Is it Time for a Complete Rethink of Your Keyword Management Approach?

July 27, 2021 Is it Time for a Complete Rethink of Your Keyword Management Approach? By Gaurav Madan

Keywords inform Google and other search engines about your website content. The right keywords will drive quality traffic to your website, get content in front of the right people at the right time and improve your conversion rate.

Keywords are a critical SEO success factor. Therefore, a relevant and effective keyword management process is the mainstay of a winning SEO strategy for Los Angeles SEO Agency.

Managing tens of thousands of keywords at a microscopic level can be a big headache. You will need to track every development that affects keyword performance. In addition, you will have to dedicate several person-hours to routine campaign management and monitoring tasks, the time you could use to identify new business opportunities.

Here’s a process you can use to leverage your resources effectively and automate labor-intensive tasks.

Before Execution: Segment Your Keywords Strategically 

Categorize your keywords so you can edit irrelevant and misleading keywords at the beginning, scan and understand how your keywords evolve, keep an eye on keywords you want to focus on, and assess keyword opportunities you’re actively building content around.

 Get Rid of Harmful and Misleading Keywords 

Remove misspelled keywords, low-relevance keywords, and low-search volume keywords (less than 50 searches per month) as they won’t have a significant effect on your campaign’s ROI.

This can be a time-consuming task. To save time and effort, use a tool that can do the research for you and group your keywords into relevant categories while weeding out misleading and harmful keywords.

Identify and Leverage High Opportunity Keywords 

You can segment keywords based on-a) – customer journey and b)-SEO opportunities

Buyer Journey 

Buyer Journey

Segment keywords are based on the customer journey. This will allow you to maximize targeted value for each type of customer. You can, for example, create informational content for buyers in the awareness stage that helps them make informed buying decisions. You can use content to gently nudge buyers into buying from you.

Start reverse engineering based on search queries. If you have a retail or e-commerce business, this is straightforward. You just need to find the intersection of product category and search intent.

SEO Opportunities 

Identify keywords you can easily rank for but aren’t using currently. Look for keywords with low SEO difficulty and high search volumes or high conversion. Focus your attention on these keywords first.

Or use year-over-year search trends to identify keywords that can be relevant to your SEO campaign in the near future. With the right keyword groups, you will face fewer challenges while managing a multi-faceted campaign targeting various segments.

During Execution: Make Time for the Tasks That Matter 

You have a limited number of person-hours in a day. To make full use of your time, prioritize tasks. Establish key performance indicators and set a process in place to monitor campaign success.

If you are running multiple campaigns, use campaign data to set up an operational dashboard that can track each campaign’s performance. Your dashboard should provide critical information related to the overall campaign visibility and sessions and conversion data.

The Need for a Visibility Metric 

Group-level metrics are not as easy to understand as rank changes. Manually checking the visibility for each keyword is not possible, which is why you need a consistent and reliable visibility metric. A visibility metric is calculated as an impression share and weighted against search volume.

If there are changes in a group’s visibility, based on performance, analyze the data to identify the cause.

Stay on Top of Changes 

Stay on top of Google’s SEO updates to identify trends and changes you need to implement to stay ahead of the curve. Use tools that send email alerts whenever a significant development occurs. These tools can draw your attention to

➢       Issues- Such as missing landing pages for a target keyword or keyword cannibalization

➢       Threats- Such as a sudden drop in the visibility of specific keyword groups or across the campaign

➢       Market trends- Changing YoY trends and seasonal trends for keywords

➢       Achievements- For example, SEO objective overachieved, achieving the best ranking for a keyword or outranking a competitor

➢       Competition trends – These tools can be used to keep an eye on a competitor’s visibility (an increase or decrease in invisibility)   

Put a Monthly Reporting Process in Place and Leverage Automation 

Adopt best reporting practices. Include quicksaves and annotations on visibility changes and ranks achieved. Once you have the necessary insights, manually annotate the findings. Add notes as to why according to you, a certain KPI has dropped or improved. You can refer to these notes in the future.

Automate Your Monthly Reporting 

Gathering data can be a hassle, especially when you are using 3-4 tools simultaneously. To save time, use integration tools. Automate the data extraction process with API or Google Sheets. Track performance closely to identify areas that deserve attention. Finally, come up with a continuous improvement plan that focuses on streamlining the process.

Need help with your local SEO company Phoenix? Look no further than Autus Digital Agency. Our SEO experts have years of experience designing effective local SEO strategies for businesses of all shapes and sizes. We will help you target, attract and retain buyers.

Gaurav Madan

About Author

Gaurav is working on various verticals like IT & Software Solutions | Digital Marketing | E-Commerce | BPO | Outsourcing | Offshoring | Global Deliveries | Exports | Education. Gaurav believes in CHANGE, which is constant throughout the LIFE so be with the CHANGE Gaurav is having, In-depth experience in IT Solutions, Offshoring, Internet Branding, Sales & Marketing, Managing New Projects & Processes, Solution Designing and Transitioning of New International and Domestic business engagements. Proficient at managing & leading teams to run successful operations & experienced in developing procedures, service standards, client satisfaction using standard frameworks for business excellence.

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