A Better Keyword Research
What we have found is that mostly all teams come up with mostly the same keywords. It isn’t that great if your competitors have already found those same keywords you are planning to use. Keep reading to see our approach to solve for this problem.
The goal of keyword research is to come up with a list of keywords used by audience you’re interested to target on Google Search.
The whole process can be split into three phases.
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1. Keyword Seed List
It’s a collection of keywords you think your audience might type in Google Search when looking for solutions that you offer to solve for.
Commonly marketing specialists will use Semrush or similar tool that suggest keywords with their search volumes straight away. Some tools also trie to give you an idea of relevant searches so you can expand your research.
You would also search for most common phrases on google to see keywords used by your competitors. Nowdays, we can also utilise chatGPT to generate more ideas. There’s no best method yet and the toolset is growing.
Normally keyword seed list consists of around 100-1000 keywords.
While it will most likely cover all most used keywords, the problem is that your competitors also have found those same keywords, most likely. This means more competition.
- harder to reach the top in Google Search non-paid results
- higher cost for Google Ads campaigns on these keywords
So we came up with a method of expanding the seed list up to 1,000,000 keywords. With this amount of keywords in the seed list we almost always find some rare jewels with either no or low competition but hight in the monthly average search volume.
2. Historical Data Collection
Test the keywords from your seed list to see if users have actually searched for those keywords in the past 12 months.
There is no way browsing a catalogue of keywords searched by users on Google. The only way to see search volumes for a keyword you ask this question to Google Ads Keyword Planner. If you provide your list of keywords, it will return not only average search volumes but also competition index (amount of ad space occupied by advertisers) and low/high bids on these keywords.
With our approach out of 10,000 keywords 1% have actual search volume.
If done properly, there will be two types of keywords: those with no competition and those with competition present.
If you find a keyword with high volume and no or low competition – congratulations! You have found a jewel. Of course, only if the keyword itself is relevant to your business offer. You always need to keep in mind that the keyword typed by the user should indicate some or clear intent in your services or products.
But there’s an extra calculation you must do for each keyword with low/high bid information available. This information is extremely important for Google Ads search campaigns.
We normally calculate potential of each keyword based either on our experience or overall expectations. For example expect that:
Based on these expectation we can come up with the number of expected cost of your advertisement and also we can predict the amount of people signing up (converting).
As you can predict the amount of potential clients coming your way, you can also predict the revenue and ROAS (return of Ad Spend) for each keyword separately.
With insight like this, next phase is nothing but fun in opposite to stressful, subjective decision.
3. Keyword Selection
Out of all relevant keywords you will select those that you can use for either SEO purposes or for your ad campaigns on Google Ads.
Now you have a list of keywords with their historical data and predictions of their performance. Now, which ones do you select? The end result should be list with all valuable keywords.
For keywords with high/low bid information available select those with positive ROAS if that corresponds to your campaign goals.
For keywords with no competition, but hight volume – those jewels – it’s up to a test to see what’s the performance. These keywords may be a part of a test with low budget to see what you can get out of them.
Actually, when we run campaigns we append expected results with actual measured data for each keyword. This allows optimising the campaign to keep it running at all times.
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We’re meant to work on all phases of the project – development, publishing and maintaining – in order to reach best results. Yet, it’s also possible to have us taking ownership over each phases separately.
Keep in mind that reporting can be limited by any issues in tracking, ads or website setup. It’s important to have either a good plan or only one side covering all website aspects to escape any blocking issues.