Developing a target keyword list is our first step in preparing an ongoing online PR campaign. Our goal is to craft a release that places our client on page one for their target keywords.

Thanks to Kelly Muldoon for her Googe AdWord presentation at System Intensive 2007, I have an updated list of keyword resources – and a whole new perspective on how keywords and pay per click campaigns can amplify our PR campaigns.

Kelly is one of Perry Marshall’s students. You can pick up his book, “The Definitive Guide to Google AdWords” on Amazon.com Click on this image to find out how to join Perry’s mastermind club and get direct access to the Google AdWords master himself.

During her presentation, Kelly suggested we try Digital Point’s free keyword suggestion tool that gives you number of results from Wordtracker, a keyword research tool and Overture. What I like about this one in comparison to Overture is that you get the number of daily, instead of monthly searches. Overture is based on Yahoo! searches and not Google. Because most searches start on Google, this isn’t absolutely accurate if you’re using the research for Google AdWords. Wordtracker is a better option for that. But Digital Point’s keyword tool is free – plus you get access to several other useful search tools.

After doing a few searches, I found that my original keywords weren’t the best ones for my own search engine optimization.

Want to know if your keyword list is on target?

Try running your keywords through the filter I came up with:

Who: job title, such as entrepreneur

What: results, such as make more money

When: industry, such as banking

Where: tactic, such press release

Why: location, such as Chicago

How: areas of specialization, such as women who own their own business

Want to read more? Check out my earlier post on Getting Lucky with Google AdWords.

About the Author

Written by Barbara Rozgonyi

Barbara Rozgonyi publishes WiredPRWorks.com and directs CoryWest Media, an integrated social media marketing and PR firm. As Social Media Club (SMC) Chicago’s founder, Barbara is a recognized spokesperson for brands, bloggers and the social media marketing PR industry. Barbara invites you to join the Wired PR Works community on Facebook or to contact her regarding interviews, partner promotions or speaking engagements at 630.207.7530.