The AdWords strategy is about two star-crossed lovers who discover each other. The popular idea is to have a list of words relevant to your audience, product or service. A much better strategy may be to focus on themes initially.
A theme is a combination of keywords that create a meaningful thought that helps your customer find your product or service. Topics create a list of high-level words that describe how your product works. A theme is a bridge between the word and the actual function.
This may involve some due diligence on your part. Creating themes won’t come out of nowhere. It will involve some ingenuity and innovation. An individual website is a shortcut. A website is divided into themes. Those topics are direct keywords. You will have to be innovative when creating another list of keywords.
Start with keyword search ideas, topics, rather than individual keywords. Once those ideas are established, this provides a roadmap for defining strong keywords. An example is a plumber. You will see that there is a progression, an evolution.
Here’s one way it could go: Plumber, Broken Pipes, Fix Shower, Fix Broken Pipes, Kitchen Pipes, Kitchen Remodel, New Kitchens, New Kitchen Ideas, Bathroom Remodel (same sequence as kitchen), Overflowing Toilet , Emergency plumbing, Night plumbing, Base flooded.
This is a good education for you. You have to rethink how your business is done. Think about each of the individual processes. This will expand your keyword list. In the plumbing business, majestically, you can learn a few hundred new subjects. Who said you weren’t smart and innovative?
You have to be innovative, but you don’t necessarily have to reinvent the wheel of your business. Look at your website and how it is popularly browsed. Notice the words used in the sight. One key is the marketing collateral you deliver to customers, offline.
To be successful on social media, you simply have to “dance with the girl you came with.” Often times, direct mail pieces are carefully optimized over time. In these materials, do you find hot words?
Another source may be your competitor and how they approach business. Do they use different navigation tools in their view? Is there a purpose for that? Do you offer different services? Are those services something you find innovative? Are there new ways to do business more efficiently? Are there better ways to deliver your service or describe it?