Keyword Research - How to Find Profit Driving New Keywords Every Day
WordStream Keyword Research & Management for PPC is our flagship product for building and managing lead-generating, profit-driving pay-per-click campaigns from the ground up.
Keyword Research & Management for SEO is a subscription-based tool to help you discover, group and organize your most relevant, traffic-driving keywords for organic search engine optimization.
Learn More About Keyword Research
Keyword research is a fundamental part of achieving pay-per-click and search engine optimization success.
There's little debate among search marketing experts that identifying and optimizing for the specific words that people are typing into search engines is a crucial element of a successful search marketing campaign.
But keyword research is a difficult process. In order to successfully market through search you need to:
- Continuously discover quality and goal-producing new keyword opportunities to create a competitive advantage.
- Effectively and continuously turn your keyword research into action.
- Make keyword research a supporting piece of your overall search marketing and keyword management efforts so that your researched keywords actually lead to profits for your business.
So the question becomes: How do you, the search advertiser, go beyond a static list of keywords to create a continuous stream of keyword phrases that improve your bottom line?
Easy: Use WordStream.
WordStream's keyword research tools provide customers with three core benefits not offered by traditional search-based keyword products:
- Continual, Exclusive Keyword Research - WordStream offers you a living, breathing list of keywords that grows your traffic and lowers your costs per click and cost per action with time. And the keyword search tool creates its list from your own data, so you have exclusive access to it.
- Keyword Data You Can Act On - The software allows you to organize and put into action insights surrounding your keywords and your search queries.
- A Full-Featured Keyword Management Solution - WordStream integrates your researched keyword data with keyword grouping, workflow prioritization, and paid and natural search marketing tools.
These will help you to automate the process of extensive, perpetual keyword research, creating an environment of increased search marketing productivity and value for your company or client.
We'll discuss more about what, specifically, this advantage really is and how WordStream procures it for you in the coming paragraphs.
First, we need to look at the traditional keyword research process.
the old way of conducting online keyword research
Traditionally, keyword research is thought of as a process involving the following steps:
- Brainstorm - First, you come up with some keyword ideas you think relate to your business.
- Find the Best Keyword Research Tool - Next, you select any of a litany of keyword tools, some paid and some free, to generate new keyword suggestions.
- Conducting Keyword Research - Finally, you type in a word or phrase, and you get a static list of some variations of that word or phrase, maybe even some synonyms, and that's it.
Next, you tweak and optimize for the keywords you're targeting:
- PPC Management - If you're managing a PPC account, you run this campaign and attempt to optimize bids and use different keyword matching types.
- SEO Management - If you're managing an SEO account, you monitor how those keywords are performing, whether they're driving traffic, and what you can do to get them to rank higher.
If you're going to bother using a basic keyword research tool, we see no reason to pay for a subcription or even use any other free tool when WordStream's Free Keyword Tool is the fastest, most accurate and most comprehensive free keyword suggestion tool available. You'll get far more keyword suggestions, including long-tail variations, from more diverse sources, all at no cost. You can take those keywords further by using our Free Keyword Grouper to organize your suggestions. Or try the Free Keyword Niche Finder to get suggestions that are already structured into relevant keyword groups.
But even with thousands of relevant keyword suggestions, there are a few important problems and substantial challenges associated with this traditional method of keyword research:
- Stagnant Campaigns - The most-searched-for terms generally don't change very much month to month. As a result, when you utilize popularity-based keyword research tools, you're creating a static list of a few hundred keywords. Since this list doesn't change much, you're always targeting the same keywords. You never expand the reach of your message.
- No Differentiation - If you use a traditional keyword research tool, everyone else who uses that tool is bidding on and attempting to rank for the same terms you are.
- A Disconnect Between Your Marketing Efforts - This list is generated with no real regard for your website, your customers, or your goals; it's merely relevant to the term you typed in. Beyond that: what do actually do with the list of keywords when you get a hold of them?
So how do you answer these challenges and overcome these shortcomings? What's the alternative to the traditional way of finding keywords for websites?
The WordStream keyword research tool
WordStream's keyword research tool goes a step beyond traditional keyword research: WordStream offers keyword management software. This means aggregating actual keyword data from multiple sources, continually updating that data, allowing you to prioritize and organize your keywords, and providing you with tools to turn keyword research into highly profitable search marketing activity.
Let's take a look at how WordStream's keyword software answers each of the problems listed above.
Researching keywords using WordStream
First, the software will analyze keyword data from various sources:
- Historical data (log files or Web analytic data through Google Analytics Integration)
- Suggestions from our free online keyword tool or our embedded keyword suggestion tool
- New search traffic to your site
First, the application will parse your website's logs and identify the keywords from your pay-per-click campaigns and from organic search that people have used to reach your site.
You can supplement this private data with our keyword suggestion tool. This is the traditional way of generating keyword suggestions based on a descriptive word or URL; we don't recommend relying on the tool as the basis of your keyword research, but it's useful if you're looking for additional relevant keywords or if your site is new and you lack extensive log file data.
A voluminous list of keywords that have already driven visitors to your site (and are subsequently relevant to your business) along with any other data you want to import will be captured and stored for you.
Thanks to our keyword source analysis feature, you can analyze all your keywords in aggregate or drill down to focus solely on actual keywords (paid and organic), paid keywords, organic keywords, or suggested keywords.
But the really powerful thing about the way WordStream handles keywords is that this list will then become dynamic and actionable.
By installing a snippet of JavaScript on your site, WordStream will continuously introduce new keywords into your account. You can then determine whether or not to take action on those keywords in a variety of ways.
do more than just research keywords
In addition to offering continuous, dynamic keyword research, WordStream also loads your keywords into an interface that is immediately actionable:
From here, the software can offer suggestions on keyword groups to create, Ad Groups to optimize, or even content to create:
In the above example, keyword groups are suggested based on traffic driven, the number of keywords in a potential segmentation, and goals you designate (like sales, leads, downloads, etc.). In this example, we can create a number of keyword groups with the click of a button, but we could just as easily leverage the same technology to decide which Ad Groups to create, which landing pages to author, or which keyword groups to segment, making your researched keywords a supporting piece of your overall keyword management and search marketing strategy.
By leveraging WordStream's keyword research tools, we've created a keyword list that is:
- Dynamic
- Actionable
- And a Part of Our Overall Keyword & Search Strategy
Effectively addressing each of the shortcomings present in the traditional keyword research model.
keyword research software for your business
This new, WordStream approach to keyword research leads to three key consequences for your business:
- Increased Productivity - WordStream allows you to discover and maintain exponentially more keywords than you could otherwise hope to have suggested to you, and fuses your keyword research with the tools you'll need to turn that information into profitable action.
- Enhanced Relevance - Keyword suggestions generated by our keyword generator tool will pertain to your website, your offering, and your current PPC campaigns, and you'll be able to prioritize your activities based on real data from real customers who interacted with your site.
- Added Value - By increasing your productivity and creating more relevant search campaigns with more accurate keyword targeting, you'll see more conversions at a lower overall cost.
Our Keyword Research Service
You can generate your own tailored list of exclusive key terms and watch as new keywords are researched and suggested daily. Then act on the data in a meaningful, profitable way. For free.
Learn more about WordStream's keyword research tool-set by:
- Trying WordStream Free Today
- Requesting a Live Demonstration
- Signing up for our Search Marketing Webinar
- Subscribing to our Newsletter
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