Researching a Head Term
Because head terms are at the centre of your campaign, it’s crucial that you find one that will work for your site. This will be the basis for everything that follows: the variables you use, the data you find, and the results you can expect from the campaign.
There are different ways to find a head term, but this approach works for us.
In our example above, we followed one path that could have gone in different directions if we had modified our search terms slightly. In your research, try different approaches to get potential head terms with varying structures; try to aim for at least three.
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