14 Factors to Consider for Prioritizing SEO Keywords
Selecting the right SEO keywords can make or break a digital marketing strategy. This article delves into the critical factors that influence keyword prioritization, offering invaluable insights from industry experts. Discover how to align your SEO efforts with business goals and leverage data-driven techniques for maximum impact.
- Align Keywords with Business Goals
- Focus on Customer-Centric Search Phrases
- Prioritize Commercial Intent and Quick Wins
- Develop a Comprehensive Business-Impact Scoring System
- Leverage Google Search Console for Keyword Insights
- Build Topic Clusters for Comprehensive Coverage
- Map Competitive Landscape and Internal Opportunities
- Calculate Opportunity Scores with Personal Expertise
- Start with Client Conversations, Not Tools
- Adapt Strategy to Evolving Search Trends
- Implement HVS Funnel for Targeted Keywords
- Dominate Niches with Long-Tail Keywords
- Balance Quality and Quantity in Link Building
- Prioritize Emotionally Resonant Keywords for Impact
Align Keywords with Business Goals
To prioritize keywords effectively, I focus on three key factors:
First, I align keywords with business goals. For instance, we recently targeted mid-funnel queries for a client, resulting in over $20,000 in new sales. This approach ensures that every keyword contributes to measurable revenue rather than just rankings.
Next, I analyze search intent using tools like SEMrush and Google Search Console. With AI-driven results dominating 74% of problem-solving queries, I prioritize keywords that cater to both informational and commercial intent. This strategy helps us capture featured snippets and zero-click results, enhancing visibility.
Finally, I emphasize long-tail keywords, which now account for 70% of search traffic. By grouping keywords based on their potential impact and feasibility, I ensure we focus on those that resonate with our clients' unique offerings. A recent content refresh led to a 680% increase in organic traffic for one client, showcasing the power of intent-driven optimization.
Focus on Customer-Centric Search Phrases
When it comes to choosing the right keywords for our website's SEO, we keep things simple and practical. We always start by asking ourselves one key question:
"What would our ideal customer type into Google when they're looking for a solution we offer?"
From there, our process goes like this:
1. Understand What People Are Searching For:
We begin by brainstorming words and phrases related to our services. Then, we use tools like Google Keyword Planner or Ubersuggest to see how often people search for those terms and what related phrases they use. This helps us build a solid list of potential keywords.
2. Focus on Intent, Not Just Traffic:
It's not just about how many people are searching—it's about why they're searching. For example, someone typing "best custom software company for startups" likely has stronger buying intent than someone typing "what is custom software." So we prioritize keywords that match what our audience is really looking to do—whether that's learning, comparing, or buying.
3. Look at the Competition:
If a keyword is super competitive and all the big players are ranking for it, we might skip it for now. Instead, we look for less crowded opportunities where we have a better chance to stand out—like longer, more specific phrases (called long-tail keywords).
4. Pick Quick Wins Too:
We also look at what we already rank for on Google's second or third page. With a little effort—like updating content or getting some backlinks—those pages can move up faster, so we treat them as low-hanging fruit.
5. Keep Business Goals in Mind:
Finally, we ask: will this keyword help us attract the right kind of visitors?
Our goal isn't just traffic—it's about bringing in people who might actually become customers.
In short, we blend a bit of research, common sense, and business intuition to decide which keywords are worth going after. It's about understanding people first, then helping search engines understand us better.
Prioritize Commercial Intent and Quick Wins
When determining which keywords to target for a website's SEO strategy, I take a measured and strategic approach, focusing primarily on relevance, intent, and potential return on investment. The process begins by identifying keywords that demonstrate clear commercial or transactional intent - search terms used by individuals who are actively looking to engage services or make a purchase. For example, phrases such as "family solicitor in Birmingham" or "specialist will writing services" typically indicate a readiness to take action. These are prioritized, even if they attract lower search volumes, due to their higher likelihood of generating meaningful enquiries or conversions.
