Search Marketing: Search Term Research

  • The ins and outs of keyword research

    … profit (even if at a slightly lower ROAS) in layman’s terms. Identify gaps in organic traffic. Monitoring Google Analytics organic traffic trends can help to determine areas where organic traffic has decreased, or where there isn’t much traction. If you aren’t already bidding on said terms, you might consider adding them to your paid search…

    Amy Bishop/ Search Engine Landin SEO- 11 readers -
  • Integrate lifetime value to benefit a customer-led SEO strategy

    … conversion rates. Not prioritizing page load performance enough. (I mean, seriously, it’s getting worse.) How does this relate to SEO strategy? I take a view of organic traffic growth as a path to organic customer growth. That path needs to work with your other marketing channels — particularly paid search, as you are operating on the same playing field…

    Chris Liversidge/ Search Engine Landin SEO- 8 readers -
  • How to get the old Google Keyword Planner volume data

    … variants. @tanestis Hi there, terms that are close variants of each other will show the same volumes within the Keyword Planner. -Mitch — Google AdWords (@adwords) July 21, 2016 Many people and tools are overestimating search volume by adding together the results that AdWords Keyword Planner has already grouped, effectively doubling or tripling volume…

    Search Engine Landin SEO Google How To's- 12 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- 15 readers -
  • Broad match: What is it good for?

    …? Try building AdWords campaigns composed of broad match keywords, with very minimal bids (targeting 5 to 9 ad position, or even lower), and use the Search Terms report to add more specific keywords that come directly from the users. Using the Search Terms report in this manner turns your keywords into a research tool, giving you real data to use…

    Search Engine Land- 7 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- 14 readers -
  • How To Grow Online Market Share Without Increasing Your PPC Budget

    Pay-per-click advertising is all about buying online market share. People are searching online for something relevant to your business, and you pay to show up in that search. It’s a great model, provided that those impressions actually turn into sales. Unfortunately, even if your PPC efforts are producing profitable sales, most business owners and account managers live with ...

    Search Engine Land- 23 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- 9 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- 22 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- 13 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- 33 readers -
  • How I Saved $1M Using Negative Keyword Lists

    … for your client’s brand or industry will keep you looped into current events that may affect what prompts your ads to appear. Branded Terms (For Non-Branded campaigns only) Example: The Cheesecake Factory cheesecake cheese cake “cheesecake factory” “cheesecakefactory” Upper Funnel Terms Example: Travel industry “when to visit…” “arches national…

    Carrie Albright/ Search Engine Landin SEO Google How To's- 24 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- 29 readers -