To ensure that you’re providing content that aligns with business objectives, columnist Derek Edmond recommends basing your keyword strategy on stages of the buyer journey.
Keyword research can be overwhelming for clients. In its most basic form, keyword research will almost always consist of a spreadsheet of hundreds, if not thousands of words and phrases, or “key phrases.”
In an effort to make this type of deliverable more “digestible” for clients, KoMarketing (my employer) will often organize these key phrases around core themes, like solution sets or product categories.
From there, we try to prioritize keyword recommendations based on available metrics such as monthly search estimates and applicability to the client…