Here's how you can infuse creativity into your SEM keyword research.

Capture users in the early stages of the buying cycle, who may not be actively searching for your product yet, but are interested in related topics.Differentiate yourself from competitors who may be solely focusing on direct, product-specific terms, expand your reach, and build a stronger connection with your target audience.

1. Brainstorm with Teams: Collaborate for diverse perspectives. 2. Use Synonyms: Explore alternative keywords and phrases. 3. Analyze Competitors: Identify unique keywords they use. 4. Utilize Customer Feedback: Incorporate language directly from customers. 5. Leverage Tools: Use keyword suggestion tools creatively. 6. Explore Niche Markets: Identify underserved segments. 7. Test Long-Tail Keywords: Focus on specific, less competitive phrases.

Look beyond the usual tools. Check out social media trends, forums, and customer reviews to find new keywords. Don't just copy competitors—spot gaps they’re missing. Cluster similar keywords for niche targeting. Use AI tools to predict trends and optimize bids. Brainstorm with different teams for fresh ideas. Regularly test different strategies to see what works best. Quick Tips: Think like your audience. Keep your keyword list fresh. Balance niche and broad terms for reach and relevance.

One way that I've found helpful, especially with ecommerce websites, is to use the site search data for finding new keywords. Anything that a user is searching for from within your own website is something they are interested in hearing about or buying from you. You can leverage your ecommerce platform's site search analytics to find keywords with buyer intent. Even if you're not running an ecommerce website you can still benefit from this tactic by logging into Google Analytics and looking at the site search report.

The best way to approach any keyword research is to consider long tail keywords and also keep it easy, start by thoughts that leads to the problem that your product/service will be solving. At every stage from thinking about the thought till solution is the best way to derive the keyword. For example an online yoga class the keywords will start with Take control of your life, start with healthy habits etc.

Incorporating metaphors into your SEM keyword research can lead to discovering unique and compelling search terms. This approach helps you tap into the conceptual and emotional aspects of your audience's needs. For example, if you're marketing a financial planning service, think beyond traditional keywords like "budgeting" or "financial planning." Instead, explore metaphorical phrases that capture the essence of what your service offers. Consider keywords like "building a safety net," "navigating financial waters," or "planting seeds for future growth." These metaphorical terms can resonate with users who are looking for stability and long-term planning solutions, even if they aren't explicitly searching for financial services.

Mastering the Art of Keyword Metaphor: Figurative Language: Use metaphors, similes, and analogies to unearth unique search terms. If my product is "fast," how else can I describe that speed? (e.g., "lightning-fast," "blazing speed," "turbocharged"). Wordplay and Puns: Explore wordplay and puns related to my product or service. This can tap into a playful or humorous search intent. Creative Descriptions: Brainstorm imaginative descriptions of my product's benefits. Instead of just "reliable," I might use "rock-solid reliability" or "dependable as a Swiss watch."

Harness Metaphors: Use metaphors to expand keyword possibilities. For a time-management app, consider terms like "time mastery techniques" or "productivity shortcuts" to attract users seeking efficiency solutions beyond traditional searches. Example: A fitness tracker company could explore keywords like "steps to success" or "fitness journey milestones" to engage users interested in achieving health goals, not just tracking steps.

Use LSI keywords. LSI (latent semantic indexing) keywords are terms that are conceptually related to your target keywords. This helps to get your products/services discovered by your potential customers.

Infusing creativity into SEM keyword research can be achieved by mixing metaphors. I start by brainstorming keywords that blend different concepts, creating unique combinations that stand out. For example, instead of just targeting "digital marketing," I might explore metaphors like "navigating the digital seas" or "digital marketing toolkit." This approach not only captures attention but also resonates with diverse audience segments. I then use tools like Google Keyword Planner and SEMrush to test these creative keywords for search volume and relevance. By mixing metaphors, I add a creative twist to my keyword strategy, making my SEM campaigns more engaging and effective.

Often times the way the business describes their products are vastly different then they way consumers are speaking about them. Using social listening, product reviews, customer research and more are great tools to glean customer focused insights to inform keyword research.

Unveiling the Language of Your Audience: Industry Jargon: Research industry jargon and technical terms that potential customers might use. This can uncover niche keywords with less competition. Community Language: Tap into the language used by specific communities or subcultures related to my product. This could be online forums, social media groups, or enthusiast blogs. Local Dialects: If relevant, consider regional variations in language or slang. This can help target geographically specific audiences.

Every industry has its technical terms for certain things. Get to know the specific industry lingo and jargon in-depth so you can better create an SEM campaign that speaks your target audience's language.

