Digital and Social Media Marketing - An Introduction

Chapters 3 › Unit 3: Keyword research View instructions Hide instructions

Keyword research

For an imaginary company or if you like for the "Digital and Social Media Marketing course" - research some of the keywords that might be searched for by the buyer persona using these tools:

Make a list of these terms and organise them using the framework introduced in the unit video -


If you like, you can give each category a score and then multiply them so that you have a quantitative feel for which keyword is more appropriate compared to others.

Example of keyword refinement process

For example, {using a range from 1 to 5 where 1 is low and 5 high} if you are creating keyword research for the course in Digital and Social Media Marketing MOOC you could consider two terms:

"Digital and Social Media Marketing"

Let's examine the MOOC as a keyword:

Relevancy - 3
Specificity - 1
Popularity - 5
Competition - 2

Overall score - 3 * 1 * 5 * 2 = 30

in the case of "Digital and Social Media Marketing":

Relevancy - 5
Specificity - 4
Popularity - 1
Competition - 5

Overall score - 5 * 4 * 1 * 5 = 100

The keyword assessment is a subjective process although it is informed by data from the different sources. In the above case, the numbers suggest that we should emphasise the term "Digital and Social Media Marketing" in our content creation.

This is all you need to do for basic keyword research, however, if you feel that you would like to push yourself further, see if you can use Google AdWords -

Do you have access to Google AdWords?

If you have access to Google AdWords you might want to test your terms against the Google Keyword Research Tool - however, watch this video first - it suggests a more sophisticated keyword research table if you would like to challenge yourself:

Publish your keyword research justification process for one keyword as an example on your blog post and share it with others on the #Passion4digital community.

Reflect on the usability of each of the above keyword research tools - which one do you like best?

Find what other on this course have researched and published and comment on their findings either on their blog posts or via Twitter.

Keyword research exercise


I've used for this exercise the term "music blog" since I've started one. I wanted to know if people are and what results they have when they search this.

Relevancy 1
Specificity 3
Popularity 3
Competition 2
Overall score is 18.

So this is a more general term than could not give me a targeted public.

On the other hand "blog music" revealed some interesting results that give me a more general idea about what should I target. Location is the most important factor

This was made quick and a research like this should be done in time and with full access to the tools (aka pay for them).

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