Search Engine Marketing – How To Grow Your Top Keyword List: Four Tools You’ve Never Used But You Should



Keyword research has changed a lot over the past few years, from just looking for long tail opportunities with lower competition to deep niche research.

In addition, keywords are no longer the sole focus of rankings; search engine optimization now includes context, intent, location, authority, citations, etc.

The tools discussed in this article will help you adapt to the changing environment.

These tools are most useful at the very first stage of keyword research: when you have a few basic terms and are looking to expand your keyword list before digging deeper.

But these tools will do more than just extend your basic terms (which your current tools probably already do); you will be able to search for context, related concepts and entities, and natural language words.

1. Human suggestions: Initial Keywords

The very first step in any new keyword research project is to sit down and come up with a list of words that you would use if you were to research something related to your site. You think about the questions you would ask, the problems your site solves, and how you would use Google to find answers and solutions.

Sometimes it’s hard to come up with an initial list of basic search terms you would rely on, especially if you’re a search marketer: since I’ve been in search engine optimization for a while, I don’t search in the same way as users who are exposed to search only when they really need to find something.

In addition, several heads are almost always better than one – this is where the Initial Keywords the tool is practical. It’s free and easy:

  1. Create a scenario (a mini-survey): Describe the situation in which a user would need to find something.
  2. Generate a unique link for your scenario.
  3. Share this link via social networks, email, Skype, etc. for your friends and followers to submit the search terms they would use in this scenario.
  4. Then you wait for the results: you can immediately google the submitted terms to quickly assess whether they are suitable.

The only downside to the tool is that there is no option to pay for additional submissions (so you don’t need to share the link, but instead have those keywords coming from a user group).

Alternative / additional tool

You can use MyBlogU in the same way, by copying and pasting your scenario into a new one Brainstorming project field. It’s a free tool, so you have nothing to lose.

With MyBlogU, you can use the existing member pool instead of or in addition to your own contacts and followers:

What to do with these keywords

These sets of keywords are not based on the behavior of Google users – they are brainstormed by people and there are no statistics behind them. So the first step would be to research competition and search volume, filter out the more “difficult” terms (or sort them out until your site is powerful enough to target them) and focus on the goals. most relevant and achievable.

The next step would be to develop these basic terms using keyword modifiers (there is a old article but still relevant on how I do it using Excel) and include those long tail phrases in your editorial content or your website infrastructure (e.g. product or category names).

2. Local keywords: SERPstat

Most of the time, local keywords are the easiest to rank, and they generally convert very well.

I don’t know of any other tool that would make location-based keyword filtering so easy: SERPstat allows you to set the filter titled “Only keywords with toponyms”, which allows you to see the most popular placements associated with your main keyword (if you are sorting the results by search volume).

In addition, the tool allows you to filter keywords based on the presence of mixed search results (News, Images, Maps, Videos, Shopping, etc.) and special search features (learn more about these here).

For example, you can see your location-based keywords only when they trigger the knowledge graph to quickly see “browsing” search queries (that is, when users’ intent appears to be to. navigate to a specific website / brand):

(You can read more about this feature here.)

What to do with these keywords

I’m not talking about local businesses here: if you’re a local business, chances are you are already familiar with the locations you are targeting and don’t need additional locations. (The only exception would be if you’re looking to expand to more places; then that research would give you data to think about.)

If you are in e-commerce or global business, or a content-based business (affiliate), this research will give you a lot of inspiration for content, maybe even a series of articles talking about the most popular locations. of your sector.

And, surely, these site-based phrases can also be developed further so that those long tail keywords become captions for your articles. Lots of opportunities to play with and rank there!

3. Related terms: DeeperCloud

Whenever I need to do a keyword research from scratch, I search for the main term and then extract the words and phrases that tend to appear in search titles and snippets next to my word. -key. This approach is not new, but it is still underused.

DeeperCloud is the fastest way to do this search (it uses custom google search). You have the option of seeing words or phrases close to your search term in Google results:

Alternative / additional tools

There are other ways to find related terms. is one of the oldest. It will analyze the search results and return the list of the most popular terms:

You can also use this keyword density tool: Just run the Google search results url through the tool (remove the “s” from “https” to make it work):

What to do with these keywords

These words and phrases can be incorporated into your search engine optimization plan in three ways:

  • Some of them (those that meet a particular need; for example, according to the screenshot above, it would be “sandals”, “flats” etc.) need to be developed at the using keyword modifiers.
  • Some of these need to be implemented in the site architecture (again, based on the research above, this would be “women”, “brands”, “collection”, “heels”, etc.)
  • Some of these should be given to the content team with instructions to incorporate them into articles to make them more detailed (eg “online”, “shipping”, “gift cards”)

4. Entities: AlchemyAPI

If you are having a hard time understanding what entities are and how they relate to search engine optimization, read on. this article by Bill Slawski. Bill tells the story of an article that was once “optimized” in a “traditional” way using keywords, keyword proximity, keyword density, minimum number of words, and so on. This article was struggling both in terms of ranking and engagement.

Then the article was edited making it a detailed article covering notable people and events and using high quality quotes. At 3,300 words, it was one of the longest articles on the site. The article then began to move up the rankings and naturally attract qualified prospects; they would engage with the content and then move on to other sections of the site.

Talking to people about Frederick Douglas, James Hubert (“Eubia”) Blake, Fanny Coppin, Billie Holiday and Oprah Winfrey and their connection to Baltimore was the kind of thing people wanted to learn.

Entities are people, places, brands, and organizations. To give you a real life example of what I’m talking about, Google’s Knowledge Graph is an entity graph. Search for any notable name you know to see how Google structures and connects entities:

And this is how the knowledge graph and the entities are incorporated into the search:

Google searches for content that implements known entities and introduces new ones. It’s building the search engine of “things instead of chains, “where the entities and their context play the decisive role.

Nowadays, when Google’s algorithm learns to analyze the depth of your article, entity research should be part of any keyword research and each selected entity should be studied and developed further.

Pick a few in-depth articles on the topic you are discussing and browse through them AlchemyAPI. The tool will extract entities from the content and use color coding to mark the sentiment.

After researching a few articles, you will have a solid list of entities related to niches that should be covered on your site.

Alternative / additional tools

What to do with these keywords

From what you’ve seen in the example at the start of this section, entities should become a solid part of your content marketing strategy. They broaden your content, making it more in-depth.

By using entity search, you can create a solid “Resources” page that could attract links and authority to your site.

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Has your keyword changed over the years? What new tactics and ideas have you brought in and what has been the effect?

Are there any unconventional or new keyword research tools that you have discovered recently? Thanks for sharing in the comments!



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