Words are the food that feed all of your online efforts. Words convey how your customers find you with organic searches and also how you find them (oftentimes through paid advertising). As any nutritionist would tell you, the only thing more important than putting food on your table is putting the right food on your table. It takes time, effort and expertise to hone the research and produce the right keywords, so take advantage of this recipe to get the most out of your effort:
Gather the Ingredients
To gather the right ingredients for your keywords, you need to begin with a well planned strategy. This includes your overall strategy so that you know answers to the following questions:
What target audience am I trying to reach?
During what micro-moments do I want to reach my audience?
- Want-to-know moments
- Want-to-go moments
- Want-to-do moments
- Want-to-buy moments
How does my product fulfill their needs in the above micro-moments?
Combine and Stir Until Smooth
With your strategy in hand, you can now mix together the right combination of organic and paid online marketing keyword research. Using the example of an auto center that wants to increase the number of calls they are receiving to schedule oil changes, let's take a look at some considerations for their keyword research: