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https://www.408media.co.uk/ppc-management/An essential ingredient of digital marketing is keyword research. When done right, keywords can take your website up to speed against competitors within a reasonable timeframe. The essence of keyword research to your online presence is that it’s the main point of entry in terms of attracting visitors.

Finding the right keywords requires a focus on relevance. If you use keywords that are not related to your website, it could be almost impossible to attract the right audience since they won’t be able to find your website easily. You’ll also have a hard time targeting the right audience for your ads when you use vague keywords.

Trial and error

As with any marketing strategy, keyword research is also subject to trial and error. A typical scenario for website marketers is that for some, a keyword they’re using proves to be beneficial, but it’s not for others, despite having similar target audiences.

Keyword research is more than just picking random words that relate to your business. Rather, it is the continuous trial of keyword usage that helps separate your brand from the others.

To help you spot the right keywords, here are some procedures you can follow:

1. Rule out underperforming keywords

You’ll want to remove the bad fruit from the healthy bunch. Although this may sound like it will require some complicated tools, you’ll be doing a lot of the work by just figuring out the obvious ones that don’t make sense. The general idea is that you’ll want to use the ones that will typically be searched by a lot of users while keeping the ones that are potentially unique to your brand.

2. Choose keywords that briefly explains what your brand does

Keywords are what people search for when finding relevant information. For that reason, you’ll want to try and identify yourself as what they’re looking for. For instance, if your website is about selling cute dog socks online, you’ll want to use the keyphrase “cute dog socks online” or similar. By doing this, you’re basically showing visitors that your business is what they’ve been searching for.

3. Study the competition

To reiterate, you still need to find ways on how you can separate yourself from the competition. By studying which keywords they use, you’ll gain an idea of which keywords offer the least competitive advantage and which ones will make you stand out the most.

4. Use different keyword research tools

It’s a no-brainer that you’ll need to use a keyword tool for your keyword research. However, you don’t have to limit yourself to one tool, such as Google Ads Keyword planner or similar ones. By utilising different tools, you’ll gain better access to more information, which can be advantageous to your keyword strategy.

5. Use paid advertising to test keyword viability

You’ll gain a clearer and better understanding of how your keywords perform when you test it through paid ads. Simply put, paid ads will test the waters and see if the keywords are converting or not. Through the use of this strategy, you’ll gain information about the effectiveness of your keywords without sacrificing too much time and effort.


Targeting the right audience means choosing the right keywords as conversion channels. It’s also important to note that you’ll have better chances of finding the best keywords for your website by narrowing it down. Adding a location to your keywords will decrease the reach of your website, but it will increase its relevance to users.

Lastly, taking advantage of pay per click advertising will assist not only in your keyword planning but also in your digital marketing strategy as a whole.

We’re a results orientated PPC management agency in Crewe known for delivering outstanding results! If you’re interested in paid advertising or remarketing, get in touch with us today!



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