Keyword Research Tools

In today's post, I am going to talk about search engine keyword research tools. It's important to remember that many of these products merely make suggestions as to what might make good search terms for your site, products, and customer base, but you will always know the best, so don't take what a keyword research tool says as set-in-stone. Make your own judgements as to how productive and relevant those terms are going to be in the context of your site and your products.

Having said that, keyword research software can help you "think outside the box" for keywords, key phrases, and key terms that your potential client base might be searching for. Taking our previous example of a custom purse store in New York, one place to start would be to select a keyword research tool and just type in the word "purses." How do you find a good keyword research tool? Just do a search for "keyword research tool" on your favorite search engine. Literally hundreds exist, and many are free. Several hundreds more offer free trials so you can find the ones you like best. I hesitate to recommend any specific one over another because people's tastes for different features vary so widely, but Web CEO puts out a good product, as does WordTracker, though both can get expensive. Web CEO does offer a free version. Play around with some of these tools and find one that you like.

How do you know if a keyword research/suggestion tool is a good one? What a good keyword suggestion tool will do for you is show you 1) related phrases that you might be interested in or that might be relevant to your site, products, services, or customers; 2) how much competition there is for that specific keyword/phrase/term; and 3) (and maybe most importantly) how many searches are done per day on search engines for that word/phrase/term.

What I like to do is make several lists from numerous keyword research tools. I compile all the results (including the competition for those words and the number of daily searches for those terms) and narrow down that list to the best 25 to 100 word/phrases/terms. How do you narrow it down?

By my estimation, the best way to narrow down your keyword lists to the best ones, the ones to focus on, is to order the lists, first, from the most relevant to your site, your customers, and your products. Delete or cross out any terms that are irrelevant and focus on the rest.

Once you've made that list of relevant keywords, the next best thing is to rank them according to what you want to drive customers to your store for. If you run a custom purse shop, and you want to rank highly in search engine results pages (SERPs) when people search for purses with tattoo designs, then you would make sure that incarnations of phrases containing the words "tattoo" and "purse" appeared prominently and several times.

Side Note: Remember that you're writing for real people - customers - not search engines. Only use the keywords/phrases/terms in your content when it seems like it would fit. I'll go over this more in-depth in a later post.

Once you have that list, you're almost ready to start writing your content. The next step, and what we'll focus on in the next installment, is taking that list and seeing where your competition ranks for those phrases. While many keyword research tools offer the competition for a phrase as feature, sometimes, they aren't real accurate. In the next installment, I'll go over what to look for when scoping out your keywords/phrases/terms in the context of your competition.