In parallel, I assess opportunities for quick gains by analyzing so-called "low-hanging fruit"—keywords the website may already rank for on the second or third page of search results. With targeted improvements, such as enhancing on-page content, refining metadata, or strengthening internal linking structures, these keywords can often be moved onto the first page relatively quickly, delivering visible results in a shorter timeframe.
Search volume and keyword difficulty also play a significant role in the selection process, but they are considered in the context of the website's existing authority and competitive landscape. For newer or less established websites, I tend to prioritize long-tail keywords and niche topics that are less competitive, allowing the site to build topical authority gradually. This not only helps to generate early traffic but also lays the groundwork for targeting more competitive terms in the future.
Develop a Comprehensive Business-Impact Scoring System
A transformative keyword prioritization project involved a specialty outdoor gear retailer overwhelmed by thousands of keyword opportunities but lacking clear direction on resource allocation.
The breakthrough came through comprehensive business-impact scoring:
First, we developed a weighted prioritization matrix incorporating four critical dimensions: search volume, conversion potential, competitive difficulty, and business alignment. However, the game-changing factor was adding "revenue velocity" - how quickly targeted keywords could generate actual sales.
Our systematic prioritization process included:
• Analyzing existing conversion data to identify which keyword types produced highest-value customers
• Calculating realistic traffic potential based on current domain authority and competitive landscape
• Assessing internal resource requirements for ranking competitively on each target
• Mapping keywords to specific business objectives and profit margins
• Creating priority tiers with clear success metrics for each category
The scoring framework weighted factors as:
• Business relevance and profit potential (40%)
• Competitive feasibility given current resources (25%)
• Search volume and traffic opportunity (20%)
• Content creation and optimization effort required (15%)
The results validated this strategic approach:
• Organic revenue increased by 67% within six months despite targeting fewer total keywords
• Return on SEO investment improved by 83% through focused resource allocation
• Average time to page one rankings decreased by 34% due to strategic targeting
• Content creation efficiency improved by 45% with clear priority guidelines
The key insight: Most keyword strategies fail because they prioritize search volume over business impact. By focusing on keywords that align with actual business objectives and realistic competitive positioning, we achieved significantly better ROI than broad-based approaches.
My recommendation: Always start with business goals and work backward to keywords, rather than starting with keyword volume and hoping for business results. This approach ensures every SEO effort directly supports revenue objectives.
Leverage Google Search Console for Keyword Insights
I start with a quick catch-all list of ideas, but the shortlist only forms once I pull in Google Search Console (GSC) benchmarks.
For GSC, I look at impressions, click growth over the past 12 months, and the average position trend line. A term with rising impressions but flat clicks tells me the snippet needs work. Whereas one with both rising clicks and improving rank jumps straight to the priority column.
I layer that data on top of the usual checks from any SEO tool. Search volume, intent, and difficulty, etc., and the winners surface fast.
In a spreadsheet, I use simple color codes and formatted tables to tag and track terms and actions. Green is for keywords we can realistically own soon, orange for those that need heavier lifting, and red for terms to revisit later.
I revisit the sheet monthly and use Supermetrics so fresh, automatically updated GSC trajectories keep the roadmap honest.
Build Topic Clusters for Comprehensive Coverage
Our keyword prioritization follows a topic-first, intent-driven approach that balances quick wins with long-term impact.
We begin by identifying a high-impact topic area—for example, Erectile Dysfunction (ED). Rather than targeting random keywords, we focus on building topic clusters: a structured ecosystem of interlinked content that comprehensively covers user intent, questions, and solutions. For ED alone, we've created nearly 500 pieces of content, organized around user personas, search journeys, and medical depth, ensuring strong topical authority and internal SEO performance.
Initially, we prioritize low-competition, long-tail keywords with high relevance and decent search volume to build traffic and trust. These typically include local modifiers or symptom-specific queries that align with our clinic locations and services.
As our authority grows, we shift focus to higher-intent, competitive keywords that mirror Google Ads traffic profiles—bringing in highly qualified users with stronger conversion potential.
