Keywords are an important aspect to focus on when formulating a digital marketing strategy. Grouping keywords is a much-needed area that needs to be aced to keep your brand relevant. Before we go in-depth on how to strategize your keyword by grouping let’s have a brief introduction.
“If you form a strategy without research, your brand will barely float and at the speed industries are moving today your brands are going to sink fast” – Ryan Holmes
The digital platform is currently the chief area to explore for every business. Although it is creating extra marketing options nevertheless there seems to be a relentless effort to stay a cut above the rest. Now, to stay at the top of your game, a strategic approach to marketing with a concrete plan is needed. Keyword Optimization Plan (KOP) is one such area to get the best out of your strategy, especially in Search Engine Optimization.
What are the benefits of creating a KOP?
- Makes it easier to optimize your website
- Provides a single source of organization and planning
- Enables an organized approach to optimizing pages
- Matches content to keywords
Grouping and managing your keywords is one such domain that needs substantial focus within your KOP. So, before grouping your keyword a proper Keyword Research is required followed by measuring KEI (KEI is an abbreviation for Keyword Effectiveness Index, a measurement within keyword research that provides insight into the level of competition for a specific keyword or keyword phrase.) Now, organize the keyword in a way that will be most relevant to you, keep your audience in mind.
Here are a few ways to group your keywords:
Grouping keywords by intent
Look at Google micro-moment. Micro-moments occur when people go to a device in order to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments as to when decisions are made and preferences are shaped. Grouping keywords by keeping in mind, Google micro-moments will give you a better insight as to what your audience wants.
Grouping keywords in question-based format
The primary function as to why people turn to a search engine is to search for something. Google is one such search engine, so ensure grouping your keywords in a question-based format that will benefit you in various ways.
- Content ideas – We can create content around the grouping of keywords in question-based format.
- Voice search – Using long-tail keywords isn’t going to be a problem anymore with the introduction of voice search technology.
- Optimizing insights – Answering the question and analyzing the viewers will give us an insight into the audience’s intent.
Grouping keywords by business focus
Certain keywords are primarily focused on businesses. Align those keywords and use them to their benefit. Along with that avoid keywords that do not line up to your business. For instance, avoid keywords like services if you are not in that business.
Grouping keywords by visitor’s needs
Here, we analyze the visitor’s behavior and group our keywords accordingly. Visitors have an intent while viewing our page. So, we can group them in mostly two ways:
- Frequent visitors – As the name suggest they visit the page very frequently. Most of them read articles and analytics.
- Un-Frequent visitors – They do not visit your page very frequently but are looking for immediate quick hits like Price.
Hence, we need to group our Keywords by the visitor’s need.
Grouping keywords by a pattern in suffix and prefix
While grouping your keywords in suffix and prefix we first see the pattern as to how people use. On adding more factors and dimensions you understand the keyword better, you understand the searchers need better and you bring the best out of your contents. Now, a suffix is a group of words placed after a word, for instance, flavor combined with the suffix ‘less’ that is flavorless. A prefix is a group of words placed before a word, like ‘un’ before happy.
Grouping keywords by competition and business application
While grouping for keywords lookout for terms which are immediately applicable for business, not immediately relevant to the business. Take the grouped word in an excel sheet and mark the applicable Keywords with green, not immediately relevant Keywords with yellow and not applicable Keywords with red.
Hence, Google micro-moments will benefit in an intent-based grouping. We can group the keywords in question-based and it has few benefits of its own. It is a necessity to have keywords that focus on your business and also group them according to visitor’s needs that is to figure out what type of information your visitor is looking for. Grouping Keywords is one of the necessities to have a proper optimization plan. So, utilize the keywords with the business and searchers’ intent and then map it loud. Create a noise with your keywords.