Knowing which keywords are best suited on your webpages is the first step to optimising your website.
You need to have an Adwords account to use the Keyword tool. You can use it when you set up a new campaign, or to optimise an existing one.
Finding Better Keywords
The ideal way to do this is to let Google scrape the page you're targetting.
To do that:
- Open your Adwords Account
- Click on all campaigns
- Choose Keywords
- Paste the URL of an individual web page into the "Enter a related website" input. eg https://www.mysite.com/ski-gear
It's much better to enter the url of an individual webpage here because the results we'll get back tell us what Google thinks the best keywords are for that individual webpage. If you put in the whole site url (eg https://www.mysite.com) you won't be able to understand which keywords best suit which webpages.
What to do with the Results
If you're just interested in optimising Keywords for that webpage
Have a look at what Google suggests for your page. Are those keywords relevant? If they are, then use more of them on your webpage! If they're not, then remove these keywords from your webpage!
If you're going to start an Adwords Campaign
If you're going to target adwords at this page, then the best tip is to take every keyword sequence that Google returns and convert it from broadmatch into a broad match qualifier. Sounds harder than it is. Lets say Google says that these keywords are best optimised for your webpage:
- Mountain goggles
- Ski jackets
- Mens ski boots
The problem with pure broad match is that your ad could be triggered from "broadly" matching searches like this:
- Olympus binoculars (broadmatch: Mountain Goggles)
- Thermal tops (broadmatch: Ski jackets)
- Snow shoes (broadmatch: Men's ski boots)
To fix this, just lowercase the words and add a + sign right before each word like this:
- +mountain +goggles
- +ski +jackets
- +mens +ski +boots
What happens now is that your ad will only be triggered if each of the keywords with the + sign is actually typed in on a search. So all the words: mens, ski and boots must be included in the search for the ad to be triggered. What that does is show you what actual words are being searched for. It also cuts down on useless broad matches. Once you get a good idea of what's working, you can get rid of the broad match qualifiers (+) and start using phrase and exact matches instead. For more on how keyword matching works, see: https://support.google.com/adwords/answer/2497836?hl=en.