Keyword analysis is the heart and soul of effective SEO and PPC marketing campaigns. Without a thoughtful and methodical approach, it’s impossible to reach targeted audiences with digital content and online ads. And for B2B firms, generating the right kind of traffic is usually much more important than the sheer volume of site traffic.

Questions to Ask When Performing Keyword Analysis

Although the outcomes are different for every brand or campaign, there is a right way and wrong way to conduct keyword analysis. To stay on track, you’ll need to invest time and effort in the process, gradually narrowing your analysis to the keywords and key phrases that are most relevant to your audience, brand and products. As you begin, here are several questions that are worth asking:

  1. Is the keyword relevant to my brand? Relevancy is an important concern in keyword analysis. If the keyword or key phrase isn’t relevant to your business, it can be difficult to leverage existing site content for SEO advantage. More importantly, irrelevant keywords won’t generate the right kind of traffic—and that will seriously damage your ability to convert keywords into business outcomes.
  2. Do likely prospects routinely search for the keyword? Take a minute to view the keyword from a prospect’s point of view. Is the keyword something that these individuals would search for when they want more information about the type of products or services your company offers? If not, search and PPC results will be anemic because the keyword doesn’t target the right audience.
  3. Do you have existing content that aligns with the keyword? Keyword analysis is only a first step. After you have identified promising keywords and key phrases, you’ll need to produce quality content that attracts the attention of visitors and search engines. That’s a lot easier to do if you already have existing content that aligns with targeted keywords and phrases.
  4. How much competition is there for the keyword? Fierce competition exists for broad, generic keywords—you can invest tons of time and energy in content and SEO for these words and still not appear on the first page of search results. Rather than targeting these terms, consider focusing on long-tail keywords, i.e. words or phrases that have low competition, but still generate a solid amount of search traffic.
  5. Are there any negative keywords that you need to avoid? Negative keywords are words or phrases that you don’t want to trigger your PPC ads. By identifying keywords that are either offensive or irrelevant, you can reduce opportunities for wasted clicks and improve the overall effectiveness of your PPC campaigns.

Ready to Take the Next Step in Keyword Analysis?

Walker Sands is a full-service digital marketing firm with deep experience in SEO, PPC marketing and keyword analysis. Our search and PPC methodologies are structured to provide our clients exceptional traffic and lead-gen capabilities, while lowering the cost of PPC campaigns and SEO activities.

To learn more or to talk with a Walker Sands’ digital expert, give us a call at 312-267-0066.