How to Have a great Mix of Keywords in your Keyword Research?

As we know keywords are the building blocks for search engine optimization campaigns. A keyword is by far that essential cornerstone in any SEO puzzle – it lies exactly where an internet user, a business or a search engine meet. Starting with web users who first use a string of words for search, it becomes keywords and gets matched against available content on internet by SEO crawlers. This results to a personalized list of website for an individual that contain those keywords. A list of millions of websites are ranked as per relevancy and importance however only the top 10 on page 1 are visited . The rest are almost as good as not present because hardly 10 % go beyond page 1. All business and website owners interested in high traffic vie for ranks 1-10. And there lies the importance of research for right keywords

So what about keyword mix- what is it to do in keyword research.  Keyword research is listing down top 5-10 (these days an extended list of many more is used) words and phrases that are relevant to a business or its objective. An objective could be to launch a new product, rebrand or remarket or in general popularize products or services. Whatever it is a research is good when keywords or search terms are ones that are frequently used by actual, interested audience. The mix pertains to diversification and inclusion of words from all related quarters.

A good mix contains a combination of high and low competition keyword, all types of search volume (searches per month), locational and language specific, broadly matching an industry and specific to the niche service etc. So how to have a great mix of keywords?

Start with a broad search-

1.       Get broad ideas by typing generic keywords in the Keyword Planner Tool. The result will give search volumes, completion bid etc. Not only for the ones you typed but also related ones.

2.       Ask friends and colleagues-Know how will people knowing about you search for your service

3.       Ask customers and clients- know how people who initially did not know you reached you. Disruption alert- this exercise could help you see what you service mean to others and how customers see it

4.       Check Google Trends for latest and trending topics being searched.

5.       Conduct a rough competitor analysis by typing the competitor URL on Keyword Planner tool and check all keywords that they have been optimized for.

Narrow down the list (some of these could be reputation of steps already used)

1.       Type down broad keywords on Google and Bing and check keywords related list at the bottom of the page. This is search for cat food on Bing:

2.       Use the keyword planner tool again and filer by location and competition (high low medium). Sort by search volume

3.       Type down 2-3 keywords on the planner tool and check out how they compare.

4.       Do the same exercise for Bing and Yahoo and other keyword research tool .

Evaluate keywords

1.       Are these keyword listing your competitors- what are the top 3 websites or pages ranked using these keyword. Visit the pages and check the content

2.       Check out where your page or w website is ranked for those keywords

3.       Do you have  intent of keywords matching any one or more of these- learn, understand, fix, know, visit, buy etc.

4.       Do these keywords have  secondary  keywords that can be derived from them.

5.       What flavor of intent do they relate to- Navigational, Informational or Transactional?

After this exercise, you will hopefully have a list of great keywords which best suits your product or service. Its time now to implement them and check results using analytics or Google analytics SED reports

Analytics and SEO services re  provided by the our brand Hedgehog Insights. Please visit the links.


What good are online ads without analytics?

What good are online ads without analytics?

File:1953 Gem Razor Ad with

Decades back advertising was still called advertising, but analytics was not.  There could be a handful of words describing it’s to some extent – research, data interpretation, forecasting etc. but analytics is a fairly new connotation of all these put together. That is not to say analytics was not used. Advertisers, acted on every form of data available, because advertising was a business  expense and there is God in good ROI.  Understandably, like God good ROI too does not come by easily.


For good returns, advertisements, need to be targeted, rightly placed, positioned, coined and directed. What all this mean is a great deal of work, to understand the demographics, psychographics, time of visits , duration of visit  and general actions audience  take . Historic data can paint a picture of past and trends from past  give potential clues to future that help advertisers generate ideas and maximize effectiveness.

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Today’s times have changed, but not the intent and purpose of advertisements. We  have new media ,several new platforms,  evolved technologies to glamorize our message but good  returns  still lies  at  the  heart  of what we call online ads. So all little snippets of texts sponsored on search engines, display networks, YouTube videos, pop up messages, Facebook , Twitter , Instagram, they now reign the arena alongside  the new age data  interpretation called analytics. Analytics of online ads, is a vast field and uniquely simple, because only ads are highly measurable.  Tools and  technology are  available , mostly free to aid our task. I’ll  have more to speak on this subject in our next post , but suffice it  to say today  that it  is truly  analytics of online commercials  that makes it worth the way.  More to come . Stay Tuned