Grouping keywords by relevance


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Grouping keywords by relevance is an important part of any PPC or SEO efforts that are going to succeed in the long term, both in the early stages of keyword research and as an ongoing maintenance process. In PPC, relevant keyword grouping means constructing well-organized, targeted campaigns and ad groups and creating relevant landing pages. In SEO, it means effectively targeting keywords with on-site content while creating search-friendly navigation.

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Grouping keywords by relevance

  1. 1. Grouping Keywords by Relevance – How Good KeywordStructure Drives Great ResultsGrouping keywords by relevance is an important part of any PPC or SEO efforts that are goingto succeed in the long term, both in the early stages of keyword research and as an ongoingmaintenance process. In PPC, relevant keyword grouping means constructing well-organized,targeted campaigns and ad groups and creating relevant landing pages. In SEO, it meanseffectively targeting keywords with on-site content while creating search-friendly navigation.Grouping keywords by relevance brings a wealth of benefits, including: Higher Quality Scores, resulting in better ad positioning at lower costs. Higher click-through and conversion rates, translating into better search marketing ROI. Better rankings in organic search results, giving you more brand exposure.But achieving a well-organized keyword taxonomy that maximizes relevance is extremelydifficult and time-consuming without the proper tools to help you. Most search marketers startwith the wrong keywords in the first place and then attempt to manage the intimidating task ofsegmenting hundreds or thousands of keywords manually in a spreadsheet.Enter WordStream, a keyword grouping and management solution that is built specifically withthe unique needs of search marketers in mind, so you can achieve better PPC and SEO resultswhile spending less on campaigns.Increase Keyword Group Relevance by Starting with the Right KeywordsIf you get most or all of your keyword data from typical public keyword research tools, youreputting your keyword groups at a relevance disadvantage. These tools return the same set ofpopular keywords to anyone who uses them, meaning your keyword data is no better than that ofyour competitors. Besides, popularity doesnt equal relevance. Just because a lot of people aresearching on a given term doesnt mean its going to be relevant or profitable for your particularbusiness.WordStream believes that keyword research should be based on real, personalized data. Whenyou use WordStream, you collect keyword data from your own Web server log files and from aJavaScript snippet that tracks new visitors to your site on a daily basis.
  2. 2. What this means for you is that every keyword in your database will be relevant, because theycome from the real users who have found your site through search engines. Plus, this data isprivate, so your competitors wont have access to it.Using WordStream to Group Keywords Based on RelevanceIt can be daunting to look at extensive keyword lists and try to determine the optimal number ofkeyword groups and how to create keyword groups for maximum relevance – especially if youhave to do it by hand.WordStreams keyword grouping tools make fast work of organizing your keyword database intotight, relevant groups and subgroups. The Keyword Group Segmenter suggests semanticallyrelated keyword groupings prioritized by relevance. Relevance here is a combination of size(number of keywords in a potential group) and visits (amount of traffic driven by the potentialgroup). The figure below shows suggested segmentations for the larger keyword group "bird" ina pet stores keyword taxonomy:
  3. 3. The keyword group suggestions at the top of the list ("bird cage," "bird food," "bird house") willprovide the most immediate return, since those keywords are already driving the most traffic toyour site. You can increase that traffic and drive more conversions by designing a keywordgroup, ad group, landing page and website copy around those keywords. Its much easier to writespecific and compelling ad text and copy around small keyword groups segmented by relevance,so youll be well on your way to high Quality Scores and strong rankings in the SERPs.Setting Negative Keywords for More Relevant Keyword GroupsAnother way to maximize relevance of your keyword groups is to set negative keywords.Negative keywords are those keywords within an ad group that you dont want to bid on. Forexample, if "birds eye frozen foods" ends up in your "bird food" group, you need to set that termas negative so your pet store ad wont show for that search query. This practice ensures thatyoure not wasting bids on irrelevant keywords, which can lower your click-through rate andoverall ROI.A lot of people develop a list of negative keywords by sitting around and brainstorming. Theymight also use the search query report feature in Google AdWords to find additional negativekeywords. Neither method is ideal for this process. Why? Because theyre incomplete. Youdnever be able to think of every possible negative keyword that your ads might match on. Andeven the search query report wont show you every query thats producing impressions. Plus, thetool is slow and cumbersome because you have to go through each keyword one at a time.WordStreams negative keyword tool trumps these methods because: It shows you all your potential negative keywords, not just a fraction. It allows you to designate negative keywords in clusters, versus one by one. It makes smart suggestions for potential negative keywords, easing your workload.Using the negative keyword tool regularly, while continuing to segment your keywords intosubgroups as your database grows over time, will keep your keyword groups and ad groups as
  4. 4. tight and relevant as possible. By using WordStream for ongoing keyword grouping based onrelevance, youll continue to see great results from your PPC campaigns.Get Relevant, Stay Relevant: Try WordStream Free TodaySign up for a free trial of WordStream and see for yourself how grouping keywords based onrelevance can benefit all your search marketing processes. Try WordStream free today Read our best practices white paper