At a later date, I will be introducing you to another tool, called Keyword Planner, but that requires you to create an account, and have a vague understanding of how to setup a Google Ads account. So we will visit that in another episode. In today’s episode I’m going to

• Clarify exactly what & Keyword Research is
• How To Find your perfect keyword to help you generate high quality Leads & Sales.
  1. Remember, this is not just for discovering new keywords, but checking keywords you might be using within one of your existing campaigns.
• Though Todays episode will be about conducting keyword research for Google Ads PPC, the same type of method can be used for conducing SEO research, however we will not be going into that today.

Let’s Get Started – Why Do Keyword Research?

People use Google to Search for products and services, then visit your website, or a number of websites. Ideally you want those people to come to your websites when they search for services you provide, instead of your competitors. So to do that you need to understand:

• what keywords are people actually using that might be appropriate to my business.
• How popular are these keywords.
• How relevant they are to my business.
• How competitive they are, and so on.

  It’s important to understand – “MORE TRAFFIC DOES NOT MEAN MORE LEADS OR SALES!!” If you’re using the wrong keywords, your quality of the leads & enquiries you get via your website may suffer. Not only that, but you will exhaust your budget very quickly and end up with no, or little results. It’s because it the wrong traffic! I use an abbreviation called GIGO. Garbage In Garbage Out.

• For those of you who are my clients, or my students, you will probably have heard me using this quite a few times!
• Using Garbage Keywords Means you get Garbage Results. Hence, Garbage In Garbage Out!

What types of Keywords are there?

Keywords can therefore be broken into 2 types:

1. Those that have Research Intent
2. Those that have Buyer Intent

A lot of people talk about “FUNNELS” Imagine an Upside down Triangle, broad at the top and Narrow at the bottom People who use various keywords in the Early stages of their research when they are looking for products or services can be classified as Research Intent. They are trying to get some type of information. This may attract a high volume of searches, but the “Intent” may be Low, as its too generic, so Low in conversions, Hence the funnel is Wider at the top. As we go down the funnel we get BUYER INTENT keywords. These may have:

• Fewer searches
• Higher intent to purchase or enquire
• More likely to convert
• Hence funnel is narrower towards the bottom of the funnel

Examples Research Intent “Dentist”.Low Intent. User could just be researching. It could be anything from a University Student, to someone who wants to learn more about how a dentist could help them. Buyer Intent  Mid to Lower Funnel “Dentist Near Me”. Lower Down the Funnel – maybe Mid to Lower funnel. The user is being more specific and is indicating an intent to buy or enquire. Buyer Intent  – Lower Funnel “Implant Dentist Near me”. This keyword is much lower down the funnel. Its very specific. Such keywords are your gold dusts. These are the keywords you shouldn’t mind spending more on (assuming Dental Implants is the service you wish to push and want more leads for) Buyer Intent  – Lower Funnel “Emergency Dentist Near Me”. These are people who need your services, like NOW! Today, like yesterday!

Let’s Get Onto  Using Uber Suggest to A quick keyword research exercise

• Head over to ubersuggest.com.
• This site is Neil Patel, who Entrepreneur Magazine called him was the number one marketer in the world!
• This is a SEMI-FREE tool. Like that?
• Firstly, type into the search bar just the word ‘dentist’.
• Select the country, in my case ENGLISH/UNITED KINGDOM you wish to target your research for and hit SEARCH
• What you first get is a KEYWORD OVERVIEW. Some quick statistics which people use for Paid Search, AND SEO. For now, we are going to focus only on PAID Search.

• Firstly here you will see
  1. Search Volume. This shows how many times on average this keyword gets searched for during any particular month.
  2. SEO Difficulty. This is more for SEO, so I’m not going into this on this blog, but it essentially indicates how difficult this keyword will be to use an a keyword to get ranked within the organic section of Google.

