The secret to effective keyword advertising is thorough keyword research. If the thought of that sends shivers down your spine (in a bad way), here’s an easier way to digest this topic:
Why Research is Necessary
A recent study showed that college students don’t really know how Google works OR how to properly use it to look for the information they need. Interesting. This means that as a small business, you have your work cut out for you when it comes to choosing the right keywords by understanding user search intent.
Criteria for Choosing the Right Keywords
Here are a list of a few factors that should be taken into consideration when you choose keywords for your online marketing campaigns:
- Relevance and related terms – Is the selling point of your product price? If so, you’ll want to include terms such as: cheap, discount, affordable, low cost, economy, and inexpensive. If you sell products like grills or printers, you’ll also want to target accessory terms
- Search volume – Now that you have a list of organic, related terms that you’d like to use, it’s time to see just HOW many people search for these terms per month. Keywords with large search volumes tend to be incredibly competitive so you can narrow it down by adding more detailed keywords or a geographical region. So, which terms should your business go with? Low search volume, high search volume or somewhere in between. Having a good mix of goals is always a good idea in the short and long run of your business.
- Geographical target – Location is a very important decision. As a business in Los Angeles, you might want to target the entire LA area but what’s more realistic? For example, if you own a restaurant, you can even narrow it down to neighborhood. Instead of the vast, general area of Los Angeles, you can break it down to Eagle Rock, Echo Park, Silverlake etc.
- Intent – One word or phrase can have different meanings in the mind of a searcher. If someone types “kitchen cabinets”, they could be looking to buy new kitchen cabinets. They could also be looking for kitchen cabinet repair services or do-it-yourself guides. By tackling these topics with a wide array of keywords, you can gain more insight to different intentions that your customers may have.
Learn More About Where to Start
Keyword research requires a lot of time and patience but the payoff is well worth it. Are you ready to choose an effective list that will work for your business? Here’s a helpful article with some resources to help you learn more. And you can also check out our other blog posts on keyword research.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.