time and efforts by trying to write all the keywords themselves. If you fall into this category, your keyword list might be thousands of words long, if not longer. A PPC automating software, such as adCore, is a must in these cases – it generates an extensive list of keywords in minutes, and you can refine that list and start working with it.
- Use keyword tools:
After creating a large list of potential keywords, you should increase that list even more. In this article you can find the list of the best free keywords tools available in the market. Use these tools to quickly grow your list of potential keywords.
- Assign search volume to each keyword:
Although most keyword tools provide the search volume number next to each keyword, different tools use different scales. You can use more than one keyword suggestion tool, but make sure to stick to one single scale when assigning search volume.
Assign search volume to every keyword, and then sort the keywords by this measurement in order to see which keywords rank the highest in searches.
- Don’t stop optimizing:
Once you have optimized and ran your campaign for a few months, it might be a good idea to review some of the keywords based on the results you got so far. It is not recommended to make drastic changes, especially if it’s too early. But if you identify some keywords that are under performing, you may want to substitute them with related keywords or experiment with some brand new terms in order to drive more sales.
As I mentioned before, there isn’t just one right answer when it comes to keyword research. These are the tasks I like to perform and that in my experience have proven to be efficient. If you have a different tactic, comment or question, I’d be happy to hear! Just leave your message below and I’ll get back to you.