SEM Keyword Research

Intent
So, the first thing you need to do is figure out what people are searching for. What
are they trying to find? What are they hoping to accomplish? Once you know that,
you can start to narrow down your list of keywords.

Types of keywords

There are a few different types of keywords you can use.

• Product/service keywords are the words people use to describe the goods
  or services you offer. For a plumber, this might include things like “plumbing,”
  “leak repair,” or “water heater installation.”
• Brand keywords are the words people use to describe your company. For
  example, if your company is called “Rashad’s Plumbing,” some of your brand
  keywords might be “Rashad’s,” “Rashad’s Plumbing,” or “Rashad’s Plumbing
  Hilton Head Island.”
• Competitor keywords are the words people use to describe your
  competitors. You can use these keywords to target people who are already
  interested in the services you offer, but who may not be aware of your
  company yet.
• Alternative or synonym keywords are words that are similar to your
  product/service keywords. Using these keywords can help you broaden your
  reach and attract new customers.
• Secondary or supportive keywords are words that are related to your
  product/service, but that are not essential. These keywords can help you
  improve your search engine ranking.

Read more in this PDF.