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I often get asked by clients about the best way to do keyword analysis so I thought I would share my thoughts here online to make it easier for all of you to zone in on the right keywords and terms, which can help you to develop strong content, better target terms for Adwords expenditure and so that you can better understand your competition and the terms worth targeting.

Google Suggests

Google Suggest is something we have all used and yet as searchers doing keyword analysis, many of us miss this free and great opportunity. You have probably already heard the terms ‘Autocomplete’. Start doing a search for a term in a Google search and you will see that Google will begin to give suggestions on what you should type, based on what you are typing. These suggestions give you very good clues as to what terms and expressions are popular and worth considering.
Let us imagine that you have a client who is a freight company. So I type in the word freight into a search and you the suggestions are: ‘movement’, ‘forwarder’, ‘transport association’, and ‘freight train’. Already we are gathering some useful terms and an idea of popular and useful search terms.

Search sample
Type in more terms and you see these extra search suggestions:

Search sample 2


Given that Google Suggests is a free tool, why not use it as a starting point?!

Competitor Search Results

Do a search of a term which you consider important to your business, let’s say ‘freight forwarder’ as an example (and do not forget that you might already have a list of useful terms from the Google Suggests test). Now you can look at the Adwords wording your competitors have used. You have no clear way though to know how effective or not their use of certain terms is. Why copy terms that are actually inaffective as will sometimes be the case for terms they use? What you can say with a degree of certainty is that results which show in the natural search results (i.e are NOT sponsored ads) can be looked at. What words and terms show in the natural search results and on the landing pages? If the landing pages (pages you end up on when you click the search result) top 10 search natural search results for the term ‘freight fowarder’ all have certain similar words and terms on them, this gives you an indication of important terminology you might wish to use, to rank also.

Look for commonalities in the top 10 natural search result landing pages!

Google Keyword Planner

If you have an Adwords account and are developing your list of terms for the purpose of developing an Adwords campaign, you will certainly also find the free tool which Google provide, to be an excellent resource. The Keyword Planner is a robust tool which links into Adwords and which provides a mass of data including:

  • Monthly traffic for key terms
  • Competition for each term (Adwords competition)
  • Bid estimates for each term

If you are using Adwords, the keyword planner if a great tool. Do be aware though that Google will want you to bid on as many terms as possible because of the income they make from Adwords. Hence, they will throw a very wide range of terms at you, and not at all will be appropriate. This is why the previous analysis stage mentioned whereby you analyse what terms get the best natural search positions, can help you so much. Combining these different techniques will give you a more solid set of appropriate and related terms for your sector.


A nifty and very useful tool which many webmasters also use is http://keywordtool.io/. This easy to use tool will instantly throw out a 100 plus terms related to the term you enter. What I especially love about this specific tool is that you can not only search google, but also youtube, Bing and amazon.

Keyword Discovery Tool

This tool is very popular with any in the SEO industry and the Discovery Tool can be used on a free trial and this might be enough for you if you just need to use it for a short time, when first developing your campaigns.

If you know of any other excellent tools which can help the other readers, why not share your comments below! Let’s help each other!

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Having finished PhDs in academia, Paul and Valeria wanted more freedom to travel worldwide and started ProMarketing, building on Paul's 15 years in online marketing.