The foundation to any search marketing campaign begins with extensive keyword research to identify what search queries are likely to drive the highest ROI. The tools available for mining and identifying these keywords are extensive, but often the best place to start is at the search engines themselves.
1. Google Autocomplete
Google's Autocomplete essentially gives the user a list of similar options based on the keyword typed in using an algorithm that aims to match user intent and indexed pages. These will help you identify new opportunities that are most related to your primary keywords.
In the image above, Google is suggesting keywords related to "Chicago shoe". Creating content related to the Chicago Shoe Expo may be an opportunity previously overlooked by local businesses looking to attract new customers.
Note: Because this is customized based on history and a user's account, you will want to log out and delete your web history before utilizing for any research.
2. Google's Shifting Search Queries
As Google continues to roll out updates, it will keep changing the way searches are performed.
Recently a colleague of mine identified how Google is changing search terms as searchers click on a link to Google Maps from a search results page on Google.com. Once on Google Maps, clicking to view the top results changes the search query yet again.
Here's a quick example using "shoe stores in Chicago" as the starting keyword:
When you click on Maps, Google changes the search query to "shoe stores near Chicago, IL."
Once you click on "Go to list of top results," the search changes to "shoe stores" on a revised version of Google Places.
Knowing which queries Google is pushing users toward is another good place to start when defining what keywords to build SEM campaigns around.
3. Search Patterns by Location of User
You can also look at specific geographic locations and their effect on what searchers see. Changing your location to New York City yields different results in Google's Autocomplete suggestions when compared to Chicago.
Alternatively, using the term sneakers in lieu of shoes provides still more different suggestions.
When using Google for local keyword research, queries can differ based on Autocomplete, geographic location, regional usage, and even what part of Google you're using; so make sure to use all of them.
As Google continues to refine the local part of their index, more opportunities for discovering new keyword opportunities will present themselves to marketers savvy enough to take advantage of them.