Keyword Planner For The Starbucks Company & Google AdWords Keyword Planner, SERPs - Digital Marketing Assignment Help

Assignment Task

Starbucks

1.  Make a list of important, relevant topics based on what you know about the business. Come up with about 5-10 topic buckets you think are important. Put yourself in the shoes of your buyer personas.

2. Fill in those topic buckets with keywords. Now that you have a few topic buckets you want to focus on, it's time to identify some keywords that fall into those buckets. These are keyword phrases you think are important to rank for in the SERPs (search engine results pages) because your target customer is probably conducting searches for those specific terms. Brainstorm some keyword phrases that I think people would type in related to that topic.

3. Research related search terms. If you're struggling to think of more keywords people might be searching about a specific topic, go to Google.com and take a look at the related search terms that appear when you plug in a keyword. When you type in your phrase and scroll to the bottom of Google's results, you'll notice some suggestions for searches related to your original input. These keywords can spark ideas for other keywords you may want to take into consideration.

4. Check for a mix of head terms and long-tail keywords in each bucket. Head terms are keywords phrases that are generally shorter and more generic -- they're typically just one to three words in length. Long-tail keywords, are longer keyword phrases usually containing three or more words.

5. See how competitors are ranking for these keywords.  This can be done by searching for keywords in an incognito browser and seeing what positions competitors are in.

6. Use a Keyword Planner to cut down your keyword list. - I like to use a mix of the Google AdWords Keyword Planner (Links to an external site.) (you'll need to set up an AdWords account for this, but that doesn't mean you have to create an ad), or alternatively if you do not have a gSuite account you can  use a free keyword planner such as WordTracker (Links to an external site.) and Google Trends (Links to an external site.). Google Trends can help you determine which terms are trending upward, and are thus worth more of your focus.

7. Identify negative keywords you would like to include.

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