Define your SEO / SEM strategies
Before you start looking for keywords, you need to have a clear idea of what you want to achieve with your SEM campaign. Here are some of the things you need to consider: Your business objectives: What do you want to achieve with your SEM campaign? Do you want to increase website traffic, generate leads, or boost sales? Your target market: Who are you trying to reach with your SEM campaign? What are their interests and needs? Your value proposition: What makes your product or service unique? What value do you offer your customers? Your unique selling points: What are the features or benefits of your product or service that make it stand out from the competition?
Use a Keyword Tool
WordStream’s Free Keyword Tool: used for finding and analyzing PPC keywords and SEO keyword research.
Moz Keyword Explorer: all-around free SEO keyword research tool that provides a ton of keyword data and makes it easy to dig into the details, like SERP features and granular analysis.
SEMrush Keyword Research: broad range of keyword research tools, including Keyword Overview, Keyword Magic Tool for exploratory keyword research, Keyword Manager, position tracking, competitive Keyword Gap analysis, Organic Traffic Insights
Google Keyword Planner: for finding related keywords that don’t contain your seed keyword. SERP Checker: for analyzing a keyword’s traffic potential. Keyword Difficulty Checker: for checking a keyword’s ranking difficulty.
Categorise your KeyWords
Once you have a list of potential keywords, you need to organize them into meaningful categories or themes. This will help you create relevant ad groups and landing pages for each keyword.
You can categorize your keywords based on intent, relevance, value, and difficulty. Intent refers to the purpose or goal of the searcher, such as informational, navigational, transactional, or commercial. Relevance is the degree of match between the keyword and your offer, such as high, medium, or low.
Value is the potential return on investment (ROI) of the keyword, based on factors such as conversion rate, cost per click (CPC), and profit margin. Difficulty is the level of competition and effort required to rank and bid for the keyword, based on factors such as keyword difficulty, domain authority, and quality score.
Once you have a list of potential keywords, it is important to categorize them in a way that makes sense for your business and target market. This will help you organize your keywords, create relevant ad groups and landing pages, and track your performance.
Here are some of the ways you can categorize your keywords:
By intent: This is the most important way to categorize your keywords. Intent refers to the purpose of the searcher’s query. For example, a searcher who is typing in “how to make a cake” is likely looking for informational content, while a searcher who is typing in “buy cake” is likely looking to make a purchase.
By product or service: This is another important way to categorize your keywords. This will help you group together keywords that are related to your products or services. For example, if you sell shoes, you could categorize your keywords as “men’s shoes,” “women’s shoes,” “sneakers,” “boots,” and so on.
By audience: This is a way to categorize your keywords based on your target market. For example, if you sell products to children, you could categorize your keywords as “toys,” “games,” “books,” and so on.
By competition: This is a way to categorize your keywords based on the level of competition. For example, if you are targeting a competitive keyword, you may want to create a separate ad group for that keyword.
By budget: This is a way to categorize your keywords based on your budget. For example, if you have a limited budget, you may want to focus on low-cost keywords.
By categorizing your keywords in a way that makes sense for your business and target market, you can create more effective SEM campaigns.
Here are some additional tips for categorizing your keywords:
Use a consistent naming convention. This will make it easier to find and manage your keywords.
Use clear and concise descriptions. This will help you understand the purpose of each keyword category.
Review your categorization regularly. As your business changes, you may need to update your keyword categorization.
By following these tips, you can categorize your keywords in a way that will help you achieve your SEM goals.
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