SEO KEYWORD MATRIX

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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Use tools like SEMRush and Keyword Research Example Sheets to organize findings.

From your keyword research, you will be able to give your core pages the proper navigation coordinates in order to drive organic traffic. This process also leads to identifying new core page opportunities that give you, as the SEO, more opportunities to drive organic traffic to the website.

There are an infinite amount of methods of performing keyword research for SEO, and for newer practitioners, it can be difficult to know where to start. In this lesson, we’ll share with you the exact keyword research process we use to drive consistent organic traffic growth for our clients.

Identifying Keywords.

Keyword research is the process of gathering data on queries that users are typing into a search engine. Common data points that are being gathered are search volume and keyword difficulty. Keyword research is commonly used to optimize core pages on a website or for discovering topics for a website’s blog.

3. Fill in the tail column.

-Traffic cost is a handy metric. It calculates how much they would be spending in Google Ads to generate the same traffic that they are generating from organic traffic. It calculates this by utilizing search volume, click-through-rate (CTR), and Google Ads estimated cost-per-click (CPC).

In this lesson, we will be using SEMRush. Each tool is a little different, but the same principles apply across all of them. They each have competitiveness scores, related keywords, search volume, etc. Here is a link to SEMRush’s free trial. Sign up for the Guru free trial, it has all the features needed to walk through this lesson.

The keyword Matrix template is a great tool to help you organize all of your different service/product lines. When doing the research, you want to make sure that you don’t miss a combination of terms that describes what you do. As you can see from the example above, you can test multiple combinations by going left to right. For example:

2. Plugin your first keyword into the search box.

What is keyword research?

The Hummingbird update did change the landscape for how keywords are leveraged on a website. With this update, Google is looking more at providing results that match the intent of the searcher rather than trying to identify results that have a strong keyword match. Before, webmasters abused keywords by stuffing them within the content, titles, and metadata.

Keyword research is the foundation of SEO. This should be the first thing you do after setting up your website on all your Google applications. As an SEO specialist, you can miss a lot of things but always make sure you know your keyword targets for your website.

The Keyword Matrix is a great tool to help you organize all of the different service/product lines that you offer. When doing the research, you want to make sure that you don’t miss a combination of terms that describes what you do.

Understand how users are searching for your services or product.

Key points you can learn in this lesson.

Now, it is less about the title of your page, but the quality of content within the page. Google is looking for semantically relevant information to the query within your content. For example, I don’t need to remember the movie name, “John Wick” in order to find the movie within Google. Even if I type in “Reeves movie with the dog”, I get John Wick results.

2. Check if they are a digital competitor:

Competitive research is a very important step in this process. When coming up with your services and their adjectives, you might have missed some opportunities. By scanning a competitor’s website you can get new ideas to add to your keyword matrix.

4. Don’t forget the idea dump column.

Learn the process of identifying valuable keywords for the core pages of your website.

If you don’t feel like going through the time and pain of getting that snippet working, instead of wrestling with someone at Fiverr, you can grab a copy of the actual file I used (complete with all my sample data) for free.

Tagging for search intent is critical, this is where effective prioritization starts to really come into focus. Here is how I approach tagging for the 4 top-level buckets of user intent:

Use keyword combiner to join all of your individual research files.

Export to CSV > Filter out illegal characters > cut into lists of 800 keywords > Save CSV.

Upload into Google Keyword Planner > Get Ideas > Export to CSV.

Now You Need to Tag For Intent.

Well, you probably should if you’re doing much enterprise SEO, buuut, I’ll help you out.

Initial keyword research is the first step toward building an informative keyword matrix.

So fire up keyword snatcher (or whatever keyword mining tool you fancy), drop in your head term (just one), and send it off to the races. The Excel file is designed to handle *any* keyword data, as it uses a natural language macro to look for signaling words (that you can manage in the key) to tag searcher intent.

To make this easier on you, I’ve built an Excel macro that, with a bit of keyword specific tweaking, automates much of this process for you. You can watch a quick video of it in action here ›

Here’s where you should be at:

Open in Excel > Sort descending by search volume > Add a column for intent > Add a column for “Best” > Save.

PLEASE DON’T SHARE THIS LINK – I usually charge money for this template and it is only free for subscribers to this guide.

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