Keywords on the Brain

I’ve decided to write a few posts that cover some principal theories and methodologies applicable to PPC.

I appreciate that there are many PPC experts who can fill pages upon pages of theories on keyword principles and structure. But let’s be honest, sometimes you just want a quick read and a fresh perspective on matters. So without further waffle, i will present you with my perspective on PPC keywords.

What do you call a . .  .

Think about this device:

Saturday: 12.20.2008
Creative Commons License photo credit: Jesse757

What is it?

Personally, i would refer to this piece of equipment as a ‘remote control’.  However,  I have heard people refer to it as a tv remote, tv device, remote thingy, tele tool and so forth.  Interesting?

Colors  & Colours

Our communication is a reflection of our surroundings and influences.  We are influenced by various external factors throughout our life, and thus can end up developing our own names for household equipment (as this example indicates).  The ‘individual’ theme is critical to understanding keyword use within PPC.

When you build your keyword list, your role is not to follow the party line of grammatical correctness.   Instead, you should be aware of alternative keyword possibilities that may land you some nice conversions. Try spelling mistakes, incorrect adjectives or plain old typo mistakes.

Think outside of targeted countries. If you target a specific country, do not make the assumption that cross border/water language will not creep into your targeted searchers. Cultural absorption is often a consideration at all levels of geographical targeting.


While my aim is not to provide you with a ‘to do list’,  I hope this post can provide you with a fresh perspective.

So next time you delve into the dizzy depths of keyword thinking,  try to think about remote controls?!

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2 thoughts on “Keywords on the Brain”

  1. Attacat Ben says:

    Good post Jon, I’d also suggest that you have to think about the brand terms for quite a lot of searches now – perhaps “sky remote”, “sony tv remote” etcnnSome of my favourite examples of common incorrect spellings would be “lose” & “loose” – used very interchangeably in search but with completely different (and sometimes quite unintentionally amusing) meanings!

    • Tim Barlow says:

      Good article today on SEland covering basics of mispellings as keywordsnn slightly more advanced tip in the article:n”I frequently notice that brand bidders overlook the use of keywords structured as URLs. You ought to incorporate URLs as keywords into your branding strategy, including, of course, typo variations.”

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