"Keyword Strategy for Content Teams and SEO Specialists"
Intermediate / Advanced
Program
What you'll [cover]
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Module 1 — Competitive Keyword Gap Analysis
Exporting competitor data from Ahrefs and Semrush. Filtering for realistic opportunities. Building a gap report template.
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Module 2 — Intent-Based Clustering
Clustering by intent, not surface similarity. Tools and manual methods. How to test whether your clusters make sense.
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Module 3 — Large-Scale Prioritisation
Scoring keywords across volume, difficulty, business value, and existing rankings. Google Sheets workflow walkthrough.
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Module 4 — Seasonal and Trend Research
Using Google Trends data alongside static volume figures. Planning for seasonal shifts in search demand.
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Module 5 — From Keywords to Content Calendar
Structuring a quarterly plan. Assigning briefs. Identifying quick-win updates versus new page builds.
Full "description"
Running keyword research at scale is a different problem than doing it for a single website. When you manage dozens of pages or coordinate with writers, the process needs structure.
Competitive gap analysis in practice
We go deep on identifying what your competitors rank for that you do not. Using Ahrefs and Semrush export data, you will build gap reports that actually inform editorial decisions rather than sitting in a folder.
Clustering and topical authority
Keyword clustering is misunderstood. Many teams group keywords by word similarity rather than intent similarity — those are not the same thing. We work through clustering methods that hold up when your site has hundreds of URLs.
A well-structured keyword cluster tells Google what your site is about. A poorly structured one just adds more pages that compete with each other.
Working with data at volume
The course includes exercises in Google Sheets for processing exports of 5,000 or more keywords. You will filter, score, and prioritise without needing a developer or custom script.
Content calendar integration
By the end, you will have a workflow for turning a keyword list into a quarterly content plan. This includes assigning ownership, setting realistic timelines, and flagging which terms need fresh content versus page updates.
Skills you'll [develop]
Each area builds on the previous — work through them in sequence for the clearest result.