How to decide if a keyword belongs in your keyword list

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How to decide if a keyword belongs in your keyword list

It sound very easy for people that have never sorted keywords, but when you start thinking about what a keyword like “Puma” means, for the average searcher, it become difficult. Is “Puma” the German shoe and sportswear company, the animal, the Italian, German or Israeli military vehicle or another of the hundreds of meanings?

There is no general rule. Only the rules of thumb that my fellow keyword researchers and I have gather while sorting millions of keywords.

The question
You need to ask yourself if a keyword belong in your keyword list. I like to dedicate a question for each keyword list, so the definition of the become clearer. A question could be:

Is this “keyword” used to search for “subject of keyword list”?

If you can answer yes it belongs in the keyword list.

It would be easy if life was so easy. It is not the clear yes/no-keywords that makes you think, but the maybe-keywords.

It is important that you are fairly organized before you start to sort your keywords, because you want to know which keyword lists you are marking, so you can group a keyword into the right list.

If you aren’t sure of a final structure, you can build a general keywords list, that can be split later.

Let’s analyze some problems you will be facing if you haven’t done it already.

Ambiguous meaning
Hot dog;-)The same keywords can be used to search for different subjects. It is not always easy to imagine that searchers are looking for other things than your subject. But if you suspect it, it is time to consider if the keyword should be included in your keyword list.

If ex. someone is searching for: Sun. When the searcher could be looking for: The sun (that shines on us), sun servers, the newspaper or the searcher want to travel too a place where you can get some sun etc.

Another example is abbreviations which different people think is equal obvious what it stand for, but they don’t always agree about it meaning (many time Wikipedia give more than 10 meanings of an abbreviation).

So how do you decided?
I use a number of ways to decided:

– If more than 50% of searcher would be interested in your site it is good keyword (changes the percent to fit)
– If it makes sense to use it in Adwords for your product, it is probably a good keyword (if you are selling a teddy bear for 1 USD which is called hosting, it doesn’t make much sense to compete against the hosting companies for the keyword “Hosting”).
– Gut feeling.
– Go and search on Google, to see what the searchers, have voted to be the most interested result.
– Analyze what searchers add after the mainstream keyword (this can be done when you have made a large keyword list and sorted it in alphabetic order or just look at suggestions in the search engines).

What helps you to make a keyword decision?

NB: I think app. 75% of people that search for “Puma” are looking for the German shoe and sportswear company and 20% for the animal. I would have guessed that a person searching for “AMD Puma” where looking for a shoe and not a mobile computing platform.



  1. Henning Smith August 9, 2012 at 7:04 am - Reply

    Hi Mr. Keyword

    My keyword tool gives me keywords that, have high competition and low monthly searches or no results at all. I really don’t understand the concept of how these tools are helpful in selecting the best keywords. Do I want to go with low competition/high monthly searches? or something else?



  2. Keyword August 9, 2012 at 7:08 am - Reply

    Hi Henning,

    You want to target relevant keywords.

    By targeting relevant keywords you create a win/win situation, where searchers are happy to come to your site and therefore they convert (which make you happy)

    You might want to have a look at

    I hope it helps,


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