Define goals (SEO traffic, content ideas, lead generation, ecommerce sales)
Identify target audience and search intent (informational, commercial, transactional, navigational)
List seed topics and core products/services
Expand keyword lists using:
Google autocomplete and “People also ask”
Google Related Searches
Competitor sites (top pages, category pages, blog posts)
Keyword tools (Ahrefs, Semrush, Moz, Keyword Planner, Ubersuggest)
Gather keyword metrics for each keyword:
Search volume
Keyword difficulty (or similar competitiveness score)
SERP features (featured snippets, video, local pack, shopping)
Click potential (CTR estimates if available)
Seasonality
Current ranking pages (top results)
Classify keywords by intent and funnel stage
Filter keywords using relevance and feasibility:
Match to your offerings and target locations
Prioritize achievable difficulty for your site authority
Avoid keywords that don’t align with your content or conversion goals
Group keywords into clusters (topic groups) based on shared intent
Create a mapping plan:
Assign one primary keyword per page
Add supporting keywords for that page
Validate against the SERP:
Check whether the top results match the intended content type
Confirm whether you can realistically compete (format, depth, domain strength)
Identify long-tail and question keywords for content opportunities
Build a prioritized list:
High relevance + achievable difficulty + strong intent
Consider quick wins (low competition, high intent)
Create content briefs for selected keywords:
Search intent match
Target outline and key sections
Suggested FAQs and supporting terms
Internal linking targets
Plan measurement and iteration:
Track rankings, impressions, clicks, CTR, and conversions
Reassess and update content for declining performance or intent shifts