Keyword Research

A keyword list is not keyword research. A pile of 300 keywords with no structure is as useless as no keywords at all. Real research ends with a map: which keyword goes where, and which keyword to fight for first. This skill builds that map.

When to use this

• A new product needs its keyword foundation before the listing is written.
• An existing listing was built on guesses and never had real keyword work.
• A seller has a keyword list but no idea which to prioritize.
• Planning a PPC campaign and needing the keyword groups it will run on.

The framework. The Keyword Map

Every keyword has two properties that decide what to do with it: intent stage and relevance. Plot both and the placement becomes obvious.

Intent stage