Step 2: Build a Smart Keyword Infrastructure

September 21, 2017

For the rest of the week, we'll be posting excerpts from a new free white paper: Seven Steps to a Better Search Campaign. Click here to download the full white paper now.

As discussed in Step 1, it's important to start with a broad base of keywords when embarking on a search marketing campaign. But a large number of keywords can quickly become unmanageable.

However, you can do extensive keyword research without losing control of your campaigns. The key is to create a flexible, dynamic keyword structure that makes it easy to manage a large and growing list. This means transforming a keyword list into a keyword database.

Keyword List vs. Keyword Database

A keyword database has a number of advantages over a keyword list or spreadsheet:

  • It's private and proprietary, unlike lists generated by third-party keyword tools, based on public data.
  • It's easier to organize and manage than a static spreadsheet, supporting smart relationships among data sets.
  • It's easier to update, encouraging expansion over time so your campaigns can grow.
  • It's actionable, so you don't just analyze your keywords, you take steps to get better results.
  • It's collaborative, so multiple members of your team can work simultaneously toward common goals.

In short, a keyword database is a system that allows for more effective keyword management.

WordStream Keyword Management for PPC is a Web-based platform for creating a well-managed keyword database, with tools to help you discover, organize and act on the keywords that drive the most value for your business.

In Step 3 of our guide, we'll learn how to begin organizing your keyword research for maximum profitability.

Elisa Gabbert

Elisa Gabbert

Elisa Gabbert is WordStream's Director of Content and SEO. Likes include wine, karaoke, poker, ping-pong, perfume, and poetry.

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