Keywords, Negative Keywords, Long-Tail Keywords

What Are Keywords and How to Build a Keyword List | ClickScore

ClickScore Explains: What Are Keywords and How to Strategize Your Keyword List

“We Need An AdWords Keyword Tool”

If you’ve ever tried to run a successful Google AdWords campaign you might be familiar with that phrase. If you are brand new to digital marketing in general, then you may even need to back up to ask, "What are keywords in the first place?" Keywords are the necessary blueprint or building block to any successful digital marketing campaign, so in today’s blog, we’re going to explain what keywords are and why selecting strategic keywords are paramount in achieving a higher conversion rate and increasing your Quality Score.

So, What are Keywords?

A Keyword is any word or phrase that describes your content, services, or products to a search engine user.

For example, let’s say you own a plumbing business, and your team is looking to strategize a keyword list. When a potential customer searches Google or Bing for “clogged drain” or “plumber,” those are your company’s target keywords.


Your Google AdWords business goals are to bid on and rank for as many relevant keywords in your content as possible. This will ensure your prospective customers have the best chance of finding your content through a SERP or (Search Engine Result Page).

The more relevant your Keywords are to your customer’s searches, the higher the position your website will rank among search engines like Google or Bing because you’re providing value to your customers.

Keywords Explained [VIDEO]

What are Keywords Affect on Increasing Conversions & Quality Score?

Now, before your team starts placing keywords into your website content and your Google AdWords ads they need to take a step back and review some important data.

In 2018, data and analytics are the muses that tell your content writers what to write about. If you’re strategizing content any other way, you’re setting yourself up for failure, not growth.

Practicing strategic keyword research is absolutely paramount to maximizing your company’s AdWords efficiency and to maintaining profitable costs.

The purpose of any piece of content is to improve your customer’s life. To add value and speak to what the search engine results are telling your team. In order to successfully accomplish that feat, your team must familiarize themselves with what customers are searching for.

Any time a search engine user types a query into a search engine it’s showing us they have a desired “job-to-be-done.” The goal with your content is to accomplish this task for them as efficiently as possible.

Important Questions to Strategize Keywords:

  • What are your customer’s trying to know?
  • Where are your customer’s trying to go?
  • What are your customer’s trying to do?
  • What are your customer’s trying to buy?

Developing a Strong Keyword List

By researching AdWords Keywords with a tool like ClickScore or Google's Keyword Planner you’ll allow your creative and organic search team to know what phrases to target so you can reach the right customer at the right time and increase conversions.

The more relevant Keywords you attain in your list, the more your team knows about your customers and the job they’re trying to accomplish. The more you know about your customer’s job, the more efficient clicks and traffic you’ll drive to your website.

A successful digital marketing strategy and Keyword list isn’t just about getting visitors to your website, it’s about getting the right kind of visitor to you at the right time in their purchase or education journey.

When you develop an optimized Keyword list, full of 1000s of Keywords, you’re penetrating into the psyche of your customer and what they want to accomplish. You’ll be able to predict shifts in demand and innovate for any changing conditions.

Now that you’re able to understand the importance of Keywords, let’s delve deeper into the building blocks that describe your audience and how to avoid costly mistakes that could decrease your Quality Score and conversion rate.

What are Negative Keywords?

Don’t let the describing adjective fool you, Negative Keywords can actually be an incredibly positive addition to your Google AdWords Keyword strategy.

A Negative Keyword is a topic or phrase that you can implement into your keyword list, and its purpose is to negate that chosen word from appearing in your targeted searches.

How To Increase Conversion Rates With Negative Keywords:

For example, let’s use that plumbing business as an example again. But this time, you run a high-end plumbing service that deals with elite clientele in Hollywood.

Your brand doesn’t want to waste valuable marketing dollars targeting customers who are searching for cost-effective solutions to their problems. Instead, your team needs to strategize and bid on negative keywords like “cheap” or “low-cost.” This way you’ve taken that potential searcher out of the equation, leaving your company to more efficient clicks from customers who want your services. This is a proven strategy to increasing your conversion rates and improving Quality Score.

It’s also important to take your company’s location into account. If your brand is not doing business in New York City, NY or Austin, TX, then it would be a best-practice to add those Negative Keywords to your list as well.

Remember, a successful digital marketing strategy isn’t just about getting more customers to your website, it’s about getting the most cost-effective, targeted customer for your business. Negative Keywords are one of the most beneficial tactics for attracting the right customer at the right time and improving your conversion rate.

Negative Keywords Explained [VIDEO]

What are Long-Tail Keywords?

Single Keywords are without a doubt the majority of businesses top priorities. However, because of their popularity a single Keyword will often gain heightened competition and will therefore obtain a more expensive cost-per-click. This is a one way ticket to poor Quality Scores and abysmal conversion rates.

How To Improve Conversion Rates With Long-Tail Keywords:

If you’re a local, small-business it may be impossible to compete with the larger, national or global brands on certain phrases or topics. That’s why we’d suggest bidding on Long-Tail Keywords.

Let’s reference that plumbing business one last time. For this example, your business is based in St. Louis, MO and your company specializes in fixing clogged drains for septic tanks.

Instead of focusing on singular Keywords, like “clogged drains,” try testing and bidding on phrases that match a more specific customer base. “Best plumbers for septic tanks in St. Louis.”

This Long-Tail Keyword phrase catches a customer much farther down the sales funnel and should lead to more efficient AdWords spend and increased conversion rates.

Long-tail Keywords usually encompass a more conversational nature to them, as well as defining a specific intent. For example, **"best plumbers in St. Louis” **has less competition than “best plumber” because Google will group your business in with every plumbing company all across the U.S.

If you’re trying to set up your brand for the future, Long-Tail Keywords will be essential in voice search SEO. As search engines continue to become more conversational, we’re seeing the data backup familiar search phrases instead of the usage of singular Keywords.

When your company places Long-Tail Keywords into your AdWords playbook, you’ll have an enhanced ability to break through onto Google’s first page of search results, as well as being presented with a lower cost-per-click. It’s a true win-win.

Long Tail Keywords Explained[VIDEO]

How to Use Keywords in Your Content Conversion Strategy:

Think of your company’s website as a big target.

Your homepage is the large, outer circle. You’ll want to paint very broad strokes as far as Keyword targeting. Then as you and your customer delve deeper into the website, each additional page should become a little narrower and more focused on certain topics that speak to completing your customer’s “job-to-be-done.”

Where to Insert Keywords?

  • Web Page Content
  • Blog Headlines & Titles
  • Ad Headlines & Copy
  • URL Design
  • Structured Snippets
  • Callouts

5 Must-Use Keyword Tactics For Your Team:

  1. Revise & Test New Keywords
  2. Raise Primary Keyword Spend
  3. Test Negative Keywords
  4. Use Long-Tail Keywords
  5. Add Broader Keywords

In conclusion...

Remember, Keyword research with a robust keyword planner is a necessary practice that takes time and patience. If you’re business is looking to increase your conversion rate and improve your quality score you must test and watch the results of your chosen Keywords, then innovate on your findings to ensure you’re completing your customer’s “job-to-be-done.”

If you’re still shaking your head over Keywords, how to research them, and which ones to implement into your content, check out ClickScore’s Guide To Keywords or chat with a AdWords conversion rate expert today.

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About Team ClickScore

ClickScore gives clarity around digital marketing waste. We use actionable data to align and position your organization’s online presence so your marketing can solve your customers’ “jobs-to-be-done.”