AdWords Strategy: Why Topics Are More Important Than Words?

AdWords Strategy is about two star-crossed lovers who discover each other. The popular idea is to have a list of words relevant to your audience, product or service. A much better strategy may be to focus on themes initially.

A theme is a combination of keywords that create a meaningful thought that helps your customer find your product or service. Themes create a list of high-level words that describe how your product works. A theme is a bridge between the word and the actual function.

This may involve some due diligence on your part. Theme creation will not come out of nowhere. It will involve some ingenuity and innovation. An individual website is a shortcut. A website is divided into themes. Those topics are direct keywords. You will need to be innovative when creating another keyword list.

Start with keyword search ideas, topics, rather than individual keywords. Once those ideas are established, this provides a roadmap for defining strong keywords. An example is a plumber. You will see that there is a progression, an evolution.

Here’s one way you could go: Plumber, Broken pipes, Fix shower, Fix broken pipes, Kitchen pipes, Kitchen remodel, New kitchen, New kitchen ideas, Bathroom remodel (same sequence as kitchen), Overflowing toilet , Emergency plumbing, Plumbing overnight, Base flooded.

This is a good education for you. You have to rethink how your business is done. Think about each of the individual processes. This will expand your keyword list. In the plumbing business, majestically, you can learn a few hundred new topics. Who said you weren’t smart and innovative?

You have to be innovative, but you don’t necessarily have to reinvent the wheel of your business. Look at your website and how it is popularly surfed. Notice the words that are used in the view. One key is the marketing material you deliver to clients, offline.

To be successful on social media, you simply have to “dance with the girl you come with.” Often times, direct mail pieces are carefully optimized over time. In these materials, do you find burning words?

Another source may be your competitor and how they approach the business. Do you use different navigation tools in your view? Is there a purpose for that? Do you offer different services? Are those services something you find innovative? Are there new ways to do business more efficiently? Are there better ways to provide your service or describe it?