Before You Start: To find your optimal keywords, you need to use a search engine keyword planner (use Google’s). To access Google’s keyword planner tool you need to login to your AdWords account. If you do not have an AdWords account already, set one up now.
Step 1: Login to Google AdWords.
- Navigate to the Tools Tab in the Header.
- Select the option “Keyword Planner”
Step 2: Find new Keywords and get search volume data.
Google’s Keyword Planner gives you two research options.
- One: Find new keywords and get search volume data (for when you want to discover new and optimal keywords)
- Two: Plan your budget and get forecast (for when you know your optimal keywords and want to run display or search campaigns targeting them.)
Select “Search for new keywords using a phrase, website, or category.”
- Enter one or more product or service search terms.
- Add your landing page URL.
- Choose your product category.
- Add targeting options: locations, language, and network.
- Apply any negative keywords (i.e a negative keyword for reading glasses would be “wine”)
- Select a date range for your search volume data (default is set to the last 12 months)
- Customize your search by adding keyword filters (avg monthly searches, suggested bid, impression share, and competition)
- Toggle keyword options: Only show ideas closely related to my search terms (ON), show keywords in my account (OFF), show keywords in my plan (OFF), show adult ideas (?).
- Keywords to include: Only include keywords containing the following terms? (optional)
- Click “GET IDEAS”
Step 3: Review Google’s Keyword Ideas and pick a few options to compare!
Google’s Keyword Planner Tool will show you search volumes for original keywords entered, then below generate a list of suggested alternate keywords you should use! Note: higher search volume does not mean better keyword. Stay away from targeting “fat head” keywords like “pub food” and “car wash”, these are extremely hard to rank for on the first page of search engines.
Choose a few of Google’s Keyword Ideas:
- Include your product name, and service area.
- Have medium to low competition.
- Get more monthly searches compared to other alt keyword options (not compared to fat head keyword searches)
- Have a higher suggested bid (usually). Higher bid keywords are often worth targeting, because it means they work.
- For example: You own a Tax Service Company in Toronto, and see that competitors are willing to pay $5 more, per click, for leads from the search term (Toronto Corporate Tax Services) than they are for leads from the search term (Toronto Tax Service). This most likely means that leads from (Toronto Corporate Tax Services) make your competitors a lot more money than leads from (Toronto Tax Services).
i.e Toronto Bar / Pub is looking to optimize their burger page keyword.
- Option 1: Best burger in Toronto (1 to 10k searches, competition low, suggested bid $1.89)
- Option 2: Burger joints near me (100 to 1K searches, competition low, suggested bid $5.95)
- Option 3: Hamburger places near me (100 to 1K searches, competition low, suggested bid $6.47)
Step 4: Compare Google’s Keyword Ideas to Identify which is Optimal.
Now that you have a few new keywords to consider, use Google’s Keyword Planner Tool to compare search volume data and trends for each.
- Go back to Google AdWords Keyword Planner Tool
- This time select “Search volume data and trends”
- Enter your new keywords (picked from step 3)
- Add Targeting Options: locations, language, and network.
- Adjust Date Range (optional)
- Click “Get Search Volume”
Review and ADD Optimal Keyword to “your plan”
STEP 5: Implement Onsite S.E.O Optimization.