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The First Step In Inbound Marketing Is Picking The Right Keywords

There are four components in the inbound marketing process; Attract, Convert, Close and Delight.

All four are critical to the success of your inbound marketing campaign, but none is more important than the “Attract” component.

Attract means bringing the “right” traffic to your web site. By “right” traffic I mean attracting people who are most interested in your products and services. The ones who are most likely to be interested in you, give you their name and ultimately become loyal, happy customers.

So how do you do that?

There are lots of ways to drive traffic to a web site, but according to a recent Hubspot study, SEO has the highest ROI of any inbound marketing channel.

Your customers are looking for content that educates them, will help them overcome their challenges and achieve their goals. The key is understanding what problems or challenges your customers want fixed.

Fortunately Google helps with that via the Google Keyword Planner tool that they have built in Adwords.


If you are not sure what terms or phrases your target audience is using to search for answers to the problems they have, then start with the box with the 1 next to it.

If you are confident that you know what phrases your target audinces uses and you just want the number of searches per month, then the box with the 2 next to it is for you.

One important caveat when looking at estimated monthly search volume, Google has data on three different types of keyword searches and it is critical that you know the difference between them.

Broad match 
This is the default match type and the one that has the largest search volume.

When using broad match, Google is including search volume for any word in your key phrase, in any order. For example, if you use broad match to get search volume on inbound marketing it will include searches on inbound marketing summit, inbound marketing software or Hubspot inbound marketing as well as related terms like internet marketing.

Phrase Match
If you use phrase match, Google will give you search volume of searches of your key phrase using your keywords in the exact order you enter them, but there might be other words either before or after that phrase.

For example, if your key phrase was “inbound marketing software” Google’s search volume will include not only “inbound marketing software” but also queries that contain text before or after your keywords. So for example “best inbound marketing software” or “hubspot inbound marketing software”.

This is more focused than broad match, but can still be a little noisy for what we are looking for.

Exact Match
Exact match is the most specific and restrictive of the keyword match types. With this match type, users can only see your ad when they type your exact keyword phrase by itself.

For example, if your keyword phrase was [inbound marketing software] you will get search volume when a user types in only that specific search. This is the most targeted traffic you can get, but it also has the least amount of search volume.

When conducting keyword research I usually start with broad match to cast the widest net possible, then use phrase and exact match to narrow that list down to the phrases that my target audience is actually using to search with.

Wondering now if you are targeting the right keywords? Then let us conduct a free inbound marketing assessment of your website.