Understanding Keywords

Keyword Toolkit

Do it yourself – Google Keyword Tools

Advanced tips & tricks for using the Keyword Tool?

The Keyword Tool is a great way to find new keywords for your ad campaigns. Try using it to:

Find keywords based on your site content. Instead of entering your own keywords, try using the Website Content option. It lets you enter the URL of your business website or of any site related to your business. The AdWords system will then scan your page and then suggest relevant keywords.

Create new, separate ad groups with similar keywords. We recommend creating several ad groups in each campaign, each with a small, narrowly-focused set of similar keywords. Use the Keyword Tool to discover relevant keywords, then divide them into lists of 5 to 20 similar terms. See examples of ad groups promoting a single product or service and multiple products or services.

Identify negative keywords. The Keyword Tool can show you off-topic keywords that users may be thinking about. Suppose that you sell cut flowers and that you give the keyword ‘flowers’ to the Keyword Tool. It may suggest the related term ‘gardens’ and you may want to add that term to your ad group as a negative keyword. That will keep your ad from being displayed on searches for ‘flower gardens’ or similar terms. This helps to ensure that only interested customers see your ads.

Find synonyms – or not. The Use synonyms box in the Descriptive words or phrases option is always ticked by default. (This means that it might suggest ‘bed and breakfast’ as a synonym for the keyword ‘hotel’.) If you untick the box, the tool will suggest only keywords that contain at least one of the terms that you entered.

Specify a language and location. If you’re using the Keyword Tool while signed in to your account, you may see an option to tailor results to a particular location and language. If you happen to be targeting Spanish speakers who live in France, make sure that you set the Keyword Tool to that language and location.

Start broad and then get specific. Try broad terms like ‘flowers’ in the Keyword Tool first. Then try specific terms like ‘red roses’ or ‘miniature cactus’.

The Importance of Keywords and Keyword Selection

Search engine keywords are those words that Web surfers use to conduct a search in a search engine. A keyword can consist of a single word, such as “bicycles” or an entire phrase, like “ten speed mountain bikes”.

Performing keyword research involves taking the time to discover which keywords your website visitors are most likely to be searching for, and among those search terms, which keywords your site has the best chance of ranking highly in search engine results pages.

Efficient search engine keyword selection is a balance between the popularity of a keyword or keyword phrase and the competition that already exists in trying to rank for that keyword phrase.

You can also use highly popular keywords as part of a Pay Per Click advertising campaign, such as Google AdWords. Suggested bidding prices on more competitive keywords can be considerably more expensive, but since you can manage your daily limit for click-throughs, you may want to ante up to outbid your competitors, and still stay within your advertising budget if you believe the traffic for your selected keywords will result in a good probability that your PPC visits will ultimately result in sales. Google Trends can help with your pay-per-click advertising keyword selections, too.

If you need help choosing the best keywords for your business or service:

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