It is possible that your target market will bring up Google in their web browser and type in a commonly misspelled version of a key term you are targeting completely by accident. For example, if your organisation targets the keywords ‘tattoos’, ‘tattoo parlour’ and ‘men’s tattoos’; your customers could still easily be searching for ‘tatoos’, ‘tatoo parlour’ and ‘men’s tatoos’.

Many organisations therefore insist on targeting misspelt versions of words contained in their key search terms, in a bid to drive a new realm of traffic to the website. On the surface, this makes sense, especially when you get the Google AdWords keyword tool involved.

According to the tool, the word ‘mortgage’ has global monthly searches of 16,600,000, whilst the common misspelling of this word, ‘morgage’, has 246,000. Surely by inserting ‘morgage’ into your content a few times, you can therefore tap into these 246,000 searches and target new traffic.

Unfortunately, it’s not as simple as that. In fact, I think it’s utterly pointless for two main reasons.

Reason 1: Search engines conduct spell checks

In Google’s search results, you will always know when you have spelt a word wrong in your search if the following appears:

As we all know, the search engines – Google in particular – are not daft. If you have misspelt a word then Google will automatically correct it for you and display the search results for the correctly-spelt version of your search.

In fact, the majority, if not all of the top search results’ websites will spell all of their key terms correctly.

It can be argued that users do have the option to use the misspelt version of their search, but a very minute proportion of these people will bother. After all, what is the point when Google has recognised what you actually meant and has conveniently searched it for you?

Reason 2: It puts your integrity on the line

When I visit a website with several notable spelling or grammatical errors on any given page, I tend to take my business elsewhere. Somewhere in my subconscious, I know that if this company doesn’t lend enough resources to checking the spelling of their website copy, they probably don’t spend much time ensuring anything else is up to scratch, either.

In this respect, not only is targeting misspelt keywords pointless; it’s also potentially damaging to your reputation.

A day-to-day customer is highly unlikely to come across a misspelt word and assume it is included only for SEO purposes, and the company in question is actually very reputable.

Really, the only purpose targeting misspelt keywords serves is to make it appear that your organisation can’t spell. If Google corrects any misspellings of your keywords, it doesn’t make sense to sacrifice the quality and consistency of your content for this purpose.

Alternative spellings of words

I feel it is worth mentioning, now that I have explained my argument, that there is a notable difference between the usefulness of including misspelt and alternative spellings of keywords in your copy.

This is particularly applicable when American English and Oxford English are concerned, as there are many spelling differences between these languages.

For example, if your organisation is based in the UK but you also want to target the US market, using both spellings for words such as colour/color, aluminium/aluminum, and centre/center is actually a worthwhile means of targeting traffic from both sides of the Atlantic.

I’d recommend using alternative spellings in your content, but would suggest that you don’t mix and match the different spellings in the same piece. Use ‘color’ on five subpages and ‘colour’ in five others, for example, to keep your content consistent and easier to read.

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SEMRush

(Sourced from: http://www.semrush.com)

As you know the core of any SEO campaign is keyword research. You simply type your URL or your competitor’s URL into the search box and a generated SEMRush report will provide:

• The current and previous positions of the search query.
• The average amount of queries the keyword receives a month in correspondence to the Google Keywords Tool’s local monthly searches.
• The average cost per click.
• The ranking URL of the page that is displayed in the search results for the query.
• The ratio of the number of visitors coming through to the site after searching for the keyword.
• The ratio of the estimated cost of buying the same number of visitors for this search query to the estimated cost of purchasing the same number of targeted visitors coming to this site from search results.
• The competition of advertisers for the particular term.
• How many pages does the search engine know for the query.
• Estimated dynamics of change in the number of search queries in the past 12 months.

When selecting those all important keywords SEMRush is highly beneficial to use as a basis of assessing what organic keywords a website already ranks for, it offers other profitable keywords that the Google Adwords keyword tool would not necessarily pick up.

Having all this information on one page is extremely convenient, and makes keyword research so much easier. Using a database like SEMRush as well as the Google Adwords keyword tool for carrying out your keyword research is without doubt a recipe for SEO success, generating profitable campaigns more quickly and efficiently!

