Deep Keyword Research

Deep Keyword Research

seo tips and tricks 2016

Using deep keyword research is hugely important.

There is something to be said for simplicity and ease of management, but using targeted permutations of your most important terms should drastically increase your ROI.

Google AdWords allows dynamic keyword insertion (mentioned above) that allows the search query to drive the ad copy. That increases your chances of having a higher click-through rate and lowers your cost-per-click if you bid on many variations of your most important Google AdWords keywords.

Below is a chart of some example term ideas (with the words slightly modified) and the associated conversion data from an actual AdWords account. Notice how the cost per conversion drops off when modifiers are added to the root term. By bidding on these additional keyword phrases, I am paying less for higher targeted leads.

Adding modifiers will split up the traffic volumes to make some terms seem more profitable than they are and make other similar permutations seem less profitable than they are. The math from the above campaign was compiled over a year with hundreds of thousands of ad impressions to help smooth out some of the discrepancies.

You have to consider the cost of building and managing the account when building out your keyword list, but I tend to like using various matching levels and modifiers on my most important keywords.

Tools.SeoBook.com offers

•       a free keyword list generator that allows you to create a list of keyword permutations based on a list of core keywords and keyword modifiers

•       a misspelling and typo generator tool

•       a keyword list cleaner to filter out bad keywords

Google has started testing pay-per-call. For some businesses, pay-per-call will not have much of an effect, but high-end local businesses (legal, loans, real estate, etc.) will find their competitive landscape drastically different in the next year.

Google has also launched an offline Google AdWords ad manager software to help advertisers manage their campaigns.

seo tips and tricks 2016

Google offers ads that are distributed on a pay per action basis. Some of these ads are regular text links that can be integrated directly into the page copy of the publisher.

Google also allows you to set your regular bidding based on a maximum desired cost per action, but this tool likely increases your cost per conversion and most advertisers should be able to do a better job manually managing their bids.