Find and understand the “theme keywords” that are closely related to the company. These keywords are related to the company’s brand, industry characteristics, product lines, product characteristics and marketing activities. Research these keywords, list the “theme words” as detailed as possible, and list all the phrase combinations in an exhaustive manner. When selecting keywords, the following points should be considered.
(1) Are the keywords consistent with the search habits of the target users?
For example, based on the “theme words”, compare user behavior and search requests. First, expand the keyword range based on the “theme words” and compare the listed keywords with the search habits of the target audience. The first principle of communicating with the target audience is to use the target audience’s language, not your own language. For example, taking the popular search “mobile phone” in North America as an example, according to the search results of a well-known search website, the professional keyword “Mobile Phone” has only 61,000 searches per day, while the colloquial “Cell Phone” has 8.6 million searches per day. Obviously, the keyword “Cell Phone” is more in line with the search habits of the target users.
(2) What is the historical performance of keywords?
For example, you can effectively use the keyword request statistics tools provided by search engine operators and third-party search marketing companies to view the changes in keyword search requests over the past year or even a month and evaluate its historical performance.
(3) What is the influence of different keywords in different purchase cycles of target users?
For example, examine the influence of different keywords in different purchase cycles of the target audience and list the priority of each keyword. This requires tracking and researching the target audience, and can only be discovered after examining the keyword input that affects their decision-making.