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Firstly, I would also look at the ‘Keyword Ideas’ that the Keyword Tool offers.  Using the information I discussed in the previous blog we can analyse the results.  The list provides 800 recommendations, but I’ll use a sample of the first ten results – they should look like this:

There are some good suggestions in this list.  For example, ‘Traditional Sweets’ and ‘Retro Sweets UK’ both generate 1,300 local monthly searches (that means searches made in the UK due to the location filter) and these are both likely to draw in high levels of relevant traffic.  Conversely the term ‘Retro Sweets Shop’ will likely not be targeted because it generates 169 fewer local monthly searched than the singular ‘Retro Sweet Shop’.  Although the search engines are generally unaffected by singular and pluralised terms – when there is a large discrepancy in the quantity of traffic it is better to target the phrase that has a greater chance of generating more traffic.

There is another consideration that I would also have to make before deciding on the final list of keywords I will target on the website homepage.  In a real world scenario (not for our made-up sweet shop), it is highly likely that I would have to make a keyword strategy for numerous pages.  In this case I would need to ensure that targeted keywords aren’t replicated across numerous webpages as this could cannibalise web traffic.  This means that webpages from the same domain that target the same search query will effectively steal traffic from each other and dilute page authority, links and a raft of other factors that affect overall SEO performance.  In this case, if I was selling a specific brand of sweets I wouldn’t use a branded keyword on the homepage, I would use the branded keyword on the subpage where the specific sweets can be purchased.  In this specific example I might choose to target ‘Retro Sweet Shop’ on the homepage, but target ‘Retro Sweets’ on a different subpage where the retro sweets are specifically listed.  The point is to not replicate keyword phrases across multiple webpages because it will affect analytics reports and ultimately subvert your overall SEO efforts.

Another point I would make if I was creating a strategy for multiple webpages is to use an Excel spreadsheet to accurately track progress for the various webpages.  Just open a document in Excel then create tabs for the various pages that need a keyword strategy.  You can export the results directly from the AdWords Keyword Tool as illustrated in part 1 of this guide, or alternatively you can manually enter the relevant search keywords and search quantity data into the spreadsheet.  It just helps keep things organised; and this is particularly helpful for large scale projects where keyword cannibalisation can occur easily if progress isn’t carefully monitored.

So now, with all the preparation said and done, it’s finally time to begin dwindling down that list of keyword suggestions and analysing the data from the AdWords Keyword Tool to locate the 5 phrases that will help our candy barons outrank their competitors sweet by sweet.  The obvious starting place would be to target those phrases with the highest quantity of search traffic.  Using an excel chart you can order them numerically with the highest quantity of either global or local searches (depending on your preference) at the top of the list.  In this case the top 8 results would be:

These are all industry relevant search terms that draw in relatively large quantities of traffic, but the dilemma is; which of these keywords is going to attract traffic that will convert and which will see us crowded out of the marketplace.  As you can see from the green bars in the ‘Competition’ section of the above Keyword reports, the majority of keywords are highly competitive – and for an emerging enterprise this makes the process much trickier.

So, ‘Sweets’ and ‘Sweet Shop’ are two of the most searched for terms in the keyword report compiled, and they are also two of the least competitive (although they are still classed as highly competitive).  In this case I would choose to target two of the keywords that have generated the highest search quantities – ‘Sweets’ and ‘Sweet Shop’ because they will be fundamental in the content on the homepage and they generate high quantities of traffic.  I would not target ‘Retro Sweets’ on the homepage for reasons mentioned earlier; it would be more relevant to a separate subpage.

The next keyword I choose would be ‘Online Sweet Shop’ as this is more specific to the nature of the business I am strategizing for.  Although it only generates 1,300 local monthly searches, I know that the searchers are looking for the exact thing that Mr Sherbet’s business offers, and they are therefore more likely to convert than those searching for the less specific ‘Candy Shop’.

