Lesson 1 Section 1
The information below is an excerpt from the Workshop Keyword Research and the Lesson Discover Keywords. Keyword Research, the act of identifying the most relevant keywords that convert into sales for your product can mean the difference between success and failure.
Keyword Discovery begins with seed keywords. Seed Keywords are the base or foundation keywords that are most relevant to your product or content. Your keywords determine the ranking assigned by a search engine based on the relevancy your content has to the search phrase entered.
Choosing the right keywords will ensure that you appear for the correct search phrases. When you begin putting together your initial keyword list, you will want to begin with seed keywords. These are the foundation or base keywords for your product. The goal is to generate as many phrases as possible, From that list we remover those that do not apply or convert and from there we build out an enormous list of long tail keyword phrases. Listed below are some general best practices to follow no matter where you cultivate your keywords from.
- Keep the length of each seed word key phrase from 1 to 3 words.
- Use negative keywords to remove ambiguity from your main keywords. For example, If you sold duck(birds) decoys for hunters, you would want to avoid ambiguity with phrases about disney and sports teams that contain the word “ducks” in their name. This can be done by setting your negative keywords to “disney, donald, daffy, sports, team, hockey, mighty”.
- If your niche is very specific, then add broader themed keywords along with the niche specific ones. For example, if your business sells Hopi Kachina dolls, then ‘Hopi Kachina Dolls’ and ‘Hopi Katsina Dolls’ as specific seed phrases are likely to yield very few or no results. However, adding broader key phrases alongside like ‘Hopi wood carvings’, ‘Hopi art’, or 'Hopi Dolls' may yield some relevant results.
- Adding popular brand names related to your industry as keywords can generate relevant stories. For example, if you sell healthy dog food, then ‘Purina’, 'Alpo’, ‘Old Roy’ as keywords may fetch phrases specific to the brand that may be relevant to your product. Similarly if you actually sell those brands, then including the brand names that you sell as keywords can also produce a lot of results.
- Use exact keyword match for ambiguous keywords. Sometimes, a key-phrase can contain words which are generic in nature, yielding irrelevant results. For example, 'dog food' - both 'dog' and 'food' are generic words. This keyword phrase is very likely to give some irrelevant results. In such cases, encapsulating the keyword phrase in double quotes (""), like "dog food", will give results of stories which have the keyword phrase present intact. Generally, it is not recommended to use the exact keyword match option, as it will filter out a lot of relevant phrases too, leaving you with very few recommendations. But in some cases such as company or brand names or loose keywords, it might be useful. Do experiment and see where it makes sense.
- Do not use location/destination names as standalone keywords, instead use them as a part of key phrases. If you are looking for some geo-specificity in your content suggestions, then pair the location/destination names with your niche specific words/phrases to form your keywords. For example, if you are looking for phrases on for a, Italian cookbook, then rather than using a keyword set similar to ‘Italian, recipes, dinner, cuisine’, use the paired version, separated and not a one long string – ‘Italian cookbook', 'Italian recipes', 'Italian cuisine’. Using Italian alone as a keyword can throw up irrelevant results, which may not be related to a cookbook featuring fine Italian cuisine.
- Do not use ambiguous or generic words as keywords. I'm not sure I have ever seen an account not doing this and it is the number 1 biggest budget waster. For example, if you are looking for keyword phrases on home security, then using ‘security’ as one of your keywords could result in irrelevant results, as the word ‘security’ could be used in contexts other than in relation to home security. Instead, using ‘home protection’, ‘residential security’ or similar keywords would yield relevant results.
A little bit of experimentation within your keyword string, can easily assist you in optimizing the performance of your listings or content. Do not stop at your first set of keyword inputs – play around with your keywords to discover the best settings for your feed.