The AdWords strategy is about two star crossed lovers discovering each other. The popular idea is to have a list of words relevant to your audience, product, or service. A much better strategy may be to initially focus on the issues.
A topic is a combination of keywords that create meaningful thinking that helps your customer find your product or service. Topics create a list of high-level words that describe how your product works. A theme is a bridge between the word and the actual function.
This may involve some due diligence on your part. Creating themes won’t come out of nowhere. It will involve some ingenuity and innovation. An individual website is a shortcut. A website is divided into topics. Those topics are direct keywords. You will have to be innovative when creating another keyword list.
Start with keyword search ideas, topics, rather than individual keywords. Once those ideas are established, this provides a roadmap toward defining strong keywords. An example is a plumber. You will see that there is a progression, an evolution.
Here’s one way you can go: plumber, broken pipes, shower repair, broken pipe repair, kitchen pipes, kitchen remodel, new kitchens, new kitchen ideas, bathroom remodel (same sequence as kitchen) , overflowing toilet, emergency plumbing, nighttime plumbing, Flooded basement.
This is a good education for you. You have to rethink how your business is done. Think about each of the individual processes. This will expand your keyword list. In the plumbing business, majestically, you can learn a few hundred new subjects. Who said you weren’t smart and innovative?
You have to be innovative, but you don’t need to reinvent the wheel of your business. Look at their website and how it is popularly navigated. Notice the words that are used in the sight. One key is the marketing material you deliver to customers, offline.
To be successful on social media, you simply have to “dance with the girl you came with.” Direct mail pieces are often carefully optimized over time. In these materials, do you find keywords?
Another source may be your competitor and how they approach the business. Do you use different navigation tools in your view? Is there a purpose for that? Do you offer different services? Are those services something you find innovative? Are there new ways to do business more efficiently? Are there better ways to provide or describe your service?