Procedure Title Name of the Process: SEO Keyword Research
Purpose Brief Description: To establish a standardized process for conducting effective keyword research to improve website SEO, target relevant audiences, and drive organic traffic.
Scope Involved Areas: SEO Team
Responsibilities Roles and Responsibilities:
SEO Specialists:
Conduct keyword research using tools and analyze search trends.
Align keyword research with overall business goals and campaigns.
Content Writers: Create content based on identified keywords.
Definitions and Key Terms Glossary:
Keyword: A word or phrase that users enter into search engines to find information.
Search Volume: The average number of searches for a keyword in a given time period.
Keyword Difficulty (KD): A metric indicating how hard it is to rank for a keyword.
Long-Tail Keywords: Keywords with lower search volume but higher specificity.
LSI Keywords: Related terms and synonyms that provide context.
Procedure Details 6.1. Preparation and Prerequisites
Identify the competitors, target audience, and their search intent.
Define primary topics or themes relevant to the business.
Set up access to keyword research tools (e.g., Ahrefs, Semrush, Google Keyword Planner).
6.2. Timeline for Task Completion
Estimated Time: 3-5 hours per focus page.
Frequency: Conducted initially before the campaign starts or before new content is created.
Review Schedule: Reassess keywords and search trends as needed.
6.3. Step-by-Step Procedure
Step 1: Brainstorm seed keywords based on the business niche and services.
Step 2: Use keyword research tools to generate keyword ideas and analyze metrics such as search volume and keyword categories.
Step 3: Group keywords into categories (e.g., informational, transactional, navigational).
Step 4: Identify long-tail keywords and LSI terms for more targeted content opportunities.
Step 5: Analyze competitors to discover high-performing keywords they rank for.
Step 6: Prioritize keywords based on relevance, difficulty, and business goals.
Step 7: Document the final keyword list and send for approval or assign them to content for the correct landing pages.
6.4. Tools and Resources
Google Keyword Planner
Ahrefs
SERPed
Google Trends
Excel/Google Sheets for organizing keywords
Safety and Compliance Measures Applicable Regulations:
Avoid keyword stuffing in content.
Follow search engine guidelines to maintain ethical practices.
Quality Control and Evaluation Metrics Performance Indicators:
Increased organic traffic and impressions.
Higher ranking for targeted keywords.
Improved CTR (Click-Through Rate) on SERPs.
Exception and Problem Handling
If keywords fail to perform, reevaluate their relevance and update the strategy.
For overly competitive keywords, focus on long-tail alternatives.
Documentation and Record Keeping Documentation Requirements:
Maintain a keyword research tracker.
Add keywords to the client workbook.
Archive quarterly keyword research reports for future reference.
Procedure Review and Update Review Frequency: Quarterly or as needed based on search engine updates and market trends.
