A New Approach to Keyword Research

This article expands a MozCon talk: keyword research is critical, but much effort is wasted. Refocus on strategy, not spreadsheet bloat.

Three shifts to make

1. Volume vs. quality: Capture ~90% of intents, not 90% of every variant. Pick a few head terms per intent, save time for strategic choices.
2. Remove over-manual steps: SERP scraping is redundant—use suite data (e.g., competitive gaps) already bundled; focus on where rivals rank and you don’t.
3. Use the right metrics: Volume alone misleads; add CTR estimates to gauge real click potential and set priorities.

Practice tips

• Choose few head terms per intent to simplify analysis.
• Competitor gap keywords are prime break-in targets.
• Combine volume + CTR to size opportunity; avoid prioritizing by volume alone.

Goal: spend time on strategic decisions—content and product bets—rather than endless spreadsheets.