Keyword research is the foundation of any effective search marketing program. No matter what the goal of your program is, keyword research is the first step in creating an organized and efficient plan of attack. And without a well thought out, comprehensive approach to this research process, your team is far more likely to lose revenue to inefficient pay-per-click (PPC) spend or wasted organic search engine optimization (SEO) efforts.
What Is Keyword Research?
The Keyword Research Process
- Expand the initial seed list with more specific long-tail keywords. There are many different methods available for sourcing keyword ideas. Google’s Keyword Planner is still really useful, as are the keyword components of tools like Moz, Ahrefs, and SEMRush. Simply entering a broad term into Google and making note of the related search suggestions is also a great way to come up with ideas.
- Research your competitors to see what terms they are targeting. Scan their websites for any topics or themes that are not already on your master list. The tools mentioned above also have useful competitive research components to help fill in any gaps.
- Categorize your keywords into groups of related terms. You can group your list by product or solution, or create buckets of more broadly related themes, but the point is to break your list up into easily digestible categories that make sense for your business.
Long Tail vs. Generic Keywords
The Stages of Intent
Why Keyword Research Is Important