Keyword Expansion - How to Continuously Expand Your Keyword List

Keyword expansion, the practice of increasing your keywords list in search engine marketing, can save you money while expanding your marketing reach. In this tutorial, you'll learn:

  • What keyword expansion means
  • Why keyword expansion is important
  • Best practices for keyword expansion

So, What is Keyword Expansion, Anyway? 

Keyword expansion is the act of adding new keywords to your current keyword list and search campaign. Keywords are the backbone of your search marketing efforts, and a stagnant keywords list is as dangerous as a stagnant business. In fact, the latter can often follow the former. It's simply crucial in order to stay relevant in the highly competitive arena of search marketing.

This act, though, can cause many problems and concerns for search marketers. For example, what's the best way to expand a keyword list? How do you know which keywords are appropriate for your business? How do you stay current?

With WordStream®'s Keyword Discovery Tool and Keyword Software, you can expand your keyword list with valuable, untapped keyword verticals and minimize time spent shifting through irrelevant keywords.

Why is It Important to Expand Keywords?

Expanding your keywords list opens the doors to new opportunities and new potential customers. Identifying unique and well performing keywords assists all areas of your business, including product development and client communication.

Put simply, keyword expansion can save you money and improve your business. Benefits include:

  • Finding keywords with lower CPCs and higher conversion rates
  • Edging out competition with words your competitor doesn't know about
  • Understanding how people talk about your product or features

What Are Keyword Expansion Best Practices?

To add to your keyword list, you could use Excel or a software tool to add modifiers to your existing list. However, that's tremendously time consuming and tedious. You don't know if people are even searching for these terms or if they're relevant to your website, so you have to spend more time weeding out the garbage. Even worse, these actions must be performed periodically in order to stay informed of the market.

A best practice (and far easier option) is to find new keywords in your website's log files. Your log files can tell you how people are searching for your specific site, including misspellings, keyword variations, and terms you may never have considered. In this way, you:

  • Uncover real data from real searches
  • Put an end to company brainstorming sessions
  • Are left with a personal and private keyword list unseen by competitors

WordStream's Keyword Expansion Tool

With our Parser Tool, WordStream makes it easy to perform keyword expansion and uncover valuable keywords and queries that already exist in your log files. For continuous keyword expansion, use WordStream's Keyword Discovery Tool so new keywords are added daily to your keyword database. As new keywords flow in, they're even automatically organized for you based on the rules you've created with the Keyword Grouping Tool. The number of new keywords in each group is displayed next to the group's name, as shown below, for easy visualization and review.

Keyword expansion works best when performed periodically.

However, constantly expanding your keyword list could increase the number of irrelevant keywords that exist in your campaign. WordStream drastically reduces this number by suggesting negative keywords. The Negative Keyword Tool makes discovering and managing negative keywords as easy as click a button.

Keyword expansion works best when paired with negative keywords for the best relevance

Using WordStream is the best way to expand keywords while maintaining relevance within your search campaign. You get all the benefits of keyword expansion, such as finding new verticals and discovering well converting keywords with a lower CPC, without the tedious and repetitive work that's often involved. Learn more about WordStream by: