Five Steps for Effective SEO and PPC Keyword Generation

Launching a successful SEO or PPC campaign without a corresponding keyword strategy is close to impossible. After all, getting your little piece of content in front of the target audience is a serious feat with so many individuals and organizations fighting for the same customers.

The only way to ensure higher traffic on your site is to approach the keyword quest strategically and utilize the state of the art techniques to discover the most relevant search terms and phrases for your content. What makes this process so important?

The answer is easy – traditional keyword research tactics have become inefficient.

An obsolete keyword stuffing mechanism can only get you so far in the attempt to boost search engine ranking, so you must take the extra step to make the real impact. In this article, we will show you five steps for effective SEO and PPC keyword generation. Let’s take a look!

Use a Multichannel Keyword Research Approach

Way too many content creators and marketers stick to just one keyword generation model because they believe it delivers the best results. But even if this is true, it doesn’t mean that a given model is able to generate all-encompassing and accurate results in 100% of the cases.

This is why you should use a multichannel keyword research approach while analyzing the best options for your brand or business. What are the most popular channels? We will mention our favorites here:

  • Brainstorming: It all begins with a quick brainstorming session because you and your team can probably think of some of the most impactful search terms and phrases immediately.
  • Keyword research tools: The second solution is to use keyword research tools. This is by far the most commonly-used tactic because digital platforms such as SEMRush and Google Keyword Planner give content creators data-driven insights.
  • Social media analysis: You can also analyze social networks to identify hashtags and keywords that your audience is using frequently.
  • Google’s related searches: The largest search engine displays lists of related searches, which is always a good way to delve deeper into the subject.

Identify Negative Keywords

The second tip is particularly important for PPC campaigns because it enables digital marketers to save time and resources focusing on the most relevant search terms only. By definition, a negative keyword is a word or phrase that allows you to filter out who your ads will be served to in the search results page.

For example, a content creation agency might decide not to appear in review-related search results such as essay writing reviews or essay writing service reviews. In this case, the word “reviews” will become a negative keyword in their PPC campaign.

You should do the same thing when creating a list of PPC keywords. Simply eliminate terms and phrases you are not interested in and you will prevent budget-waste.


Conduct Competitor Research

Another useful tactic is to conduct competitor research, particularly if your niche has a market leader with dominant SEO and PPC results. In this case, you can make the keyword generation process much faster if you analyze competitors’ favorite search terms and phrases.

Once again, you should rely on a multichannel approach to find out rivals’ keywords. The best options at your disposal include the following:

  • Manual analysis of competitors’ landing pages, blog posts, product descriptions, and lead magnets.
  • Evaluation of competitors’ social media profiles. In doing so, you can discover the most popular keywords and hashtags for each topic.
  • Of course, there are competitor research tools you can use to analyze market leaders. Some of our favorite options include the likes of SpyFu, Ahrefs Content Gap, SEMRush Gap Analysis, etc.

Categorize Keywords

The critical part of your work is done by now, but you still have a couple of things to do in order to make your SEO and PPC campaigns fully functional.

Jake Gardner, the essay papers designer at the assignment help agency, says the goal is to categorize keywords so as to suit their match types, brands, products, services, user intents, and similar. Jake adds there are five key steps to take into account here:

  • Columns: Each topic should have its own column.
  • Filters: Each keyword needs to be filtered by specific match types.
  • Elimination: Some keywords are more important than others, so you ought to eliminate irrelevant words and phrases.
  • Evaluation: The next step is to reassess shortlisted keywords and select the ones with the highest search volume and the weakest competitors.
  • Highlights: The last task is to highlight keywords based on goals and objectives.

Set Keyword Goals

Speaking of goals, the last tip on our list is to think about the targeted results and set the corresponding objective for each keyword in particular. There are so many options to think about, but we can mention the usual suspects:

  • Sessions: You can analyze a mere number of sessions, but there are other features like the average duration and so on.
  • Bounce rate: You also want to know the bounce rate for each keyword individually.
  • Click-through rate: This goal is critical as it serves as a key parameter to evaluate and improve your keyword generation strategy.


Keyword optimization is one of the most important strategies in digital marketing because it can make or break your attempts to maximize the online visibility of the business. Traditional keyword research mechanisms do not function anymore, so it is up to you to identify and utilize more advanced tactics.

In this post, we showed you how to do that by discussing five steps for an effective SEO and PPC keyword generation. Have you ever tried any of these keyword research techniques? Are you aware of other relevant keyword generation strategies? Share your ideas in comments – we would love to see your experiences with SEO and PPC keywords!


Michael Gorman Author Photo

Michael Gorman is a digital marketer and one of the finest college essay writers at the dissertation writing service. With years of experience at some of the best essay writing services, Michael is the right person to consult with if you want to buy assignment online. Besides that, Michael is the father of two kids and a dedicated long-distance runner.



Sign up today to stay informed with industry news & trends