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Keywords: Unlocking Your SEM Success

Keywords: Unlocking Your SEM Success

When you begin Search Engine Marketing (SEM), the first thing you do is explore potential keywords. Keywords, sometimes called keyword phrases, are the terms that your customers will type into Google or any other search engine in order to find your company. These are the terms that you will then want to incorporate into your website copy, social media pages, and blog posts.

We’ve developed a three step process to help you find the keywords that will be the best fit for your business.

  • Step One: List Phrases You Think Are Appropriate

    Back away from the computer and compile a list of terms that you think customers and clients would plug into a search engine in order to find your business. Using a pen and notepad or, even better, a large presentation pad or white board, will help you brain dump all of the possible terms that you creatively list.

  • Step Two: Test Your List

    Return to the computer and type each of the keyword phrases on your list into your favorite search engine. Study the types of things that are coming up in the search results. Are they similar to your business? For instance, one of our clients is a professional organizer and one of the services she provides is closet organizing. However, when you type “closet organizer” into Google you find products like shelving, track systems, and drawers used to help individuals organize their closets themselves. This keyword was obviously not a good fit for her. Make sure your visitor will see similar types of products or services to yours. If a searcher is not getting what they expected, they will try another search term. Cross off any keywords that are producing results that are irrelevant to your business.

  • Step Three: Check the Competitiveness of the Terms

    Once you’ve narrowed down the list by eliminating extraneous terms in step two, you can check the competitiveness of these terms using Google’s Keyword Tool. Plug in your keywords and Google will tell you how many individuals are searching for those words per month, as well as how competitive the words are. For best results, choose keywords with high monthly searches and relatively low competition. You may find that all of your potential keywords are highly competitive. In this case, focus on monthly searches.

Google will also make suggestions for additional keywords based on the phrases you input in the Keyword Tool. This can help you come up with additions to your list, but be sure to go back and search these terms on your own in Google to ensure that the results are similar to your offerings. People often forget this important step when they rely solely on the Keyword Tool for building their list.

Developing a list of the optimal keywords for your business is part science and part art. Often we rely too heavily on technology, trusting applications like the “Keyword Tool,” but when it comes to compiling your keyword list, trust in the human perspective over the tech.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office