Today I’d like to talk about a few ways for seeking out, organizing, and prioritizing keywords into a formidable collection that makes sense and executes your plan well.
First things first, get rid of the thought of restraining yourself to only using one source for your keywords.
While this may not seem like a bad idea, it comes with its own limitations. One source may have an excellent gathering of data, but its only one type of data. For instance, Google Ads is a fantastic source to use, but the keywords tend to focus more on a commercialized basis.
Combining various data from authoritative sources greatly expands the diversity and quality of keyword suggestions you’ll get in return. The more data you’ve collected, the stronger and more fruitful your keyword compilation will become.
Categorizing your Keywords Based on Strategy
Next, let’s talk about a way to divide your keywords into the different goals and aspirations of your strategy. It’s important to note that not all keywords are going to fit into one category.
For example, perhaps you’re targeting consumers who have not yet decided they’re ready to buy. However, you’d like them to at least be aware of your brand’s presence and how it can fulfill their desires in a product/service.
Other groups of keywords might primarily focus on earning the best CTR (click-through-rate) or conversion rate. These are your “hot-shot” keywords that you’re confident are going to appeal to the masses. If your business is a buyer/seller of all things video games, suitable keyword examples might include “used video games”, “trade-in video games” or “video game accessories”.
If you’re having trouble filtering through a series of related keywords, look no further than Google’s own SERPs.
Simply type your seed keyword into the search query and scroll to the bottom of the page. There you will find the LSI (latent semantic indexing) keywords, which are a nice freebie to take advantage of.
They offer a glimpse into what others are searching for and offer useful ways to adjust your keyword strategy. These keywords can also be seen when typing in your keyword phrase into the search query.
Prioritizing Keywords based on Metrics and Goals
It comes with no surprise that not all keywords are optimized to deliver the kind of success you predicted.
With that said, it’s best to organize your keywords in a manner that makes the most sense for your overall goal. Understanding which keywords drive the most traffic is great, but it might also be important to analyze their CTR opportunity.
Deciding which metrics are going to be personally beneficial to your brand and its aspirations are imperative to establish.
If you’re merely trying to drive more traffic to a specific page, sort and emphasize those keywords that earn the highest traffic ratings. Maybe you’re only interested in those keywords that achieve high search volume but aren’t incredibly competitive to rank for.
Other keywords might just have a personal resonance with your target audience or your brand.
Perhaps you found a certain long-tail keyword that has low search volume, decent, traffic, and low difficulty. But it strongly relates to your brand’s value proposition and summarizes your company image perfectly. For that reason alone, it can be one of the most important and prosperous keywords you rank for.
Creating these keyword lists, (with the help of tools like Google Ads, Sheets, Excel, etc.) will help ensure your keywords stay on track and retain their intended relevance for your strategy.
Combining these 3 organizational and data-driven steps will help clarify which keywords belong where in your strategy and how they’ll be effective.
Keep in mind that finding the right keyword is an on-going, trial-and-error based process. Run trials and tests to measure how well your keywords perform and uncover where they could use improvement. Substitute popular keywords with less popular long-tail keywords and observe the differences.
Therefore, take initiative to experiment, stay organized, and most importantly – measure and track your results!
Thanks for reading this post, stay tuned for more updates! 🙂