Search Engine Optimization or SEO is the strategically refined approach which has dynamically changed the overall scenario of Social Media Marketing or SMM. Owing to innumerable number of customers over the Internet, who search for products and services all over the web for satisfaction of their needs, the use of search engines has elevated and integrated towards more sophisticated and dedicated role, beyond the one for what they were created to play.
Google AdWords identify the number of searches for specific words or key phrases over the web.
On the usage of this exceptional tool, we first of all need to have a Google AdWord Account. Then on creating it few options like Tools and Analysis, Campaigns, Billing, etc. In Tools and Analysis we click on the Keyword Tool.
The steps to use it are:
Out of the 3 options available in it, viz.
A Word or Phrase – This allows you to input a specific keyword into the keyword tool and get a list of suggestions based on a keyword the keyword you provided.
A Website – Here we could give Google our own site’s content and get keyword ideas based on that information or particularly we could input a competitor’s URL and get information on the terms Google considers relevant for that site.
A Category – Google has a number of pre-set categories that we can drill down into to get topic keyword suggestions.
Clicking on the desired category and specifying the word/phrase in it and then finally searching it will invoke and induce the search results to be displayed with the relative words/phrase along with the competition associated and the Global/Local monthly searches.
Referring to the specific words related search, the search engine will, let’s say for wildlife habitats display a very long list of searched results. For example, if the search engine searches over 2 million results then it becomes tedious for the person to choose from his/her relevant product/service. Neither the time constraints are so much relaxing.
So, in order to limit these unwanted search results, the very first page of the search engine displays the topmost results that have been clicked the maximum number of times. This automatic search results’ filtering mechanism helps the web user to narrow down his list through which he/she has to search for the desired product/service.
For the key phrases related search, the search engine again filters out the whole of web’s content in order to provide the user with the most possible precise searched results but since the searched item is a phrase and not just a single word, so the results are quite massive in count.
Not only does the search engine would display the results for wildlife habitats but will also show results like- wildlife habitats of evergreen forests, Sahara desert’s wildlife habitat, etc. But not like- habitats of Brazilian wildlife, etc. because the phrase here appears broken.
Google AdWords is a revolutionary tool for SEO that helps the web users in online marketing. It serves as the vital oxygen to the marketing efforts. It is the most popular form of Pay-Per-Click or PPC marketing.
The tool provides assistance to the marketers in the advertisement of their product/service across the globe in front of the largest potential audience. When using Google Adwords Tool, one must be assured that Google (search engine) decides to place the ads on different positions based on the user of the tool with maximum bid and quality score. Now bidding refers to the paid search ad module and is related with Cost-Per-Click or CPC and quality score is concerned with the relevance. High quality score will be given better position by the search engine and lowers the CPC as Google wants the searchers to be benefitted with the most precise and narrowed down search results that satisfy the search query of the user.
Therefore, this tool provides additional advantages to the advertisers with compact, highly scored and relevant groupings of specific words and phrases.
First of all we need to focus on the generation of the keywords for the AdWord campaign. For this we need to make use of the Keyword Generator Tool. We simply type in the keyword or phrase in the box and then click on Get keyword ideas button. In a short while, we get related search for the phrase, here, wildlife habitats. The phrase and synonymous results will appear on the screen with the additional displays like Advertiser Competition, Local and Global Search Volume and Match Type.
1. The Advertiser Competition appears as a horizontal bar whose gauge reading gives the current competition among the other advertisers in context with that specific word/phrase. It’s an intelligent approach to choose from that specific word/phrase that has more volume of search along with lesser competition.
So long as the competition, in concern with the desired specific word/phrase in the advertiser’s Ad, stays high, the advertiser’s Ad will continue to lie somewhere midst the search results and will never make it to appear at the top until and unless the clicking strategy is used to rank it higher. But it takes much time to make the Ad appear among the top results of the search via clicking strategy so a handy approach is to choose from large volume but with lesser competition in mind.
2. Local Search Volume targets the clicks made on to that phrase in concern with your country, language and the Match Type drop box menu.
3. Global Search Volume specifies the clicks over that phrase across all the countries and in all the languages along with the Match Type drop box menu.
4. Match Type drop box menu holds options for broad match, broad match modifier, phrase match, exact match & negative match.
The Match Type drop box menu can be explained further as-
- Broad Match- Triggers the Ad on synonyms, related searches and other relevant variations.
- Broad Match Modifier- Triggers the Ad on close variations those are not synonymous.
- Phrase Match- Triggers the Ad on that phrase or close variations of it.
- Exact Match- Triggers the Ad on that exact term or on close variations of it.
- Negative Match- Searches the Ad without that term.
Then next step we take is filtering of the list of the generated keywords. A certain level of brainstorming is required for the formation of a list of important and most searched specific words and phrases and exploration needs to be done in order to have a good understanding of the slight and effective variations’ inclusion that help in triggering of the Ad. One can also make use of the Advanced Options and Filters so that the search results can be narrowed further thereby lessening the list of desired specific words and phrases.
Next step we follow is segmentation of the specific words and phrases list into compact, manageable and strictly related groups. This is all the more necessary so that whenever any user around the globe searches the web on any search engine for the specific words/phrases, related or synonymous to them, the search results have the advertiser’s Ad on the topmost search results.
The relation between the groups should be highly strict and tight in order to facilitate the above mentioned advantage.
It’s essential to do this—formation of well-structured Ad groups, is a key component in learning how to use Google AdWords effectively. It automatically populates the fields of your Google Ad with the most popular and relevant keywords in your Ad group, helping you hone in on specific words and phrases that will appeal to your potential customers.
And finally we form our Ad using all the tips and most searched words/phrase with the least competition as well to get the positioned in the top search results!