I would also target ‘Buy Sweets’.  This phrase generates only 320 local monthly searches, but because the query contains the verb ‘buy’, those searchers are all likely to be ready to complete a monetary transaction.  Because Mr Sherbet and Ms Parma-Violet essentially run an ecommerce website, this is exactly the kind of traffic they need.

The final keyword I would choose to target is ‘Retro Sweets UK’.  This targets the niche area of the business that the client is targeting as well as the specific location.  Again, the content on the home-page is likely to be highly relevant to this keyword and with a little effort the website will begin to rank for this keyword.

So, the keyword strategy I devised for the homepage of a new UK online sweet merchant will consist of the phrases:
 

Sweets
Sweet Shop
Online Sweet Shop
Buy Sweets
Retro Sweets UK

Because this is a new business in quite a congested marketplace, the strategy would be designed to evolve over time.  For example, in one year the target keywords on the homepage might change to more competitive keywords depending on the progress of the site.  These keywords will determine the homepage content and also the Meta tags such as the title tag and the Meta description – other blogs are available specifically on this subject.

Hopefully you have found this guide helpful and it may enlighten you to some of the processes that go into the creation of a keyword strategy.  If you have any other questions about internet marketing or strategy please leave a comment or contact us through our website.

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Divining the best keywords from the AdWords Keyword Tool for a search marketing campaign can be an extremely intricate process.  It is also always entirely bespoke; even an internet marketing agency that represent two businesses in the same industry will need to construct separate strategies depending on a wide-range of factors.  For example, larger businesses generally have more resources available and so can afford to target more competitive keywords, contradictorily, smaller businesses with a tighter budget might want to focus on targeting local keywords or avoiding branded or highly competitive keywords, initially.  There are many other factors that go into a keyword strategy (seasonal trends, website KPI’s), but ultimately it will form the backbone of other search engine optimisation or digital marketing efforts.  Needless to say, it is a crucial process and understanding how keyword strategies are created, even if it is just the basics, could greatly improve the potential for SEO success.

The best way to blog about this process would probably be to create a fictional keyword strategy – in this case I’ll imagine I have just been asked by a Sweet Shop (I’m very hungry and it’s nearly lunchtime…) to create a keyword strategy for their new website – they would like 5 keywords to target on their homepage.  This particular Sweet Shop is based in the UK and they offer an extensive collection of retro sweets as well as a free delivery service for their customers.  This is how I would begin creating the keyword strategy that would help these sugar-crazed moguls conquer the fiercely competitive online confectionary marketplace:

The Strategy

Before any tools are used or spreadsheets are opened, the first stage in the construction of a keyword strategy should be a brainstorming session.  If the strategy is being devised in an agency environment, it might mean opening a dialogue with a client and discussing what phrases represent their business and what they would like to rank for in the SERPs.  If working as an in-house SEO strategist, it might mean talking with other staff or simply using your own knowledge of the company to determine the best phrases to kick-start your keyword research.

In this highly fictionalised example I will have just ended a conference call with Mr Sherbet and Ms Parma-Violet, the proprietors of our online sweet shop, and this is the list we have created for potential homepage keywords:

•    Sweets
•    Sweet Shop
•    Sweet Store
•    Buy Sweets
•    Online Sweet Shop
•    Online Sweet Shop UK
•    Sweet Shop Delivery
•    Buy Sweets Online
•    Retro Sweets
•    Retro Sweet Shop
•    Retro Sweet Store
•    Buy Retro Sweets
•    Buy Retro Sweets Online
•    UK Retro Sweets
•    Retro Sweets Delivery
•    Candy
•    Candy Shop
•    Candy Store
•    Buy Candy
•    Buy Retro Candy
•    Buy Retro Candy UK
•    Confectionary
•    Online Confectionary Store

The list could carry on like this for potentially 50-100 keyword ideas depending on the size of the project (but you get the idea).   Other ways I might have generated words for this list is with some basic competitor research.  I could conduct a search in Google for other online sweet shops then look at the HTML coding of their website to view what keywords they are targeting.  The next stage is to simply copy and paste this list into the ‘Find Keyword’ box on the AdWord Keyword Tool homepage and generate the results.  They should look like this:

Firstly, I have used the ‘Exact’ match filter because I want get data referring specifically to the terms I have entered, not a ‘Broad’ match.  For example, the term ‘Buy Sweets Online’ generates 2,900 broad global monthly searches, but only 720 exact global monthly searches.  While this should probably still be used as a keyword (more on that to come), if traffic volumes and ROI are estimated using ‘Broad’ keyword data instead of ‘Exact’, then the forecast will be inaccurate.

