and “the best runnng shes” n ther kewrd sts, and brng users t a page that actu-a des prde cmparate nrmatn.
3 | adjective QualifieR
She enthusasts and athetes ake w qua ther searches wth adectes, ke “whtebasketba she” r “custm desgned shes.” When dng kewrd research, t s mpr-tant t understand hw the audence mght descrbe the prduct (whch ma nt be thewa that marketers wud descrbe ther wn prducts) and market t them accrdng.Agan, t s mprtant t brng the searcher t a page that matches ther quer.
4 | intended use
When searchng r Cmpan Z’s prducts, cnsumers mght tpe n “chdren’s runnngshes”, r “wmen’s runnng shes”. other ntended use queres mght ncude: “r smabusnesses”, “r ames”, “enterprse”, etc.
5 | vendoR/ManufactuReR
it’s er mprtant t bd n branded terms. Ths searcher aread s amar wth thebrand, and ncudng man reeant brand terms n a pad search campagn w hepharest ths w-hangng rut. Cmpan Z wud want t bd n “Cmpan Z shes”as we as “Cmpan Z runnng shes” and “Cmpan Z basketba shes.” Addtna,et’s sa the cmpan’s bestseng shes are caed Zach’s Zms. These terms shudbe ncuded as we. Branded terms ma nt dre as much trac as brader terms ke“athetc shes,” but the trac that the d dre w be er quaed and n-target.
6 | location
Ge-targeted terms can be a pweru, nt, essenta, part a search campagn. Man these search strateges are bus: r nstance, smene searchng r a restaurants hgh ke t search r the catn (“San francsc itaan restaurants”). Hweer,ne nt s bus aspect ge-specc searches s that campagn expansn.imagne u perrm csmetc surger n San francsc. Wud u n ptmze r“San francsc csmetc surgens”? The smart strateg s t ptmze r ther ges –n partcuar, ges cse enugh s that ptenta custmers can eas cme t u ANDn ges unke t hae a t seectn. The act that u are a San francsc csmetcsurgen as ppsed t a Reddng surgen can wrk t ur adantage u pstnur mre csmptan catn as a quatate derence.one ast nght abut catn: users ten spec “nne” as a catn. i er ten seeusers specng “nne” as a catn r serces, partcuar educatn.
7 | action ReQuest
Actn requests ke “app”, “bk”, “purchase”, and “qute” can sgna readness t bu.i smene s searchng r “bu runnng shes,” t’s mprtant t shw up near the tp the search engne resuts page. These pepe are read t spend mne n shes, andstudes hae shwn that amst 80% a searchers d nt k at resuts past the rstpage. fr ptma resuts, ths mte can be cmbned wth mte #5 (endr/manu-acturer) and ncude kewrds ke “bu Cmpan Z shes” and “bu Zach’s Zms.”
8 | instRuction
Cnsumers ma as be usng search t earn hw t use prducts and serces. let’s saCmpan Z has grwn t ncude nt ust shes, but an entre ne athetc equpment
RBM ca s e s t udy
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