Looking for great keyword choices for your ad campaign? What you’ve found so far could be damaged goods.
Shop.org Summit: Dangers Of Keyword Research
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Those great keywords you found may have room for improvement. Ken Jurina of Epiar said at the Shop.org Summit that people need to rely on multiple sources when researching keywords.
Automated rank checking software, and competitors actively trying to disguise their best key phrases, could serve to put your campaign at a disadvantage. Jurina suggested dropping a list of phrases into a spreadsheet, sorting them alphabetically, and looking for how realistic such phrases may be.
Anything longer than three words is probably too good to be true. Jurina thinks the root of a longer phrase, the most important word or words, gets the most searches.
There is one great place to find keywords on your site: through the site’s internal search box. Don’t have one? Jurina suggested you get one, and that it tracks the actual phrases being searched.
Logfile data should offer plenty of information, but it’s also important to consider the offline world. If your site has customer service people helping consumers, they should have an idea of how those consumers are asking about your products or services.
That could be a goldmine of key phrases, freely given by people who wish to do business with you.
Murdok anchor Kara Ratliff contributed to this story.
