1 Learn the concept
Keywords are the backbone of your search campaigns and an excellent way to reach people while they are searching for your products or services. A keyword research tool shows what people search for and roughly how often. This lesson explains how to find keywords, group them by theme and avoid terms that attract the wrong visitors.
2 See it in action
- Start with words customers use, not industry jargon.
- Check volume and competition to estimate value.
- Group related keywords into themes.
- Add negative keywords to exclude unwanted searches.
Worked example
Finding negative keywords
Search terms report: people searched "free tutoring" and "tutor jobs".
Problem: they will not pay for tutoring.
Fix: add "free" and "jobs" as negative keywords.
Result to look for: lower spend on clicks that never convert.
Check: review search terms every week for the first month.
3 Study an example
Example scenario
A tutoring company discovers that "free tutoring" attracts people who will not pay. It adds "free" as a negative keyword and focuses on terms such as math tutor near me.
4 Apply it and download
- Build a list of twenty keywords.
- Group them into three themes.
- List negative keywords.
Worksheet Keyword listOpen, print or save as PDF