The search for the appropriate keyword is the cornerstone of any successful SEM campaign. I think every PPC manager can start a campaign for keyword research to find out what keywords are going to generate the necessary traffic to a website.
This will usually include selecting the basic, general keyword, and searching for the same search query that will provide the basis for expanded, or long tail, keyword universe. While collecting these early nuts and bolts of the campaign, negative keywords will also be identified so that the ads will not be shown if certain keywords are added to the query.
Some of these negative keywords will be clear, while others may be surprised because now many unique industries and websites are catering to top markets.
1. Generate large lists of potential keywords
strategies and tools to generate keyword ideas:
Free Keyword Tools for SEO
- Always Use Google’s free Keyword Research tool
- Always See SERPs new free keyword research tool – Pulls keyword suggestions from Google, Bing, and Youtube
- UberSuggest.org – Gives you lists of what Google Suggest will show from a base keyword
Paid Keyword Research Tools
These all tools are paid:-
- SpyFu
- SEMRush
- WordStream
- WordTracker
- Keyword Discovery
2. Use paid search to validate keyword lists
Key steps:
- Put each keyword in it’s own adgroup, so you can get an impression share report
- Only test keywords in exact match [] or phrase match mode
- Run your tests for at least a week to get a sense of weekend/weekday traffic patterns
- Always Use Google Adwords Editor to build your campaigns quickly, or in AdCenter import via a spreadsheet
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