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SEM Management

Tips to Add New Keywords

Cristina Jimenez
Updated on_
April 18, 2024

Adding new keywords will help you to find queries you are not covering and detect new product opportunities or ways in which your potential customers search for your product or service. 👍

In many occasions betting on keywords that are too generic will not be profitable, since the Avg CPC will be higher and it will be more complicated to position yourself in the first positions.

Nowadays, you can find plenty of free tools based on search trends or that will give you suggestions based on a URL, keyword or sector. The results offered will be many and very generic, probably too many, so you will need to spend a lot of time to filter them and detect those that are really interesting for your business and, I am sorry to tell you, this will be a very slow and unprofitable process.

In conclusion, it is very likely that all the money you have saved in using a free tool will mean that you will have to spend many more hours of your work, with its consequent cost, to find what you could have achieved with a paid tool.

Therefore, we recommend that you go for specialized tools even if they are paid, as they are much more complete and customized, so they will be able to adapt to your needs and offer you a great return on your investment. In addition, these paid tools work best for analyzing large amounts of data and extracting really useful analytics that humans are unable to achieve manually. 

It is best to focus your strategy on two types of traffic. Traffic with higher purchase intent and higher conversions and generic traffic to generate volume. But, this will always depend on the strategy you have.

4 steps to search for new keywords:

1. RANK YOUR KEYWORDS

You should classify your keywords according to their type:

                        - Search intent (informational, transactional and navigational).

                        - Length and conversion (generic, semi-generic and specific)

Search intent

There are different expressions and search terms commonly used depending on the search intent and the position of the user performing the search in the conversion funnel.  Therefore, it is very important to identify them and anticipate what kind of information the user expects to receive according to their search and what your objective is:

  1. Informational Searches: keywords that are at the top of the funnel, when the user shows interest or curiosity about a particular phenomenon. Examples: "what are the best televisions", "what to eat in Avila", "what is an MBA for!
  2. Transactional searches: the user knows the product or service and intends to purchase it. Example: "buy LG TV", "make a reservation at La Chocita restaurant".
  3. Navigational searches: the user wants to access specific websites or brands "LG", "Sony", "Amazon".

Length and conversion:

  • Generic: single term words - "television".
  • Semi-generic - two or three terms "LG television".
  • Specific or long tail - 4 or more terms "buy LG flat screen TV".

2. CHECK YOUR COMPETITION

Reviewing your competitor's ads and strategy is paramount. Once you have detected the keyword you want to position, analyze if your competition is bidding for it and with what content strategy. 

As we mentioned, look where others do not. Finding new ways to manage your business and being innovative will help you find niche markets and keywords that are less competitive and easy to position. Bidding for terms that your competitors don't use will give you a great advantage over them and will help you boost your business.

3. EXPLORE WHICH SERPs YOU WANT TO POSITION ON

An important point before starting an auction will be to know how Google organizes its first page of results according to the word you have selected.

If when you search for your keyword it is positioned in the first sponsored results, it will be a generic word for which many businesses are competing, so try to look for other options to refer to the same offer.

If the result of that word has mostly Youtube videos and you do not have videos on that platform, it is possible that you are not interested in bidding for that word, since you will not be able to compete with others who have it. 

If the result of your word is e-commerce and you are looking to position yourself in another way, it is likely that you do not have many opportunities to enter that market.

Above all, do not get discouraged, there will always be a space for your words, you just need to find the right ones to make the most of your investment and your time.

4. WORDS OF YOUR WEBSITE AND Google Ads CAMPAIGN

Words of your website: Use Google Search Console on your website, so you can know through the performance report keywords, which ones have been searched. You will also be able to detect those that appear on the second page of google, so you can then carry out strategies to position them in the first results.

Keywords of your Google Ads campaign:

Although Google Ads provides keyword recommendations, they are often not good, frequently directly mentioning the competition even if you do not follow that strategy, or mentioning activities similar to yours that do not apply in your case.

To find new ideas, I recommend using KW Minner included in the Dolnai tool. Here, you will find suggestions for new keywords based on an analysis of the searches that have generated conversions and that have never been keywords in your account. This will attract more qualified traffic and increase the number of keywords used in searches with conversion intent.

Cristina Jimenez
Updated on_
April 18, 2024
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