Lesson 3: Keyword Organization
Linkbuilding, copywriting, content writing, bid management and keyword research are all activities that come to mind when discussing successful SEO campaigns. Yet, despite their significance, keyword organization is frequently skipped—the next step in conducting successful SEO or PPC campaigns is organizing your keywords into groups.
Imagine a search engine marketing campaign as a complex edifice, with each step adding another layer of difficulty. This intricate marketing plan can easily collapse based on unreliable data or poorly organized keyword research. However, you can apply keyword organization and lay the groundwork for a successful search marketing campaign whether you're just getting started or already in the thick of things and need to make some adjustments.
Starting with Keyword Organization
An essential part of keyword organization is categorizing your massive list of terms into manageable chunks. Keyword organization can be approached through various verbs, including clustering, grouping, segmenting, and categorizing. The method is equivalent regardless of the words used to describe it.
Search engine optimization relies on the natural search features of the most popular search engines like Google and Bing. Google, Bing, and the other search engines "crawl" the web for textual content, index it, and then attempt to relate relevant queries semantically.
Organizing keywords is a crucial part of SEO because it helps search engines 1) crawl your website and comprehend existing content prioritization 2) comprehend the essential keywords on the page.
SEO is just as important as other aspects of website development, such as graphical design and coding. Therefore, SEO has to be involved from the beginning of the effort, even though some programmers or designers might disagree. For example, instructing the search engines on the relative importance of a page and its keyword groups relative to the rest of the website relies heavily on the information architecture (also known as content structure) of the page in question.
When deciding on the most effective site structure for search engine optimization, it is essential to consider the organization of keywords and search volume data, product or service offerings, and design constraints.
Optimizing a website for search engines is an ongoing process. By observing subtle changes, Google and other search engines "love" new content and can tell if a website is developing over time.
Therefore, as an SEO, it is your responsibility to produce more material containing relevant keywords. Long-term decisions about content creation can be informed by keyword organization used to shape a website's information architecture. For example, which search terms have you prioritized, and which have you ignored? Should I have a dedicated page for "keyword X" on my site, and if so, where exactly?
Where Does Keyword Organization Begin?
An excellent place to begin organizing is by gathering new keywords. Services that conduct keyword research are available for a monthly fee, as we've discussed in the previous lesson. Once you have your list of keywords compiled, you can get down to business.
How you arrange your keyword list is influenced by search volume, length, and frequency. Both paid and organic search marketing rely heavily on keyword grouping or organizing keywords into groups of similar terms.
Let's say you've done your keyword research and dabbled in keyword organization, but you're still unsure if you're focusing on the correct terms. Finding lucrative keyword niches is essential to your success.
Keyword organization is a crucial part of the search marketing process, and its benefits apply whether you're in charge of a massive PPC campaign or the SEO for a mom-and-pop shop. SEM is also a potentially effective marketing strategy, but it will inevitably fail without a well-structured set of keywords.
Categories for Keyword Organization
Value and Usefulness
The keyword's practicality is one criterion for categorizing them. It's up to the individual, but many marketers classify it based on the cost per click and the expected volume of clicks. They also consider the keyword's potential for helping them achieve first-page rankings or, more recently, a featured snippet placement.
Prioritized based on time, money, and the potential value of the result, these are the best and most expensive keywords to target in the future.
Between the extremes, moderate keywords cost less than the most expensive ones but still have a decent chance of being used. So here is where you ought to focus the bulk of your investigation and where your spreadsheet will spend its time.
It's still a good idea to keep tabs on the lowest-priced keyword targets and use them as backup or alternative phrases when necessary.
Relevancy
Many of the keyword combinations in your lists have equivalent meanings. Therefore, you need to eliminate these distractions (or at least group them) to get the most out of your keyword research.
Intentional Searches
Intent-based keyword organization is another option, as it simplifies things for the most part. First, determine your goal before beginning keyword research or building your brand. Then, use that information to guide your keyword strategy and classify your objectives into separate lists so you can develop keyword strategies tailored to each.
Let's say you're interested in reaching people looking to save money on time management software. You need more people to see your brand, see your social media posts, and see your featured snippet in a search for something people are looking for. Develop separate keyword lists for each of the three objectives.
Brand-Related Searches
It would help if you kept these on a separate spreadsheet. Each organization ought to facilitate your discoverability. Doing so based on your brand name, [competitor alternatives], etc., is a simple way to organize your research and ensure that all your bases are covered.
One method for doing so is to counteract dispositive language with positive content. The question "Is [brand name] a scam?" is one such example. Users can rest assured that you will not appear in any scam databases or directories when they search. Since the initial investigation yielded negative results, this gave them some comfort.
Using Modifiers
These are the kinds of things I always put on a separate checklist. To refine a search, you can use "modifying keywords," adjectives that describe the query's target. They may look for "free ways to manage teams" or a "cheap project management platform," for instance.
Terms like "best," "top," "cheap," and "free" are excellent adjectives that can be easily classified into separate groups. Only through trial and error will you find out which methods are most effective for you.
Modifier organization allows you to assess the direction of your niche market and adjust your content and conversion funnel strategy accordingly. For example, can you tell if your potential customers want affordable or high-end options? Do they prefer do-it-yourself options or ready-made ones? Modifier organization provides the necessary details.