How to choose keywords for your web pages
A great keyword is:
- Ideally, 2-3 words long
- Specific (keywords that are too broad or general will not reach users as effectively as keywords that are highly targeted)
- Directly related to your web page content
What keywords should I choose?
First, look at your website content and write down every word, word combination or phrase that describes each category of your business. This is the starting point for creating your keyword lists.
Include all brand and product names as well as plurals, synonyms and alternate spellings for each word or phrase. Capitalization does not matter. Take out keywords that are very generic, irrelevant, or obscure.
Then, group your keywords into close-knit themes and create a new ad group for each theme. Put your keywords into these new ad groups. For example, if your campaign is for digital cameras, you can group together mini digital cameras in one ad group and SLR digital cameras in another.
1. Create an initial list
First, review your website to identify the phrases and terms that describe the main categories of your business. Write down every relevant keyword under each category you've defined. Expand the list by including all of your brand and product names as well as plurals and synonyms for each word or phrase on your initial list. Don't worry about capitalization as our system is not case-sensitive.
Think like your customers. What terms or phrases would your customers use to describe your product or service?
If you're still looking for more keywords after your initial brainstorm, try the Google Keyword Tool.
2. Group similar keywords
Group your keywords into themes based on your products, services, or other categories.
Keywords can be grouped based on the product and also based on descriptive terms.
For example, if you sell electronics, you can separate keywords for different products
like cameras and televisions, and separate keywords using different terms like keywords
using the term video cameras
and those using camcorders
.
Each group of keywords should directly match the ad text that they trigger when a user searches on Google. To do this, create a separate ad group for each themed group of keywords. Then create an ad that specifically matches that theme. You can create multiple ad groups like this, so that users always see an ad text that is specifically related to their keyword they searched for.
3. Refine and add negative keywords
Keywords that are too broad can lower your performance. To avoid this, delete generic keywords on your list that could relate to a wide spectrum of products or services. Also delete keywords that are too generic, irrelevant, or obscure from your list.
One-word keywords are likely to be too generic. Try using two- or three-word phrases.
Source: Google