For a digital marketer, detecting keywords and their efficacious usage is one of the most important knacks. Insertion of specific words that indicate the content of a document will ensure sufficient organic visits to your website. It’s very important to be able to weed out the bad keywords from the good ones that are more commonly generated in an information retrieval system.

Bearing that in mind, we present to you the 4 steps on building your very own marketing system through effective use of keywords:

1. The first and most important step in finding operative keywords is creating a catalogue. The main objective of this step is to look beyond the generic and common keywords that are used by every Tom, Dick and Harry. One must think outside the box and come up with a catalogue of keywords that will put them at the top of the list of every search engine result. In order to accomplish this task, you need to conduct a thorough research of your target audience and further, find new marking opportunities and plan strategically through the use of active keywords used by said audience.

The following tools can be used for generation of a catalogue of keywords:

a) SearchMetrics – This website is suitable for people who are looking for keywords used by their competitors as well as other opportunists.

b) Google AdWords – This website is useful for people who wish to find operative keywords and gives an estimate of the performance level of such words.

c) – Relatively better than most tools, this one is effective for people who wish to find relevant, long tail keywords that others may not find.

2. The next step is detecting the volume of particular keywords by finding the average monthly searches as well as its competition on the digital forum. As there is, usually, a limit on tools like Google Keyword Planner and such, it’s better to eliminate bad keywords from good ones; for example, your competitor’s branded terms. To get around the restrictions on the Google tool, click the “Add to plan” button on your most effective words. Once that’s done, you can click on the “Review plan” button to generate the exact volume. Be careful to evade the “Save to account” button when creating the ad group. At the end of this step, you’ll get your volume list.

3. The 3rd step in this process is to filter the keywords. To do that, the catalogue can be divided into three parts – priority, secondary and tertiary terms.

a) A priority term is something that is associated to the contemporary and near-future commercial outlook, has a high volume and reflects a service or product you can offer.

b) A secondary term is something one must pursue only after your priority terms are in place. This tributary term is doesn’t have a large buying intent but has a good volume and is related to the content you offer. It may also have a low volume that may convert in the near-future and doesn’t necessarily reflect a service or product you have an expertise in.

c) A tertiary term can be laid out as optional keywords, however, they can be filed under the category of “Ignore for now”. It’s better to note down why such terms are labelled tertiary to avoid re-evaluation in future.

4. The final step is to map the priority terms in a way that generates the most revenue. For this, building a good judgement is very essential. The first phase is to scrape the Google tools. Other websites are far more useful after mapping keywords. The first three steps will help you with managing new and existing content, building new pages and websites and optimizing existing pages. Sometimes it’s useless to create entirely new pages for slight keyword variations but make sure that the existing page is tailored to meet the user’s expectations.

Asking questions like how useful the page is to a user and whether it meets the ideal expectations of each user will assist in effective management of such pages. If you have a page that currently rests in the top 5 or top 10 of most search engines, then it’s better to optimize such pages by actively editing them to fit trending keyword demands. If your existing pages do not generate the optimum level of organic traffic to your website, then it’s better to recognize and build new pages that have more relevance in the market.

Utilize the opportunities you already have and create new opportunities during your production process. Be shrewd when spotting your competition and learn how to identify their marketing strategies.

This 4 step plan will make it easier for you to recognize the importance of primary keywords and the benefits of their constructive management and usage.