1. Paid Difficulty. Shows how competitive this keyword is.
   • Cost Per Click (CPC). In Google Terms this is known as  Average Cost-Per-Click (CPC). Essentially gives you an indication that how much you need to pay Google, each time this keyword is clicked. Remember this is the Average CPC. I’ve worked out that usually its around AT LEAST Double that figure to be in the top of page

• Second section you will see a quick summary of
  1. What percentage of people are clicking on SEO Ads for this keyword, compared to Paid Ads
  2. Age Range which seems to attract searched for these keyword. This again can help you steer your campaign as you can then decide to Target a specific age range, SAVE MONEY! This may be discussed in a future episode.

• Finally, again from a PAID SEARCH perspective you will now see some really juicy data!
• This is where you see OTHER KEYWORDS that UberSuggest seems to think may be relevant to what you typed in
• KEYWORD Column. 1^st column shows a whole host of related keywords
• The TRENDS shows how much these keywords are searched on, on average per month.
  1. So you get an idea of when searches for these keywords Peak and are in demand, as well as when search volumes are low, in other words , not much demand during these months
• VOLUME
  1. Shows on average, how many times these keywords were searched for, typically within the past month
  2. So anything more than 1000 searches per month shows a Good demand for those keywords.
  3. Don’t NEGLECT Lower volume searches. Like 500 as they would drive LESS Traffic, but may be Higher QUALITY.
• CPC
  1. This shows the average Cost Per Click (CPC)
     1. USE THIS AS A GUIDE ONLY
        • This fluctuates depending on various factors such as competition, seasonality and so on
        • Here’s a trick. Don’t go primarily for keyword which are below £1, as it usually means that
          • Low competition
          • Not very valuable.
        • PD – Paid Difficulty
          1. Higher the number, the higher the competition!
          2. Usually goes from 1 to 100
        • You can then click VIEW MORE KEYWORD IDEAS to get even more keyword ideas

Here you do have the option to create a Google Account which will then give you lots more keyword ideas, ability to export keywords and so on, if you choose to. Having said that, when we create our Google Ads campaign in a future episode, we will be using Google’s own Keyword Planner, to conduct further keyword research.

• You may have heard of “Negative Keywords”. These are keywords you do NOT want to promote. For example, if you have a Dental surgery and you do not offer Invisalign, you want to be sure you don’t pay for any traffic, where a user may have typed in Invisalign. Likewise for other keywords which you may come across like DENTIST INSURANCE, DENTIST PEDIATRIC etc etc
  1. Make a note of such keywords
  2. When we create your Google Ads campaigns, we will be able to tell Google NOT to show our Ads to Anyone who may have used these keywords
     1. As a result you are now SAVING money as you are avoiding wasted clicks
  3. So Take note of any keywords which Uber Suggest may have shown you, which you feel you need to exclude

So to close this episode off: You should now have learnt

• How to do QUICK Keyword RESEARCH for Free ,
  • Without creating an account anywhere
    • Without giving your Card details to anyone
  • Assess the types of keywords that are in demand that are related to your products or services
  • Their search volumes
  • Understand how competitive they are
  • More importantly, how much the might cost you to promote on Google Ads, so that you get an idea of the type of budget you may wish to use within your campaigns
  • What the their monthly search volumes are like and how it varies monthly.
  • Also have learnt how to take note of keywords you might want to Exclude, to help save money

Conclusion I hope this has helped you. If you want to learn more about my agency, please head over to DigitalPodcast.Net. I’d love for you to Subscribe to my Podcast by visiting DigitalPodcast.Net and there is a link there to my Podcast. What would also be great is if you could leave some feedback as to what type of content you would like me to cover on Google Ads – whatever it is -budgets, campaign structure, reporting, or what ever. If you need any type of help with your Google Ads, whether you are

• Running it yourself
• Or your Agency may be running it for you but maybe you feel
  • You are spending a lot of money but
    • Not getting the quality And quantity of leads
    • Maybe you just want an independent detailed technical audit of your PPC account.
      • Head over to DigitalPodcast.Net and get in touch