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Managing Keyword Research

Posted on 12. Nov, 2009 by Pete Hollier in Keyword Research, Pay Per Click, Search Optimization

Keyword Research Management

I have no idea how often I’ve said keywords are the foundation of all Web Promotion initiatives from Search Engine Optimization, Pay per Click and even your Social Media Marketing, keywords play a role in generating interest and visibility for your business’s web site.

Keyword Research and Management is fundamental to developing successful Web Promotions however, the problem facing most businesses attempting to complete keyword research and integrate keywords into content, is the time, and often the complexity of keyword research and content management.

Keyword Management is Time Consuming

Without doubt keyword research can be a time consuming and at times a tedious task. In addition to this we have to consider how we are going to use the keywords and information discovered through research. A review of keyword research and integration processes highlights the need for specialized keyword research management tools.

Often Keyword Research begins with an idea for a keyword, this word is then entered into a Keyword Suggestion Tool such as Google Adword Keyword Tool, Wordstream Free Keyword Tool or a subscription service such as WordTracker or Keyword Discovery to expand the list.

This process alone can provide an extensive volume of keywords which must then be filtered and segmented to benefit Web Promotion Programs. And of course there is the final step, effective keyword integration.

So what’s the solution?

Depending on the size of the project, often a basic keyword suggestion tools and spreadsheets are sufficient. However, as the project size increases as does the number of keywords, a specialized keyword research application is required.

I had the opportunity to review Wordstream’s Updated Keyword Management application with Wordstream’s founder Larry Kim.

I was impressed with how well Wordstream managed:

• The integration of various Keyword Suggestion Tools to assist with keyword suggestions and list building
• The integration of Google Analytic functionality
• The development of keyword segmentation (groupings)
• The ability of the application to build on the segmentation and provide suggestions for integrating keywords into content programs

Wordsteam’s application actually has the power and ability to simplify the complex nature of keyword research, while at the same time providing excellent keyword results and recommendations.

Keyword List Development

List development is a primary task of any keyword research program. Consider for a moment the disparate number of potential keyword research tools and resources used to develop keyword lists. On top of these, we should also utilize the keyword information provided by Google Analytic.

Wordsteam effectively draws together into one place, the information from various keyword research tools, personal keyword lists and integrates and updates the historical data obtained from the web site’s Google Analytic Account to develop extensive keyword suggestions relevant to business services and products.

Keyword List Segmentation

The real power of keywords is the development of keyword groups or segments. Affective keyword integration into PPC Ads, Landing Pages and Organic Search Optimized content depend on a primary keyword or phrase and terms which are supportive of the primary keyword phrase.

In many cases keyword lists are stored in Spreadsheets and therefore any segmentation is often completed using the Spreadsheet’s filtering functions followed by a visual review.

The keyword segmentation provided by Wordstream offered impressive results. The keyword grouping were logical and intuitive and had a high usability factor due to the natural results.

Keyword Content Integration

All Keyword Research has little value if keywords and phrases are not integrated into content effectively.

The power of Wordstream’s segmentation is carried through to assist with the integration of keywords and phrases into Adword Campaigns, Landing Pages and Web Page content. Wordstream’s ability to expand the segmentation into keyword content suggestions offers web site owners a powerful tool to assist with keyword content integration to ensure content has high topical relevance.

An End to End Solution?

Almost but not quite. I do consider it important to determine the competitiveness of keywords which are potential targets for PPC campaigns or Organic Search Optimization. This competitive analysis comes in two primary forms that based on the number of instances of a keyword or phrase within the Search Results and an assessment of a Domain’s competitive factors to determine if your web site has the ability to be competitive for selected keywords.

Even without Competitive Analysis Wordstream’s ability to suggest, segment and assist with the integration of keywords are more than enough reasons to use Wordstream as your Keyword Management Tool. try Wordstream’s Free Trial.

The Last Word

What I like about the Wordstream process of keyword research and content integration is the processes and results. Although this is a software application completing the tasks the results have high human relevancy.

I’ve reviewed enough keyword lists and the results I see for segmentation and suggestions into the content appear as if humans have completed the analysis. Important? Yes, after all, the end users of all keywords and content are human.

Written by: pete@seowizardry.ca a Search Engine Optimization Consultant

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