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05.05.09 Choosing Keywords For Content Starts With Brainstorming  By
Lee Odden The core of search marketing is the mix of keyword phrases that people use to search for information on the web. Part of the value of Search Engine Optimization is to identify what searchers actually enter in the search box. If optimization efforts can focus on the phrases that are equally relevant and in demand, there's a resonable expectation that the optimized news content will attract more visitors of the right kind: journalists, reporters, analysts, bloggers and even end consumers. Choosing the best keywords for news content starts with brainstorming using a mix of sources including the main topic of the content, talking to customers, analyzing competitor news content and topically relevant news that already rank wells. Effective keyword research generates a seed list of concepts from the brainstorming exercise and then proceeds to use keyword research tools to determine the popularity of those phrases as well as discovering related phrases in use.  Screen shot of Google Insights for Search - Filtered by News Search queries in the U.S. within the last 90 days for the keyword "marketing" compared to the growth relative to the cateogy. Geographically specific interest metrics are listed as well. Leveraging such tools can be very useful for anticipating levels of target market interest for news topics.
Popular free keyword research tools include: Popular paid keyword research tools include: After generating a substantial list of keyword phrases, derivatives and permutations, it's helpful to manage the keyword glossary within a spreadsheet and to organize the phrases according to news content categories and usage format.  Continue reading this article. About the Author: Lee Odden is CEO of TopRank Online Marketing, a digital marketing and public relations firm in Minnesota that specializes in search, social and online PR consulting and training for companies worldwide. Odden has been cited for his internet marketing expertise over the past 10 years by the Economist, Forbes and U.S. News and contributed a chapter to the book, "Online Marketing Heroes" published by Wiley. For the past 5 years he has also been the editor of TopRank's Online Marketing Blog, a Technorati 100 favorite blog and one of the top marketing blogs according to Advertising Age. |
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