We also continuously audit performance using tools like Google Search Console, Semrush, and internal attribution systems to optimize and re-prioritize. Ultimately, our SEO strategy is not just about ranking individual terms but owning whole categories of user intent.
Map Competitive Landscape and Internal Opportunities
This one could go forever, because the answer can be nuanced - I'll provide a best practice here, but am open for any follow up needed.
Look at your competitive (SERP) landscape - map your keyword rankings against your competitors in excel/google sheets and find common ranking points where your competitors rank but you are absent. This is list one.
List two - jump into search console and find keywords sitting in average position 3-5 and 9-14 - these are your revision keywords worth considering for optimization. You should be able to know based on impression counts what a 2 position bump will do to improve your traffic and conversion metrics.
List three - lean over to your sales and pmm professionals and ask them what kind of situations led to customers converting. You want to know both the "jobs to be done" problems that made a customer realized they needed your business as well as the features of your product that sealed the deal. These may be long tail - but with AI, these keywords and key phrases could be the secret to big successes.
Calculate Opportunity Scores with Personal Expertise
I use a "low-hanging fruit scoring system" that weighs difficulty against traffic potential, but personal expertise is my secret weapon.
Most people pick keywords based purely on search volume, but I've learned that's a recipe for wasting months on impossible targets.
My 3-step prioritization process:
Step 1: The Reality Check
I plug potential keywords into Ahrefs and immediately eliminate anything where the top 10 results are all massive sites with high Domain Rating. If I can't realistically compete with the current top 10, I move on.
Step 2: The Opportunity Score
I calculate a simple score: (Monthly search volume / Keyword difficulty) x Personal expertise factor
The personal expertise factor is key - I multiply by 1.5 if it's something I have deep experience with, 1.0 for general knowledge, and 0.5 for topics outside my wheelhouse.
Step 3: The "Can I Actually Win?" Test
I look at the current top 10 results and ask:
- Are any of these articles clearly outdated?
- Is anyone missing obvious subtopics I could cover?
- Do I have a unique angle or better data?
My controversial take: I'd rather rank #1 for multiple keywords with lower search volume than rank poorly for one high-volume keyword. The cumulative traffic is often similar, but ranking #1 builds domain authority faster.
What most people get wrong: They chase vanity metrics instead of winnable battles. I've seen too many sites waste 6 months targeting impossible keywords when they could have dominated 20 easier ones in the same timeframe.
I track every keyword decision in a spreadsheet with projected outcomes. This discipline has completely changed how I approach keyword strategy.
Start with Client Conversations, Not Tools
We don't start keyword research with tools; we start with conversations. Our sales and delivery teams constantly hear how clients describe their problems, so we build our keyword list around that language. It's not always what shows up in high-volume searches, but it's what drives the right traffic.
We look closely at intent. If a keyword feels vague or purely informational, we often skip it. Since we're offering services, we focus on terms that signal a project need or buying intent, even if volume is lower.
Next, we map keywords to the funnel. Some go to blogs to educate; others go to landing pages where we want action. We also look for gaps where competitors rank, but don't convert well. We try to reverse that.
Honestly, the best insights don't always come from data. They come from listening. That's where we find keywords that bring in real leads, not just clicks.
Adapt Strategy to Evolving Search Trends
In early 2023, I was assisting a boutique wellness brand in building SEO traction for their new line of adaptogenic teas. Initially, our keyword strategy focused on terms like "natural stress relief tea" and "herbal tea for anxiety." It was working moderately well, but about two months in, we noticed a dip in impressions, despite high-intent and relevant content.
When I delved into Google Trends and SEMrush data, I discovered that people had started searching more for terms like "cortisol-balancing drinks" and "nootropic beverages," terms that had exploded in popularity due to a viral TikTok video by a health influencer. Our audience hadn't changed, but how they talked about their wellness choices had. I knew I had to make changes.
I quickly re-optimized our top-performing blog posts and product pages to reflect the updated language. I also created a new blog series focused on "daily nootropic routines" and "natural ways to manage cortisol." We didn't abandon our original keywords, but we gave the strategy a facelift to match the real-time shift in audience interest.
