Tips for Prioritizing Keyphrases for a Successful SEO Campaign
In the world of SEO, the building blocks for a truly successful campaign are keyphrases. Keyphrases build search queries, which build search results in which we aim to have as much visibility as possible, ranking highly and above competitors. But as my fellow Account Managers and I know, the list of relevant keyphrases for a brand or business can quickly and easily become overwhelming. Often, the number of relevant synonyms, modifiers, and even geographic add-ons is enough to make an SEO’s eyes blur. So how does one deal? Check out these tips for prioritizing keyphrases for a successful SEO campaign.
Gather Your Data
Before you can even think about prioritizing your keyphrases, you’ll first need to gather them. To each SEO analyst, there’s a different process for compiling a list. However, most will say that the main sources of keyphrase inspiration are the brand or business’ website, its industry, its geographic location, and ultimately its conversion goals.
An important note to keep in mind as you’re compiling your list of relevant keyphrases is the fact that the users searching for the brand or business at hand will build their search queries in different ways and for different reasons. For example, some users may be seeking informational material while those that are further down the buying funnel seek a way to purchase the business’ products or services. For more on how and why users build their search queries, see our post, Do Know Go: A Beginner’s Guide. Understanding the fundamentals of how search queries are built will help you assemble a more thorough keyphrase list.
In addition to gathering your keyphrases, you’ll also want to consider collecting their current rankings in search results. This will give you greater insight to the brand or business’ success within its industry’s search landscape, and thus, help you set keyphrase goals. You may not always be able to collect this data, as you may be building an SEO campaign for a brand new, unlaunched site. However, if you have the luxury of utilizing rankings as a prioritization factor, by all means do so. There are a variety of online tools that will help you record rankings for your keyphrases.
Organize and Prioritize
Now that you’ve compiled your list of relevant keyphrases, you’re ready to organize and prioritize. One of the best ways to organize your list is by grouping similar keyphrases within “buckets” or “themes.” You may do this by combining similar keyphrases for a certain product or a particular service together. This way, you can tackle your massive keyphrase list in smaller, easy-to-digest chunks. Also, if you’re building an SEO campaign for a website that already exists, this process will allow you to group buckets of keyphrases together based on a given landing page of the site. I recommend organizing these keyphrase buckets within a tool that is easy to use, like a spreadsheet.
Next comes prioritizing. Prioritizing is important because it helps you and your SEO team set specific, attainable keyphrase ranking goals for the brand or business at hand. With the keyphrases and rankings data that you’ve accumulated in mind, you’ll want to define with your team the various levels of your goals. For example,
- Will rank with this keyphrase.
- Want to rank with this keyphrase.
- Future keyphrase ranking initiative.
- And so on…
Use these various levels of your keyphrase ranking goals as labels within your buckets. That way, you can quickly and easily determine which keyphrases you want to attack first, given their assigned landing page.
For example, say you’re building an SEO campaign for a local HVAC company in Atlanta. Two of the company’s services are equipment tune-ups and installation. You have two keyphrase buckets and two assigned landing pages.
Equipment Tune-Up Landing Page (www.domain.com/hvac-equipment-tune-up/)
Keyphrases:
hvac equipment tune up
hvac equipment tune ups in atlanta
atlanta hvac equipment tune ups
etc.
Equipment Installation Landing Page (www.domain.com/hvac-equipment-installation/)
Keyphrases:
hvac equipment installation
hvac equipment installation in atlanta
atlanta hvac equipment installation
etc.
Looking at these two keyphrase buckets, consider this: Is the HVAC company’s site ranking for these keyphrases? Is the HVAC company aiming to rank for these keyphrases? Which of these two buckets’ landing pages converts the most? Should it convert? These questions will help you label the keyphrases within your buckets (1, 2, 3, and so on). Based on your labeling, decide with your SEO team which keyphrases need the most attention and how their visibility can be boosted. This will set the foundation ( or blueprint 😉 ) for your successful SEO campaign.
Build a Keyphrase Strategy with the Help of an Atlanta SEO Company
Amongst the SEO team here at Blueprint, keyphrases are a passion. We’re constantly examining businesses’ search landscapes in pursuit of the most meaningful keyphrases that will create conversions. If you’re looking to create a successful SEO campaign for your brand or business, contact us! We’d love to build you a keyphrase strategy.
