Advanced Keyword Research Strategies - Combining and Splitting Top Level Terms
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Combining
As you do search term research, some of the top level keywords may produce too few results. If two closely related top level terms produce too few search term results, it's safe to combine them.
In the Keyword Research and Selection guide, Stoney G deGeyter combined "duffelbag" and "dufflebag" as top level terms (notice the swapping of the e and l.), since they produced few search terms.
You can do the same with two closely related top level terms that produce little value.
Splitting
Sometimes there's a need to split. If a top level term produces more than 100-200 phrases than there may be a need to split it.
As we searched for golf shoes, many results came up, such as:
Both of these sets bring immense search volume. Separate analysis shows that both keywords have even more related search terms, each one unique. This is a good reason to split the golf shoes into "womans golf shoes" and "mens golf shoes" top level terms and continue analyzing "golf shoes."
There may be a need to split 10 times or more, depending on how many search terms each top level term gives. This splitting stage is important, because it makes your keyword list more refined, rather than spread out. It produces longer tail phrases which not only consume less time and money when you optimize for them, but produce better conversion rates.
Keep your eyes open during this stage.
You will also find top level terms that produce very few search terms, with relatively low search volume. It's a good idea to combine some of those search terms onto one page as H tags. Since competition is pretty low, you may rank well for a few of them on one page. Make sure phrases are closely related and have low search volume if and when you use this tactic.
When writing text, don't get stuck on just using "womans golf shoes." Use "golf shoes for women," "girls golf shoes" and so on. Be as natural as possible.
In the next article we'll continue on the topic of keyword selection, and cover keyword sorting, keywords that convert, high volume keywords, organizing the keywords and more.
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