Keyword Research Step 3: Using Keywords

Once we have a well-organized list of keywords we want to rank for, with the keywords with the highest ranking potential on the top, the next step is how to use them. Using the high potential keywords randomly throughout our website will fail to accomplish our goal. There’s a term called keyword cannibalization to address the issue.

Avoid keyword cannibalization

Keyword cannibalization involves having multiple web pages optimized for the same or similar keywords and search intent.

When more than one page on our website targets the same search query, chances are that our content is competing with one another for a position in SERPs. Often, the result is that neither of the pages rank as well as they could have, cannibalizing each other’s potential to rank.

How to use keywords

If stuffing all the keywords into our web pages isn’t the right way to go from this point, what is?

A strong approach is to take keywords as topics and build content around them. By using this technique to build content, our keywords can be the key resource our entire content strategy will stand on.

Create topic clusters