• http://chirpcircle.com/ Lyman Perrine

    Great article Mitul, It can be easy to become lost in the noise of data. I’ve been doing something very similar to this. I really like the terminology used to describe the process. I also look at the PPC data to see which keywords are the best performing to help prioritize which keywords to optimize for.

  • http://www.LeadDiscovery.com/ Jerry Nordstrom

    It is interesting to explore starting points. Many choose to start with high traffic volume terms and then filter that list and or expand it with targeted terms used by competition. Again using traffic volume and cpc competition as a guiding factor. This to me seems to miss the strongest advantages of a well structured campaign.

    Use business goals as the starting point.
    Then define the target customer’s sales journey.
    Then personally work with company resources who have intimate knowledge of the product/service/customer to define root keywords.
    Take these root keywords and define the *consumer’s intent* behind each one of them.
    Group keywords by intent and match them to the phases in the consumer’s buying journey.
    Now use other sources to expand the keyword sets Google/Competition etc.
    Lastly use tools like Google’s keyword traffic and cpc estimator to supplement your plan with projected traffic and cpc data for search and display.

    By taking this approach you align your campaigns with business objectives, founded on core sales knowledge of the company with a keen focus on the consumer’s intent and their buying journey. You also minimize the risk of chasing the goals of your competition which are often poorly defined if not a complete mis-match for your company. (They chased their competitors, and their competitors chased somebody else and through the process the data becomes erroneous).

  • http://www.itechseo.com/ SEO Services

    Great one Mitul, will be waiting for Part 2 as i think it will help me a lot.

  • http://www.squirrly.co/ Alexandra Petean-Nicola

    You described a great process for identifying the best long tail keywords to rank for specific for a certain site. That is a great idea to establish them from the start. Even if they don’t target them in each page of the site.

  • Zahra Qureshi

    Hi Mitul, Thanks for raising some interesting points. The industry that I work for (higher education) would be one of the few where I feel this proposed process does not work very well. Each of our client situations are different and I feel there are so many nuances that one needs to be aware of that a repeatable process becomes hard to follow and a human’s intuition is key to recognizing those nuances. But, you inspired me to write a blog post about it. So thanks much for that!