Keyword Strategy Playbook Skill

When to Use

• Planning quarterly SEO initiatives or briefing writers.
• Auditing existing keyword portfolios for gaps or cannibalization.
• Aligning organic strategy with launches or revenue themes.

Framework

1. Search Intent Mapping – align keywords to persona questions and funnel stages.
2. Data Sources – combine Search Console, keyword tools, intent data, and first-party conversion signals.
3. Clustering & Scoring – group by topic, assign difficulty/opportunity/demand scores.
4. Competitive Context – track SERP features, content freshness, and authority benchmarks.
5. Action Plan – tie clusters to asset types, owners, and KPIs.

Templates

• Cluster sheet (keyword, intent, volume, KD, SERP notes, priority, owner).
• Opportunity heatmap for exec reviews.
• Experiment backlog linking cluster tests to hypotheses.

Tips

• Refresh clusters monthly for high-volatility topics.
• Pair with product/CS insights to uncover long-tail opportunities.
• Track cannibalization by monitoring internal links and ranking URLs.

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