However, there are a few things that you can do to ensure that your final keyword list is the most
effective and up-to-date list available to you:
- Remove all of the unrelated search terms from your list. An unrelated term is a term
that doesn’t apply to your site in any way. You may have words or phrases on your list
for which you have no web-site content at all. You have two choices here: Either create
new content specifically for those words, or just discard the words in favor of bettertargeted
and more efficient PPC marketing.
- Remove words for which the competition is too high. Unless you have an unlimited budget
for your PPC program, you’ll want to eliminate keywords for which the competition is
fierce. You won’t gain a number one slot by eliminating broad terms, but you may find that
your job in optimizing your site becomes much easier.
- Remove any keywords that your potential audience is likely to overlook or not use at
all. You can usually tell what types of keywords your potential visitor will use when
searching for your site, service, or product. This also means that you should remove
any words that are industry buzzwords, but that someone outside of the industry might
not consider using.
Once you’ve narrowed your words to the most relevant keywords and phrases with an acceptable
amount of competition, it’s time to start putting those keywords to work. Placing the keywords in
the right place and using them properly will go a long way toward making your PPC program successful.
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