Keywords are exactly what you think they are when it comes to digital marketing. Consumers use keywords to define information, product, or service they are looking for. Keywords model a consumers search behavior.

Think about when you Google search something that you’d like to purchase, think about purchasing, or even just want to know about. The words searched are called keywords and we can gather insight information based on how far along a customer is in their purchasing process.
Long tailed keywords can usually tell us that the user is further along in their research/purchase decision process.

A great website that we used in class to help us with keywords is Google Planner.
(you will need an account with this.)
This keyword planner is provided for users of Google Ads to devise keyword ideas, determine user behaviors, and estimate budgets of Ads campaigns. It provides the most accurate estimate of traffic coming from Google for any given keyword search even though it is not completely accurate. It does provide us with the best model of estimated keyword volumes.

I did a project on the keyword project that did take a while, but I found incredible information when doing so. In both (US & UK) keywords searches I found it important to include “near me” at the end of keywords, along with other years at the end for numerous reasons. The main reason being if I wanted to purchase something, I would want to find the nearest location to go about getting this item as it the most convenient. This gives companies the ability to drive more traffic to their main websites along with their stores or shops near whomever is searching, which can profit the company store and website. Other years would be convenient to search for as people might not want the newest version of what they are looking for, but older years are still appealing to customers. I found that older years had more of a higher search and demand in the US than the UK. Additionally, although some keywords had higher competition than others, we should focus on all of them.

According to Google, these are the Google Keyword Planner Benefits:

  • Discover new keywords: Get suggestions for keywords related to your products, services, or website.
  • See monthly searches: See estimates on the number of searches a keyword gets each month.
  • Determine cost: See the average cost for your ad to show on searches for a keyword.
  • Organize keywords: See how your keywords fit into different categories related to your brand.
  • Create new campaigns: Use your keyword plan to create new campaigns centered on in-depth keyword research

Also according to Google, these are the steps to take when using Keyword Planner:

  1. Create a keyword plan
  2. Understand your keyword forecast
  3. Edit ad groups and location targeting
  4. Create campaign based on your plan

If these steps are taken, you will be able to achieve these benefits yourself. I highly recommend using Keyword Planner when given the chance to, as it is helpful for your location, and informative to help you research keywords for your search campaigns.

For more details on how to use Google Planner, here are some links:
How To Use Google Planner (without a credit card.)
6 Google Planner Hacks Most SEO’s Do Not Know

For another perspective on Keywords, check out my colleagues blog post!

Published by Sara Hammoudeh

I am a digital marketing major at the University of Michigan-Dearborn. I created this blog to share interesting things digital marketing related that I have learned throughout this semester! I hope to benefit from this blog as i go throughout the semester as I hope you do too!

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