Hello everyone. During the past month, we received a number of emails from users who asked for a keyword research guide. In this article, I’m going to tell you how and where you can find your most profitable and highest traffic keywords. First of all, I’d like to focus on keyword optimization in content, and then dive straight into the most popular tools.
For the first step, I always use Google Analytics to collect my list of existing keywords which I am intending to enhance with new ideas. Here is my Custom Report which I created for this purpose.
Everyone can use this link thanks to Google Analytics’ ability to open prebuilt custom reports in all other users accounts without any limitations. One thing that you’ll need to do is to add the Secondary Dimension with Traffic Sources = Medium as additional column.
Just few points on how I analyzed the results I recieved (the most valuable aspects)
- Add columns with your Goals (you can do it in editing report mode)
- Focus on the most profitable keywords, i.e. keywords which drive conversions
- Exclude keywords with high volumes but low revenue per click
- Filter out all branded campaign keywords
- Pay attention to RPC (Revenue per conversion)
- Exclude keywords which bring only organic traffic, and no conversions
- Investigate keywords that show as (Not Provided)
I’d like you to pay attention to the fact that it’s much easier to work with data exported in Excel. In an Excel spreadsheet ,you can put additional columns for your future notes or any other calculations. Also, I highly recommend that you do not simply delete keywords which aren’t valuable for your current campaign. It’s better to save them as separate lists, because you’ll find them useful in the future. You’re probably wondering just how you’ll find trash useful, am I right? The answer is simple – to avoid using the non-profitable keywords. Such a situation may appear when you start to collect keywords from other sources to update the Google Analytics list, and there you should carefully check if the keyword was listed in the trash list or not.
Finally, we are able to move further and collect new keywords. Here I’d like to suggest which tools I normally use when I’m starting my keyword research. I know that my list can be extended with many other great tools, but today let’s concentrate on the following three:
The greatest resource to search for new keywords is provided by Google Adwords Keyword Tool . The main problem that you need to invent your first search terms. If I have no idea what to search for, I try the following methods:
- Prepare a list of terms associated with your business
- Google Related searches (use the Advanced Search Option)
It’s extremely important to make sure you've checked all keywords sources. In the end we need to receive the list from all of the above mentioned sources, deduped and filtered by local monthly searches. I’m going to show you my working strategy step by step which will let you then implement your own keyword survey.
I start my keyword collecting process - what we should do is simply make search queries through the Google Ads Keyword Tool.
The main part is the right hand filters to your searching keywords. Don’t forget to switch Match Types from Broad to [Exact]. Google provides the following options for Match Types:
- Broad; Results include not only keywords with “Christmas tree” but all grammatically or semantically related keywords
- [Exact]; To browse the keywords which are either “Christmas tree” or close to it
- Phrase; To search for only phrases
And the last Filter idea is to put Local Monthly Searches as we need to refresh our list with new keywords. After we see the results it’s better to sort them by Local Monthly Searches column from highest to smallest values to avoid collecting the lowest results.
We kept things simple, only created separate lists with keywords, and removed duplicates. Of course, it’s likely that you don’t know how to build up additional combined lists with categorization, prioritization and so on. In that case, stick around for my next article, which I think you’ll really like!