There is a process for finding ppc keywords. Here are the top methods that I use to find keywords. This is not a list on how to find good keywords (we’ll talk about that next time) it is simply a list on where to find keywords that are relevant to your brand.
1) Common sense-This one is often overlooked. If a grocery store solicited my help I know a ton of their keywords because I have seen a grocery store.
2) Keyword tools- Google Adwords Keywords tool and Yahoo both have free keyword tools with real data from searches people have performed. There are also good paid alternatives.
3) Website analysis. Look at the content of the webpage. There are also tools that can extract that data. The navigation and breadcrumbs can be helpful.
4) Competitors- Look at the content of the webpage of the competition.
5) Yahoo’s search home page- do a couple “bad” searches and Yahoo will show a list of related searches. Those are keywords.
6) Analytics-In your analytics. You are running analytics right? It will send you the keyword people are searching for when then used a search engine to get to your site.
7) Internal search-what are people searching for on your site? Those are keywords.
8 Competitive intelligence reports-Companies like Compete.com sell information on you and your company that may be useful.
9) The company-I listen to the language the stakeholders and employees use in our correspondence. Also, it never hurts to ask them if they thought I missed anything, but that is always at the end of the keyword expansion phase and campaign building phase.
Perhaps a new product might come in or a new corporate trend might develop that is outside the scope of analytics.
10) My experience-I have built umpteen campaigns and I have a certain feel for it.
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