Keyword research and keyword targeting technique

[Keyword Research and Best Way To Keyword Targeting]

Effective keyword research is an important skill for digital marketers today. Not only sound education but his alertness and dedication too are most required.

But if you've read so many articles, you probably know how important keywords are. You came here just to learn how to use it better and more effectively.

There are many good guides on keyword research on the internet. Generally, they will ask you to use the following method:

1. Make a seed list of the terms you will start with

2. Expand your list with keyword research tools

3. Refine your list with competitive research

So why should I add another article in the middle of this pile?

Because I want to introduce you to a framework for sorting keywords by category that I created while practicing paid search at Red Bricks Media. You can get a brief idea from the infographic below:

Targeting The Right Keyword for SEO

Image source: www.neilpatel.com

This model implies that different keywords represent different levels of interest and purpose; Some search terms are used by people who are ready for conversions, while others are used by people who are at the beginning of research.

This model assumes that conversion is your main target. Keywords fall into different categories based on their type, and are sorted by how effective they are at converting. So as a rule, it makes sense to invest the most time and money on keywords that can get you closer to the target. Once you reach the maximum level of these you are ready to move forward.

1. Brand Term:

The easiest way to convert is by people who are already familiar with your brand. When it comes to volume, keywords in this category may not bring the maximum number of impressions or page views, but conversion rates (both paid and organic) are usually the highest.

2. Product Term:

This is what your product looks like and what solves the problem. How big this list can be depends on how diverse your product or service is. People searching for this term are a little behind in the decision cycle, and your cost per action (CPA) for these terms will usually be higher than the brand term. But you will only get so much volume from the brand term, eventually you will want to get these through the product term as well.

3. Competitor Term:

There was a time in the lifetime of paid search marketing when competitor terms were second only to brand terms for conversion rates and CPA effectiveness. However, recently Google has tightened their Quality Score requirement; And low cost cost per click (CPC) for competitor term is almost impossible. If you have money to spend and are trying to counter-attack a strong competitor, these terms will be good for you.

4. Substitute Product Term:

This is a term that can be used instead of your product. For example, if you are selling a pen, a bid (optimized) on a "pencil" may be considered.

In terms of competitors, Google will not give you much relevant credit for these, so bidding on them for Pay Per Click (PPC) will be more expensive and harder to find for search engine optimization (SEO). However, if you are getting as much volume as possible from the previous category, then they are worth considering.

5. Complementary Product Term:

These are the things that go with your product, such as a “TV stand” if you sell a TV. Basically, these are the product terms of others. You can get some marginal conversions from them.

. Audience term:

This category contains terms that your target audience can find. Usually the impressions of these words are huge, so it is normal to want to try. Again, since this category is more integrated with traditional display targeting, which is based on the reader's attention and hobbies, you can come up with a lot of suggestions from above for using these kinds of words.

This is one reason the target model is so useful. From the terms it is clear that people do not have much desire to find your product. And you won't be surprised when you realize that the terms will behave like display ads and generate minimum conversions and maximum CPA for all your words.

Using the target model in your keyword research

You are now very familiar with the target model. Let's take a look at how these are used during the various steps of keyword research

Creating a seed list

A seed list is the initial set of your keyword ideas. Enter six keyword categories. Then use a combination of brainstorming and investigation - to complete the list of keywords, spend the most time on the brand and product term.

You may want to list what your product should do and what issues it should address, but don't use synonyms. That will be the next step.

1. Research your audience: What terms does your audience use to describe your product or service? What other terms do they use that are consistent with this in their daily lives? See blog posts and comments, forums, LinkedIn groups, and your own support requests.

2. Find the search terms that are being used now: Use your analytics tool, Google Webmaster Tools, and Webblog to see what search terms people are looking for. If you have access to internal site search data, you can also look there to find out what people want.

3. Here are some suggestions: Soovle is a little tool that helps you find out what are the top autocomplets for a keyword in different search engines and other sites. All keywords need to be run through Soovle, but you can try a few pairs to see if you're missing something.

4. Check out the competition: Tools like SpyFu or SEM Rush show you what competitors are bidding. You don't have to spend a lot of time here like Soovle. But there are some competitors' names and terms that you can't think of yet!

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