Popular keywords and high-volume key phrases seem pretty straightforward, from a search perspective.You target the terms in organic search optimization and through your pay-per-click campaigns, and acquire as much of that Web traffic as possible. Then move on to the much more complex task of managing the long tail of search, right?Well, maximizing the potential of high-traffic keywords is actually more complex than it looks. Learn more about popular keywords.
Published on: Mar 4, 2016
Transcripts - Popular keywords
Top Keywords for Search EngineOptimization (SEO) & Pay-Per Click (PPC)Popular keywords and high-volume key phrases seem pretty straightforward, from a searchperspective.You target the terms in organic search optimization and through your pay-per-click campaigns,and acquire as much of that Web traffic as possible. Then move on to the much more complextask of managing the long tail of search, right?Well, maximizing the potential of high-traffic keywords is actually more complex than it looks.There are a number of best practices and a handful of potential issues which arise whenincorporating high-traffic terms into your search campaigns: High Cost and High Competition - If you know that a term gets searched on a lot, chances are a lot of other people do too. The market is flooded with free to cheap keyword research services which offer anyone with Internet access the same list of competitive keywords youre targeting. Broad Phrases Have Questionable Intent - For a phrase to get a lot of search volume, it typically has to be a short key phrase. In fact, its often the case that the most searched keywords have multiple meanings. Its difficult to target a term (particularly as you pay for each click) when a fair number of searchers are after something slightly to wholly different than what youre offering. All of a sudden your "high-volume keyword" offers slightly less relevant traffic for your business. A Short List of Keywords is a Stagnant List of Keywords - While the long tail is extremely fluid and often subject to the unpredictable whims of the billions of individuals currently searching for content on the Web, the most popular keywords are far less mutable. These keywords search volumes rarely change, and focusing a search campaign around acquiring this traffic can quickly lead to traffic plateaus.But, for all the buzz surrounding long-tail keywords, theres still a lot of traffic in the high-traffic,most searched words (go figure).So the question becomes how to attack high-volume keywords within your search marketingcampaign. Thats precisely what well deal with in the coming paragraphs.Paying Less for Popular Keyword SearchesPopular keywords are often priced high. This is because, as we mentioned, the traffic-drivingkeywords arent a secret. Your competitors know about them, and are likely bidding them up.
For this reason, youll need to improve Quality Score on this keyword and its Ad Group in orderto lower the amount youre bidding on it within your pay-per-click campaign.Quality Score algorithms are comprised of a few core elements, and all of these revolve aroundrelevance. WordStream offers multiple Quality Score solutions to improve the relevance (andlower the cost) of your keywords: Keyword Grouping Tools - A key component of the Quality Score algorithm is the relevance of a keyword to its Ad Group. Well show you how WordStreams grouping tools enable you to create Quality Score friendly groupings centered around traffic- driving SEM keywords. Ad Text and Landing Page Optimization Tools - Two of the most important factors in achieving high Quality Score are the relevance of your keywords and search queries, and your historical click-through rate (CTR). Being able to generate ads and landing pages that speak to your search queries are crucial to pleasing search engines and searchers (if an ad is relevant to a query, a searcher is more likely to click, and if a landing page offers similar messaging to the ad they just clicked on, a searcher is more likely to convert).Grouping Your Most Popular Search KeywordsLets imagine were running a website that sells electronic gadgets. We sell items items such ascell phones, laptops, and LCD monitors. We take a look at our log files, and note that organicsearch is driving the most traffic for the terms: Cell phones Laptops (one word) LCD monitorsSome free keyword research confirms that these are high-traffic keywords. So, what do we dowith them?The problem is, these words arent closely related. If we attempt to cram these three words into asingle Ad Group, well get slammed on Quality Score and will have to pay a lot every timesomeone clicks on our ad. A better idea is to give each term its own group.Better yet: while were creating a keyword group for each of these terms, why not surround itwith keywords that search engines will view as closely related? Well also want to make sure thatthese keywords are all linguistically similar: that way, we can easily write ad text variations thatspeak to the entire Ad Group.
Note the process here: Query your personal keyword database - Type in the high-volume keyword in question, and have every highly relevant variation of that term (in this case, "cell phones") returned for you. Create a group - Simply click "Create Keyword Group" and WordStream has created a brand new, Quality Score friendly keyword grouping you can easily turn into an Ad Group. And imagine how easy it will be to write ad text that speaks to all these keywords (they all contain some variation of "cell phone"!).Additionally, you can focus on only the "most popular" variations of this keyword, moving thelong-tail variations into their own group, if you find that that works better for your campaignstracking and performance:You can sort by number of terms (in this case "cell phones" consists of two terms, or words) or aminimum amount of visits:And, as always, a new segmentation is only a click away.
Making Your Most Popular Keyword Searches Your Most Relevant KeywordSearchesAdditionally, WordStream offers tools that help you to craft compelling and Quality Scorefriendly ad text and landing pages:In the above image, WordStream is suggesting text to be included in the ad for this ad group.Youll have to edit the text to include a clear call to action, and to make it more compelling andattractive to searchers (proper punctuation, logical phrasing, etc.) but WordStream offers thelinguistic foundations for a successful text ad.Similarly, the application can suggest effective landing page content for a given Ad Group. Theabove text editor suggests potential landing page "headers." Additionally, if youre attempting tocraft a single landing page for multiple groups, WordStream offers sophisticated visualizationtools which allow you to see not only a single group, but other, related child groups:Here we see a series of variations of "cell phones." Using these phrases prominently on thelanding page in question will increase the relevancy score for "cell phones" while also improving
the user experience and increasing conversions (as searchers are more likely to engage with yourlanding page when they see the term they were searching for).Expanding and refining the reach of popular searchesWhile it seems counterintuitive, its necessary to simultaneously expand and constrict the reachof these broad keywords: Grow Your Audience - Its important to overcome the stagnancy of the traffic metrics associated with a handful of the most popular keywords in your vertical. Dont Waste Money on Unqualified Traffic - Its equally important to ensure that in attempting to leverage broadl searched key phrases to grow traffic, you dont start advertising on irrelevant, costly keywords.WordStream offers a robust tool set which enables you to go beyond targeting single keywords.Learn more about how you can grow your audience without over-expanding into irrelevant,unreceptive realms by reading more about our: Long Tail Search Marketing Solutions Keyword Suggestion Tool Negative Keyword ToolGet the most out of the most popular, most searchedkeywordsTo access WordStreams suite of search marketing tools and get an idea as to how it can deliverlower costs, better Quality Score and improved targeting for the Webs most popular keywords,you can: Try WordStream Free Today Request a Live Demonstration Sign up for our Search Marketing Webinar Subscribe to our Newsletter