One of the best kept secrets of the Web is the fact that about 50% of search queries on any given day have never been entered into a search engine before. People type all kinds of crazy stuff into search engines. Often, the more specific and unique the keyword, the better it converts.

This means that the keyword data that shows up in Google Analytics should be a gold mine of opportunity to find new keywords as well as negative keywords. Google AdWords’ broad matching option includes an “expanded matching” feature that pulls in all kind of related keyword strings. Expanded matching captures the good, the bad, and the ugly keywords that you may or may not want in your campaign.

The problem is that Google Analytics does not give the data on the keywords that you need to build out your campaigns and target them better. It’s strange, but true. If you look in your paid keywords reports in Google Analytics for AdWords, you will only see the keywords in your campaigns that pulled the visitor to your site - you will not see the actual search query. For example, if your keyword in

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List provided by Dev Basu:

1. Microsoft AdCenter Search Funnel
2. Niche Bot
3. Trellian Free Search Term Suggestion Tool
4. Niche Watch
5. SEO Book Google Tool
6. Keyword Lizard Google AdWords Keyword Combination Tool
7. GoLexa All-in-One SEO Tool
8. Ontology-Related Keyword Finder
9. Google Suggest

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Often, clients have glaring issues with SEO that are preventing them from getting high page rankings.

The most common issues and the easiest to fix are the title tags and meta-tags. Your title tags need to be properly optimized to tell the search robots what is on your page. They should not be longer than 80 characters, and they should target your very best keywords. Your description meta-tags are also very important. Most of the time, webmasters write these tags with just a boilerplate description of your site with some keywords thrown in. What most people don’t know is that the description meta-tag is the most common source of your “snippet.” A snippet is the summary of your site that the search engines use in their search results. You should write a description meta-tag the same way you would write a pay-per-click ad, except you have 150 characters to work with instead of 70. You can incorporate a much stronger message with many more keywords. If you want to see a site that uses title tags and description tags effectively, check out Amazon.com.

Another quick change to help your site increase search rankings is by increasing the cross-linking within your site.

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We find that gaining high quality scores is similar to search engine optimization tactics from 1999. Like early search engine optimization, quality score is largely based on keyword density, but the density in this case is not created on a single page. Instead, it follows a keyword on your landing page through the URL to the ad text and back to the keyword that triggers that page.

So if you want a great quality score, you need a tightly themed Adgroup with a small list of keywords. You then need to write ads that feature these keywords, so they get bolded on the search results pages and generate a high click-through rate. It’s also best if these same keywords are placed in the URL, headline, and title tag of the landing page and are featured in the ad copy of the page. We call this “keyword siloing.”

It also helps if your landing page has some valuable content or links to content. Pure “squeeze pages” with no content (just lead forms and a picture) are being penalized by Google. Google states on their Site Quality Guidelines page: “Try to provide information without requiring

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So how do we go about targeting your campaign and avoiding overly broad, expanded-match keywords? We generate an extensive negative keyword list to run against your broad-match keywords. To build a great negative keyword list, we first work off a generic list of negatives that work across many campaign categories. Words such as free, career, jobs, courses, etc. are often good negative keywords.

To find more negative keywords that are unique to your market, we will run a “search query report” from your AdWords campaign and get a partial list of queries that triggered your ads. We will see if there are any keywords we want to block. We also use special javascript code to pull out the actual search queries in your Google Analytics reports, but the real skill of using negatives is in knowing how to apply them to your account.

The matrix below shows exactly how Google treats negative broad, phrase, and exact-match keywords against a variety of search queries. Study this chart carefully to make sure you are using these match types properly. (Click on the chart to enlarge)

What this

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