Indeks
Keyword Research Step-By-Step
Keyword research can be a very methodical process that can be grouped into a set of steps:
1. Brainstorm
2. Create your themes
3. Write ad copy
4. Research your ad groups
5. Review
6. Put the keywords live
7. View search queries
8. Refine and repeat
We will examine each of these steps individually.
1. Brainstorm
The first step to keyword research is to start brainstorming for various themes. You do not have to even look at keywords yet. Your goal here is to determine the overall categories where you want to conduct keyword research. Often, these themes will mirror your site’s navigation.
Take a look at your website, analytics, search queries if you have internal search, and use tools like the AdWords Keyword Tool to start creating a list of words. Simply jot down the areas where you want to do more intensive research.
2. Create Your Themes
The next step is to take all of your research and list out your themes. If you are new to PPC, try finding just 10-30 themes. If you have been doing this for a while, you might end up with thousands of themes.
Themes can include the different services you offer. For an accountant, these may include tax preparation, tax relief, business taxes, personal taxes, daily bookkeeping services, expense reporting, etc. Each of these themes is different because the user intent is different. If someone searched for ‘tax relief’ they want to see information about tax relief and not a general accounting page that lists all of your possible services.
If you do sell shoes, your themes might be: women’s running shoes, men’s running shoes, running shoes, women’s dress shoes, men’s dress shoes, etc. Each of these themes will be considered an ad group within your PPC account.
3. Write Ad Copy
For each of your themes, write an ad copy and choose a landing page. This is an organizational step that will help you in the next phase of keyword research.
4. Research Your Ad Groups
Now it’s time to get to work. For each of your themes, start looking for specific keywords that fit into the theme. The keyword should match the theme of the ad group, be described by the ad copy, and have information about it on the landing page. If any of those three do not apply to the keyword, then either put it aside as a keyword you might use in the future, or create a new theme for that keyword.
5. Review
Next, review your work. If you find that you have themes with hundreds of keyword in them, the theme is probably too general. Rarely will you have more than 50 keywords in a theme. It’s ok to have just one keyword within an ad group. However, if you have too many keywords in an ad group what often happens is your ad copy or landing page does not accurately describe all of those keywords and some keywords will underperform.
6. Put the Keyword Live
Inside your PPC account, create an ad group for every theme and add your keywords. Set your account live and start collecting the data.
7. View Search Queries
Once you have some data, it’s time to examine it. Unless you use all exact match keywords, your ads will show for keywords that are not inside your account. Read through the queries to find:
Words that are spending money but have no conversions
Words that are making money but are not in your account
Potential new themes
It is amazing what you can learn by examining the actual words people use to search. If you are ever stuck for keyword inspiration, take a look through the actual queries consumers used to find you.
8. Refine & Repeat
Examine the words that have been spending money but do not have any conversions. These words might need different ads, landing pages, or to be removed from your account. If there is a pattern to the underperforming words, then you can use negative keywords to block your ads from ever showing on those words again.
If you find keywords that are doing well, but are not in your account, then add them to your account.
Finally, take the potential new themes and do some brainstorming to find yet more keywords to add to your account.
Conclusion
Keyword research is not overly difficult. There are many good tools out there to help you along. The most time consuming aspect of managing keywords is the organization of the keywords with related ads and landing pages.
Therefore, make sure you have a solid list of themes with appropriate ads and landing pages so you can group the keywords into tightly themed ad groups. When you have good ad group organization, every time someone searches for a keyword you did choose, they will see a related ad copy that takes them to a related page on your website.
When the keywords, ads and landing pages are all related, PPC starts to work very well. When PPC is working, it is a wonderful source of new customers.
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Keyword research can be a very methodical process that can be grouped into a set of steps:
1. Brainstorm
2. Create your themes
3. Write ad copy
4. Research your ad groups
5. Review
6. Put the keywords live
7. View search queries
8. Refine and repeat
We will examine each of these steps individually.
1. Brainstorm
The first step to keyword research is to start brainstorming for various themes. You do not have to even look at keywords yet. Your goal here is to determine the overall categories where you want to conduct keyword research. Often, these themes will mirror your site’s navigation.
Take a look at your website, analytics, search queries if you have internal search, and use tools like the AdWords Keyword Tool to start creating a list of words. Simply jot down the areas where you want to do more intensive research.
2. Create Your Themes
The next step is to take all of your research and list out your themes. If you are new to PPC, try finding just 10-30 themes. If you have been doing this for a while, you might end up with thousands of themes.
Themes can include the different services you offer. For an accountant, these may include tax preparation, tax relief, business taxes, personal taxes, daily bookkeeping services, expense reporting, etc. Each of these themes is different because the user intent is different. If someone searched for ‘tax relief’ they want to see information about tax relief and not a general accounting page that lists all of your possible services.
If you do sell shoes, your themes might be: women’s running shoes, men’s running shoes, running shoes, women’s dress shoes, men’s dress shoes, etc. Each of these themes will be considered an ad group within your PPC account.
3. Write Ad Copy
For each of your themes, write an ad copy and choose a landing page. This is an organizational step that will help you in the next phase of keyword research.
4. Research Your Ad Groups
Now it’s time to get to work. For each of your themes, start looking for specific keywords that fit into the theme. The keyword should match the theme of the ad group, be described by the ad copy, and have information about it on the landing page. If any of those three do not apply to the keyword, then either put it aside as a keyword you might use in the future, or create a new theme for that keyword.
5. Review
Next, review your work. If you find that you have themes with hundreds of keyword in them, the theme is probably too general. Rarely will you have more than 50 keywords in a theme. It’s ok to have just one keyword within an ad group. However, if you have too many keywords in an ad group what often happens is your ad copy or landing page does not accurately describe all of those keywords and some keywords will underperform.
6. Put the Keyword Live
Inside your PPC account, create an ad group for every theme and add your keywords. Set your account live and start collecting the data.
7. View Search Queries
Once you have some data, it’s time to examine it. Unless you use all exact match keywords, your ads will show for keywords that are not inside your account. Read through the queries to find:
Words that are spending money but have no conversions
Words that are making money but are not in your account
Potential new themes
It is amazing what you can learn by examining the actual words people use to search. If you are ever stuck for keyword inspiration, take a look through the actual queries consumers used to find you.
8. Refine & Repeat
Examine the words that have been spending money but do not have any conversions. These words might need different ads, landing pages, or to be removed from your account. If there is a pattern to the underperforming words, then you can use negative keywords to block your ads from ever showing on those words again.
If you find keywords that are doing well, but are not in your account, then add them to your account.
Finally, take the potential new themes and do some brainstorming to find yet more keywords to add to your account.
Conclusion
Keyword research is not overly difficult. There are many good tools out there to help you along. The most time consuming aspect of managing keywords is the organization of the keywords with related ads and landing pages.
Therefore, make sure you have a solid list of themes with appropriate ads and landing pages so you can group the keywords into tightly themed ad groups. When you have good ad group organization, every time someone searches for a keyword you did choose, they will see a related ad copy that takes them to a related page on your website.
When the keywords, ads and landing pages are all related, PPC starts to work very well. When PPC is working, it is a wonderful source of new customers.
Sumber : [You must be registered and logged in to see this link.]
