Get Found in Google (Part I): How To Do Keyword Research

When you need to find information about something, what do you do? Look in an encyclopedia or in the Yellow Pages? Probably not.  If you’re like most people, you “Google it.” So, if everyone is going online to find things, then it’s important to make sure your event is easily found. There’s a variety of ways to accomplish this, which we will cover in our three-part blog series, Get Found in Google

For part one of this series, we’ll focus on keyword research. Keywords are a big part of what Google looks for when scanning the Internet for sites that match a search term.  It’s important to understand how your participants speak and what they search, as well as how your event is different from other similar events. This knowledge will help you determine the most effective keywords, making it easy for participants to find you online. Here’s how find the right keywords for your event website:

1. Brainstorm ideas of what you want to be searched by
What type of event do you organize (5K, marathon, sprint triathlon)? What’s unique about your event? Also, think about what your ideal participant would search for online.

2. Check similar organizations’ websites for keywords
Check out the websites of any successful events you can think of and look for any phrases that are being used over and over.

3. Survey your past participants
Ask them how they found out about your race and how they would describe it.

4. Look at Google’s suggestions
Now Google the phrases you’ve collected in #1-3. As you type in the search terms, check to see what phrases Google is suggesting. Google automatically recommends popular searches.

5. Plug all of your terms into a keyword tool
Keyword tools help you make the step from what you think people are searching to what you know is being searched. Here are three easy online keyword tools to use:

  • Keyword Tool – Google Adwords
  • WordStream
  • Wordtracker

These tools take the phrases that you enter and make similar suggestions that you may not have thought of. Also, they provide search volume and competition numbers.

6. Pick keywords based on relevancy versus traffic
It’s important to be specific. Instead if you use “10K Chicago”, you’ll see that this is searched 1,600 times per month.  Pick keywords that are highly relevant instead of keywords that get a ton of traffic.

7. Export to Excel and manage the list
Download and export theses phrases into Excel to stay organized.

These seven tips will help you as we move into part two of our Get Found in Google series – putting the keywords in the right place on your website. Stay tuned for our next post!