Step Wice SEO

Keyword expansion is the development and addition of new keywords to portfolio for the general improvement of a campaign.

The best technique for expansion is to tie it in with other variables that might influence performance. This can fall into a number of different areas:

• Existing Keyword Performance – the best source of understanding where keyword expansions might be found is an existing base of keywords.

 Dependent upon the correct tracking of success, new keywords can be developed from those that are performing well, via a process know as keyword stemming.

• Push Messaging (Promotional) – should a new product, service or topic of information become key to the particular business or website being optimized, new keywords will become available.

 For example, a large retailer pushes messaging via offline or online graphical advertising to the general public for a new product or service.

 From that point onward it makes sense to create synergies between these messaging efforts and the keyword selection process.

• Competitive Space – knowing what competitors of a company or website are doing provides a good grounding for selecting new keywords.

 Whether it is keywords that are being bought that is appropriate or whether it’s messaging being used, anything that makes the searcher aware of new data will be good for keyword expansion.

One of the areas where companies ran tall over with keyword expansion is when it is done without first determining why.

Bad keyword selection and large numbers of new terms can add increased traffic and extra resource loads on bidding processes so, as a word of caution, it’s unwise to engage in expansion unless done in a controlled and measurable manner.

Keywords: keywords, Keyword expansion, keyword stemming,

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