In search marketing we spend a lot of time talking about keywords. But once you reach a certain level you stop focusing on individual keywords and instead think more about a diversified portfolio. Think of it like your investment portfolio where you have different types of securities. You have individual stocks, mutual funds, bonds, a money market account and maybe some CDs. Each of those areas make up part of your overall wealth.
In the case of keywords, each website has keyword groups or buckets. These buckets are grouped based on similar themes. By analyzing the themes and the ROI of each theme we can make better decisions on keyword groups to build pages for, links to, etc. So that is the premise of this blog, now let’s jump into specifics. As a side note, you could take this up a level and make buckets for all of your online traffic (social, email, PPC, etc). You could even take it up further and look at your overall marketing picture, but for the purposes of this post we will stay granular and focus on organic SEO keyword traffic. Although I am more of a big picture guy myself…
Common Keyword Buckets
First, let’s take a look at some common keyword buckets. Next, we will determine ways to analyze and use the data, but before we do, we need to recognize that all keywords fall into two main buckets and then there are smaller and smaller buckets under each. This is great because you can get as granular as you want. The top buckets are branded and non-branded terms.
- Branded Terms: Terms surrounding your business or your businesses’ own branded products.
- Non-Branded Terms: Pre-existing terms that categorize or describe your product.
Now that we have gotten that out of the way, here are some common type of keywords that fall under the different segments.
- Company name
- Names or products made by your company
Brand Keywords: Keywords that relate to the brands of products a site may offer. For example, a hockey ecommerce site may sell Bauer, Rebook and Nike equipment.