Our previous post on implementing a low-cost emarketing strategy raised a new question: how to choose your keywords well, especially using Google’s suggestion tool. We will therefore detail the method: brainstorm, semantic study, selection of the right keywords, follow the guide…
Step 1: Brainstorm
Before venturing out on the keyword suggestion tool, it’s important to spend a little time thinking about all of the phrases related to your business that might bring you qualified traffic.
Open an Excel file and write down all the expressions that come to mind. You can also go to your competitors’ sites to find new ideas.
Try to break down your expressions and then find a maximum of combinations. An example is more telling. You have a furniture makeover activity. List the different types of furniture you are used to working with: wardrobe, desk, armchair, etc. Combine the generic keywords that you have identified with them to obtain a broader list of keywords.
Wardrobe makeover, desk makeover, armchair makeover, made-to-measure wardrobe, made-to-measure desk, made-to-measure armchair … You will very quickly enlarge the scope of your semantics. To make your work easier, consider using the concatener function of Excel.
With this first list, you will be able to move on by going to the Google keyword generator.
2nd step: get a large list of keywords
Via the first step, you obtained a hundred keywords (notably thanks to concatenations). Organize them in alphabetical order and make lots of around twenty keywords. You will then pass each of these lots into the keyword suggestion tool.
Attention, you should not put too many keywords at once in the generator under penalty of having certain derivatives not taken into account hence the separation of the keywords in batch.
Copy your first 20 keywords in the field provided. Display the advanced options and select the country and language of your site then click on “Search”.
The list of keywords will then be displayed. Click on “Import” then “All search results”. Select the format “CSV for Excel”. Once the file has been downloaded, copy paste all the results into a new tab in your Excel.
Then copy the following 20 keywords, click on “Search”, export these new keywords and copy paste them after the first. Repeat with all of your keywords.
3rd step: filter your keywords
You will now filter your keywords to keep only the most relevant to your natural reference or paid.
The first thing to do is to remove the duplicates. To do this, select all the cells of your Excel sheet then click on “Data” and “Remove duplicates”.
Then sort the keywords by search order to remove all those that return no monthly search.
Now, you are going to delete all the keywords that are too general or irrelevant to your subject. Sort the keywords this time alphabetically to remove all derivatives of expressions that do not match your goals at once.
For our example of furniture makeover, I will delete the overly general keywords such as: furniture, makeover, chest … which associated with any other expression are not consistent with my activity. I’m also going to remove the off-topic keywords that may fit into the keyword generator results.
4th step: select your keywords
You just have to select the keywords that will be used for your optimizations. To do this, you can sort the keywords by competition in order to select those with an interesting search volume, not too much competition and suited to your activity.
Natural referencing versus sponsored link campaigns: should we adapt our list of keywords accordingly?
The optimization mechanisms being different in seo and in sem, it will of course be necessary to adapt your strategy. With sponsored links (or paid referencing), you can integrate all of the keywords into your campaigns to test their potential.
In natural referencing, you will not be able to work on all the keywords, select around 30 for your optimizations. Once you start getting results, you can work on the other keywords little by little.
Here is an example of an effective search marketing strategy : Start by creating a sponsored link campaign with all of your keywords. You will be able to get visits quickly while waiting for your first SEO positions. This phase will also allow you to test the transformation rate of each of the keywords. You can then direct your SEO actions towards those with the best ROI.
For sponsored links, start with small budgets, generate sales then reinvest part of your earnings to increase your visibility and your sales gradually.
Here is a list of articles that can help you go further:
Natural reference :
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