Searching for keywords that will give a high ROI begins with some simple research.
This search begins by asking Google.
The Keyword Tool
There are a multitude of keyword research tools on the market today. They range in price from inexpensive to very expensive.
However, the best tool available is completely free and comes from the only source worth listening to on the subject of keyword selection- Google. What’s more every paid tool uses Google’s data anyway.
At the moment of writing Google deals with approximately 80% of online searches. Google tracks these searches and knows how many unique searches are made for every keyword/search phrase made through them every day.
The Google Keyword Tool can access a list of all keywords connected to specific markets along with their approximate search volume per month.
Google makes this information available to webmasters in an attempt to induce them to use adwords. By showing keywords along with their search volume webmasters are better able to use that information to bid on specific keywords that generate a lot of traffic.
You will use that information to identify the best keywords to target for seo.
70% of searchers ignore adwords and click only on organic listings so this google keyword tool data is very important for finding keywords that offer the most financial return for your seo investment.
When using the Google Keyword Tool it is important to ensure your settings are correct.
For research purposes it is important to ensure you choose the [Exact Match] option in the adwords tool as shown in the screen shot below.
The difference between the two numbers shown for online search volume can be huge. Always gauge your estimated traffic volume on the [Exact Match] search numbers and not on the Broad Match.
In our screen shot example we looked at the keyword “buy Viagra”.
We see that the exact match search volume is 14,800 while the broad match volume is estimated to be 368,000. Why the huge difference?
Exact match data is representative of the number of searches conducted using the “exact” keyword we entered with nothing added and nothing taken away. Broad match, on the other hand, refers to any search conducted that has the keyword included within the search phrase.
In our example:
Exact match = buy viagra.
Broad match = our keyword in all other searches. A few examples are buy viagra online, where can I buy viagra online and cheapest place to buy viagra. There can be an unlimited amount of these type of broad searches.
As well as looking at the search volume of keywords you also need to consider which searches are “buyer keywords” and not just junk keywords or keywords that have very little financial weight.
To illustrate the importance of this consider which of the following 2 searches is financially viable and worth pursuing.
- Free Antivirus- 2,240,000 [exact match] searches per month
- Buy Norton Antivirus – 480 [exact match] searches per month
If you understand marketing you will know instantly that those 480 searchers who are eager to purchase a definite product are much better qualified leads than the 2,240,000 looking for a free download.
Search volume is not always the most important thing to consider when targeting potential keywords.
Obviously the searches above are clear-cut examples of the differences between a buyer keyword and a financially redundant keyword.
In many markets the difference between the two are not always to apparent.
However, if you are an expert in your own niche you will be able to easily identify good buyer keywords and if you are working for a client I suggest you immerse yourself fully in his market. Failing that ask the client to highlight to you specific buyer words and then use your keyword research skills to dig down into those keywords to find good ones to target.
This leads us to the next part of this section which deals with targeting long tail keywords.