Creating a Keyword Strategy Document

A Keyword Strategy is the culmination of comprehensive keyword research, selection and prioritization.  It is an important document as it forms the basis of your website content, landing pages and overall search strategy.

There are 5 steps to creating a Keyword Strategy with KeywordIntent.

1. Create a Project – To start a Keyword Strategy simply create a new project.  The project will keep all your keyword research data files together in one place and keeps track of your keyword strategy.   A project could be one whole website or for larger websites, a project could target one category or area of the site.
2. Keyword Markets – Your overall Keyword Strategy can be broken down into one or many keyword markets.  A keyword market is a collection of keywords that are relevant to a particular customer segment you wish to target.  To learn more about how to define your keyword markets, click here.
3. Upload Your Keyword Research Data Files – It’s now time to upload your keyword data files.  These can come from free or paid keyword research tools like Google Keyword Tool or KeywordDiscovery.com or WordTracker.com.  You do not need to do too much sorting of keywords when you export them from these various research tools, as you will do this task within KeywordIntent.  To learn more about how to undertake keyword research and brainstorming, click here.
4. Keyword Sorting – Now that your keyword files are uploaded, you are able to sort your keywords by dragging and dropping them into the relevant Keyword Market.  You can determine what type of keyword term it is such as whether it is a Top Term, Secondary Term or Content Opportunity.Top Terms are those words that are most relevant to your website and you actively want to seek rankings for them.  These terms can either be Search Head (lots of searches) or strategic Longtail terms (low number of searches).Secondary terms are still relevant to your website, however are not core to your overall business or organization.  However, these terms can make a significant difference to your traffic levels over time and usually fall into the different stages of the search buying cycle which influences people to engage with you or not.  Secondary terms can also be Search Head or Longtail terms.Content Opportunity terms are those terms that you actively want to pursue, however you currently do not have any relevant content on your website to massage these targeted words into.  New content needs to be created to target these keywords.As an SEO expert you get a feel of the intent behind people’s search terms.You can signal what part of the search buying cycle the term belongs to including Need, Browse, Research, Compare and Decide/Buy.  If you want to remove a term, simply push the delete button on your keyboard and the keyword will be moved to a “Deleted Keywords” folder.  You are able to go back to them later.
5. Keyword Mapping – Once your keywords have been sorted to their respective Keyword Markets, it is time to map them to pages on your existing or proposed website.  Simply add the URLs of the pages on your site and then associate 3-4 keyword terms to each page so that your content writing and optimization team will know what words that need to be targeted on each page.

You are now ready to export your Keyword Strategy Document to hand to your client, your internal content team or for yourself to use as a practical day by day SEO / content optimization plan.