8 Decisive Factors Affecting Keyword Prioritization in SEO


8 Decisive Factors Affecting Keyword Prioritization in SEO

Factors Affecting Keyword Prioritization

As you know, keywords play a major role in search engine optimization. Different types of keywords perform different functions and serve different purposes, which is why at the beginning of any search campaign, you should prioritize keywords in order to know exactly which category should be given more attention and resources.

An important start to any SEO campaign is keyword research. First, you compile a list of relevant and traffic-generating keywords, then group them and distribute and correlate with the corresponding pages of your site. In the event that you do not have relevant URLs to which you can bind them, you create new content.

This is a typical process of working with keywords at the initial stage, which, however, lacks such an important element as prioritization. Even having a list of necessary keywords, you must determine which ones deserve more attention, effort and investment, and which less.

How to Prioritize keywords?

Not all keywords perform the same function. Some of them bring more traffic, others more targeted, and some can bring more profit to the business. Given this, it is necessary to develop different approaches and strategies for working with certain groups of keywords.

When working with keywords, first of all, it is necessary to prioritize them – this will help to competently approach the distribution of time and effort, as well as monetary investments. Experts advise prioritization based on the following factors:

– search requirements;
– user’s intentions;
– competition;
– budget;
– time frame;
– goals;
– profitability;
– expansion options.

How to work with each of the factors?

Let’s look at each of the factors and the features of working with it separately.

1. Search requirements.
The first factor to which attention should be paid is the level of requirements (or interest) in the keywords, both at the individual and at the group level. This factor is important because it demonstrates a proportional relationship between people searching for your keywords and the amount of traffic you receive. However, traffic is not everything, marketers should pay attention to the significance of traffic, as well as its generation and compliance with the goals.

2. User intentions are a key factor in prioritizing keywords. Understanding the user’s intentions is related to understanding what he really needs and meeting these needs. I analyze the keywords, we advise you to ask yourself questions about the nature of the user’s intention (does he simply collect information about the products or intend to make a purchase?), Does the content meet the user’s expectations, is the user configured for any kind of cooperation (including subscription to website or acquiring a trial version of a particular service)?

3. Keyword competitiveness. Assessing how the competitiveness of keywords can affect prioritization, analyze the following aspects: the difficulty of ranking for a particular keyword, its possible competitiveness on the search results page, the authority and importance of the domains and brands that you are trying to surpass, the authority of your domains.

4. The budget. Establishing a budget will help you determine both prioritization and subsequent investment. The level of expenses, in turn, will help you determine whether to target more competitive keyword verticals, or whether it’s better to temporarily lower your requirements and focus on less competitive industries.

5. Timing is an important factor. Unfortunately, many customers regard search engine optimization as a race for results and hope to get them right away. However, the true state of things is that sometimes you have to wait for results for months. Given this, quick targeting sometimes makes absolutely no sense, since it still will not bring instant results. Calculating the time frame for the action of a particular keyword will help you competently approach the very process of prioritization.

6. The goals of the client. If you work with clients, you must consider their expectations and goals. Specify the aspects in which they are interested, as well as the work strategies that suit them – these are important factors for successful collaboration.

7. Profitability. Of course, the ultimate goal of search engine optimization is not in traffic and ranking, but in increasing the company’s revenue. Despite the fact that some business owners can be pleased with the increase in the amount of traffic, most of them are more interested in increasing profits. In this case, you should analyze which keywords generate more revenue and which products sell better.

8. Expansion options. This is the last factor that will help you decide on prioritization. Take a look at your keywords, as well as the URLs with which they are anchored and analyze whether targeted, revenue-generating and eligible keywords are combined on the same URL.

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