My biggest takeaway from this experience was that keyword strategy is never "set it and forget it." Trends shift rapidly, especially in health and wellness, where social media can upend search behavior overnight. I learned to treat search terms like a living language because they're constantly evolving, responsive, and emotional. Since then, I've incorporated monthly trend-checking and competitive analysis as a non-negotiable part of my content calendar.
Implement HVS Funnel for Targeted Keywords
Our keyword strategy framework revolves around the HVS Funnel (High intent, Volume, and Seasonality). This model allows us to prioritize the types of keywords that will both drive traffic and map back to business objectives and buyer readiness.
We begin by targeting high purchase intent keywords — bottom-of-the-funnel phrases that are relevant to us. These generally convert at 2-3 times the rate of the same search term used in a general search. We combine those with long-tail keywords, or phrases of four or more words, that have relatively low competition but a high level of clarity of intent. These are often used by people who know what they want but have not yet found the right provider.
We also add high-volume, low- to medium-competitive keywords to appear at the top of the funnel, as well as for retargeting. However, we NEVER operate on volume alone—we also consider seasonality trends (e.g., what's getting searched more in July than in January about our services) and the latest Google algorithm updates (which are increasingly rewarding topical depth and user-centric content).
In other words, our keyword targets are updated quarterly to keep us agile. We've realized as much as a 47% increase in relevant organic traffic in as little as two quarters when utilizing this framework consistently.
Dominate Niches with Long-Tail Keywords
Keyword targeting for B2B clients requires a fundamentally different approach compared to ecommerce. We prioritize long-tail keywords on specialist topics that help clients dominate their specific niches rather than chase general terms.
There's little benefit in ranking for broad keywords these days because AI summaries and search features mean users only visit websites when they need something specific, not generalized information. This actually works in our favor because it drives higher engagement from qualified visitors.
Our process starts with cornerstone content and pillar posts to build authority, but we stay flexible. Sometimes outlier keywords from one-off articles perform surprisingly well, so we watch Search Console and organic traffic closely to spot these opportunities. When certain keyword clusters outperform others, we expand content around those themes.
This iterative approach means our strategy evolves based on real user behavior and search engine response, not just initial keyword research.
Balance Quality and Quantity in Link Building
When it comes to building backlinks, our philosophy centers on quality first, supported by consistent and strategic quantity. We view links not as a numbers game but as trust signals. One strong, contextually placed link from a high-authority, relevant site will always outweigh ten low-quality ones. However, we also recognize that to compete in certain verticals, a steady stream of good links is necessary to remain visible and competitive.
Our approach is to build a foundation of high-quality links through digital PR, guest content, and strategic partnerships, while also maintaining a baseline of link acquisition through scalable, lower-effort methods like niche directories, supplier links, and local citations. Every link we build must meet two criteria: it should provide contextual value to users, and it should be from a source that we would be happy to show a client. We also look closely at anchor text balance, link placement within the page, and whether the surrounding content supports topical relevance.
To maintain quality without sacrificing volume, we prioritize relationships. Instead of one-off link placements, we develop ongoing partnerships with site owners, journalists, and content creators. This allows us to consistently earn links that are natural, relevant, and valuable over time. In short, we don't chase numbers. We build link profiles that search engines and real users can trust. Our results have shown that when you commit to relevance, trust, and a bit of creativity, authority and rankings follow naturally.
Prioritize Emotionally Resonant Keywords for Impact
Sometimes we chase keywords with stories behind them. If a topic connects emotionally, it becomes content-worthy. That content earns links, shares, and trust naturally. Even lower-volume keywords can build massive brand equity. We do not just chase clicks; we chase resonance. That keeps our SEO human, not robotic.
To decide what to prioritize, we gut-check everything. Does this keyword help people make smarter decisions or not? If not, it probably is not worth our time. We have learned that relevance always beats reach in the long term. It builds loyal traffic and not just passing visits. And that is what great SEO actually means.