Secondly, I have edited the red boxes into the screenshot.  These are the phrases that can instantly be disregarded because they aren’t going to generate enough traffic.  It is also likely that the keywords ‘Online Sweet Shop UK’, ‘Retro Sweet Store’, ‘Buy Retro Sweets Online’, and ‘UK Retro Sweets’ will also be disregarded because they only generate 58, 22, 28 and 12 local monthly searches per month respectively.

The next decision I make might be to cut out some of the most popular results.  This might seem strange, but let me explain the logic using the transcript of a fabricated phone call between myself and Ms Parma-Violet:

Ms Parma-Violet:  Hello, I see in the keyword research you sent me that ‘Candy’ generates over 300,000 global searches per month.  Obviously I’d like be number one on Google for that phrase, please.

SEO Strategist: Whoa! Slow down there you sugar-peddling tycoon!  For a new website to target such a highly competitive keyword is unrealistic.  In your case it would be much more effective to target a phrase with lower traffic volumes but who are more likely to convert.

Ms Parma-Violet: You’re right.  These sweets must be rotting my brain.

The imperative word is ‘unrealistic’.  As I mentioned above, each strategy is bespoke and there will be times when it will be pertinent for a campaign to target the really high-volume search queries, but on this occasion it wouldn’t be logical.  While the above transcript is firmly tongue-in-cheek, the point remains valid, particularly for emerging businesses in competitive marketplaces.  For the majority of websites, traffic has no value if it isn’t converting – it’s better to have ten visitors a week with two conversions than 100 visitors and zero conversions.  I would always recommend that it is better to target lower-traffic, but importantly less competitive keywords at the beginning of an SEO campaign.  It is much more effective to dominate phrases from the keyword longtail than to fail to see any traffic from highly competitive keywords.

So, that’s the end of part one of this Keyword Research study, but hopefully you’ll return for the next addition where we will cover other features of the AdWords keyword tool and conclude the keyword strategy.  If you have any further questions about internet marketing strategy or other search marketing services then please feel free to contact us.

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Google AdWords – Keyword Tool Homepage

In this section I’ll use screenshots to discuss the basic elements of Google AdWords and how they are used.  The first thing you will see will be the Keyword tool homepage – it should look like this:

•    In the red circle is the area where the marketer types the Keywords that they would like to find the search data for.  In this case I have selects a few examples of Keywords that might relate to search engine optimisation.  You can type as many words or phrases as you’d like, but it’s important remember that you can only use one phrase per line.

•    In the green circle is the area where the marketer can specify a website by entering the URL into the textbox.  After hitting the ‘Search’ button the results will generate Site-Related Keywords.

•    In the dark blue box are some of the advanced options and filters that can be used to refine or broaden the parameters of a search.  This may come in useful when conducting Keyword research for specific countries or devices.  This will be covered in more detail soon.

Google AdWords – Keyword Tool Results Page

•    The red area shows where you can add extra search terms to find data for – you don’t have to keep returning to the previous screen.

•    The dark blue area is where you can change the parameters of your search.  Using the ‘Location’ option you can choose to get search data for a specific country.  Using the ‘Languages’ option you can specify a certain language to get the share data for.  Using the ‘Devices’ option you can use the select a specific device to get search data for, such as ‘Desktops and Laptops’ or ‘Mobile WAP Devices’.

•    The green area is where the search data for the Keywords you typed is shown.  This will be explored in more detail in the next section.

