How to Choose Effective Keywords for Your Marketing Campaign

Keywords enable Internet users to find the information they need, and are used in almost every online environment.


Choosing the right keywords is essential if you want your content, website or business to be found.

Without the right keyword research, your marketing efforts will not be seen by the people you are aiming them at.

Choosing the right keywords puts your marketing material in front of those most likely to respond.

Think like a searcher

If you were searching for the products, services or information that your business offers, what search terms would you use? Think about it from the point of view of a searcher, customer or potential customer.

  • What keywords do you think they will use?
  • What problems are they looking to solve?


Brainstorm ideas

Make a list of all possible keywords for your business, products or services, ranging from the serious to the silly. Consider the problems facing your customers and the search terms they may use to find solutions.

For example, if your company sells drain cleaner, your customers may use search terms like “blocked drain”, “smelly drain” or “blocked sink”, but they may also use terms like “bad smell in kitchen”, “rotten egg smell in bathroom” and so on.

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Use a keyword tool

There are many online keyword tools, both free and paid versions, that can help you determine the kind of search terms used by potential customers. Keyword tools can show you the most commonly searched for terms based on region, demographics and a range of other factors. Market Samurai is a leading keyword research tool that can help make your keyword research more of an organized strategy.

Check out the competition

Look at your competitors to see which keywords they use. This information can help you determine which keywords are the most successful, while also enabling you to find keywords that no one else is using. Choosing keywords with low competition helps you to achieve higher search engine rankings for specific search terms.

Monitor social networking

Monitor trends on social networking sites, such as Facebook and Twitter, to see which terms, phrases and words are popular. By their very nature, trends change quickly and often, so you only have a limited time to take advantage of the information you gain.

Use Google Analytics

Google Analytics provides a number of useful tools to help you determine which keywords to use.

  • Look at your website traffic statistics to see how people are arriving at your site and which search terms they are using.
  • Look for trends and patterns that can help you in the future.

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