In this tutorial, we’re going to run through the key steps involved in carrying out keyword research for your upcoming SEO campaign.
Most marketers will begin by researching keyword ideas and picking out the phrases that are both relevant to their business and also likely to attract more users based on their popularity. They need to find out which search terms their customers are using to find companies such as theirs.
Google Keyword Tool
There are a range of keyword analysis tools available on the web but most marketers will utilise Google’s own Keyword Tool. This tool began displaying actual search volume numbers way back in 2008. This new feature revolutionised the industry in that SEOs could now predict approximate traffic from each keyword based on data collected by the search engine in previous months and years.
Basically, SEOs can find out how popular a keyword is!
Though the Keyword Tool can be used in a number of different ways depending on the nature of the campaign, this tutorial focuses on what to consider when selecting lucrative search terms for the purposes of generating more traffic to a site through organic SEO activities.
We would highly recommend that users sign in using their Adwords login details for a more comprehensive list of ideas, though the tool can be utilised as it appears.
Choose the type of results you want to generate using the criteria listed below.
- Exact Match: Selecting this option allows you to find out the search volume for that keyword idea only. Nothing else is factored into the numbers that appear.
- Phrase Match: This option ensures that the search volumes generated will include the numbers for all search terms that contain the whole phrase.
- Broad Match: This option provides you with the sum of the search volumes for the idea itself and all of its grammatical forms, synonyms and other related words.
Filtering Your Results
- First of all, choose whether you want to receive results based on broad match, exact match and phrase match values. You can, of course, opt to receive results from all three types
- You can make sure that your search results only display keyword ideas that contain a specific word or phrase by using the ‘Include terms’ feature on the right hand side of the interface
- Similarly, you can find results that don’t include keyword ideas with any of the terms you have selected by using the ‘Exclude terms’ feature
- If you’d rather generate ideas based on a particular website or category, experiment with the boxes below the ‘Word or phrase’ field
- You can also opt to only receive ideas that are closely related to your search terms by ticking the box below the ‘Category’ box
Advanced Options and Filters
- The ‘Advanced Options and Filters’ menu allows you to choose your preferred location and language. These selections will affect the monthly search values, as the factors used to calculate them will vary
- You are able to decide whether you want to receive ideas that include adult-related content. Tick the box if this is your preference
- You can choose to receive keyword ideas based on statistics relating to desktop and laptop devices or mobile technologies – very handy if you want to run a separate mobile SEO campaign
- The ‘filter ideas’ tab is especially useful if you want to review keyword ideas based on their level of competition or their global or monthly search volumes
Once you have selected all your preferred filters, simply type your keywords (one per line) into the ‘Word or phrase’ box, and the tool will generate a list for you that will then appear at the bottom of the page. You can then organise these results by competition levels, global monthly searches or local monthly searches by clicking on the headers. This automatically orders them so that you’re presented with the greatest volumes at the top of the list.
Want to know how these search volumes are actually calculated? Hover over any of the ‘?’ figures next to the headers within your keyword ideas list for a more detailed explanation of the methods used to generate these numbers.