Keyword research: a practical guide

This is cheap to get right at the start and expensive to retrofit. This guide covers what keyword research actually involves, where it usually goes wrong, and how to tell whether yours is in reasonable shape.

Search engines are trying to answer a question, so the pages that answer questions clearly tend to do well. Nothing below assumes a large team or a large budget — most of it is a decision somebody has to make and then write down.

The reason this keeps coming up

Search volume matters less than matching intent. Where this goes wrong is almost never a lack of knowledge. The version that survives contact with a real deadline is the simple one.

For most businesses the question is not whether this matters but how much of it is worth doing right now. That depends on what you are trying to achieve in the next few months, not on best practice in the abstract. Where this goes wrong is almost never a lack of knowledge.

Where to start

Long, specific phrases convert better than broad ones. The reasoning matters more than the rule, because the rule has exceptions. Budget a little time for it every quarter and it never becomes a project of its own.

Technical fixes remove obstacles; content earns the position. Both are needed and they are not interchangeable. The version that works in practice is usually less elaborate than the version described in the guides.

Look at what already ranks before writing anything. None of that requires a large budget, only a decision and someone to own it. Anything you cannot measure here, you are deciding by taste, which is fine as long as everyone knows it.

A working checklist

If you want a quick read on where you stand, work through this. Anything you cannot answer confidently is where to start.

• Search volume matters less than matching intent
• Long, specific phrases convert better than broad ones
• Look at what already ranks before writing anything
• Someone is named as the owner, not just assumed to be
• There is a date in the calendar to review it again
• The decision and the reasoning behind it are written down somewhere findable
• You could explain the current setup to a new hire in five minutes

Warning signs

The most common failure is not doing this badly. It is doing it once, during a launch, and never revisiting it. Circumstances move, the setup does not, and the gap widens quietly until something breaks or somebody notices the numbers.

• It was configured during a launch and has not been touched since
• Different people in the business believe different things are true about it
• There is no way to tell whether the last change helped or hurt
• The only person who understands it has left, or is about to

Search work compounds slowly, which is why it gets abandoned about two months before it would have paid off. Where this goes wrong is almost never a lack of knowledge.

How we approach it

On our projects this gets handled during the build rather than added afterwards, because retrofitting it costs several times more than including it. We write down what was decided and why, so the next person to touch it is not guessing.

If you are working with someone else, the questions worth asking are simple: who owns this, how will we know it is working, and what happens when it needs to change?

Making it stick

Pick the single item from the checklist above that would cause the most trouble if it turned out to be wrong. Fix that one, confirm it worked, then move on. If you want a second opinion on how yours is set up, ask.