Why Keywords don’t work
It is a tired cliche that you can’t see the jigsaw picture by looking at a single piece, but it fits on this occasion.
Most individual keyword phrases contain all 3 types of audiences separated and mixed up. It is the equivalent of multiple jigsaws in the same box. This is why keywords confuse people so much.
When we could ‘get’ those distinct phrases, then keywords made sense. These days, google sends us topic-related clicks instead.
Map the Topic
Jumbled Up Audiences
The first task is to separate them by topics (markets), it will give us a view of the whole market, and our place in it.
Keyword Processing
- Keywords Grouped by Topic: Gather keywords focused on the topic as it reflects the visitor’s primary interest.
- Buyer’s Journey Mapping: Map the buyer’s journey stage keyword elements
- Niche Audience Mapping: Pick up on the roles, industries and brand searches buried in keywords
- Deduplication: Remove duplicates to identify the needs of the entire topic audience for context.
Topic, Timeline and Niche Audience words are different constituents, separate audience layers
When viewed as a “topic audience”, the timeline overlay emerges. This is a somewhat manual process, as keyword software isn’t yet built this way.
We can extract these for youHow to Extract and Deduplicate Keywords
Collating keywords is the first step unless you don’t have a site.
- If this is a new venture without a website, the most beneficial thing would be to get a site up first and then plan content as you go along. Going live helps collect more keyword data.
- When you have a current website, Google Search Console (free) and Discovery Search Ad campaigns are valuable keyword data sources.
Export keywords and see the most likely audiences to succeed. That is, the people already circling your website.
It is easy to extract the keywords from Google Search Console, but it will only start collecting keyword data once it has been connected to your site. We can help connect you with that data and export the full amount (not just those you can see in the interface).
Topic Clarity
Deduplicating the keyword sets is a big part of gaining clarity. We can then see the sales timeline and all the niche audiences start to emerge. It is motivating to understand what the ‘topic audience’ is interested in.
This is the type of market research you don’t get anywhere else.
Simplifying
Deduplicating keywords is a simplified view in many ways, decluttered. It also doesn’t matter about volumes, as searchers go on to make other, more specific, searches later on.
All words represent more future potential clicks back to the topic
We encourage explanation on our site instead.
Don’t worry about the numbers; look at the words.
Deduplication delivers Organisation
Once you figure out what people are looking for, it is easier to plan content for them.
It feels good to work on structured content plan, and have space to develop our arguments.
