Advanced Keyword Research Strategies

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The major search engines and social media hubs base a significant portion of their search rankings and page order on keyword indexing. However, the simplest keywords that apply to any particular business have likely already been saturated with competition. This means that newer or smaller businesses without the capitol to pay for a higher listing or dominate the anchor text of any particular word will likely never be associated with it highly enough to be seen in sufficient manner to affect sales. The solution for these companies is to develop a deep keyword and key phrase research strategy. This white paper outlines how.

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Advanced Keyword Research Strategies

  1. 1. Advanced Keyword Research Strategies, Copyright ®, All Rights Reserved. 1Association of Strategic Marketingwww.associationofmarketing.orgP.O. Box 509Eau Claire, WI 54702-0509866.226.0828May 2013© 2013 Association of Strategic Marketing, a division of Lorman Business Center. All Rights Reserved.Advanced Keyword ResearchStrategies
  2. 2. Advanced Keyword Research Strategies, Copyright ®, All Rights Reserved. 1The Importance of Upgrading Your Keyword Research StrategyThe gatekeepers of visibility on the Internet, namely the major search engines and socialmedia hubs, base a significant portion of their search rankings/page order on keywordindexing. However, the simplest keywords that apply to any particular business have likelyalready been saturated with competition. This means that newer or smaller businesseswithout the capitol to pay for a higher listing or dominate the anchor text of any particularword will likely never be associated with it highly enough to be seen in sufficient manner toaffect sales.The solution for these companies is deep keyword and keyphrase research combined withlink building strategies to create stronger impressions between that company and thekeywords within the indexing system of the major search engines and social media hubs.Step One: Choose a TimelineProper keyword usage is contingent upon a time frame for research and implementation.Over an infinite time frame and using infinite resources, you could place highly for anykeyword. However, you have limited time and resources to place as highly as you can in themajor search engines and in social media search results and you must choose your keywordsbased on that.Basically, the shorter your time frame is, the longer that your keywords must be. Also, ashorter time frame must correspond to a more consolidated group of related keywords. Wewill discuss the length of your keywords in Step Two and how keywords should relate in StepThree.
  3. 3. Advanced Keyword Research Strategies, Copyright ®, All Rights Reserved. 2Step Two: Primary Keyword SelectionAlthough the term for index cues is a key "word," you are really looking for keyphrases - twoto three word text strings that describe the product or service of your company specifically.For instance, if you are selling cat food, you will want to make a list of keywords that relateto your niche in the market such as "organic cat food," "chicken not corn cat food," etc.These top level terms should describe your products or services generally, as you will bechoosing more specific keyword phrases from them later on.Resources for Keyword SelectionYour top level keyword selection should not be random or based on gut feeling; there arelikely terms that are already indexed by the major search engines and social media hubs asrelevant to your companys main operations. Your job is to find them and the followingresources can help you immensely:A. The Google Keyword ToolA free tool administered by the search leader itself, the Google Keyword Tool is the first (butnot the last) tool that you can use to find indexed terms that relate to your companyoperations. Simply type your keyphrases into the search box and the Google Keyword Toolwill display the global and local monthly search volume for that keyphrase, as well asindicate the level of competition for that keyphrase. The tool will provide you with a largelist of similar keyphrases, which is an extremely helpful resource for identifying newpotential keyphrases.
  4. 4. Advanced Keyword Research Strategies, Copyright ®, All Rights Reserved. 3B. WordtrackerGoogle has recently implemented many upgrades such as Google Penguin and Google Pandathat have fundamentally reorganized many of its search engine listings. This means that youneed an outside keyword tool in order to provide a truly objective viewpoint on keywords tochoose for Google itself - many, though not all, of the keywords on the Google Keyword toolmay have been adversely affected. Wordtracker is a top keyword selection tool that can beused in tandem with the Google Keyword Tool to provide more ideas for top level terms.If a keyword pops up on both Wordtracker and the Google Keyword Tool as a top choice, it islikely safe from the most recent upgrades implemented by Google.Wordtracker has a free trial version and a paid version. The free version is fine for top levelterms, but you may want to invest in the paid search for more accurate niche terms.C. Keyword DiscoveryNiche businesses may actually benefit more from high rankings on niche search enginesrather than Google. Keyword Discovery is a great keyword suggestion tool for every othersearch engine.
  5. 5. Want to read the rest?Download the full white paper for free!

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