- ISEdb, Wednesday, October 3, 2007 11:45 AM
Scott Van Achte spells out a basic strategy for paid search keyword research. It starts with creating geo-targeted phrase or keyword categories in Excel, and then coming up with an exhaustive list of
long-tail options. For example, a real estate agent in Seattle could go with "Seattle real estate" or get as specific as "3 bedroom apartment Seattle," "no-fee condo Seattle," and so on.
Achte advocates using automated keyword research tools to supplement the list, then thinning out the phrases that are too broad or redundant. Now armed with a broad keyword selection, search
marketers can start to run campaigns and evaluate which phrases are too costly, deliver the most conversions, and which traffic drivers even warrant creating separate landing pages.
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