By Hannah Howard, special to Overdrive.
If we had a dollar for every time someone asked us why we were interested in any given keyword, well… we would have a lot of money. The honest answer is that in some cases one of us just had a gut feeling that a keyword was about to get hot. However, in general have done a bunch of research that helped us get all warm and fuzzy about how important any particular keyword might be. We have used all kinds of crazy algorithms in the past but in the end it gets down to how confident we are that this keyword will drive converting traffic (not just traffic, but converting traffic). So the number 1 rule that shouldn’t even have to be on the list is that the user’s intent for that keyword matches something that we have and want to offer that user. Aside from that fundamental principle, here are 10 fairly specific things that we do when valuing keywords that you may want to consider adding to your repertoire: