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Session-Based Keyword Research

Posted on 5.12.2013

Bing suggested a rather unique approach to keyword research that search engine optimizaiton professionals may seriously want to consider.

Keyword research is clearly important to the success of an SEO campaign as you need to know what content will attract users. But users aren't static (they don't search the same things over and over) - they're dynamic and your approach to keyword research, as well as content development strategies, should match.

Bing's suggestion is to supplement the keyword research you're currently engaged in and enhance with what it's calling session-based keyword research (instead of pure query-based model). While Bing  throughout its post kept repeatedly and aggressively suggesting that no keyword tool exists (from any search engine) that would enable you to do this, it's doesn't take a visionary to see that Bing is obviously working on something for this implicit purpose.

The gist of the Bing keyword research approach is this - consider how your users search over an entire potential "session" with your brand. Bing provided a good example; a user that on one day searches for "adopt a dog" and the next day might search for "puppy training." There's a distinct progression in user behavior. When content marketers (and marketers in general) can expand their vision about the broader and longer experience of a user, they'll be better able to position their products, content and services to users when and how they might want them.

The suggestion also has ramifications for advertising. Brands that fit quite neatly in a particular category - a pet store for example - might soon see a tool (a Bing Ads keyword tool perhaps) which suggests a more comprehensive keyword flow and be able to opt directly into it for retargeting.

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