1- STRUCTURING A NEW SITE BASED ON ITS KEYWORDS
Research the market niche/product family/client brief.
Determine a list of seed keywords.
Collect the maximum number of search queries for each seed keyword.
Get a list of the top 20 search queries that direct competitors rank for.
Remove all duplicates and junk search queries (given that you have a list of negative keywords).
Do a final keyword list cleanup.
Break the site structure down into sections, categories, pages based on keyword groups.
2- DOING KEYWORD RESEARCH FOR A READY-MADE SITE STRUCTURE
Analyze the site’s structure and sections.
Define a list of seed keywords.
Get a list of the top 20 search queries that direct competitors rank for.
Collect the maximum number of relevant keywords for search queries from steps 2 and 3.
Remove all duplicates and junk search queries.
Distribute collected keywords across existing categories and pages.
3- UPDATING A SITE’S KEYWORD LIST
Analyze the site’s existing list of targeted keywords.
Look for weak points and vulnerabilities: collect topically relevant keywords, study search engine suggestions, analyze competitors to identify missing keywords.
Create a list of missing keywords and distribute them across sections, categories, pages.