Speak Their Language: Incorporate industry lingo into your keyword strategy to resonate with enthusiasts. For gaming, include terms like "high score strategies" or "gameplay hacks" to attract passionate players looking for advanced tips and tricks. Example: In the fashion industry, keywords like "street style trends" or "couture classics" can capture attention from fashionistas seeking the latest runway looks and timeless pieces alike.

Conteúdo bem-redigido e relevante atende às expectativas dos usuários, melhorando a experiência e a satisfação do cliente. Melhora a classificação nos mecanismos de busca, pois os algoritmos priorizam conteúdos que respondem precisamente às consultas dos usuários.

Exploring the Quirks of Search: Unusual Search Queries: Analyze search engine autocomplete suggestions and related searches to uncover unusual or niche queries. These could be long-tail keywords with high conversion potential. Question-Based Keywords: Focus on question-based keywords (e.g., "how to," "what is," "where to find"). These often indicate a strong intent to learn or purchase. "Why" and "How" Keywords: Explore keywords that delve into the "why" and "how" behind a product or service. This can uncover deeper customer needs and interests.

Ask yourself what your target audience will think about before they enter keywords into the Google search box. List all these possibilities and bid on them as phrase match keywords.

Target Niche Queries: Explore quirky or less obvious questions related to your product or service. Instead of just "best running shoes," consider "how to prevent running shoes odor" to address specific concerns and attract a targeted audience interested in practical solutions. Example: For a travel agency, focus on questions like "what to pack for a beach vacation" or "how to find cheap flights last minute" to engage potential travelers with precise, helpful content.

Infusing creativity into SEM keyword research can be achieved by incorporating question quirks. I start by thinking of unique, engaging questions that potential customers might ask, such as “What’s the secret to unbeatable digital marketing?” or “How can I turbocharge my online presence?” This approach not only captures attention but also aligns with natural search behaviors. I use tools like AnswerThePublic and Google’s People Also Ask to find inspiration and test these creative questions for search volume and relevance. By integrating quirky questions into my keyword strategy, I make my SEM campaigns more dynamic and engaging, ultimately driving better results.

FaQs are the way to go! I agree that it’s a less popular approach amongst content marketers but incorporating faqs are the sub topics in your blogs and articles and answering them totally takes your work to more people.

Appeal to Emotions: Use emotional triggers in keyword research to resonate deeply with your audience. For a luxury spa retreat, consider terms like "rejuvenate mind and body" or "serenity getaway" to connect with clients seeking relaxation and indulgence. Example: A pet care brand could target keywords like "bonding activities with pets" or "emotional support animals benefits" to appeal to pet owners looking for ways to strengthen their relationship with their furry companions.

Facts tell, but stories sell. So, provoke emotion in your ad creatives. Basic human emotions include greed, jealousy, anger, envy, sadness, happiness, and self-survival. Integrate one or more of these emotions into your SEM campaign, and you should see an improvement in the CTR.

Moreover, understanding the emotional landscape of your audience allows you to craft keywords that resonate on a deeper level, creating a more compelling and personalized search experience. For instance, if you're promoting a fitness program, keywords like "transform your life" or "find your strength" can tap into the aspirational emotions of empowerment and self-improvement. By aligning your keywords with the emotional journeys of your customers, you not only enhance the relevance and effectiveness of your campaigns but also foster a stronger emotional connection that can drive long-term loyalty and engagement.

Emotions drive search behavior. Embrace emotion by incorporating emotional keywords into your research. For example, if you're a wellness brand, instead of just targeting "yoga poses," consider keywords like "stress relief techniques" or "self-care routines." Technical tip: Use keyword research tools to identify emotional keywords that can help you connect with your audience on a deeper level.

Additionally, using storytelling in keyword research can help you tap into the emotional and aspirational aspects of your audience's journey. Customers often seek products that align with their personal goals or dreams, so identifying and incorporating keywords that reflect these narratives can create a strong emotional connection. For instance, if your adventure gear is marketed towards those seeking personal growth and transformation, keywords like "journey to self-discovery" or "embrace the wild" can resonate deeply. This approach not only enhances the relevance of your ads but also builds a compelling brand story that attracts and retains loyal customers.

Being subtle is the key. While we all do want to be effective storytellers, it is important to stay grounded and not get carried away with your emotions. It is important to keep your stories rooted to the cause and ditch the dramatics.

The Essential Ingredients for Creative Keyword Research: Keep an Eye on Trends: Stay abreast of emerging trends, technologies, and cultural shifts to discover new keywords. Utilize Keyword Tools: Leverage keyword research tools (SEMrush, Ahrefs, etc.) to gain insights, explore search volume, and identify competitor keywords. Test and Iterate: Continuously test different keyword variations and track their performance. This helps refine your keyword strategy and maximize results.

Personally knowing the industry, service/product is super helpful. Nothing beats first-hand experience and knowledge of a topic. I love being the target market or already being a consumer.