This publish expands on one thing I mentioned in my speak at MozCon two years in the past: I imagine that a whole lot of time spent on key phrase analysis is basically wasted.
Don’t get me fallacious — key phrase analysis is, in fact, vital. SEOs and companies use key phrase analysis to resolve which components of their enterprise to prioritize, to forecast the outcomes of their actions, to appraise potential alternatives for growth, and, in fact, to jot down title tags, temporary copywriters, or interact in different tactical actions. The purpose is, should you paid a non-Web optimization marketing consultant — maybe a administration marketing consultant — for this degree of strategic perception, you’d pay a fortune, and also you’d pay attention very fastidiously.
And but, in Web optimization companies, key phrase analysis is the duty most certainly to be delegated to essentially the most junior member of the group. It’s thought-about grunt work. It’s boring, tedious, repetitive, and straightforward — so we predict. I do know this as a result of I’ve made this (mistaken) assumption many instances as a senior Web optimization and was on the receiving finish of that “grunt work” early in my profession.
There are three most important methods I feel we’re turning what needs to be an concerned piece of strategic considering into tedium. I’ll cowl them beneath, together with what to concentrate on as an alternative.