Evaluating your organic keyword research list

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Within Google Ads, limiting search volumes geographically is a fairly simple process, in fact, you can limit them as granularly as Google Ads itself. In the example below, the search location has been limited to the San Francisco/Oakland/San Jose Nielsen DMA region. Google will also tell you how many people are within that region. In this case, 19.9 million:

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Once the location has been set as a target, select the “Historical Metrics” tab and here you will be able to see the search volume for the keywords in the chosen location. In this case, “personal injury lawyer” in the San Francisco region has an average volume of 1,900 searches per month:


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Once you have your initial list of potentially relevant keywords, the next step is to start looking at each of those words to see if they are relevant to the site/users in question. While some may use automated processes for this, I think to be really accurate, you have to look and think about each keyword. That can be a laborious process, but it's worth it to get your keyword list right.

At this point, you're not prioritizing the importance of each keyword, you're just trying to figure out whether it makes sense to try to rank at all. There are several factors to consider as to whether a keyword is relevant.

Searcher intent
You need to have a deep understanding of a website, its products, services, content, business needs, and the problems its users are trying to solve. This is where your initial work in jiangsu mobile database understanding users and interviewing stakeholders becomes most valuable. You need to look at a term and determine whether or not it is “important” or if it is irrelevant and can be removed.

When I'm running this process, I like to leave all the terms in the initial list and just mark the ones I feel aren't relevant with an "X" so that the initial list is retained. At that point, it's an easy task, you simply filter your spreadsheet for any terms that don't have an "X" in the "save" column to get the list of relevant terms.