• http://www.brickmarketing.com Nick Stamoulis

    This is a great keyword research strategy. Listening to the client can provide you with insights and potential keywords that they might not have even thought of. Conducting research is essential for this reason. While a client may think that they know what keywords to go after, there is no way to know for sure how target members are actually searching without spending the time doing research.

  • jhuman

    Nice post! I would add exploring Google analytics from the web master central to find “hidden” and relevant keywords. I also use a proprietary tool to show the chances of getting 1st SERP and the likliness of achieving that ranking relative to the competition.

  • http://www.blumenthaldesigngroup.com danblu

    Great article. How many keywords in seed group one would you explore? To what depth would you continue to make an analysis and recommendation?

  • http://www.jlh-marketing.com Jenny Halasz

    @Nick, thanks for the comments, couldn’t agree more.

    @jhuman, Google Analytics is indeed a great place to look for more keywords, as is Webmaster Tools (Google and Bing). I often use them as additional sources of research, but this article was more about uncovering keywords that aren’t already driving traffic to a site.

    @danblu, it’s difficult to put a target number of keywords on a seed group because the number of keywords varies so much by industry, site, and even category. I find that I get the best results in the next step (my next article in the series) of the research if I try to keep it under 20-25 per group. Sometimes that means I might have 10 or 15 sub groups in seed group one though.

  • http://blog.webpro.in Bharati

    After a long long time read an article about Keyword Research which is so familiar to what we follow.

    I had expressed my views related to keyword research on


    Usually people follow the keyword research tools and try to target a few keywords. But instead according to me the focus should be on the possible psychologies of people from various geographic areas unless you are focusing only on a very specific region where only the lingo and jargon of that place matters for the search of that site.

    People from different places , of different age groups and of different educational backgrounds think differently and use different terminology and jargon. Hence the content of the website should be written keeping this in mind. Instead of focusing on only certain fixed key terms we should try to keep the possibilities of a wider set of permutations and combinations of keyphrases open for the site.

  • http://www.jlh-marketing.com Jenny Halasz

    @Bharati, that’s exactly what I mean by the “Rabbit Hole”. In the US, “falling down a rabbit hole” means you are going into unknown territory that could be much, much deeper than you expect. The reason I advise people to use “seeds” is to keep from going too deep too fast. It’s so easy to get lost in all the different permutations of a keyword – such as “deck”, “decks”, “decking”, or even the word “deck” in other languages if it were relevant, but you’d miss the other seeds you should be looking at, like “porch”, “lanai”, “sunroom”. And to your point, there may be different age groups and educational backgrounds that are looking for these slightly different terms and finding nothing when they could be finding you. Thanks!

  • http://www.rimmkaufman.com George Michie

    Jenny, kudos on a really well written piece. Your use of a concrete case to exemplify your methodology is very effective. Good stuff.

  • http://www.jlh-marketing.com Jenny Halasz

    Thank you, George! Glad you enjoyed it. More to come!

  • http://www.videoleadsonline.com RonnieBincer

    Great article… nice examples on how we get to “interpret” what was said by our clients. Looking forward to your next article. Even though you have tried to simplify here, it is apparent that the Rabbit Hole is just part of what we do. Hopefully we can have a “shorter safety line” to help us get back out after reading your stuff.

  • ashleyjetjaden

    What a wonderful article, Jenny. Like George said, using concrete examples is an effective way to explain and explore a topic. Instead of rehashing some esoteric gobbledegook, you provided us with a unique case and then broke it down to a real-world application.

    Kudos to you!