Today WordStream has launched two new, powerful, patented, and totally FREE keyword suggestion tools.
- The Free Keyword Niche Finder – To use this tool, just enter a keyword and get back structured pockets of keyword suggestions ready to use in paid and organic search marketing campaigns.
- The Free Keyword Grouper – Drop in a list of keywords or analytic data and this tool segments your keywords into tightly related semantic groupings.
I'd like to talk a little about why we created these tools and why I believe that the future of keyword research for both pay-per-click marketing and search engine optimization will involve thinking of keywords in terms of niches, rather than individual keywords.
What Is a Keyword Niche?
A keyword niche (or keyword grouping), as opposed to a single keyword, is a pocket or cluster of closely related keywords. They're much more valuable to you as a search marketer than a single keyword for a lot of reasons:
- Long-Tail Keyword Awareness: Long-tail variations of a specific keyword idea will generally account for more traffic and conversions than just the main keyword. Incorporating these long-tail keyword variations into your SEO copy and PPC ads and landing pages helps you capture a larger and more conversion-friendly base of traffic.
- Simplified Keyword Research: Bucketing together long-tail keyword variations will make your keyword research easier, similar to how using folders simplifies organizing files.
- More Effective Campaigns: Organizing individual keywords into a taxonomy helps you create well-structured, high Quality Score PPC campaigns and more SEO optimized content and information architecture, which makes your site far more likely to be successful in driving organic search traffic.
Let's look at an example that illustrates the difference. If you run a search on "digital cameras" in our Free Keyword Tool (a straight-up keyword suggestion tool), you get back a very large keyword list, ordered by relative volume but otherwise unstructured:
Having tens of thousands of keywords to work with is awesome — but you've got your work cut out for you in terms of sifting through the data, looking for patterns and figuring out how to employ it.
The Free Keyword Niche Finder actually does a lot of that introductory work for you. Instead of just returning a list of single keywords, it gives you your results in the form of potentially profitable keyword niches, in just 2 seconds!
The tool shows you which groups of related keywords offer the most potential search traffic. As you can see, these groups are mostly going to revolve around brands and specific models within those brands. People are also looking for pricing information and camera reviews—these transaction-oriented keywords are far more targeted and will bring more qualified traffic than broad keyword phrases like "photography digital cameras" (which may be purely informational in nature).
The Free Keyword Grouper delivers similar results, but instead of starting with a single keyword, it takes your own list of keywords as input. For example, you can use:
- Keywords from search query reports in AdWords.
- Keyword report data from your Web analytics.
- Keyword tool data from old-fashioned keyword suggestions tools.
Just drop in the research you've already done (up to 10,000 keywords) and the tool does all the grouping work for you!
What Do You Do with These Niches Once You've Found Them?
Once you've discovered these clusters of keywords relevant to your business, you can put them to work in your paid and organic search marketing campaigns. Here's how it works:
- For PPC: These clusters translate nicely into a performance-ready PPC campaign structure. Each keyword group corresponds to a PPC ad group. Use the keywords in your ads and on your landing pages. Tightly related keyword groupings, coupled with relevant ad copy and landing pages are rewarded with high Quality Score, so well-structured campaigns lead to much higher returns on advertising spend.
- For SEO: Keyword niches correspond to topic suggestions for Web content creation. When creating content for SEO, it's important that you theme the content of a Web pages around specific and narrow topics – making it far more likely that the content will rank organically for the specific keyword searches that you're targeting. The URL, <title> and <h1> of your content should include the most popular keywords within your keyword niche. Next, try to work the other longer-tail keyword variations into your page copy, anchor text, sub-headings, image captions, meta description and so on, so that the content will rank on a portfolio of long-tail terms rather than just an individual keyword. Additionally, it's critical that you leverage the keyword niche structure in your site's layout (or information architecture). By siloing your content into categories and sub-categories, your content will be easier to find and navigate for both users and search engines.
Here's a quick video demo of the Free Keyword Niche Finder:
And here's a tutorial that covers the Free Keyword Grouper:
Or just go try them yourself now!
Finding profitable keywords niches is just one element of Keyword Management. Learn how to take your PPC and SEO campaigns to the next level by adopting a continuous, structured approach to keyword discovery, analysis, grouping, organization, and taking action on your keyword research! Sign up for a free trial of our premium keyword management solutions.