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Chapter 11. Choose Your Target Keywords > Step-by-Step Keyword Planning

Step-by-Step Keyword Planning

When you know the steps to take, you can usually get where you are going. Keyword planning is no different from any other specialized task, so let's take a quick peek at the steps for choosing a target list of keywords for any search marketing campaign:

  • Gather your keyword candidate list. You start by compiling as long a list as possible of the words searchers might use to find your site. You will learn to brainstorm with your team to start the list, and then consult your Web site's many data sources to complete the list.

  • Research each keyword candidate. It is not enough to have a long list of words—you need to learn which ones are attracting enough searches to be worthwhile, and whether related keywords should also be considered.

  • Prioritize your keyword candidate list. Decision time. You will not be able to target every promising keyword you find. You will prioritize the keywords that are “just right” for your site.


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