A structured approach to SEO keyword generation

Coming up with great search keywords can be difficult. Here’s a structured way to think about about search keywords in SEO and Google AdWords, that can be applied to almost any company or product.

Step 1: Compile five lists

1. What kind of product is it: e.g. plugin, platform, tool, service, creator, solution, SaaS.
2. What is the output/results of the product: e.g. interactive content, animations.
3. What are the other user benefits (outside the output): e.g. flexible content creation, cheaper content.
4. Partners – what other products does your product work with:[episerver/hybris/magento/…etc], e.g. episerver interactive content.
5. What competitors is this an alternative to:[snapapp/zmags/ceros/flash/ion interactive/…etc] [competitor/alternative], e.g. ceros alternative

Step 2: Combine the lists together

Multiply the lists together (tip: use the Multiply option in the Boolean List Manipulator):

1. Output only (tag: #output) e.g. interactive content
2. Output * product type (tag*: #outputXproducttype) e.g. interactive content tool
3. Partner * output (tag: #partnerXoutput) e.g. episerver interactive content
4. Partner * benefit (tag: #partnerXbenefit) e.g. episerver cheaper content
5. Competitor (tag: #competitor) e.g. ceros competitor, ceros alternative

*Tags are useful in SEO tools for grouping the keywords.

Step 3: Use the keyword lists

Feed the resulting keywords into an SEO tool or Google AdWords.