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Tutorial: Find the Most Important Keywords in Your Market

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Part I – Get New Keywords to Start a Campaign

Follow a few steps in SpyFu for easy-to-find results. You can start with a competitor name or with a starting keyword you’d like to target.

Part II – Create Structure in your Research

The section above gives you the basics for finding and exporting a core set of keywords. You can refine your results and build on what you found. Turn it into ongoing improvement. These next ideas can help.

1. Find recurring themes

Review the keywords for ideas.

See what they have in common. This could be product lines, classifications like “how to” or keywords that advanced users or novices might use.
02 seo keywords

2. Sort those further into keyword groups

This doesn’t have to be the same as your actual ad groups. The idea is to organize themed groups of keywords to make future research easier on you.

  • Use search volume as a guide for how many keywords to include in each theme/group.
  • Target 10,000 to 50,000 searches/month for each theme.
  • If all the keywords in your theme surpass that total search volume, look for subgroups within that theme.

3. Save and export your themes

Any place that you can save your keyword structure—and easily access it for ongoing research—is a solid option. SpyFu has created a tool that keeps your keywords (and keyword structure) organized and accessible.

03 msf keyword groups

Part III – Build on Your Keyword Ideas

1. Drill into a few keywords from each theme.

  • Use these as starting points. Type them (one at a time) into SpyFu.
  • When you get your results, scroll down to get ideas from the “Profitable Related Keywords” section. 
    04 related keywords
  • Filter and save any new ideas into the My SpyFu project or groups you created.

2. See who advertises on them and who ranks for them.

  • Before closing the results page for the keyword you just searched in the previous steps, look to see the domains that rank for this keyword (Ranking History) and those that have advertised on it. (Advertiser History)
    05ab ranking history
  • Note the names that emerge.
    Are the competitors different from theme to theme, or are they the same? 
  • Use those main competitors to expand your keyword ideas.

Click through the domain name on the SpyFu.com page, or type it directly into the search bar. It opens a results page for that domain and lets you explore, filter, and export their organic and paid keywords.

Part IV – Find Keywords From Other Sources

1. Add your branded and niche keywords

By this point you should have a robust list of keywords. If you are missing any branded terms or specialty niche keywords, add them to your My SpyFu project now. They might even make their own themed groups.

If your branded and niche keywords aren’t available on SpyFu, you can add them. Premium members can tell us which specific keywords to search, and we will add them to our database to be searched every month going forward.
06 adding keywords

2. Try other tools for keyword ideas

Keyword Planner

Google’s keyword tool give you objective stats for a keyword on its own, without competitive data.

Uber Suggest

If you start with a root word like “coffee” the tool serves up longer variations that might inspire new keyword ideas for you — “coffee shops near me.” You can ask the tool to suggest keywords tied to universal search types like images, shopping, YouTube, and news.

Your Competitor Websites

You would have already found, filtered, and exported their relevant keywords, but run a sweep for anything you might have missed. Browse their website for phrases they focus on or questions that will need to be answered.

Also consider their brand names. Advertise on the branded term, but don’t use it in your ad copy. These are also potentially low click-through-rate ads, so no clearly explain your value in the ad.

Your AdWords Account

If you are growing ideas of keywords to target in your content for SEO purposes, don’t overlook your own AdWords account. It gives you much more room to elaborate on the answer to your visitor’s search. Credibility nailed.

You can import all of these groups into the My SpyFu keyword section too — even if they come pasted from an offline spreadsheet.