Definition
Combination keywords, often referred to as keyword combinations or keyword permutations, are sets of keywords that have been combined in different ways to target a variety of search queries. This practice is commonly used in search engine optimization (SEO) and pay-per-click (PPC) advertising to capture a wider range of search intents and increase the likelihood of appearing in search results or having an ad displayed.
Purpose of Combination Keywords
- Expand Reach: To cover a broader range of search queries that potential customers might use.
- Match Search Intent: To better match the specific search intents of users, which can vary widely even within a single topic or product category.
- Improve Ad Relevance: In PPC campaigns, to create more relevant ad groups that can lead to higher click-through rates and better ad performance.
How to Use Combination Keywords
- Keyword Research: Start with comprehensive keyword research to identify a list of relevant base keywords and modifiers.
- Keyword Tools: Utilize keyword research tools that can suggest combinations based on search volume and competition.
- Manual Combination: Manually combine base keywords with modifiers, geographic locations, and other relevant terms.
- Dynamic Keyword Insertion: In PPC, use dynamic keyword insertion to automatically tailor the ad text to match the user's search query.
Best Practices for Combination Keywords
- Relevance: Ensure that all keyword combinations are relevant to the content, product, or service being offered.
- Search Volume and Competition: Consider the search volume and competition level of each keyword combination to prioritize efforts.
- Testing: Continuously test different combinations to identify which ones yield the best results in terms of traffic and conversions.
- Ad Group Structure: In PPC, organize keywords into tightly themed ad groups to improve ad relevance and quality score.
Challenges with Combination Keywords
- Keyword Dilution: Creating too many combinations can dilute the focus and reduce the impact of the most important keywords.
- Complexity: Managing a large number of keyword combinations can become complex and time-consuming.
- Quality Over Quantity: It's important to focus on the quality and relevance of keyword combinations rather than simply increasing quantity.
Conclusion
Combination keywords are a strategic way to extend the reach of SEO and PPC campaigns, ensuring that content and ads are visible for a wide array of search queries related to a business's offerings. By thoughtfully combining base keywords with relevant modifiers and testing different permutations, marketers can effectively target a broader audience while maintaining high relevance and engagement. However, it's crucial to balance the breadth of keyword combinations with the need to maintain focus and relevance to achieve the best results.
