Selecting the right keywords and understanding why and how they are relevant is crucial to the success of your business. If you have decided to pursue e-commerce, it is likely you will come across keyword advertising at some point. Businesses large and small can reap the benefits of keyword advertising as it is one of the most adaptable forms of marketing when it comes to budget adjustment. Depending on your capital capacity, using keyword advertising, you will be able to select keywords that correspond to your budget and select a payment plan that is appropriate for you. Below you will find a keyword research checklist to consult in your search for the appropriate keywords.
- Find Popular Keywords: Are people actively searching for this keyword? As a business, you will want to make sure you are not purchasing keywords that have little to no impact on your target market. There are a few ways you can identify popular keywords.
Manual Search: You yourself can search on Google and identify popular keywords through the autocomplete feature. As you begin typing a letter, Google will offer suggestions that have a high degree of searchability. Of course, these keywords are usually quite expensive due to their popularity and demand.
Trend Searching: Google Trends offers users the option of searching for particular keywords while providing pertinent information such as interest over time, regional interest and related searches. Using this free search tool is an easy and effective way to identify popular search topics.
Third Party Service: There are many third party services that have their own system for identifying popular and relevant keywords. Some of these services are free, and the more reputable ones will charge a fee. Depending on your financial capacity, you may select on that is appropriate.
- Is it a Realistic Keyword?: Unless you’re Proactiv, chances are purchasing the term “acne cleanser” will be unrealistic and outside your price range. Outranking other more established brands for popular keywords is very difficult. For this particular example, you would likely be outranked by companies such as: Neutrogena, Cetaphil, and Sephora. If you are a small skin-care company looking to deliver an acne cleanser, using less popular and more specific keywords may be more realistic.
- Is it a Properly Formatted Keyword?: Selecting keywords that are properly formatted is important to ensure that they are relevant and optimized to attract your target market. Below are some things to watch out for:
No single term words: Not only are these terms much more competitive, they are too broad and aren’t commonly used by any customers period. People want specific products nowadays making two and three keyword searches much more popular.
Keep Your Target Market in Mind: Select keywords that are consistent with your desired target market. Different consumers search for similar products in different ways. For example, continuing with the skin-care theme, Proactiv is highly targeted at teenagers and should use keywords that are responsive to that segment. In this case, terms such as “teenage” “acne” “pimple” should be considered. Whatever your segment, ensure keywords are appropriate.
- Did They Perform Well? The great thing about purchasing keywords is that there is very little risk. If particular keywords have not been performing successfully, you are able to easily and quickly discontinue their use. Google offers business owners services to identify many of the aspects of the performance of particular keywords which may influence the selection of future keywords. Checking the performance of keywords on a consistent basis will ensure capital is being spent well.
Selecting the right keywords can be a difficult task and requires research and dedication. What may seem like a simple task has many challenging considerations behind it. There are many resources and information available for you to get on the right track. By following this keyword research checklist, you will be on your way to selecting appropriate and successful keywords that will further your online success.