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Goal
Finding high-volume keywords that are easy to target (i.e. there aren’t many other websites that target them too) and which suit your website’s niche, grouping them according to search intent and demand, as well as creating an incipient sitemap based on the aforementioned keyword groups.
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Ideal Outcome
Creating a comprehensive keyword strategy your SEO specialist(s) and content marketer(s) will be able to use in the months to come.
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Why This Is Important
Although definitely not the only element that ensures excellent Search Engine Optimization, keyword research is by far the most important SEO task. A great keyword strategy can give you a competitive advantage against large players in the market, determine what to work on next, who to hire, and how much to invest. You can use your keyword strategy to inform the structure of your site and even define your content marketing calendar.
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Where This Is Done
In your browser, in a keyword research tool, as well as in a spreadsheet that will help you organize all the keywords you find.
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When Is This Done
Before you (re)create your website.2. It should also be done recurrently, at least once a year, to refresh your website’s SEO.3. Before rolling out your SEO or content marketing strategy.
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Who Does This
The SEO Specialist or a V/A you’ve trained to help you with keyword research and mapping - but if you haven’t hired either one (or an agency to handle your digital marketing), you’re on your own :)
SEO keywords are the words and word phrases Internet users search when they want to find a business, a piece of information, etc.
The better you optimize your website with these keywords, the more likely it is that you will land among the first options provided by a Search Engine’s Result Page.
Keep in mind that SEO is not just about the keywords - they are a crucial element in the optimization process, but not an exclusive one.
Keyword research can be performed with a lot of tools. Up until not very long ago, Google’s Keyword Planner was the top choice among SEO professionals. However, Google recently started to limit the number and quality of their suggestions, especially for users who don’t invest money in AdWords campaigns.
As a result, SEO pros have started using other tools more frequently. Some examples include KWFinder (10 days free trial), SEMRush (free with limited capabilities, excellent when paid), and SEOBook’s Keyword Tool (decent free tool). In this SOP, we will use KWFinder, as it provides the best quality-price ratio.
Sign up for KWFinder or ask for access if your company already has an account. Make sure you have Excel, access to Google Sheets, Libre Office Sheets, or any other similar tool. Arm yourself with patience. This is not a difficult process, but it can be quite time-consuming. Yet, the more time you invest in it, the better your results it will yield.
For the purpose of this SOP, we used a fictional wedding venue in New Hampshire that is just building their website and wants to make sure couples will find them when searching Google for venues in the area.
Consequently, the entire SOP is created around the same idea, just to give you an example of how a keyword research and mapping process should look like. Of course, all of the steps described hereon will be adjusted to suit your particular business needs.
Our suggestion is this: use a broader location (country) in the beginning - you can narrow it down by using a specific search term (e.g. “wedding venue New Hampshire”, the primary keyword we used in the example). Doing this will help you find more keywords (both general and location-specific).
A list of keywords will appear on the page. Next to each of them, you will see the number of average monthly searches (in the “Search” column), as well as the difficulty score of ranking for that particular keyword (in the “Difficulty” column).
“Suggestions”: This is the default (and actually recommended) sorting criterion; it will sort the keywords based on how relevant they are in relation to the primary keyword you searched (“wedding venues New Hampshire” in our example).
“Search”: Select this sorting criterion only if you are interested in pure volumes (this is not usually recommended because a successful optimization takes both volumes and search intent into consideration).
“PPC” and “CPC” are sorting criteria you will only use if you proceed with a paid advertising campaign online (e.g. Google’s PPC program). So you will most likely not need to use these options for keyword research and mapping.
“Diff” will sort the list of keywords according to the difficulty of each keyword. To use this criterion, you should first make sure to generate the difficulty score for keywords that have not been scored yet (see below).
At this point, you shouldn’t worry too much about selecting very broad or very different topics—the idea is to create a very comprehensive list of relevant keywords.
For example, “wedding venue in nh” and “nh wedding venues” both have the same search intent (users want to find the venues available in the named area, so this is a location-intended search focused specifically on New Hampshire).
However, “new england wedding venue” broadens the search (so the intention behind it is not to find wedding venues in just New Hampshire, but in the entire New England area).
In our example, the New Hampshire wedding venue-related keywords were placed under “/wedding-venue” (which would work as a homepage).
However, the New England wedding venue-related keywords were placed under “/new-england-wedding-venues”(this could be a completely different page - maybe even one that would link to the competitors).
Once you are done with your keyword research and mapping, you can stop there and move on to actually using these on your website. However, if you want to push things even further and reap all the benefits of your hard work, you could use your keyword buckets to make business calculations (and take decisions based on them).
From the total monthly volume of visitors on your website to a very broad idea of the revenue your business could generate, there’s a lot you can do with each of the buckets you have just created. Here are some of the steps to take if you want to learn more about your potential market and the user intent you should focus on the most:
We said this from the start: doing keyword research and mapping them is not a difficult task. But it definitely is time-consuming. Be thorough and unforgiving. Do it until your eyes bleed, until your friends don’t recognize you anymore, until your kids have gone off to college and you didn’t even notice.
It’s a never-ending process, to be honest - precisely because there will always be opportunities in search. Searcher intents change. Trends change. Keywords change as well. Thus, your SEO strategy should adapt to the new waves too - and this is why it is crucial that you go through the same research and mapping process again, on a recurrent basis, with the same amount of relentlessness and determination.
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