Learn business-first keyword research: map keywords to the buyer journey, identify keyword traps, find quick wins and build content clusters that drive revenue.
Learn business-first keyword research: map keywords to the buyer journey, identify keyword traps, find quick wins and build content clusters that drive revenue. This guide covers the key principles and shows you how to action them using Seotific — free during beta.
Business-first keyword research starts with what a conversion looks like for your business, then works backwards to find keywords that bring buyers — not just traffic. A keyword with 50 monthly searches from people ready to buy is worth 10x a keyword with 5,000 searches from people browsing.
A keyword trap is a keyword that looks attractive by volume but won't drive business results: it's dominated by brands you can't compete with (Amazon, Wikipedia), it has informational intent when you need transactional, or the searcher is a competitor researching you rather than a buyer.
Awareness-stage keywords are questions and educational searches. Consideration-stage keywords compare options. Decision-stage keywords include brand names, "buy", "price", "near me". A healthy keyword strategy includes all three — but weights heavily toward consideration and decision.
Keyword cannibalisation is when two or more pages on your site compete for the same keyword. Google doesn't know which to rank, so neither ranks well. Fix by consolidating pages or redirecting weaker pages to the strongest candidate.
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