How to Create and Manage a Keyword Portfolio

How to Create and Manage a Keyword Portfolio

BOBs Analysis for Building a Keyword Portfolio

At seoClarity, we believe a keyword portfolio should be made up of 3 key categories: Benchmark, Optimize, and Build. A 4th category, Special Projects, may also apply for your content planning strategy (BOBs). Learn More

We can use an BOBs Analysis to assist with creating a managed keywords list for tracking and collecting data in Rank Intelligence. The BOBs Analysis helps to identify keywords that are relevant to your industry. From there, you can narrow it down to those keywords that are ranked higher. Finally, you can select only the keywords that drive traffic.

Use Cases

  1. Choose which important keywords to track in Rank Intelligence as managed keywords.
  2. Make consistent decisions by designing a strategic approach team members in every role and department can use for keyword portfolio building, and optimize your content for marketing campaigns.
  3. Better understand your target market and tailor your campaign to what your users are searching.
  4. Identify seed terms and their semantically-related variations.

BOBs Analysis

30% Benchmark: Your benchmark keywords are those that affect your current performance. These keywords drive at least 60% of non-brand clicks and are derived from the methodology of selecting non-brand keywords from the Search Console.  
30% Optimize: Optimized keywords are those for which the company ranks, though not on page one. The method for finding these keywords involves using the Research Grid to find high search volume keywords.
30% Build: Build keywords are those for which the company does not rank but are still relevant. This method involves examining those terms where two or more of your competitors rank but you do not and incorporating their high-ranking keywords into your portfolio.
10% Special Projects: Special projects account for a much smaller portion of your keyword portfolio. These come from more experimental methods for one-off projects and tests. Add these terms for long-term strategy and keyword planning.

Learn how to apply BOBs in this video:




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