SEO plays a critical role in digital marketing, and using keywords is the cornerstone of this strategy’s success. Although that is true, there are ways a business can jeopardize its keyword SEO strategy by being disorganized. Disorganized keyword lists can result in using irrelevant keywords in inconsistent content, which is the wrong way to use them.
When used right, keywords can boost the SEO strategy, resulting in a higher conversion rate. That can contribute to surviving the COVID-19 slowdown that is tearing the economy apart. Here are seven tips on organizing keywords that can improve the digital marketing campaign of your business:
Rank useful and valuable keywords at the top
Your first step when organizing keywords should be classifying their importance by ranking the most useful and valuable at the top. How can you identify keywords that are useful and valuable? By analyzing their performance on search engines by identifying how many times they have been used.
High-competition keywords can be ranked at the very top, and those with fewer volumes can be right at the bottom. That shows you the hot keywords in your list that can drive a lot of traffic to the site and create more conversions.
Grouping keywords
The most important part of organizing keywords is grouping them into different categories. Some businesses handle different types of content types and need diverse keywords to write high-quality material. They can use specific criteria to identify keywords for different types of content they create.
For example, a law firm can have a keyword category for the different types of cases they handle. That will ensure appropriate keyword use that they are not overused across the entire website.
The business will be protected from penalties from Google because you will have different keywords for various types of content. That will make it harder to confuse those that have been used and those that haven’t.
Getting rid of irrelevant keywords
Irrelevant keywords can be detrimental to your content creation plan because it is hard to use them naturally. Anything that seems unnatural will be identified by Google algorithms and incur penalties. Therefore, when assessing keywords, take a step back and consider your whole brand image and the intention of the digital marketing plan you are implementing.
Try to see if the keywords you intend on using resonate with the brand’s personality and, most importantly, if they are relevant to a piece of content being created. Using relevant, high-quality keywords will contribute to a successful SEO strategy that can help improve the business.
Filter keywords using search intent
It is important to identify the search intent of customers to easily organize keywords appropriately. For example, local SEO keywords can be classified as a strategy that drives more sales to the business. Therefore, they are often called transactional keywords because customers often use them to search when they are ready to make a purchase.
As per studies, 18% of local keyword searches turned into a purchase within just one day. Grouping these high-value keywords separately can help you easily access them when creating promotional content. Grouping informational and navigational keywords separately can also help you find them easily when creating relative content.
Group brand-focused keywords
There are types of keywords that focus mainly on the brand and its public image. These keywords can come in handy when rolling out a personal relations campaign or brand awareness outreach strategy. Therefore, it is important to keep a group entailing as many of these keywords as possible for easy access.
Those keywords should conform to the way customers query the integrity of a brand and in that content, you can defend your brand’s honor. For example, you can use keywords such as “is (brand name) a scam?” That can make the business’ blog post more visible to consumers and there are other creative ways these types of keywords can be used.
Ensure there is a good mix of long-tail and regular keywords
One way of organizing keywords is ensuring that in each group, there are two types available. The first type is regular length keywords and the second is longer and detailed ones.
Depending on your preferences, you can manage two separate groups with similar keywords but with different lengths. Alternatively, you can mix up these two types of similar keywords to find them easier in one place.
Regardless of the option, you end up choosing, it is essential to ensure that there is a good mix of long-tail and regular keywords. The reason behind this is that voice-activated searches are on the rise.
To cater to these search engine queries, you should have keywords similar to the way users phrase these searches, and using a longer keyword can accomplish this. As a matter of fact, long-tail keywords have been reported to constitute 70% of all web searches.
Get software that will do the grunt work
Most of the time, using spreadsheets and keyword research only might not be the best practice for going about organizing the keywords. A lot of businesses use high-end software that does both tasks of researching keywords and organizing them automatically. The software is constantly doing this and that provides you with the latest keyword results that are trending.
The greatest benefit of using software to discover and organize keywords is that the process becomes automatic and does not need much human monitoring or intervention. One of the most reliable software that undertakes this task is SEMrush as it provides constant updates on your keyword groups.
The bottom line
It is essential to organize your keywords to have a solid SEO strategy that will help improve the digital marketing plan of your business. Start by ranking them by importance and then grouping them into different categories. Afterward, you can filter them further by search intent to ensure that keywords are used in the appropriate manner that relates to the content.
