Keyword research checklist for PPC, SEO
A business or other website will get a large number of visitors, leads and orders only if will rank well in search engine results or the advertiser is running a Pay per click (PPC) advertising campaign. Internet users are searching for information using keywords related to the products, services offered by the business.Similarly PPC advertisements are also shown based on the keywords which are used for searching by the internet user. Hence it is very important for a business to prepare a comprehensive Keyword list for its website, and a Keyword research checklist is provided below. The success of the SEO and PPc campaign depends to a large extent on the keyword list
Step 1: Search Your Main Keyword
Searching for the main keyword
The first step in preparing the keyword list is finding the main keyword for the business website. This is usually related to the product or service which is being sold by the business. Alternately it could be a term which describes the business in the best possible way. Tools like SEM rush have information on more than 1 billion terms which are searched by internet users. The main keyword is usually a single word or two words to describe the business. The research tool will then provide information on the search volume for the keyword and other related information.
Using semrush tool we can try keyword tool and we can search for “real estate” keyword :
Using this tool you will get expanded lists of keyword ideas.
Step 2: How to Use the SEMRUSH Phrase Match Report to Find Long Tail Keywords
Generating long tail keywords
The term long tail was first coined by Chris Anderson in the year 2004. It is a unique strategy used in an e-commerce business that allows a company to gain profits from low demand products by selling them in small volumes to a relatively large group of people. The basic concept is this theory is that lots of low demanding products achieve market share and gives competition to the relatively popular products and ultimately end up as blockbusters. The only requirement will be a big store where you can stock those products. Hence this technique might prove handy in the online business where there is no environment to nurture a real shop.
A similar concept goes into search engine promotion where the term long tail relates to keyword. Long-tail keyword are those keywords that have low search index and have less traffic. But it is seen that when those long keywords combine with similar ones, they produce much traffic in comparison to the high-value keywords.
Promoting a long tail keyword is pretty easy using semrush Long Tail Keyword Generator. It can be done by a single optimization on the website for those three or four keyword phrases. These phrases will attract many visitors and they will place orders for the desired product or any service.
Although long-tail marketing is not effective for promoting services or small products but on a giant scale like that of an e-commerce business or content sites those long phrases will bring more traffic.
You can start using the strategy on your website too. First, make extensive research for the long tail phrase. The entire process of researching is exactly the same that is used in normal keyword research. Use different methods to find the keywords, do not hang on the same source. After that you will get the following choices:
Buying a database with all the information of related keywords suiting your niche, maybe an option for you. They are not expensive and can help you with your research. Keep in mind that you must be careful while purchasing databases. If needed, check a few parts of it. It feels good to you, proceed on to buying. You can also buy similar databases and integrate them to get a good list of those keywords.
Another good option would be to use a Long tail keyword generator tool. You can get an abundance of paid and free generators scattered on the internet. Take out some time and inspect them properly. You will find the ultimate solution that will suit your needs.
You can use semrush dot com for generating keywords. For example, if you type internet marketing’ using this tool, you can have more than 1300 combinations that contain the said phrase. You can even export this information in any format and can personally sort the long-tailed keywords.
Synonyms plays an important role in SEO and a good Keywords Report is equally important. Searching the same phrase internet marketing’, will fetch you over 2200 entries. Now you can have a clear idea of those synonyms that you can add for your target audience.
Last but not the least, you can use Google Services like Google Related Terms, or Google Suggest, or Google Insights. They will help you to find your desired long-tail keywords.
Whatever option you might choose just remember that researching for long-tail keyword is not to be done once. It must be done at regular intervals because the search language changes from time to time.
The main keyword is usually one or two words in length and is called a short tail keyword for keyword research. There are a large number of related terms which are used by the internet users to search for information which are also contain the main keyword. These longer phrases which may contain up to seven words are called long tail keywords. Usually the number of people who are searching for the long term keywords in the search engines like Google is less, however these internet users are sometimes more likely to purchase the product or service.
See how we can find “real estate” long tail keyword using semrush tool :
Step 3:How to Apply Filters for Keyword Difficulty (SEO) ! How to filter Competitive Density (PPC)
Keyword difficulty and competitive density
The ranking of a website depends to a large extent on how much competition it has for a particular keyword. The important parameter for ranking a website in search engine results is the keyword difficulty,on a scale of 0 to 100. If there are more authority websites which are ranked in the search results for the keyword, the keyword difficulty will be more and it will be difficult to rank for the keyword. Similarly if there are a large number of advertisers who are bidding for the same keyword for PPC, the competitive density will be higher, and the business will have to bid higher to get visitors through PPC.
Usually more effort and money is required for ranking for keywords which are more difficult. Using tools for keyword research, it is possible to find the keyword difficulty, competitive density for each of the long tail and short tail keywords. These parameters, along with the search volume for each keyword, and the PPC information should be compiled into a spreadsheet like Excel or CSV file, for easy reference. The information can then be used to decide a suitable strategy for SEO, by ensuring that the website content contains the relevant keywords and displaying PPC ads, when the relevant search terms are shown.
Here we can filter “real estate” related keywords to find CPC cheaper and less competitive keywords :
Step 4: How to find related keyword phrases ?
Find related keyword phrases
In addition to the main keyword, there may be other related keywords. Most businesses are selling more than one related products/services. Hence it is advisable to do the keyword research for all these products, services and find the relevant keywords. It is also advisable to do a phrase match to find the relevant terms. Users will find that there are many typos and spelling mistakes which internet users will type in the search bar when they are looking for relevant information. The long tail keywords should be generated for the phrase matched, and both Keyword difficulty for SEO and Competitive density for PPC data compiled.
Step 5: Generating a master list of keywords
It is advisable to spend some time in generating the maximum number of keywords related to the business, since this information can greatly help in deciding the best SEO and PPC strategy for the business. After information has been generated for all relevant short tail and long term keywords, this information should be again compiled in an excel file called the master list, which contains all the details. The master list will have data of the search volumes, PPC bids for each keyword, and based on the competition, the business may decide to focus on keywords which have a lower search volumes since it will be easier to rank well.
Step 6: Search intent classification
Classifying keywords based on search intent
A business may spend a lot of time in generating a large keyword list, however, to use it in the best way possible, it is important to understand the intent of the search engine user, when he typed the keyword in the search engine. The intent of the user can be broadly classified into four different categories
– Information : many internet users are looking for information about a product, item or service when they type the keyword. Using when single words are used for searching, the user is only looking for information, like the meaning of the word or related companies.
– Navigation: many internet users are not aware of the exact url of the website of a particular company or brand selling the product, though they wish to visit their website to collect more information or contact the company. So the easiest way to find out the url of the company is by typing the brand name, or company name in the search engine.
– Business research or investigation : many people are using the internet to research the various products, services which they require or may be interested in purchasing. In some cases they may be researching business rivals, customers or vendors, checking reviews. The search terms will include positive or negative terms like best, worst, or is location specific.
– Transaction : the volume of the transaction related keywords is usually the lowest compared to other keywords for a particular search phrase. Buyers who wish to purchase a specific service, product online or offline, will usually type some very specific terms like coupons, shipping rates, prices, discounts so that they can finalize the order at the earliest.
It is recommended that the business classifies each of the keyword using the categories mentioned above, so that it is easier to decide which keywords are most relevant.
A business may generate a very large list of keywords for SEO, PPC advertising and unless they are categorized correctly to finalize the advertising, SEO strategy, the business may not get the results it desired.