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How do you determine what keywords are going to get you the most traffic, clicks, and conversions? According to Stoney deGeyter, contributing writer for Search Engine Guide, keyword success depends on the campaign goals.  In a perfect world, every marketer would like to have all of the above. But this world is far from perfect, so you’ll have to settle one or two goals.

There are a number of statistics that can help guide you through the keyword selection process:

  • Search volume (high or low)
  • KEI
  • Number of search results for a keyword phrase
  • Number of search results that use the phrase in the title
  • Whether a competitor uses a particular phrase etc.

Don’t get too focused on the numbers though. To effectively hone in on keywords or phrases that will rock your campaign, you need to select:

  • Keywords that target your audience
  • Keywords that get traffic
  • Keywords that get conversions

Selecting keywords is similar to a puzzle. You need to have all the pieces to make it work.

Ben Lloyd

About Ben Lloyd

Ben Lloyd serves as Principal at Add3 and manages the agency’s Portland office.  Ben got his start in SEM way back in 1999 – when there was like, 15 search engines and Google was barely a thing. Prior to Add3, Ben had founded Amplify Interactive in 2003 (which was acquired by Add3 in 2013), and hasn’t looked back since. Ben likes lots of stuff like golf, pinball, food(ie), booze/beer/wine – in that order, etc. Mostly – he likes doing that stuff with his friends. Ben is also co-founder of SEMpdx. Connect with Ben on LinkedIn

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