Finding the Right Keywords

The cornerstone of every search engine optimization campaign is the keyword research. Even the best of campaigns will fall flat if you don’t find the right keywords. Choosing the right keyword is more than looking for search volume numbers. You need to find phrases that will provide you a good return on investment (ROI).

Let us assume that you want to start a brand new site and have a new domain. Your site has been well developed and has been optimized. Now we shall have a look at how you should go about the keyword research. All the tools mentioned are free.

Starting the research

Using AdWords options to your advantage

The first step is to use the AdWords tool by Google and see the results for the niche you are targeting. We will be taking the example of downhill bikes. There is an option for ‘match type’ which you should switch from broad to exact. You can also include Exact so that you can see both the results. It would be beneficial to go through Google’s support page on match types to better understand the data that will be shown to you.

There is a box called ‘Show ideas closely related to my search term’. This box should be checked off most of the times. The set which is not filtered will provide you with a lot of targets. It is essential that you do not ignore any possibilities. When search for downhill bikes, some of the terms might be ‘down hill bikes’ or ‘dh bikes’. Your knowledge of the industry and the terms used will be very useful for this purpose.

Using AdWords options to your advantage

After you have done this, you will take all the phrases and make groupings out of them. So, equipment based phrases like gears, brakes, armors, suspension will come in one list. Similarly, brands that you plan to sell will come in another list.

Selecting the phrases and estimating the ROI

By creating separate lists, it will become a lot easier for you to eliminate words. Now you will remove all the phrases that are not applicable or which you do not want to target. A word like ‘free’ is the first to be eliminated for most site-owners.

The next step involves analyzing the phrases while keeping the return on investment in mind. You will need to calculate the profit that you will earn per sale. Search volume will take a backseat and you will try to see the profit and understand how one item may affect sales for the other item. This is not very easy but an important part of the process. For instance, for a bike site, the sale of tires might also result in the sale of tire tubes or rims. If you have not worked in the industry for a long time then you will not have much idea about this and will have to trust your instincts.


Once you have an idea about which items will bring in how much money, you need to prioritize the terms. The search volume will play an important role in determining this. Assume a particular conversion rate and then calculate how much profit you will make for every item based on the search volume. This will help you in knowing which will be the best products so you can make marketing and linking strategies accordingly.

Author Bio: This is a guest article by ZK who is the co-founder of blog Web Marketing Blog where accomplished writers and bloggers share their tips, strategies and stories.