Keyword Planner 101

A keyword is what exactly what it sounds like, a word or brief phrase that describes a site, page, product, or service. Keywords are like stocks; their prowess can fluctuate with demand. Generally speaking, keywords are not volatile, but there can be trends that create peak value for certain keywords. Keeping on top of terms can be an ongoing task as terminology, relativity, and interest can shift with the industry. Fear not! The keyword planner is here to help.

So why and how would you use keywords? Why should you care about a word or short phrase? Keywords are the keystone of a successful marketing strategy. Just about everything and anything related to the internet revolves around the ability for an individual to search, and those very search terms are the keywords that we are focused on. In essence, keywords are what people search for on the internet. How do we find out what people are typing into the search box?

The very first step to your keyword search should be determining your target audience. It is imperative to understand, at least in broad terms, who your end user will be. Once you are in that mindset, the second step is to put yourself in the shoes of that target audience. Think. What the hell would I be searching for if I were in their shoes and I needed X, Y, Z products? Jot these ideas down in a brainstorming session, accumulate up to 20 keywords or phrases that will be relevant. Don’t be afraid to think outside the box. However, do not include your brand, or company name. Generally speaking, those searching for these terms, will be unaware of your business and its practices (at least for now). However, do include industry terms that are relatable.

The next step in the process is to research and analyze both the top ranking sites as well as your competitors. There are many tools out there that can help out with your research. Moz Open Site Explorer is an excellent tool that will allow you to learn what keywords your competitors are using to assist in ranking. If you want to get real crafty, you can inspect their HTML code and read their meta tags on each page. This should give a decent idea about the strategy your competitors are taking. There are of course many other sites that offer keyword resources, such as Word Tracker and Word Stream, in addition to paid premium services. But much like the advertising king that they are, Google has all of the data you could ever need, and it is free with an account. It goes without saying that when the majority of the market uses one platform, suffice to say, that platform should have all the appropriate data necessary.

MOZ Open Site Explorer keyword planner anchor text

The most influential tools that any individual can use for this process is the Google Keyword Planner. It is hands down the most used tool, and a must-have. Google Keyword Planner will give you valuable insight into trends, topics, sub topics. You can pick and choose data periods, and break down data by location, and language. Now take the previous 20 ideas that you brainstormed, and plug those into the keyword planner. At this point you will boil down your list to about 5 focused terms. These terms will hit on three major factors: relevancy, competitiveness, and search volume. In our next course, we will discuss how, and where you should implement these keywords.

Do you need help with keyword planning? With every site development, Creative Revolution takes into consideration the value of keywords and puts the power of those words to good use. Supplement your site with our content marketing services and your business will stand out from the rest.

Derek Brusin

I am the one who likes cupcakes.

Would you like to share your thoughts?