Search Marketing: Search Term Research

    • The ins and outs of keyword research

      A great way to expand your PPC account is by performing keyword research in order to uncover untapped opportunities. Keyword research is a key tactic for growing an account — especially new accounts, but even mature accounts can stand to benefit from ongoing expansions. When keyword research does & does not make sense Keyword research is sometimes debated as being unneces ...

      Amy Bishop/ Search Engine Landin SEO- 11 readers -
  • How to get the old Google Keyword Planner volume data

    … volumes and cost per click. Unless, of course, you’re relying on Keyword Planner now… On a side note, check out Daniel Gilbert’s AdWords script that gets rid of close variants. The fact that this even exists should tell Google that this change was a bad idea. It was optional before it was forced on paid search marketers, and now it’s being forced…

    Search Engine Landin SEO Google How To's- 11 readers -
  • Machine learning for large-scale SEM accounts

    … here. About The Author David Fothergill is a search marketer with a wealth of experience in Paid Search, Conversion Optimization & Web Analytics. As Head of Product Development & Insight at performance-driven SEM agency QueryClick, his main focus is working with the account team to ensure that client search marketing campaigns…

    Search Engine Land- 14 readers -
  • Broad match: What is it good for?

    … effective use of broad match keywords without ruining our chances at a healthy cost per conversion? That’s the subject this column will cover, while also delving heavily into the area of keyword research, so get ready to have some fun. Broad match = hunter-gatherer We often use broad match keywords when starting paid search campaigns from scratch, as we…

    Search Engine Land- 6 readers -
  • The essential metrics to analyze for keyword research success

    … Brainstorming keyword ideas is great, but you won’t get very far if you’re not looking at the right metrics. After all, it’s the metrics — the objective criteria we use to make the data-driven decisions — that make search such an effective marketing channel. But which keyword research metrics should I be considering? Isn’t search volume…

    Search Engine Landin SEO- 13 readers -
  • Four Tools To Break You Out Of The Keyword Research Box

    … Keyword research is a fundamental activity for an SEO professional, and although everyone does it a little bit differently, there are a few typical steps most people employ: Come up with a list of base keywords that will be used to come up with more ideas. Expand upon your base keywords using autosuggest and/or other means. Find search volume…

    Search Engine Landin SEO- 8 readers -
  • Psst! These Keyword Opportunities Are Sitting Right Under Your Nose

    You’ve done your basic keyword research and strategized a plan to tackle the keywords for which you want to rank. You are working that plan to increase your rankings, traffic, and of course, conversions. You’re good on your keyword plan, right? Not so fast! Are you sure there are no opportunities you are missing out on? What about keywords that aren’t in your plan yet? If yo ...

    Stephan Spencer/ Search Engine Land- 18 readers -
  • Decoding Keywords To Forecast Marketing Opportunities

    … research tools help define opportunities with initial insights to shape your content marketing strategy through projections of search volume and predicted competition performance. Use forecasts to isolate the keywords with the highest potential for return and underline the biggest content gaps within your cross-channel campaigns. Keep optimization…

    Search Engine Landin SEO- 10 readers -
  • Re-Examining The Top 10 Paid Search Best Practices, Part 2

    In Part 1 of this series, I cited a really great article here on Search Engine Land on why search marketers should reconsider using broad match that challenges a common best practice in paid search. That article got me thinking about other best practices and if we should reconsider some of other tried and true tactics which most of consider as important to our approaches.

    Josh Dreller/ Search Engine Land- 31 readers -
  • How I Saved $1M Using Negative Keyword Lists

    … When seeking opportunities for improved cost-efficiency, one of the most highly recommended checkpoints is the search term report in your paid search interface. Discovering a keyword spending well beyond its CPL threshold results in a mix of joy (“Great! Another keyword to exclude!”) and pain (“How did this search term spend that much…

    Carrie Albright/ Search Engine Landin SEO Google How To's- 21 readers -
  • The Importance Of Monthly Versus Rolling Average Search Volume

    … to best manage search volume data, it is important to understand the different types of data and what they offer your research. When you understand the value of each, you will be able to optimize your use of the information and ensure that your content accurately reflects customer demand. When you use the Google AdWords Keyword Planner to get search…

    Jim Yu/ Search Engine Landin SEO- 28 readers -
  • Most Googled Products On The Planet In One Epic Map

    … Google’s autocomplete function is designed to help searchers save time by suggesting queries as you type. These suggestions are, according to Google, based on “what other people are searching for and the content of web pages.” Autocomplete has been accused of evildoings in the past; it’s true that some of the suggestions it comes up with seem…

    Larry Kim/ Search Engine Landin SEO Google- 31 readers -