How to Find the Best Keywords for Your Brand

Another example would be if you sell handbags. The consumer might consider handbags to be purses, satchels, pocketbooks, etc. It's critical you take these differences into account. So which keywords should you buy? Goodman says all of them.

When beginning to build your keyword list, Wegner advised starting with brand and nonbrand terms. That means all versions of them, including singular and plural variations, typos, misspellings, and even regional dialects. For example, Goodman noted that people in Massachusetts tend to add an extra "r" to words, therefore Talbots not only owns the brand term "Talbots," but also "Talborts."