Search engine marketing refers to a wide range of strategies designed to get your business ranking on Google. Also known as SEM, search engine marketing helps more customers find your products and services. It can include paid ads, organic (unpaid) marketing, and off-page techniques like link building that funnel more customers to your website. But none of these strategies work without keyword research.
Keyword research is the foundation of all search engine marketing strategies. It’s a way to figure out which search terms your customers are using so that you can incorporate these terms into your digital marketing. While it might sound straightforward, it requires in-depth research and critical thinking to develop a strong strategy for your business.
In this article, we’re breaking down keyword research into simple steps so you can take your search engine marketing strategies to the next level and start ranking higher on Google.
What Are SEM Keywords?
Before we dive in, let’s start with some Keyword Research 101 basics. First, what is a “keyword”? Despite the name, a keyword – in the context of search engine marketing – doesn’t have to be a single word. It’s any combination of words, phrases, or questions that a user enters into a search engine like Google.
Keywords that include the specific name of your company or your products and services are known as “branded keywords.” You should always include branded keywords in your SEM strategy so that your customers who already know you can find you online.
But the most effective strategies utilize non-branded keywords. These keywords grab the attention of customers who may have never heard of your business.
For example, let’s say you run a business called Susan’s Candles. You’ll want to include “Susan’s Candles” in your keyword list, but don’t stop there. Target other keywords that are related to your products, such as:
- “Lavender essential oil candle”
- “All natural soy candles”
- “Gift ideas for candle lovers”
The goal of keyword research is to develop a list of 50 to 100 keywords that relate to your business and attract customers. Once you have your list, you’ll be able to incorporate an effective PPC marketing campaign, as well as an organic content strategy (such as blogging) that brings more traffic and conversions.
Short-tail Vs. Long-tail Keywords
Sometimes in discussions of search engine marketing strategies, you’ll see keywords described as “short-tail” or “long-tail” keywords. These phrases don’t necessarily refer to the length of the search query, although short-tail keywords do tend to be shorter (or even single word searches). Instead, it’s about search volume:
- Short-tail keywords are broad terms that a lot of people search for
- Long-tail keywords are more specific, niche terms that fewer people search for
For example, “furniture” is a short-tail keyword with over 588k search volume. It’s also a very broad, generic keyword. In contrast, the highly-specific term “vintage office furniture” would be a long-tail keyword because it only has a search volume or 300.
When you’re doing keyword research, it’s important to think about short-tail versus long-tail. Short tail keywords are often much harder to rank for because they have much higher competition – and for a PPC campaign, these keywords will generally be much more expensive.
While long-tail keywords might have less traffic, you can use their specificity to your advantage. If you sell vintage office furniture, that’s a much more useful keyword than “furniture” alone. Individuals who are just searching for “furniture” could be looking for couches, patio tables, interior design inspiration, or any number of concepts that aren’t actually related to your business. But someone searching for vintage office furniture probably knows exactly what they want.
How to Do Keyword Research
Step 1. Create a Seed List
If you have no idea where to start, begin with a seed list. This is a basic list of words or phrases that describe what you sell, the problems you solve, and what your ideal customer might be Googling.
Returning to our example business, Susan’s Candles, your seed list might look like:
- Handmade candles (what you sell)
- Candles for relaxation (the problem you solve)
- Ways to make homes smell better (another problem)
- Candle for Mother’s Day gift (something users might search)
This doesn’t have to be a long list; you’ll refine it as you go. However, a seed list is a great way to begin thinking strategically about your keywords and put yourself in your potential customer’s POV.
Step 2. Use (Free) Keyword Research Tools
Once you have a starter list, you can use keyword tools to see what people are actually searching – and discover related terms. Some of our favorite free tools include:
Google Search
Google itself is one of the most powerful research tools for search engine marketing strategies because it gives you a taste of the real user experience. Open an Incognito browser and start typing in your seed list. See what phrases show up in the autocomplete dropdown and scroll down the page to find the “Related Searches” and “People Also Ask” sections. This gives you real-life suggestions straight from the source.
Google Keyword Planner
If you have a free Google Ads account, Keyword Planner will show you search volume estimates and suggestions based on your seed list. It’s built for PPC but just as helpful for organic strategy.
AnswerThePublic
This visual tool maps out questions people are asking about your topic. It’s great for content ideas and long-tail keyword variations.
Step 3. Understand Search Intent
Keywords are what people are searching for. Search intent is why they’re searching. But it’s not an existential thought exercise. In digital marketing, the reasons people search for a keyword is divided into four general categories:
- Informational: The user wants to learn something
- Navigational: The user wants to find a specific website or brick-and-mortar location
- Commercial: The user knows they want to buy something, but they’re still researching different products or services
- Transactional: The user knows exactly what they want and they’re ready to buy
As you develop your keyword list, make sure you include keywords that represent each search intent. Your strategy should be well-balanced to align with all stages of the ecommerce shopper journey.
Keywords: A Digital Marketing Foundation
Keyword research can get complicated fast, but it doesn’t have to be. Find keywords that match what you offer and what your audience is searching for. Create useful content and relevant ads around them. Then track what happens.
Over time, you’ll learn which terms drive clicks, which ones lead to conversions, and where you have room to grow. Ultimately, keyword research isn’t about chasing traffic. It’s about connecting with the right people – at the right time – with the right message.
If you’re struggling to find the right keywords for your search engine marketing strategies, Mandzok Marketing is here to help. Contact us today for a free consultation.