SEO for the Industrial Manufacturer Part 2: Keyword Research and Selection
Steps to aide in your SEO keyword process (using FREE tools).
It’s a commonly known fact that Marketing is expensive. A trade show can cost from $20,000 to $200,000. Magazine and print advertising costs thousands of dollars and direct mail or telemarketing costs are astronomical. Unless you’re Kellogg’s or Pepsi, you don’t even consider television or mainstream media advertising, it’s just too expensive. What’s more interesting is the calculated ROI (Return on Investment) of these traditional marketing avenues has been steadily decreasing as the prices have been increasing. It’s not just the cost driving the ROI down but also the effectiveness of the medium. People are pretty awesome at ignoring stuff they don’t want to see. Can you tell me what a single billboard said on your drive to work? Me either…- Within the Google Adwords interface you will click “Tools and Analysis”>”Keyword Tool”
- Under “Find Keywords” there is a text box titled “Word or Phrase”– enter your list of keywords here and press “enter.”
- Once your list has been entered the results will show on the tabs below. I prefer to sort by “Global Monthly Searches” and look at the highest searches first. This is the exact count for searches of that specific keyword.
- What’s the recipe?
- Ideally you want Low competition (or on the lower side higher is harder to break into)
- Ideally you want High monthly searches (irrelevant words don’t do you any good)
- This tool is best for eliminating words with few monthly searches and targeting relevant words with high search volume.
- Enter all of the data for each keyword into your spreadsheet. I like to enter competition and search volume in column 2 and 3, this way they are sortable in the future. Now select the top 20 based on your criteria (relevance, high monthly searches and low competition)
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Adam Beck
Director of Marketing at CADENAS PARTsolutions | A Marketing graduate from the Miami University, Farmer School of Business in Oxford Ohio, Adam has years of experience in marketing and design for a variety of industries.
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