Keyword Research Concepts
Lateral Keyword Research
As I also explained in the “Keyword Research 101” article, the term Lateral Keyword Research is the process of finding the keywords or phrases that are similar to your seed (original) keyword, but do not necessarily contain that word or words exactly. So your lateral search for “turntable” may bring back words like “stylus”, “vinyl”, or "headphones". Often you'll need to do this kind of lateral thinking yourself, but many tools are smart enough to offer really useful suggestions.
We also have to remember that Lateral Keyword Research also relates to building your list with a variety of keyword combinations or misspellings. For example, some tools allow you to change the order of the words. A tool may add to your list “turntable slip mats” as well as “slip mats turntables”. Or it may offer some misspelling or alternative variations such as “turntable slipmats”. Or perhaps it will offer you international spellings such as “practice” versus “practise”.
The more creative both your mind and the Keyword Research tools are, the better your outcome. SEO people and Niche Miners may find words they hadn’t thought of that are popular but have little competition. In a similar way, PPC advertisers may generate a huge list of keywords that are overlooked and consequently inexpensive to advertise on. Lateral Keyword Research really is powerful in the right hands.
Article Series
This article is part 1 of a 2 part series. Other articles in this series are shown below:
- Keyword Research Concepts
- Different Tools, Different Reasons
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