SES NY | Creative Keyword Research

By Lauren Kade | Mar 24, 2011
More Articles by Lauren

It’s my last day here at SES New York, and I’m attending the “Creative Keyword Research” session with speakers Ron Jones, President and CEO of Symetri Internet Marketing and Lisa Cucinotta, Advertising Supervisor of Resolution Media.  Here at Search Mojo I’ve gotten very familiar with keyword research, so I’m excited to learn new strategies and hone my skills.

Keyword Relevancy:

  • Messaging
  • Searcher Expectation
  • What Keyword to Use?
  • SERP/Landing Page
  • Conversion Page

Pick the Right Keywords! The Wrong Keywords:

  • waste significant resources
  • may not reach the right audience
  • may attract visitors who will not convert

Relevant Destination Content

When we use keywords, we set or reinforce searchers expectations.  As marketers we then have the responsibility to deliver that expectation.  Does the landing page have video and keyword rich content that is relevant?

Keyword Success Formula

Right Keywords + Relevant Destination Content = Conversions

Understanding Searcher Intent – The Process

  1. initial research (very broad search terms)
  2. refined search (specific search terms)
  3. content research
  4. decision/conversion

Identify Your Strategy

  • Branding Strategy (look at impressions)
  • Acquisition Strategy (look at conversions and lead generation)
  • Hybrid Strategy (combination of both)

Keyword Tools

Suggestion Tools

Forecast/Trend Tools

Twitter Based Tools

Keyword Research Process

  1. Brainstorming (find all possible keywords)
  2. Categorize (break down into categories or themes)
  3. Refine (identify best performing keywords)
  4. Test (test performance)

Build on the Basics:

  • product categories/site map
  • sub categories
  • variations (synonyms and superlatives)
  • misspellings and plurals
  • product catalog/data feed items

Make sure you use the language your target audience would use.  Research slang or technical terms to make sure you don’t miss any high quality keywords.  Also, look into missed spaces, abbreviations, and cut off words.


Use your current analytics account to find top performing keywords with a low bounce rate.  This will indicate good keywords that are relevant to your site – make sure to include them!


Look at your competition’s meta keyword tags and go through their website to see what terms they’re optimizing for.

Some Competitive Tools:

Refining Your Keyword List

Weigh your keywords by various factors:

  • popularity
  • relevance
  • specificity
  • competition

Think of keyword research for more than SEO and PPC, think about social media, video and image search, etc.

SEO Keyword Research:

  • use mainly core or foundational keywords
  • title tag
  • URL
  • links
  • page content (1 to 3 keywords per page)

Negative Keywords

Maximize relevance and keep costs down with negative keywords.  A must have!

Share this article

Share on LinkedIn Share on Twitter

Blog Search

Receive Daily Digital Marketing Tips

Subscribe to monthly updates from the Marketing Mojo Blog to get the latest digital marketing tips, best practices and insights - hot off the presses and straight to your inbox!