Keyword Generation
We put keywords into 5 main categories:
- Brand Terms
- Generic / Genre Terms
- Product / Content Specific Terms
- Event Terms
- Competitor Terms
Brand Terms
We start by compiling a comprehensive list of brand keywords and associated negative terms. The list consists of all the variations of the brand used by searchers across all the major search engines.
These are identified using industry tools such as Word Tracker, Keyword Discovery, Keyword Spy and Google’s and Yahoo’s suggestion tools. These tools will also help us identify misspellings and popular typos.
Example (please note; all examples are for illustrative purposes and do not represent the full list of keywords for the Jellyfish campaign):
| Brand Seed Word | Jellyfish |
| Keywords | jellyfish, jellyfish reigate, jellyfish paid search, jellyfish search, jellyfish search agency, jelly fish ppc, jellyfish ppc agency, jellyfish ppc, jellyfish sem, jellyfish online marketing, uk jellyfish, hellyfish, jeelyfish, jrllyfish, jeely fish, jelly fish |
| Negative Terms | species, sting, beach, sea, box, moon, spine, pictures, videos |
Generic Terms
Next we compile a list of generic / genre keywords. These are best established through a brainstorming session. We essentially look at the offering in its entirety and come up with several key terms which represent or describe the offering (product, service, industry etc, ) Again, using industry standard tools, these terms can then be used as ‘seed’ keywords to generate further keywords.
Example:
| Generic Seed Word | Pay Per Click |
| Keywords | pay per click, pay per click agency, pay per click bid management, pay per click campaign, pay per click management, pay per click advertising, pay per click companies, pay per click company, pay per click consultant, pay per click consultants, pay per click marketing, pay per click services, pay per click solutions |
| Negative Terms | jobs, vacancies, what is |
Product / Content Specific Terms
Product / content specific keywords are established using the available editorial content or product information. ‘Seed’ keywords are extracted from the content or product database and once again industry standard tools can be used to generate further keywords.
Example:
| Brand Seed Word | Keyword |
| Keywords | Keyword, keywords, Keyword generation, keyword tools, keyword software, keyword research, keyword taxonomy, keyword evaluation, keyword search engine, keyword mining, keyword relevance, keyword optimisation, keyword analysis, keyword density |
| Negative Terms | lists, seo, ebay, meta tags |
Event Terms
Event terms are established by brainstorming all the industry, genre or even holiday events which relate, or may influence the sales, of the product or service being marketed. Again, once the seed words have been identified we generate further keywords from the seeds.
Example:
| Brand Seed Word | Internet World Earls Court |
| Keywords | Internet World, IW, IW Earls Court, Internet World Expo, Internet World Exhibition, Earls Court Internet Expo |
| Negative Terms | email, affiliate, direct, CRM, banner, design |
Competitor Terms
Lastly, we compile a list of competitor keywords. This list simply comprises of the names of competitors offering the same service or product. As a rule these competitors are identified from existing client intelligence, using the generic keywords generated to observe the search landscape and by using page scraping tools such as Keyword Spy and Ad Gooroo.
This aspect has become even more important due to Google’s decision to remove trademark restrictions on keywords
