Prioritize your keywords
There are several factors to consider when assessing the importance of an organic keyword. I typically include each of these in a column in my keyword plan spreadsheet, so I can quickly sort or filter by one level of importance or another.
I typically set primary importance keywords as those that are either very high volume or very likely to lead to a conversion. Secondary importance keywords are those that are high volume but much more competitive, somewhat further away from a conversion in the search funnel, or a “related term” that is likely to rank if the site ranks for a related primary term. Tertiary importance is vietnam phone number sample usually reserved for informational queries that imply the user is far away from a conversion (terms that include things like “how-to,” etc.).
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Competitiveness (KW difficulty, SERP competition, SERP intent)
The level of competition and the likelihood of your site ranking for a keyword is one factor to consider in keyword importance. You can certainly use numerical rankings that come from keyword research tools for this, including metrics like keyword difficulty, competition, KEI (“keyword effectiveness index”), competitive density, etc.
In general, the higher the number, the harder it is to rank for that term. All things being equal, keywords with lower competition may be a slightly higher priority than those that are harder to rank for.
It's essential to consider more than just the numbers coming out of keyword research tools. For important keywords, you also need to look at the actual level of competition on the search engine results page (SERP) and the intent that Google infers from the search. For example, let's say your site is small and new. If a keyword has a low competitiveness score, but all the sites ranking for the word are in the top 10 and are huge multinational sites with massive amounts of links, perhaps the keyword should be a lower priority for now.
Intention
User intent, as understood by Google, is also critical. Take the search term “running shoes” and imagine your website is a content-based site that writes articles about running shoes. A quick look at Google’s search results shows a local pack of stores that sell running shoes, and 19 of the top 20 results are e-commerce sites.
When someone searches for “running shoes,” Google