How To Prioritise Keywords?

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How to Prioritise Keywords

Prioritising keywords is necessary for a successful SEO strategy. This guide will help you understand how to choose the right keywords to boost your website’s search engine rankings and drive relevant traffic.

Identify Your Business Goals


Determine what you aim to achieve with your SEO strategy, such as increasing sales, generating leads, or building brand awareness.

Align Keywords with Goals

Ensure your chosen keywords support your business objectives.

Conduct Thorough Keyword Research

SEO Tools

Use tools like Google Keyword Planner, Ahrefs, SEMrush, and Moz to discover potential keywords.

Analyse Competitors

Check which keywords competitors are ranking for and identify gaps in their strategy that you can exploit.

Long-Tail Keywords

Focus on long-tail keywords, which are less competitive and more targeted.

Evaluate Keyword Metrics

Search Volume

Look for keywords with a significant number of monthly searches. Balance high-volume keywords with relevance and intent.

Keyword Difficulty

Assess the difficulty of ranking for each keyword. Higher difficulty means more competition.

Cost-Per-Click (CPC)

Consider the CPC if you’re planning to use paid ads. Higher CPC indicates higher commercial intent.

CTR and SERP Features

Consider the click-through rates (CTR) and the presence of SERP features that might impact visibility and click potential.

Consider User Intent


Users seek information. Use keywords like “how to,” “best ways to.”


Users look for a specific website. Keywords include brand names or product-specific searches.


Users intend to make a purchase. Keywords often include “buy,” “discount,” “deal.”

Commercial Investigation

Users research before making a purchase. Keywords include “best,” “top,” “review.”

Comparison and Local Intent

Include keywords for comparing products or targeting local searches.

Analyse Existing Content

Content Audit

Perform a content audit to identify which keywords you already rank for and where improvements can be made.

Keyword Gaps

Identify keywords you don’t rank for but are relevant to your audience.

Prioritise Based on Potential ROI

High Potential

Focus on keywords with a good balance of search volume, low to moderate competition, and high relevance to your business.

Quick Wins

Target keywords where you’re already ranking on the second or third page. Small optimisations can push you to the first page.

Long-Term Goals

Invest in high-difficulty, high-reward keywords for future gains.

ROI-Based Scoring

Implement a scoring system to prioritise keywords based on ROI potential, considering metrics like search volume, difficulty, and relevance.

Organise Keywords into Clusters

Topic Clusters

Group related keywords into clusters to target broader topics. This helps in creating comprehensive content that can rank for multiple keywords.

Content Mapping

Align clusters with content pieces, ensuring each piece targets a primary keyword and several secondary keywords.

Intent-Based Grouping

Group keywords by user intent to ensure your content addresses the needs at various stages of the buyer’s journey.

Monitor and Adjust

Track Performance

Use tools like Google Analytics and Search Console to monitor keyword performance.

Adjust Strategy

Continuously refine your keyword strategy based on performance data and changing trends.



How do I identify the right keywords for my business?

Use SEO tools and competitor analysis to find relevant keywords. Focus on those that align with your business goals.

What is the importance of long-tail keywords?

Long-tail keywords are less competitive and more targeted, making it easier to rank for them and attract specific audiences.

How often should I perform a content audit?

Conduct a content audit at least once a year or whenever there are significant changes in your business or industry trends.

What metrics should I focus on for keyword evaluation?

Focus on search volume, keyword difficulty, and cost-per-click to balance relevance and competition.

How do I create effective topic clusters?

Group related keywords into clusters and align them with comprehensive content pieces that target both primary and secondary keywords.

What tools can help me track keyword performance?

Google Analytics and Search Console are essential tools for monitoring keyword performance and making data-driven adjustments.

By following these steps and continuously monitoring your performance, you can develop a robust SEO strategy that drives relevant traffic and achieves your objectives.

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