As an SEO agency, you already know the role keyword research plays in understanding business opportunities.your customers' business skills and how to put together hundreds and hundreds of keywords for your SEO campaign.
But how do you go from a big keyword list to an articulate, cohesive, and focused whole? data that ensures you focus on the goal and know where you are headed?
Going straight to execution, specific tactics and tasks may work in the short term, but without a well-defined strategy in place the risk of wasting client resources and ultimately confidence is high.
And you'll know a strategy is right if you trust it to leverage your performance and drive results for your customers while checking all of the following:
- Have a diagnosis which details the challenge to be solved. It helps you focus on a clear and simple problem your customer is facing.
- Decide on a guiding policy that defines the approach you take to resolve the problem.
- Develop a coherent set of actions : the tactics you will use, step by step, according to your approach to get the best results and solve the problem.
This logical structure, called a strategy core , can help your SEO agency at every stage of campaign development, but for the scope of this article, we'll look for on how to fine-tune guiding policy avoiding common keyword strategy pitfalls.
Let's take them one by one, so that you discover new ways to get the most out of your k keyword list and prepare for success:
Trap # 1 You include brand keywords in the mix
Branded organic traffic is not SEO traffic .
Navigation keywords related to your client's website or other websites (even competitors) will not be useful for your SEO campaign because you cannot influence them directly. In addition, your client owns all of the brand's keywords and uses other channels to amplify them (marketing campaigns, paid search, etc.). You don 't need rank tracking or SEO for that.
Mixing the two will scramble your data and make your client's position in the search landscape better than it actually is, which in turn, will change the strategy and your desired goals.
Think about this extreme example: include "Amazon" or "Facebook in your targeted keyword group. All relevant metricsYour numbers would be artificially inflated - imagine the number of search volumes soaring to hundreds of millions all of a sudden.
This is why, when organizing your initial keyword research, it is important to define your brand's keywords and group them separately. Or use a tool like SEOmonitor which automatically segments this for you and further identifies " brand others "keywords , so you know how to exclude them from your strategy and subsequent follow-up.
Trap # 2 You ignore relevance
A crucial pitfall you can meet during conservationof your keyword list is to disregard the relevance of each keyword included. Relevance defines, in this case, the ability of the customer 's website to satisfy search intent.
Here is a successful example Let's say "London " has crept into your list keywords when you have a client like "University of London ". What is the user looking for when they type "London?" This is a very broad search, so Google will try to guess the intent and come up with different answers on the first page, from travel articles to institutional websites or wiki entries.
A irrelevant keyword will inflate your aggregate data with high search volumes without bringing any search value to your customer. Even if you manage to rank there, which is quite difficult, it wouldn't matter in terms of ROI.
That 's why you should identify and exclude themfrom your list. Large clients are particularly prone to this, so take a closer look when you are optimizing your keywords for them.
Continuing our example from the University of London, if you look at what the competition is. ranking for, there is a good chance that "Oxford " or "Cambridge " will not be in the top 20 for "London ".
With SEOmonitor, once you have correctly selected your competition, the algorithm is able to detect if a potential keyword of low relevance appears in the top 100 for one of the between them. Otherwise, it's clearly not a relevant keyword for either. from you.
Trap # 3 You include keywords with high SEO difficulty
You may consider this categorygorie as impossible at the moment.
These are relevant but resource-intensive keywords: they will take too much energy and time. Looking at the interplay between the difficulty of making the top 10 and their potential, including the competition already there, it's clear whether you should care or not, for now.
For example, a recently launched fashion retailer might want to target 'black dresses', but it has to fight giants like H&M or ASOS. Pass the keyword via a difficulty measurement system would probably indicate that this is a difficult effort, and it would be a waste of resources to participate now.
But after a few years, if the retailer of mode is very specialized in "short cocktail dresses" and is establishing itself in the market , there is a good chance that it will outperform its big competitors and the SEO difficulty metric w This should indicate that it is a workable exploit.
Trap # 4 You don't not mark highly localized keywords
The problem with these keywords appears when you follow the keywords at country or region level, because the search volume aggregates there all locations, while the ranking expresses only a fraction of what users performing those searches actually see - the result associated with a single location. So you might think you're accessing the full search volume, but you're not.
"Restaurants near me" is a prime example here. When you optimize for such a highly localized keyword, you need to consider it.enser in terms of a keyword, a landing page, a location, which involves different SEO tactics.
So be aware of these keywords in a larger market and group them accordingly.
Trap # 5 You include tanking keywords in your target list
This trap is tricky, so it's important to spot it as quickly as possible . Tanking keywords are keywords with significantly reduced search volume over the past 12 months, but which continue to look good on average.
Here is a quick example. In 2020, searching for " how to cut your hair " has followed as people have adapted to the confinement. This spring peak completely disappeared in 2021.
Keeping it in an SEO strategy would have been a mistake.
This is a classic case of the medium error: you shouldn't be swimming in a lake with an average depth of 1.5 meters, should you?
So you should look at year-over-year research trends. 'other to refine your list. Understanding the current trends in your customer's industry and changing consumer demand and behavior is essential to saving your resources and future performance.
In short ell
Keyword research is just the entry of a well-balanced keyword strategy that helps you avoid wasting your agency and resources, time and ultimately customer confidence.
But to go from a huge list of keywords to a strategic selection, you have to have an overview and identify what needs to bet happen and what should be avoided. In terms of keyword strategy pitfalls, this includes:
- No branded keywords mixed with unbranded keywords.
- Pay attention to keywords irrelevant that could infiltrate your list and skew your overall data without creating value for your customers.
- With the exception of keywords with high SEO difficulties at this time: you can come back to them after you develop your client's website.
- Spot the keywords very localized so you don't mix them all up search volume with a ranking for a location.
- Look at year-over-year search trends and quickly spot a tanking keyword .
These are just a few of the common pitfalls we have identified in connection with SEOmonitor Masterclass on Keyword Strategy . If you want to deepen this lesson and many others designed only for SEO agencies, you can sign up for free and learn how to refine a keyword strategy or use predictions for better SEO proposals.
Our masterclasses include assignments, takeaways, studies of cases and demos that agencies can study and use in their own processes. After completing them, you can leverage your agency's strategic frameworks and make better decisions for your future SEO campaigns.
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