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
- Search Intent Mapping – align keywords to persona questions and funnel stages.
- Data Sources – combine Search Console, keyword tools, intent data, and first-party conversion signals.
- Clustering & Scoring – group by topic, assign difficulty/opportunity/demand scores.
- Competitive Context – track SERP features, content freshness, and authority benchmarks.
- 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.