Keyword Research

As mentioned in previous sessions, a successful SEA-manager has to optimize the search marketing chain on every level to enhance the performance of the company’s online marketing initiatives. To improve the matching of the keywords with the user’s keyword we have to pursue a complex process of keyword research. The aim of this process is to end up with a list comprised of potential and valuable keywords.

Steps of Keyword Research

1. Brainstorming

The first step is to conduct a brainstorming. Here, you have to follow a general view. Write down all of your impressions that are related to the general business, product, etc. Prevent clustering, since you can easily loose important ideas if you categorize your thoughts too soon.

2. Google Keyword Tool (general terms)

Put your keywords into the Google keyword tool.


Google will give you many combinations of keywords belonging to the database of Google.


You can save them as an excel-file and structure them by assigning them to categories, attributes and clusters.

3. Websites (customer, competitor, blogs)

The third step is to investigate related websites for further input on valuable keywords. These include websites containing information about potential and existing customers, competitors, blogs, panels etc.

4. User View

Try to see things from a user’s perspective. What would you search for in a search engine in order to find your desired product or service? What information would you want to find?

5. Google Keyword Tool (specific terms)

Repeat the third step, but with the aim to find more specific keywords.

6. deltamethod Long Tail Tool

Long Tails can be generated with the help of the deltamethod Long Tail tool.  Contact your deltamethod consultant for further information.

7. Old AdWords Account

In case you have already had an AdWords account, you can endorse the generated keywords with the content from old search term reports.


katyaUse a 60/40 balance between long tail and short tail keywords. Long tail keywords are very specific and users looking for something very specific show a higher willingness of purchase. Moreover, there is less competition on long tail keywords, so these keywords are often characterized by a low CPC.

Kateryna Kosenkova, Account Consultant