In last week’s episode of Whiteboard Friday, Rand Fishkin continues the One-Hour Guide to SEO with a segment on keyword research.
In this segment, Rand first lays out the goals of keyword research:
- Understand the search demand landscape so you can craft more optimal SEO strategies
- Create a list of terms and phrases that match your marketing goals andare achievable in rankings
- Prioritize keyword investments so you do the most important, high-ROI work first
- Match keywords to pages on your site to find the gaps
After this, he explains the different types of results on SERPS and provides some data on mobile vs. desktop CTRs and the search demand curve.
Watch the video for yourself, it’s quite good.
My key take-away from this video was Rand’s keyword universe map.
After giving all of this context, Rand accomplishes all four of the goals he presents with this effective presentation of keyword research.
I’ve created my own mini keyword universe map, set up exactly the same way as in the video.