Keyword research is the core of your search engine optimization strategy – and your SEO copywriting strategy. Here is a method for efficiently researching keywords on a large site.

On a small site, it’s fairly easy to research keywords for all of the products and services found there. But when a site is large, it can be far too time consuming to do the kind of in-depth research that you’d like – and yet, you don’t want to miss out on any golden opportunities. What’s the solution?

Thanks to the great quality of today’s keyword research tools, you can quickly get a high-level look at possibilities for a product or service.

Let’s say that you want to research keywords for a site with hundreds of branded products. You don’t want to guess which brands have the most traffic – or which have the best longtail keyword opportunities. So, what do you do?

With keyword research tools such as Wordtracker and Keyword Discovery, to name two of the most well known, you can quickly enter in “brand name” followed by “product” to check to see the scope of what’s available. You can then prioritize brands based on what you find in your high-level search and choose brands that have:

• Keywords with high traffic and reasonable competitive numbers or
• Keywords with decent traffic and low competing numbers and/or
• A large number of good keyword choices

Let’s say that you’re researching keywords to decide which pages you’re going to optimize on a site. How many brands do you think you’ll write about over the next six months? Ten? Twenty? If you pick twenty, then create a list of the twenty most promising brands, based on your preliminary research.

Before you begin more in-depth keyword research, take these steps to ensure that you’re creating a solid strategy for your SEO copywriting.

If you’re writing copy for your own company, determine which of the brands on your short list are good ones to spotlight from a business perspective. If you’re writing for a client, then ask your client to review your list.

Do the brands on your list have a good profit margin? Are they brands that you (or your client) plan to continue to carry? Do they seem on solid financial footing, unlikely to go out of business any time soon?

If the answers are yes, then conduct in-depth keyword research on those brands. If the answer is no for some brands, select the next most promising brands from your high-level keyword research and then use those branded products in your search engine optimization strategy, including your SEO copywriting strategy, for the year.

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