Keyword Research

keyword research

What is a keyword?

In it’s simplest form, a keyword is a word or phrase that a user types into a Google search query. As discussed in my earlier post about Biddable Media Topics and Techniques, marketers bid on these keywords to have their site ranked highest in search results. If you want to learn more about the bidding process be sure to read my Paid Search post.

Moz is a great place to learn about keyword reserach!


Brian Dean has many great videos on keyword research, but this one lays out some good strategies that you might want to use.

Some of the points highlighted in this video are:

  • Forums: People post of forums mainly because they are looking for an answer to a question that they couldn’t find in a simple Google search. You can use their posts to come up with keywords that you might want to target. The next time they search their question, your site will pop up and provide them an answer.
  • Wikipedia: Enter in a broad keyword and look through the results that wiki gives you. It should provide some more specific topics related to your keyword that you could use.
  • Use “searches related to…” This feature at the bottom of Google’s search results will give you many keywords ideas that you might not find in GoogleAds software.
keyword research
  • Amazon: Search for books related to your keyword. Amazon lets you see the table of contents for the books that pop up. You can use the chapter titles for keywords.
  • Quora: When you enter a keyword here it will show you the most popular related questions. These are often the same questions that users will type into Google and the keywords you should be using. Read through the threads to find additional questions and keywords.

All of these strategies should be done to make a list of the most relevant and popular keywords for your site. After your list is compiled, use the GoogleAds Keyword Planner to organize/optimize your keywords.

keyword research

keyword research

Short-tail vs long-tail keywords

A good keyword plan will consists of many variations of short and long-tail keywords.

  • Short-tail: general queries that are usually one or two words
  • Long-tail: queries consisting of more than three words
  • Ex: “Egg” is a short-tailed keyword, but “Sausage, egg, and cheese sandwich” is a long-tail keyword. Both of these can be relevant depending on what you’re trying to sell.

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