Determining and scoring keyword relevance

Relevance simply means: How likely is someone to convert if they land on your site after searching for that keyword?

To score your keywords by relevance, we suggest using a scale from 1 to 3, where 3 is the most relevant and 1 is the least.

Relevance looks different for every company, but some of the ways to approach relevance are:

  • How much does your company want to be known for this keyword? Maybe your outbound calling software should be associated with the term “outbound dialer” – but being associated with “sales rep efficiency” is a little less important (or vice versa!)
  • How much would your CEO or board want you to rank for the term?
  • How clearly can you align your content with the term? For example, if you run an apple pie company, you probably can satisfy searchers for terms related to apple pie – and maybe that includes “cheddar cheese” and “pie a la mode” – but you won’t satisfy searchers for “cherry pie”.

“Least relevant”, by the way, should still be pretty relevant. You don’t want keywords on your list that aren’t relevant to your business at all. Ideally, the keywords on your list should lean toward higher relevance scores.

Once you’re done entering all the relevance data, you should have a spreadsheet that looks like this:

Figure: Assigning relevance to seed keywords

At this point, you have a refined list of seed keywords with some estimate of relevance to your business. Not bad for a few hours of work. Let’s move on to gathering data.

Now it's time to start pulling data.

Let’s refine the list again.