Choose tracked keywords by the customer's purpose and your actual offer. Search volume helps prioritise research, but a popular phrase is a poor target if visitors using it need something your business does not provide.
IN THIS ARTICLE
01 Build a useful keyword set
- Collect phrases from sales enquiries, support questions and descriptions customers use. Remove personal details from any research notes.
- Separate purposes such as learning how something works, comparing options, buying a service and finding an existing account login.
- Use XOVI NOW's Keyword Research for relevant terms. Review related phrases and the available market-specific metrics.
- Inspect the current result types for important terms. A query dominated by tutorials may need an explanatory guide, while a purchase query may fit a clear service page.
- Save selected terms in planner groups representing real products or customer tasks. Record the intended page and the evidence needed to answer the query well.
- Add priority terms to the project's tracking allowance. Retain a stable core set so later reports remain comparable.
02 Example: separate three hosting search intents
A hosting company can receive similar-looking searches that need different answers. Use the customer's purpose to decide the intended page before adding the terms to tracking. These examples illustrate planning choices, not measured keyword demand.
| Example query | Customer purpose | Useful destination |
|---|---|---|
| Managed WordPress hosting | Assess a service before signing up | A product page explaining current features, limits and terms. |
| How to create a WordPress staging site | Complete a specific setup task | A step-by-step guide with prerequisites and verification. |
| Web hosting or managed WordPress hosting | Compare product suitability | A comparison explaining the different management needs. |
Expected result: related wording with the same purpose can share one complete page, while different tasks receive appropriate destinations. Check current result types and actual service availability before finalising the map.
Common questions
Should I choose only high-volume keywords?
A narrow term can attract fewer people but match a specific useful service. Consider relevance, competition, business value and whether you can create a credible answer.
Does a high advertising cost prove a keyword will convert?
It is market information, not your conversion result. Validate with your own qualified enquiries or sales rather than assuming another advertiser's economics apply.
Should every keyword have a separate page?
Closely related variations can belong on one complete page. Create separate pages when the user tasks and necessary information differ, not merely because wording changes.