Brainstorming different keywords can quickly become overwhelming, especially if you start researching and filtering and discover that there are so many different options to choose from. When it comes to choosing the keywords that you are going to target, which metrics should you use to narrow down your scope? Here are a few important ones to consider:
Google’s free keyword tool (which is used for AdWords) will show you how many times a specific keyword gets typed into Google each month. This is one of the most important metrics that digital marketers use when narrowing down search term options. If you are only targeting specific countries or locations, make sure to specify these regions so that you get a clear picture of the search volume that represents your potential customers.
Paid Google advertising metrics aren’t always an accurate reflection of Google’s ranking algorithm, so a competitive keyword phrase shouldn’t be mistaken for something that would necessarily require a lot of SEO effort. AdWords competition can, however, show you what types of keywords your competitors are bidding on.
Available spots in search results
When researching your keyword options, pay attention to the type of content that comes up in Google’s search results. You may notice that some search queries yield news items while others yield video content. Organic SERP real estate can show you which keyword phrases are worth pursuing and it will also give you a clearer idea of the type of content you need to create to compete in this space.
Google Display Planner demographics
Google Display Planner will show you the key demographics of the keyword phrases that you are researching. This information can show you whether your ideal customers are the people behind the search terms and it can serve as a guide to point you in the right direction.