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A Step-by-Step Process for Discovering and Prioritizing the Best Keywords – Whiteboard Friday

May 05, 2016
Aaron Polmeer

By randfish

Step by step process for discovering and prioritizing the best keywords whiteboard

Posted by randfish

Keyword research, when done right, is a fairly complex process. Uncovering new keywords and appraising their value should involve a robust toolkit, a multitude of different sources, and a great deal of thoughtfulness.

In today’s Whiteboard Friday, Rand shares a strategic and straightforward 4-step process (including a passel of tools to check out) for discovering and prioritizing the best keywords for your SEO campaigns.

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about keyword research and a step-by-step process to choose and prioritize the best possible keywords that we can for your SEO campaigns.

So let’s get started with…

Step one: Use multiple sources to get keyword suggestions

The first thing that a lot of folks do is they only use a single source. They go to AdWords for example, or maybe they’ll go to Suggest. Or possibly they’ll start with SEMrush, which has an awesome corpus and database, but it’s sort of based on a single source. My strong suggestion is a lot of the sources have only one type of data in them and you want to combine them.

The five or six that I really like are, first off, AdWords is a great source. They’re, generally speaking, commercially focused terms. AdWords knows that people want to buy those keywords for pay-per-click search, and so they try and include commercial terms that people are actually going to convert on. They hide a lot of stuff that frankly Google feels like is not going to get people the conversions they’re looking for, because the problem is if you buy the wrong keywords, you don’t blame yourself for poor keyword targeting, you blame Google for sending you bad traffic. So AdWords has hidden some of those things. They’ll show them to you if you type them directly in, but not otherwise.

Suggest, you can go to Google Suggest and in fact, Google related searches — which are at the bottom of the search versus the top in the bar as you type — those both give variance and/or searches that people who search for this also performed.

Then you’ll see there are a lot of tools out there. SEMrush is by far the most popular one — and, in my opinion, a really, really good one, too — for a keyword to rankings graph. Essentially what this is saying is, “Here are keywords that the pages that rank for the keyword you gave us also rank for,” or same thing at the domain level. It’s creating and mapping those things so that you can get broader terms than you ordinarily would have with just these other methods. That’s pretty cool.

Another one that’s very, very cool and very sophisticated, that some SEOs are doing, is topic modeling-based keywords. This is essentially saying, “Hey, show me terms and phrases …read more

Source:: Moz Blog