Google Adwords will display volume and PPC costs for you on a phrase basis. Why? Based on the previous section about Instant search, we want to cover not only suggested keyword phrases, but also all the long tail keyword phrases (additional keywords) hiding behind ... at least until you can gather conversion data—which will be easy now that your tags are well in place—refine and sort things out. It's a no-brainer to add the low PPC keyword phrases to your campaigns and pay attention to volume and trends.
For the higher volume keyword phrases and wherever you see a constant increase in volume for a keyword over time, append it to your AA list as an organic search content development target. This is good for your PPC campaign, too, if budget permits.
Remember the list of keywords with decent volume that don't convert you identified in step 1? Make sure these don't sneak back into your PPC list. However, these same keywords might be targets for monetization through partnership or affiliation. If you sell handmade gifts but attract hobbyists as your traffic, then you might want to partner up with an arts and crafts store. If that type of search is huge compared to your target, your overall site positioning might need a major adjustment.
Instant Takeaway: The new keyword search tool features top terms in each category queried on google.com. Looking at top searches in your keyword categories is always educational and gives you insight into how Google sorts topics and subjects.
6. What Comes Next?
How do you validate your content strategy against your keyword phrase list? Understand searchers' behavior and break down keywords into types. For instance, if you're in the e-commerce space, you may break your keyword phrase list down into:
- Software and solutions;
- Design and designers;
- Market research/Benchmarking; and
- How to.
From there you can coordinate content strategy development.