This publish expands on one thing I mentioned in my discuss at MozCon two years in the past: I consider that loads of time spent on key phrase analysis is actually wasted.
Don’t get me fallacious — key phrase analysis is, in fact, vital. SEOs and companies use key phrase analysis to resolve which elements of their enterprise to prioritize, to forecast the outcomes of their actions, to appraise potential alternatives for enlargement, and, in fact, to write down title tags, temporary copywriters, or interact in different tactical actions. The purpose is, in the event you paid a non-Search engine optimisation 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 Search engine optimisation companies, key phrase analysis is the duty more than likely to be delegated to essentially the most junior member of the group. It’s thought-about grunt work. It’s boring, tedious, repetitive, and simple — so we predict. I do know this as a result of I’ve made this (mistaken) assumption many occasions as a senior Search engine optimisation and was on the receiving finish of that “grunt work” early in my profession.
There are three predominant methods I believe we’re turning what needs to be an concerned piece of strategic considering into tedium. I’ll cowl them beneath, together with what to give attention to as an alternative.
