Digipropolis Blog: Marketing Pros & Their Cons

How to Use the Google AdWords Keyword Tool for SEO

You all know about keywords – the groups of words that people use to find things on the web. People type in a word – or more likely several words – and Google attempts to show the most relevant result. Maybe your website? 😉

Target-Keywords-298x300But which keywords are they using? It’s important to do some research to find out which keywords your prospects use to search for your products and services. Today I’d like to write about how to research and identify keyword terms and use them to improve the relevance of your website (or blog!) from Googlebot’s point of view.

If you’re looking to optimize your site so that it will be found in Google search engine results – in other words, if you want to do SEO – you’ll also want to spend some time working to ensure that your site contains the keywords that your prospects are searching for.

Seven Steps to Research & Identify SEO Keywords

If you already run a Google AdWords campaign, you may want to reconsider your sponsored keywords after you complete this research process. But that will be a good thing!

Step One: Brainstorm for Keyword ideas. In this step, you’re attempting to generate a list of terms that you’re guessing people might use to find your product and service (and by extension, your site).

Step Two: Next, visit the Google AdWords Keyword Tool to try out your Keyword ideas. To get more accurate results, make sure to click to activate the option “Only show ideas closely related to my search terms.” I’ve tried searching without using this option, and I’ve found that the keyword suggestions are too unrelated to be useful.




Step Three: Then, use the Advanced Options to select the Country and Language where you want your website to be found.







Step Four: Change the “Match Type” from its default of “Broad” to Exact. Match type is located way down the page on the left-hand column. It’s a little hard to find, but it’s worth it. Unless “Exact Match” is selected, the number of searches you see for each of your keyword terms will be exaggerated.

Why? Because the same “match types” that define keyword terms inside your Google AdWords account applies to keyword terms in the Google AdWords Keyword Tool. If you’re not already familiar with Google AdWords Match Type, you should understand that the “Exact” match type is the only one that defines a term with all words in a single order [words in a row] instead of showing keyword terms used in any order “a row in words.”


Step Five: Enter your keyword terms and click to Search! When your search results appear, you’ll see results for “Global Monthly Searches” as well as “Local Monthly Searches.” Look at the “local” column to see the incidence of searches of your keywords in the location you selected in Step Three.








Step Six: Analyze the Competition level for each keyword. This refers to the level of paid sponsorship that each keyword receives in Google AdWords. By mousing over the indicator bar for each keyword’s Competition, you’ll see mouseover text that clarifies whether there is a “high,” “medium,” or “low” level of competition for each keyword.  You’re looking for a magic combination of factors: a high level of local searches with a low level of competition. See the keyword [writing for seo] in my example.







Step Seven and Beyond: Select your keyword terms and develop web pages that contain the keywords you’ve developed through research. There is a knack to writing content that reads like a human wrote it while also repeatedly using 3-5 keyword terms. I may not have that knack, but that doesn’t mean you should be limited by my ignorance! Here are some great resources that give you an overview about how to write with keywords for Search Engine Optimization:

High Rankings Advisor Newsletter by SEO expert Jill Whalen

4 Tips for Writing SEO Friendly Blog Posts – Mashable

How to Produce Great Copy that Increases Rank – SEOWizz.net


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