•    The light blue area is where the marketer will see Keyword suggestions based semantically on the terms you decided to search for.  There is also the ‘Starred’ box in this section.  This is a pop-up box that allows marketers to store certain Keywords to return to the results later.  It is like a Keyword bookmarking tool.

•    The brown section is another option that allows Marketers to either refine or broaden their search parameters.  The ‘Broad’ option allows you to get a sense of the volume associated with a set of Keyword and variations of those Keywords.  Using the ‘Exact’ specification the search data generated will refer only to the set of Keywords you have specified.  The ‘Phrase’ option will generate results where the Keyword you typed might appear in a longer phrase; for example ‘how to do search engine optimisation’ or ‘search engine optimisation advice’.  For the next section I will be setting my results to ‘Exact’.

•    The orange area is where you can select the categories that your Keyword relates to as this will help Google provide a more suitable list of ‘Keywords suggestions’.

Google AdWords – Options and Filters

•    The red area is where you can choose the specific country that you would like to generate search data for.

•    The green area is where you can choose the specific language that you would like to generate search data for.

•    The dark blue section lets you select a specific device that you’d like to generate search results for.  The options are ‘Desktop and Laptop devices’, ‘All mobile devices’, ‘Mobile WAP devices’, and ‘Mobile devices with full internet browsers’.  These options would be useful if you were trying to devise a campaign specifically for portable devices or choosing keywords to optimise a mobile phone website.

•    The brown section is lets you filter out certain Keywords based on a set of parameters that you define.  The filters and the parameters you can set are as followed:

•    These parameters enable the marketer to filter out certain results based on the needs of the strategy.  This will be covered in more detail in the ‘Part 2′ of this guide when I will explore how to utilise these tools to build a strategy.

Google AdWords – Resulting Search Data

•    The red area shows the ‘Match types’.  I have selected ‘Exact’ search data as I want results relating specifically to the Keywords I have entered.

•    The green area lists the Keywords I am searching for in a simple format that makes the results easy to analyse.

•    The dark blue section relates specifically to marketers strategizing for a PPC campaign.  It provides a rough graph that quantifies the amount of other PPC advertiser’s worldwide bidding on a specific Keyword.  The terms I have used are all considered to be ‘highly competitive’.

•    The brown section shows the quantity of queries for the ‘Exact’ Keyword that has been entered on Google.  The figure produced is based on a 12 month average and it takes into account queries from all languages all over the world.

•    The light blue section refines the results from the ‘Global Monthly Searches’ column by producing data that relates to the ‘Match type’ you selected as well as the ‘Language’ and ‘Location’.  Again, the figure shown is based on a 12 month average.

•    It is worth noting that the image above matches with the ‘Keyword suggestions’ set of results meaning the same definitions can be applied to each of the columns.

Google AdWords – Export to Excel Spreadsheet

•    Google AdWords lets you export either a selected group or all the search data generated by the Keyword Research tool to an Excel spreadsheet.  This is a fantastic feature that enables data to be stored for easy access without having to conduct another search on AdWords.  Above I have highlighted how the Spreadsheet is laid out using various colours.

Google AdWords –

AdWords is a fantastic tool that is used by internet marketers, search engine optimisers and PPC campaign managers across the world.  This tool allows marketers to conduct the Keyword research that has the potential to make or break a search engine optimisation strategy.  However, understanding how it functions is one thing, but learning how to use that data to build a strategy is one thing.  Hopefully you’ll come back for the next part of my ‘Beginners Guide to Keyword Research’ where I discuss how the AdWords search data to build a strategy.

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Keyword research is the core of any SEO campaign, the first stage of the process is ensuring you know exactly about the page you are optimising. Have you used a variety of sources to pick the initial keywords? And are the keywords you are searching relevant to the content the website offers?

After grouping a selection of relevant keywords together you will find it favourable to use the most talked about tool to assist the keyword research process – The Google Keyword Tool. The keyword tool allows you to input these search terms and receive an estimated yet accurate amount of monthly search volumes per keyword. Not only does the tool provide statistical data on your keywords that you have searched it also offers a wide and varied selection of phrases real people have searched for across the last month related to your initial keywords.

Furthermore, keyword competition volumes will also help decipher what keywords to select. Targeting the competitive keywords should realistically be used for sites that are established in the market and have been operating for over two years. However, these keywords for new websites can still be kept in mind for later additions.

It is important that when performing keyword research on the Google Keyword Tool that keywords should be set to exact match type so that it is not missing or adding on any words or figures to the original phrase. Additionally, using exact match will point traffic to the most relevant page on your website.

Obviously only those keywords that are relevant to your website with reasonable search volume and competitiveness should be selected to drive potential customers to your website.  Considering the tips above you can make sure that your company is targeting the most relevant keywords that generate increased traffic to your site which consequently produces a higher ranking on Google.

It is therefore no wonder that the practice of keyword research is one of the most worthwhile, constructive and profit yielding activities in Search Engine Marketing – a simplistic process with outstanding results.

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When assessing competitors start by running a couple of searches. Whose results are returned on your key search terms? Who is returned for more than one of those terms? When averaging the positions out how do they compare to you? Also do these competitors bid on their own brands and products? If so, is there an opportunity to attract some of your competitor’s audience away? This latter question can be tricky to answer and there are ways of doing this:

NEVER:

Use dynamic keyword insertion to include the whole of the competitor keyword list. This will cause some angry responses and won’t create good relations with Google.

Make wild claims that can’t be justified. If you are putting in claims citing that you are better than a competitor then you’ll have to be able to back it up.

ALWAYS:

Differentiate. This is a fundamental principle in all marketing but is extremely pertinent to competitor keyword bidding. You can develop an attractive message this way without having to use your competitor’s name.

Display lower prices. You can always undercut as long as the price on the ad is repeated on the landing page.

Using competitor keywords can create a new stream of traffic but it needs to be done well. At Click Consult we offer expert advice on all areas of PPC including keyword bidding.

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Internet groups and discussion boards can bring great rewards as long as you choose carefully where to spend your online time. There are boards and online communities on just about every topic, including boards with money-saving tips, specialist knowledge boards, boards concerned with ethical issues, local boards and so on. By prioritising your activities according to the strongest selling point of your particular product or service, it becomes easy to see which online boards and communities contain the greatest potential for you. Similarly, if you’re writing a marketing blog, it makes sense to link to and comment on other blogs with a similar focus and similar readership.

Priority and focus will also help with activities such as search engine optimisation. If, for example, your product is something unique or rare, then it’s important that your website appears prominently in search results for this type of product. It’s much less relevant that it appears in web searches for bargains if you’re not promoting your product as a bargain.

At Click Consult we have the expertise to prioritise online marketing activities to promote the best aspects of any product or service, and tried and tested techniques for reaching exactly the right audience.

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Finding out takes effort of course. Study the habits of customers; gather information on what makes them come to you instead of your competitors. If you can find out where your main competitors are failing to understand their customers, you’ll improve your chances of winning customers from them, as well as new customers.

As ever, keyword research is a major factor. There may be phrases that signify the importance of cost or customer relationships. It’s possible that reputation and credibility are important to your existing and potential customers. If you can learn what phrases and words can be traced to decisions to buy, you can optimise your site to maximise their effectiveness.

Analysis of your competitors is important too. Take a critical look at your own site in relation to theirs. What are they getting right? What are they doing to motivate their customers that you aren’t? Find the answers to these questions and use the information to improve your own site.

Finally, never forget the importance of expert advice. Research customer motivation in your market sector. Collect customer feedback and analyse the results, acting on both praise and criticism. At Click Consult we can help you collect, analyse and act upon all the information you need to motivate your customers.

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Your keyword research needs to be focused in order to determine which long tail keywords will have the most success. Click Consult are an internet marketing company offering a range of services to support search engine optimisation. We provide a free keyword generator which can be used to enter single words or phrases, resulting in lists of specially optimised keywords that you can incorporate in your website. You can test long tail keywords directly in search engines, entering terms that you predict customers might use. The potential for sales from long tail keyword searches is greater because the customer is able to pinpoint more accurately what is required.

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