A keyword backlog holds researched topics waiting to become pages, each with intent, priority and a status. It turns research into a queue and keeps strategy from depending on whoever has an idea that week.
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What each row holds
- The keyword and its closest variants
- Intent and the page type that fits
- Volume range and difficulty, as estimates
- Business value and a priority score
- Status and an owner
Keeping it healthy
Review it each quarter. Remove stale items, re-score as the market moves and make sure the top of the list matches current business goals.
Common mistakes
A backlog that only grows
Hundreds of unranked ideas hide the few that matter.
Frequently Asked Questions
Anywhere your team will actually use, such as a spreadsheet or project board, so long as it is shared and current.
Keep reading
- Keyword Prioritization: Keyword prioritization is ranking keyword targets by value, effort and fit so a team builds the pages most likely to drive pipeline first.
- Editorial Calendar: An editorial calendar is the schedule of content a team plans to publish, showing topics, owners, deadlines, status and target dates for each piece.
- Content Strategy: A content strategy is the plan for what content a company creates, who it serves, how it is distributed and how its success is judged.
- Keyword Mapping: Keyword mapping assigns each target search, or group of searches with the same intent, to one page on your site, so pages don't compete with each other.
- Alternative Keywords: “Alternative” keywords are searches like “Mailchimp alternatives” from people looking to replace a product. They often signal dissatisfaction and high intent.
- Best Keywords: “Best” keywords are searches like “best CRM for startups” where buyers want a ranked shortlist. Results are usually roundups from publishers and review sites.
- Branded Keywords: Branded keywords are searches that include a company or product name, such as “Acme pricing”. They signal strong intent and need their own tracking.
- Click-Through Rate: Click-through rate is clicks divided by impressions: the share of times your result was shown that someone clicked it. Position and SERP layout drive it heavily.
