Best Practices for Search Theory and Keyword Research. 2 ...

Best Practices for Applying Search Theory

The basics of search are not difficult to understand; the principles have been the same ever since people started looking for information. By referring back to the fundamentals of search throughout your marketing, you keep your efforts aligned with the searcher, which can bring long-term success to your company.

• PPC marketing was created and revolutionized in less than a decade. As the industry is ever-changing, those who can continuously evolve their marketing can find great success.
• Search engines have transformed how people find their information. As more consumers use search engines as their starting point for finding information, more advertisers will find success with search marketing.
• The search process starts with a question. That question is translated into words by the searcher. Therefore, keywords are individual thought processes.
• Every time someone does an action, there is an expectation of results. Meeting these expectations with both ad copy and landing pages helps increase your PPC marketing returns.
• Advertising is not advertising when it is information. When your ads help a searcher find the answer to their question, your CTR and conversion rates often increase.
• On any search page there are three goals: the search engine?s goal, the searcher?s goal, and the advertiser?s goal. Align your goal with your potential customer?the searcher?and success usually follows.

?

Keywords are the foundation of a successful AdWords campaign. If you have a keyword that matches a searcher?s query, your ad could show. If you do not have a keyword that matches a searcher?s query, your ad will not show. It is pretty simple: If you decide not to use a certain keyword, your company will not be visible to those searchers.

Keywords are so paramount to an AdWords campaign that PPC advertising is frequently called?keyword?advertising or?keyword-driven?advertising.

Not all keywords are created equal. Some keywords will have high search volume, whereas others will have small search volume. Some will have high conversion rates, and others will provide low-quality traffic.

Choosing the correct keywords is the first step to advertising with Google AdWords.

?

Best Practices for Conducting Keyword Research

Keywords are the foundation of your AdWords account. If you do not have a keyword that matches to the search query, your ad will not be shown. Comprehensive keyword research is essential to maximizing your account?s exposure to potential customers.

• Every keyword falls into a section of the buying funnel. Understanding where your keyword falls in the funnel is important to ensure you are reaching consumers at different stages of their buying behavior.
• Keywords can be broken down into four major aspects: explicit, symptoms, problems, and product names or part numbers. Utilize each type of keyword to reach the maximum number of searchers.
• Start keyword research with your site, your competitors? sites, the natural search results, internal site search, and the dictionary.
• Make sure you know your own keywords. If your keywords describe one or more different products or ideas, use ad copy to tell the consumer which keyword variation is related to your company.
• A good way to start expanding your keywords is to create keyword lists. By creating lists for both ad group and keyword organization, you can create larger, yet more focused, lists.
• When starting long-tail keyword research, do not use deep keywords. Deep keywords describe only a single aspect of how someone searches. Instead, start with wide keywords, and when you find keywords that are converting, do deep keyword research on those particular keywords.
• There are four different match types: broad, modified broad, phrase, and exact. Use a combination of these various match types based on your budget and marketing objectives.
• Negative keywords stop your ads from showing. It is just as important to conduct negative keyword research as it is to find new positive keywords.
• The search query report will show you what someone actually searched for that triggered your ad to show. Use this report to find new positive and negative keywords.

Keyword research can be time consuming, but it is necessary for maximum exposure. Many tools are available that will help you along in your keyword research efforts to help save you time and give you ideas you may have overlooked.

?

Using Long-Tail Keywords

Single-word keyword searches make up roughly 20 percent of the search volume in the United States. However, search queries that are five or more words in length make up nearly 20 percent of the search volume as well.

There are two main ways that marketers use the phrase ?long-tail keyword? when discussing keywords:
??? ?The first refers to keyword searches that are three or more words in length. Essentially, someone typing in three or more words in a search box is being specific in defining the information they are wishing to discover.
??? ?The second refers to keywords with low search volume. Instead of focusing on how many words are in the search query, these marketers consider long-tail keywords to have low search volume. In this instance, even a one-word keyword with low search volume would be a long-tail word.

Each year, the number of words used in search queries grows. As the general search population starts to search with more words, the popularity of two- and three-word keywords will grow as well.

Therefore, when considering the long tail, I favor applying it to search volume. The principle of the long tail is to aggregate infrequent data points. In searches, this would be keywords with low search volume.

There are several advantages to using long-tail keywords and incorporating them into your keyword lists:
??? ?There is often less competition on these search queries. It takes more keyword research and keyword creation discipline to have an encompassing keyword list. By expanding your keyword reach to these less frequently used search queries, you can often find gems that cost very little.
??? ?The much more important reason is that many long-tail search queries are more specific, and it is easier to match the user intent with both the proper ad copy and the proper landing page.

Keyword advertising is about choosing keywords and ad copy that can answer a user?s initial question. The closer you can associate the ad copy to the user intent, the higher the click-through rate. If you pair that ad copy with a landing page that also includes that same product or service, conversion rates are usually higher as well.
Utilizing the long tail for both ad group organization and keyword research will let you associate your marketing more closely with the user intent, which has benefits for both the searcher and the advertiser. The searcher finds the answer to their question, and the advertiser receives more conversions on their website.

No related posts.

Related posts brought to you by Yet Another Related Posts Plugin.

Source: http://onlinesuccesscentre.com/2012/10/best-practices-for-search-theory-and-keyword-research/?utm_source=rss&utm_medium=rss&utm_campaign=best-practices-for-search-theory-and-keyword-research

alistair overeem alistair overeem texas a m insight bowl russell brand files for divorce bowl game schedule katy perry and russell brand