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EP38: Performing an Annual Keyword Review and Audit

March 25, 2019

In this podcast episode, Rebecca reviews the importance of performing ongoing keyword research and audits. She covers how often you should execute a keyword refresh, what’s involved in the process, and why it matters to SEO and overall ranking.

When to Do Keyword Research

  • At the beginning of any campaign or SEO project
  • When an industry shift occurs
  • When you are writing a fresh new piece of content that isn’t already part of your editorial plan
  • Every six months to a year if your industry isn’t fast moving like technology or healthcare
  • When a major change occurs in Google search (i.e. the Knowledge Graph arrival)

What to Consider in Your Research

  • Target demographic – needs, pain points, challenges
  • Customer or patient journey map
  • Existing content rank
  • User intent in search
  • Nuances of Semantic search
  • Competition level within search results
  • Broad keywords are not ideal, so focus down into specifics
  • Closeness to your E-A-T
  • Readability of keyword phrases

Where to Perform Research

  • Google Analytics
  • Google Search Console
  • Bing Webmaster Tools
  • SEMrush
  • SpyFu
  • Ahrefs
  • KW Finder
  • Google Keyword Planner
  • PPC phrases and human searches within broad keyword campaigns

The Takeaway

Keyword research isn’t quick or easy, but it is critical to the health of your website and SEO. At the very minimum, this should be done yearly, and in some cases, every six months.


Today’s Episode Sponsor

A big thank you to Scripted.com for sponsoring season three of the SEObits podcast!

Scripted.com Logo

I’m very particular about who can sponsor our show and who I’ll put my name behind, however, today’s podcast sponsor won me over when I did a walk-through of their Cruise Control content offering. They had all the core ingredients for attracting search engines and appealing to the real humans we all want to convert.

Effective content marketing takes hard work, time, and expertise. The Cruise Control package offers all three. Don’t let content get in the way of achieving your SEO goals. Get help from the talented team at Scripted.com.

If you’re interested in the Scripted.com offering, just head on over to scripted.com/seobits so you can review the special offer for listeners.


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About Rebecca Gill

Rebecca is the Founder of Web Savvy Marketing and produces a series of online SEO courses. She has over 15 years of real-world experience in search engine optimization with 20 years of experience in sales and marketing.

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