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When people start on their Google AdWords or SEO quest the question they seem to ask the most is “how do I know which keywords to choose?” This post is designed to give you a simple guide to discovering which keywords are right for you at the start of your internet marketing journey.
Manually choosing your keywords
Step 1.
Create a list of 15 keywords that describe your business, service or product.
Step 2.
Delete the first 5 keywords from your list. Generally these are too generic and will not drive your target visitors (profitable customers) to your site.
Step 3.
Repeat steps 1 &2 for each area of your business you wish to promote.
Expand your list of keywords
There is a wide range of tools that have been developed to help you to expand your keyword list ranging in functionality and price. I recommend using a combination of brain power, Microsoft excel and Google’s own keyword suggestion tool.
Google AdWords
Using all three in combination allows you to maximise the number of relevant keywords you can add to your Google AdWords campaign. Remember to add your keywords within tightly knitted groups and not just a generic list with a single generic advert. For more information see our AdWords Guide.
SEO - Search Engine Optimisation
The AdWords suggestion tool provides you with a guide to the number of times your keyword is typed into Google each month. After undertaking a little research with this tool and also manually finding the amount and strength of competition for each keyword you can discover which keywords would be of best value for you.
Golden nugget
Monitoring the performance for each keyword is essential for a successful SEO or AdWords campaign. Using tools such as Googles Analytics suite or Webmasters Tools you are able to see which keywords generate traffic to your site and more importantly which keywords drive profitable customers to your site.
If you would like an informal chat regarding your internet marketing activity please contact me on 07849 146259 or email paul@adwords-advice.co.uk.
As a result of AdWords decision to review it’s trademark bidding policy a 22% increase has been reported in bidding on previously protected brand trademarks.
It was thought that the changes to Google’s trademark policy would divert traffic away from brand owners websites as competitors and affiliates promoted their own destinations via AdWords. However, a recent report from Hitwise highlights that only a small number of brand owners saw a negative reaction for the changes.
Although users have stayed loyal to their favourite brands the report asks at what cost with the majority of brand owners increasing their pay per click budget for brand name keywords.
The latest Hitwise stats for June have indicated that Google have increased their market share to 87% a rise of over 10% from June 2007. Yahoo are still the closest competitor to Google with a market share of only 4%.
These figures were also reflected within the US market where Google now have almost a 70% market share of the search engine market. Again in the US Yahoo are Googles closest competitor with almost 20% of the market, as we have previously reported Yahoo are now displaying Google AdWords adverts providing Google with 90% of the lucrative US pay per click market.
AdWords Editor is a free add on that must be installed on the computer of every AdWords user. The amount of time saved using building and modifying campaigns offline before synchronising with your account is immeasurable.
Googles latest version of AdWords Editor 6.0, provides some great additional features:
Account statistics
Editing tools
Duplicate keywords
Updated shortcuts
Replace text in selected items (Ctrl+H)
Append text to selected items (Ctrl+Shift+H)
Move to basic search box (Ctrl+F)
Open advanced search (Ctrl+Shift+F)
Google have added another element to the algorithm that determines your AdWords quality score. Last month Google started to display information regarding the speed of which a landing page would load within their keyword analysis screen.
Although some argue this facility is still dormant, it is widely believed that Google is already gathering data and will implement the criteria within the AdWords quality score measurements shortly.
Why?
Google’s number one aim is to improve the quality of results within it’s Search Engine Results Pages (SERP’s) this additional function of the AdWords quality score would encourage advertisers to improve the speed in which their landing page loads in return for a higher Quality Score, therefore increasing the quality of the results AdWords provides.
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