Prioritise actions based upon Groupings
Group by Topic and Page: find which keywords (primary and secondary) are semantically and contextually related, and group them under a ‘highest volume keyword’ to target within a single page. Highlight the keywords and the page within your spreadsheet.
Group by Intent: at what stage is your audience in the buyer’s journey (ZMOT – UMOT); what is their intent;what are their expectations? This moves us into the implementation of the design and content of the page, building the page to match expectations and keyword relevancy. Group by business value/ commercial intent: be mindful of vanity metric keywords and those which will drive a clear ROI.
Prioritise: The aim with any keyword research is to utilise the findings across your website content and back-end metas. The best keyword strategy is a diverse one that understands each page will have its own challenges. Review each page individually and embrace the flexibility of topic-based, location, short tail and long tail keywords.