To build up the right campaign for your client, you need to have the right keywords. The ten tools below are a progression of activity to simplify your keyword research process.
In the Beginning, There Was General Research
Preliminary keyword research will give you the foundation for your campaign. These are the four tools you’ll need to get started:
Keyword Discovery – This tool acts as a guide in your keyword generation development, as it provides the number of searches for keywords relating to your main keyword research query. This gives you real numbers around which to base your strategies.
Google Tool/Traffic Estimator – Located within Google Adwords, this tool gives you additional options for generating new keyword ideas. Compare advertiser competition, current search volume, last month search volume, and past year search volume trends.
Yahoo!/MSN tool – Yahoo! & MSN employ their own keyword research tools. Find related keywords and monthly search volumes for each engine and then compare your results to those you’ve found in Google. This data can help you decide which keywords will be the most effective.
Wordtracker – Similar to Keyword Discovery, Wordtracker gives the search volume for keywords with the added feature that suggests related keywords to use. This tool can also give you the KEI analysis for keywords, which compares search volume to advertiser competition. With a high KEI, your keywords will have a better chance of ranking well.
The Middle of the Road: Analyze Your Data
Once you’ve selected your keywords, evaluate their performance using tools that will analyze specific keyword data.
Google Analytics – View detailed reports and data regarding your keyword selections. Check your paid keyword performance while seeing what keywords are ranking organically. For each section, you can view keywords, number of pages per visit, average time on site, percentage of new visits and the bounce rate for each keyword. From this, you can choose the keywords that give you the right advantage.
Yahoo! Store Backend – Keyword Finder lies within the backend of the Yahoo! store. It ranks keywords for your site based on the number of conversion and referrals to products. It is a great tool to use in developing your PPC campaigns.
Search Query Reports in Google – Google Adwords allows you to run search query reports that gives you data on search queries that triggered your ads and received clicks. You can tell how your keywords are performing from these results, in addition to gaining insight on additional keywords you’re not using, including potential negative keywords.
Finish Like A Pro with Advanced Strategies
By now you’ve developed a list of solid keywords and have become skilled at using the other tools, but there are still several more resources at your fingertips. Stay on top of the trends with keyword research tools. These advanced techniques in keyword research will keep your campaign going strong:
KeyCompete & SpyFu – These tools provide data on competitor keywords. Search by keyword or domain to get information on both paid and organic keywords. Using these tools, you can find out who your competitors are, then find out the items they’re bidding on. Flesh out campaigns and find the keywords you may have missed. Either way, you’ve got the right advantage.
Compete.com – Although Compete features much of the same keyword data found on KeyCompete and SpyFu, it also contains several other features that set it apart. Compete allows you to find a particular competitor’s keywords, what websites get the most clicks from a particular keyword, and then comparisons on how two sites perform for competing keywords. Use the variety of site analysis tools found on Compete to help you further review and evaluate the traffic coming to your site.
Google Trends – Get insight into broad search patterns and learn what regions of the world are searching for your keywords. An invaluable tool for geo-targeting, Google Trends can help you pinpoint campaign objectives. Google also provides Hot Trends, the 100 most searched keywords for any day.
Effective keywords are crucial to e-commerce success. There are tools available to help you choose and monitor wisely. Be wise. Use them!
By Mandy Boyle
mandy.boyle@ebizinsider.com
