Search Keyword Analysis
Paid & Natural Search Keyword Research
Keyword research and analysis forms the foundation of any search campaign, whether it's a natural (organic) or sponsored search. Your keyword selection forms the basis of your search strategy, campaign structure, ad copy, site structure etc.
There are plenty of keyword research tools out there which are all freely available such as:
- Google AdWords Keyword Suggestion Tool - The Site Related Keywords tab uses a URL to identify relevant keywords so it isn't ideal if the page isn't well targeted. This is ideal for looking at competing websites that are ranking well so that you can determine what keywords they are targeting.
- Keyword Discovery or the more advanced version which you have to pay for Keyword Discovery.
- Wordtracker Free Keywords or the more advanced version which you have to pay for Wordtracker.
Choosing Relevant Keywords for your Search Campaign
Your pool of target keywords for paid search will be different to those in your SEO pool. Most notably the amount of keywords in a PPC campaign tends to be much larger and broader than the organic keywords.
The lines between paid and natural search are getting ever closer in many respects, particularly on the RELEVANCE factor. Whereas in the past you would simply go out and buy as many keywords as possible for your PPC campaign, it is now important to consider how relevant your text ad is to the landing page etc.
If you're an eBay which deals in just about anything under the sun, then bulk is good, but if you deal in honeymoon villas then it doesn't make sense to buy family holiday keywords just because they are popular travel sector keywords.
Keyword Targeting and Categorisation
Your choice in keywords will help you structure and manage your paid search campaign more effectively and will ensure your SEO targeting is drilled down to specific keywords limited to the most relevant 2-3 keywords per page.
Use SEO to target the "Long Tail"
Having fresh content on a site is key to driving a successful SEO campaign. The long tail provides you with an extensive list of less competitive keywords which you can use for ideas to fill your site with content.
We are not suggesting you don't target your core keywords through SEO, but referring back to SEO guarantees, the long tail are the kinds of keywords most likely being attached to the guarantee because they are less competitive and therefore easier to achieve higher rankings with.
