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.