If you’re a search engine marketer, the idea of creating a list of perfect keywords might feel as impossible as adding more hours into the day. Based on ever-changing Google algorithms and the demands of online consumers, how could SEMs ever think there could be a perfect list? Each time you think you finally have the secret formula something changes. Whether that’s an algorithm, an in-house product addition or maybe the newest initiative from someone in the c-level suite who wonders why they aren’t seeing the expected ROI.
While we can’t promise the quick fix, Rank Fuse Digital Marketing can offer a few tips about how to make your keywords more effective for your search engine marketing initiatives.
Plan for Geolocation Deviations
It’s well known that our smartphones have the ability to track us at every twist and turn so it’s reasonable to also assume that keywords should be just as flexible. If you have a business involving geo-variance, and we’re guessing that you do, make sure to plan for geographic variability in your keywords, even if that variance is a nearby suburb or it’s the nickname of an area. Any time that you can connect ranking to a specific location you’ll be able to find the most valuable locations for that keyword and make them even more useful. Also, any time that Google+ Local shows up in the SERPs, expect to find additional variability.
Run a Report and Really Analyze It
We agree, search query reports aren’t necessarily fun to read, but they can be a great way to find out if your keywords are hitting the mark or not. Once you identify those that are working, optimize them by adding data points that allow for demographic, behavior and economic specifics. The more you know about your market, the better.
Create Ad Groups that Make Sense
Make sure that the keywords in your ad groups are logical and specific. This ensures that you’re serving the highest-quality ad, something that Google will reward with a better Quality Score. The Google Quality Score evaluates the quality of the ad and the landing page based on its usefulness to users. Relevant ads earn more clicks and a higher position in the SERPs. When it comes to keywords that lack consistent performance, consider adding them as negative keywords.
Don’t Solely Rely on Google
You know your business better than Google so take the time to draw up a list of relevant keywords. Those who don’t want to spend time building keyword lists often fall back on Broad Match where ads run automatically on the pertinent keyword variation even if the terms aren’t included in the keyword lists. In September, Google announced the end of exact match keyword research data and campaign targeting in Adwords. Instead of using keywords based on exact and phrase matches they will now be matched to close variants, and Adwords users will no longer be able to opt out of close variants on their accounts. Considering that 7 percent of all searches contain a typo, close variants should be a benefit for users but guesstimating on the huge number of possible poor spelling choices could create more work for search engine marketers.
If the task of optimizing your keyword lists feels like chasing a constantly moving target, talk to the search engine marketing specialists at Rank Fuse Digital Marketing about creating a cohesive keyword marketing plan. Rank Fuse Digital Marketing can optimize your keyword lists improving standing in the search engines and enhancing the quality of your online ads.