They say there are so many keyword research methods out there that the most accurate way to count them all is to count all the researchers, as they each have their own system. I tend to disagree, because most of us use more than one method, depending on the specific case. There are numerous keyword generating tools available, some better than others, but I won’t go into them at this point. I will discuss the basic principles of keyword research and the importance of a correct approach to keywords.
First, the purpose of the promotional campaign must be defined. Different query terms will be investigated for different campaign objectives. For example, if we’re trying to increase inbound traffic to our site, we’ll consider all traffic-generating keywords to be optional. This is a keyword research method that led to the phenomenon of keyword stuffing, which we should avoid. This is because virtually every major search engine has learned to actively identify and penalize practitioners of this technique. If the purpose of our campaign is, on the other hand, to increase revenue or conversion rates, our keyword research will focus on converting query terms, rather than listing all the relevant keywords that drive traffic.
Once the purpose has been defined, there are several strategies that can be chosen. Using the keyword research services provided by any of the major search engines is the most common method. However, putting all your eggs in one basket is not necessarily the smartest thing to do. Different search engines vary in how they rank their keyword databases for their focuses, and search algorithms also vary. The smartest thing you can do in this case is to use those differences in your favor. No matter how serious your disagreements are, all search engines will agree on one parameter: the least used search queries. The goal of your research is to filter out the best keywords to target, compare the results provided by different keyword research services to find out which words are the worst, effectively progressing towards achieving your goal.
Focus is everything in keyword research methods. There are those who prefer more creative keyword research to conservative and proven methods. It all boils down to there is always more than one method that will work for you. Choosing one is primarily a matter of experience, personal preference, and the case at hand. Keep in mind that the method you choose will determine your approach to keywords, and that method should be defined more by the goals of your promotional campaign than your personal preference.