Keyword Generation Resources
Pop quiz: What do SEO (search engine optimization) and PPC (paid search advertising) have in common?
If you said "keywords," then you're right. While the two facets of search marketing diverge from each other in most areas, the first step in both is the selection
of powerful, appropriate, focused keywords.
Finding those keywords is one of the most important tasks performed in search marketing. There are a number of ways to go about finding keywords, and
here are a few you might not have thought of:
Brainstorming: this popular business technique has a place here as well. Try this exercise: describe your business service or product in one word, then two, then three, then four, then five. Have everyone in the room do it separately, then put all the responses on a whiteboard. Which ones work? Which ones don't? Thesaurus: The thesaurus is your friend! There are a number of decent ones online, so you don't even need to locate a book. Take the keywords generated by your brainstorming session and use the thesaurus to look up synonyms. This can be a great source of keywords for many service-oriented companies in particular. Online keyword generators: Your own brainstorming may need a jump-start. If that happens, you can turn to online keyword generators to help inspire you. A partial list includes:
Aunt Agatha: She's one of our favorites. Take a look around you: who do you know who is most likely to use your service or product? Once you've located that person, ask her what search terms she would place in the search field to find you. These answers can be illuminating. Don't just stop there: ask everyone you know. The world is filled with potential prospects, and they themselves can tell you a great deal about how to reach them. The Competition: There's a current craze to use competitors' actual names in PPC ads, but that's not what we're talking about here. It does seem reasonable, however, that companies that are doing what you do may have stumbled upon one or two very clever keywords you haven't yet thought of. Check them out and see! Last Resort: Finally, as a last resort, use common sense. If you were looking for your products or services, what terms would you use to find them?
We often lose perspective when we're discussing keyword generation. Think less about how you would describe your services or products, and more about how your customers might describe them in looking for you, and you're halfway there!
|
