Keyword expansion is the process of continually growing your portfolio of keywords for search engine merchandising purposes. It's an effective method for reaching new customers and generating more website dealings and conversions. However, the practice of expanding target keyword lists is a method that is often ignored by many search marketers.
In this article, you will learn:
- The meaning of keyword expansion
- The benefits of expanding your keyword list
- Best practices for expanding your keyword list
What is Keyword Expansion?
Keywords are the foundation of every search merchandising campaign (be it paid or organic). Keyword expansion is a proficiency for constantly increasing the size and scope of a keyword list. By growing their keyword lists, marketers are able to ensure that their search efforts will also grow and evolve, which is imperative to a healthy, thriving search merchandising campaign. Point being, a business inevitably to be constantly occupancy the search space to stay ahead of the competition and be boffo in search. Keyword expansion is one of the keys to making this happen.
What are the Benefits of Keyword Expansion?
Expanding your keywords creates new opportunities to target and reach new potential customers. By characteristic new, action-producing keywords and adding them to your keyword portfolio, you're able to dig out into chartless markets that your business has yet to explore. In short, keywords expansion done right will save a company money and boost sales.
The primary benefits of growing your keywords are:
- Discovering keywords that your competitors aren't targeting
- Finding keywords for paid search with lower cost-per-click and higher conversion rates
- Uncovering fresh opportunities for dealings and conversions
- Gaining more insight into how people search for and identify your product or services
What are the Best Practices for Expanding Keywords?
There are many ways to expand your keyword lists for your search merchandising efforts. Some of the most popular methods of expansion include:
- Brainstorming for new keyword ideas
- Examining your competitor's websites to find which keywords they're targeting
- Using keyword tools to discover new keywords and keyword variations
- Checking the data from your own analytic files to find keywords that are already evidenced to work for your website, but ones that you may be missing
These are all good methods, but in my opinion the most reliable and effective way to conduct keyword expansion is to mine your websites search chronicle for new keywords. By constantly examining your own server log data, you will find new keywords that searchers used to find your site. These are keywords that are evidenced to elicit desired actions, such as clicks and conversions.
Point being, if these keywords worked for your website before, chances are they'll work again.
Once you've discovered and compiled these new keywords, you can leverage this data and create new, targeted search merchandising campaigns around these new keywords, which includes developing new, related content and highly-optimized paid search ads and landing pages.
By following this approach to keyword expansion, your business has the power to explore new search verticals with cheaper keywords, target new customers, and improve your overall search merchandising ROI.
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