Keyword Strategy
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Overview
Section titled “Overview”A keyword strategy prioritizes topics and queries that match user intent and drive measurable business outcomes.
Key principles
Section titled “Key principles”- Intent first: informational, commercial, transactional, navigational.
- Topic clusters over individual keywords; map to pillar and supporting pages.
- Balance demand, difficulty, and business value.
Quality checks
Section titled “Quality checks”- Each target query has a matching page type and clear next step.
- SERP analysis captured (features, content types, competitors).
- Priorities scored with a consistent rubric.
Common pitfalls
Section titled “Common pitfalls”- Chasing volume over intent fit.
- Fragmented content that splits authority.
- Ignoring internal links and crawl depth.
When to use / not to
Section titled “When to use / not to”Use for quarterly content planning and IA updates. Not for one-off copy tweaks without topic evaluation.