The keyword.
The number of monthly searches.
The difficulty of positioning
The type or intent of the search.
The CPC.
The current position if we have it positioned.
The page of our website that we are going to use for positioning.
To do this, we can create an Excel or Google Sheets sheet similar to the one I show you and in which you can see the fields that I consider to be essential:
What is keyword research - Keyword evaluation with an Excel spreadsheet
Possible keyword classifications: categories, order and groups of organic keywords
We can classify keywords based on the user's search intent or the length of the search words.
Let's say we have an online laptop store.
Keywords by search intent
Informative keywords
These are those in which the user is looking for information at the top of the conversion funnel before making a purchase decision, such as “how to choose a laptop.”
Transactional Keywords
Keywords where the user wants to buy something like “buy acer laptop”.
Navigational Keywords
Words that the user wants to browse or go to a page such as “Nike”, “acer” or “Pccomponentes”.
Keywords by length
We can classify them into keywords:
Generic or single-term keywords with many searches and competition. For example, “acer.”
Semi-generic or two or three search terms. For example “acer laptop”
Specific or long-tail with 4 or more search terms. For example, “buy acer laptop”.
The most recommended keywords tend to be long-tail and transactional keywords because they have a higher purchase intent even though they have less web traffic and a higher conversion rate.
The level of difficulty is a factor to take into account depending on whether we are starting from a new website or one that has been positioning for several years.
Generally, priority is usually given to those that are less difficult and can bring us philippines telephone number more conversions.
If we already have a keyword in position 11 according to Google Search Console, you may be more interested in that word to reach the top 10 in the ranking of words than others that have a good volume of monthly searches.
Brands.
Models.
Cities.
Prices.
Features like: cheap, expensive, free.
Year.
Color.
How to translate keyword research into a concrete action plan?
Once the keywords for our project have been defined and grouped, we need to see what content we create to resolve the user's search intent for each keyword or group of keywords selected for our SEO campaign.
For example, if they are local keywords that contain a province like “hotels near Madrid” and you have a physical business, we can try to position ourselves in the Google Maps Local Pack with Google My Business using this Local SEO guide on how to appear first on Google Maps.