Knowing what things people are searching online (keywords) AKA what they want, couldn’t be easier. Using the free Google Add Planner you’ll know exactly what people are typing into Google. And you can be darn sure using the words they use on pages on your website is critical.
Now over half of all searches are on a mobile device. And half of all smart phone searches have some sort of intent to buy local. Desktop searches are still less but Google has said they never expected local to increase so much and so fast. And that is great news as your competition is still learning what a smart phone is.
Most common mistakes in keyword research
- Assuming Google’s numbers are completely accurate
- Assuming every keyword has an intent matching you
Luckily I’ll guide you through the steps we need to take to find the right keywords and match them up to pages on our website. Estimated time: Complete these steps in as little as 30 minutes.
Competitive keyword research
Feel free to do competitive research compiling a list of product and services in your industry.
Then also go out and look at a bigger or different city like Portland to see what competitive results will give you.
Here is the seed list I used to fine 610 more related words:
Mechanic, Oil Change, Automotive Repair, Automotive Repairs, Car Repair, Automobile Repair Automotive Mechanics, Repair Shop, Automotive Service, Auto Repair Service, Auto Repair Center, Auto Repair Shops, Vehicle Inspection, Car Inspection, Brake Repair, Car Shops, Car Tires, Wheel Alignment, Tire Service, Vehicle Maintenance Service, Car Repair Shops, Auto Service Center, Tire Alignment, Car Oil Change, Brake Services, Clutch Repair, Auto Repair Stores, Vehicle Repair Shop, Auto Air Conditioning Repair, Tires Fix, Tune Ups, Tuneup, Transmission Service, Engine Repair, Muffler Shop, Muffler Repair, Auto Body Repair, Auto Body Shops, Automotive Repair, Auto Body, Body Shops, Body Work, Paint and Body, Car Paint, Body Repair, Auto Painting, Paint Jobs, Auto and Body Repair, Custom Paint, Dent Repair, Dent Removal, Paint Shops, Bodyshops, Collision Centers, Auto Collision Shop, Vehicle Body Repair, Repair Estimate, Car Body Shops, Car Body Repair, Auto Paint Touch Up, Auto Collision Repair, Auto Collision Repair
Using the planner (formally known as Google Keyword Tool)
By now you have a list of 15 or more words to enter into Google’s free Ad Planner. I call this a seed set of products and services. The bigger the seed set the better the results you get back will be.
After entering change the match type to broad
Ignore national settings and the rest as so far I have found them wildly inaccurate. And for that matter all the data is getting worse.
That being said I still feed the traffic estimate at the country level are accurate in relative terms. For example a word that they say gets 300k searches a month is still relatively searched 300 times one then say one reported as 3k.
Sorting into 4 buckets & sub buckets
- Words not related (we will avoid these) – I mark them as negative
- Words semi related (great for a blog) – I mark them as blog
- Words for a specific service or product – I group them by word (oil, tires, repair, etc…)
- Words for a specific brand – I mark them as brand
I always Google the keywords before deciding to make a page. I look for purchase intent, paid ads, and if I should group or split out the terms to their own pages. This is the best post I have read on understanding the intent of a keyword.
View the keyword breakout for Blackfoot Auto & Tire!
Next up in the guide is Local Keywords – Forgetting about national stuff
[Credits to people and posts]