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E-Marketing Performance Blog

Comprehensive Guide to Keyword Research, Selection & Organization, Part II

This is part 2 of a 12 part series on keyword research. This series will guide you through four distinct phase of the keyword research process, providing you step by step guidelines to help you gather, sort and organize your keywords into an effective marketing campaign.

Phase I: Finding Core Terms

When most people start with the task of researching keywords they often start by looking for keywords they are familiar with. They’ll use their familiarity with their products or services to find new word variations, maybe a few new relevant words, or even learn some new ways of phrasing what it is people are looking for. While this approach provides valuable information to the researcher, it’s somewhat disorganized.

Because keyword research is so crucial, a more organized approach to it is essential. Instead of starting the research process looking for words you essentially already know but are just in an unknown order, you must start the process looking for what is unknown. In order to find those unknown phrases, you have to start with a foundation that will guide you from where you are to what it is that you’re trying to find, a list of keywords that can be optimized into your site.

The keyword research process starts not looking for search phrases, but core terms that are the foundation of what your site, or specific pages of your site, is all about. Let’s start by defining what a core term is.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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