You search keywords using tools and keeping relevancy of the keywords with your website business. But the search intent of users keeps changing with time to time. Also search engine might have a different look at your website. If you aren’t auditing your keywords list every six months, you might face strategic loss to your website business in the long run.
Let’s see how you can audit your keywords list
Look at your keyword reports for insights
Keyword auditing starts with from the list of present keywords. Take the lists and go through each phrase to find:
- Specific ranking patterns and terms on first page
- Ranking patterns you are tracking in second and third page
- Keywords that aren’t ranking on Google SERPs
- Discovering new keywords you aren’t optimizing for but ranking on those keywords
Objective of the audit is to find new keywords and patterns. You could see progress in keyword research and new patterns emerging on the first three pages. It is how Google views your site.
- You offer multiple services
- You offer multiple products
- You sell services/products in multiple platforms
If the result shows any progress, chances are you could notice a new keyword or pattern relevant to your business. You can prioritize your SEO campaign for the new found keyword and move forward.
Discover new keywords
If you use a keyword discovery tool, you can see the keywords your web pages are ranking for. Also the tool will highlight the keywords you aren’t optimizing for but your web pages are getting high rank on those phrases. The discovery will encourage you to optimize your web pages for the keywords presently left out of SEO but the pages are doing well on those words.
The tool will show queries with clicks and impression data. You can evaluate which queries generate maximum clicks to your site.
Take note of:
- Branded keywords
- Short/long tail keywords
- Misspelled keywords
Focus on branded queries to know influence of brand in driving targeted traffic to your site. If the maximum traffic is coming from branded terms, you can rest assured that your site is doing well on SERPs. It shows that visitors are searching those pages and not because of relevancy factor. You can see past record of keyword data and also compare it with present data to determine the growth of your site on those keywords.
If you remove brand terms and find that the click total is still higher than other keywords then take it as an indication that you have a strong brand and relevancy for those keywords. When you have strong brand and relevance to branded keywords, you can start working towards building an authority for those pages. Or you can choose to push other pages with the help of those keywords.
Align keyword tracking with performance analytics
Look at the keyword list and align it with the performance of the pages to determine whether the keyword popularity matches with page traffic. For instance, your top keyword should bring the highest traffic to the page it is assigned to.
Findings of keyword report:
- Strong growth in keywords ranking but steady decline in traffic
- Decline in keywords ranking but growth in traffic
Both the findings show that you aren’t optimizing for right keywords. It shows the need for reevaluation of keywords and website performance. Ideally, the keyword position should align with the page traffic.
Your keyword list will certainly help in assessing the performance of your web pages, but you should give the pages some time to rank for the keywords they are optimized for. Audit your keywords every six months to determine whether the SEO is moving is right direction.