Most people try to build a keyword strategy by jumping into a tool and grabbing whatever looks good in the moment.
You’ve probably done it. We’ve all done it. You type something random into a tool, export a CSV, skim the numbers, and convince yourself it’s a plan.
You and I both know that’s not a strategy. That’s just noise and wishful thinking.
A real keyword strategy is slower. It’s more intentional. It’s built around what your buyer is actually trying to do, not whatever a tool spits out.
Think of this as the part where we sit across the table and untangle the chaos until the whole thing feels simple again.
Let’s walk through it properly.
Start with what people are really trying to do
The foundation
Forget keywords for a second. Forget tools, volume, difficulty — all of it.
Your strategy starts with the human on the other side of the screen.
If you don’t understand what they’re trying to do, nothing else matters. You’ll target the wrong terms, build the wrong pages, and publish content that doesn’t move anyone.
This is where you strip everything back to the real intent — not Google’s interpretation, but the grounded, human version you see in everyday behaviour.
Map out jobs-to-be-done
Jobs-to-be-done is just a cleaner way of saying: “What is this person trying to accomplish right now?”
When someone types best CRM for small businesses, they’re not browsing. They’re preparing to buy.
Write down the real tasks your customers struggle with. Keep it blunt. Keep it human.
Examples:
“Find a reliable accountant.”
“Choose the right dental clinic without getting upsold.”
“Pick a law firm that won’t drown them in jargon.”
“Compare two SaaS tools quickly without wasting an afternoon.”
Turn jobs into questions
Every job becomes a set of questions someone asks before taking action.
Those questions are where real keyword opportunities live.
For example, someone trying to hire professional help might ask:
“What does a good SEO consultant actually do?”
“What’s a fair price?”
“How do I avoid choosing the wrong agency?”
Someone choosing a dentist might ask:
“Is Invisalign worth it?”
“How painful is a deep clean?”
Someone choosing a law firm might ask:
“How much does a solicitor cost for a contract review?”
These questions reveal the real triggers behind the search.
Pair each question with a search term
This is the point where tools finally matter. But only after the thinking is done.
Take each question and match it to the exact phrase someone would type.
Examples:
Job → “Find a solicitor for contract work”
Search term → contract review lawyer near me
Job → “Choose the right dental treatment”
Search term → Invisalign vs braces
Job → “Pick a CRM for their SaaS startup”
Search term → best CRM for SaaS companies
Job → “Fix slow site performance”
Search term → how to improve page speed
Build your core keyword categories
The structure
This is where your strategy gets structure. No more endless lists. No more keyword soup.
You’re building a clean filing cabinet — every keyword has a place, and every page has a purpose.
Core commercial terms
These are the searches closest to money. When someone types them, they’re comparing providers or ready to hire.
Examples:
SEO services near me
employment lawyer near me
emergency dentist in Birmingham
local web designer
Problem-focused terms
These searches come from frustration. They warm people up fast.
Examples:
website getting no traffic
why is my Google Business Profile not showing
tooth pain won’t go away
Comparison & versus terms
Comparison searches show someone is right on the edge of a decision.
Examples:
Invisalign vs braces
Webflow vs WordPress
QuickBooks vs Xero
Educational terms for depth
These build authority and help your site rank long-term.
Examples:
how to structure a blog post
how to improve page speed
how does local SEO work
Filter your keywords like you’re ruthless
A massive keyword list is useless. You want a list you can act on — not admire.
This is where 70% of your keywords disappear — and that’s a good thing.
Cut with intent
Cut anything with low business value
If a keyword cannot reasonably produce a customer, it’s dead weight.
Traffic without revenue behind it is vanity.
Cut anything you can’t win
Some searches are dominated by massive news sites or national brands. Don’t fight them.
Target realistic queries — especially long-tail searches — to build momentum.
Cut duplicates, variations, and junk
Tools spit out hundreds of slight variations. They are not separate keywords.
Pick the strongest version. Everything else becomes natural context inside the page.
Turn your keyword strategy into actual pages
Execution is everything
A keyword strategy means nothing until it becomes real pages.
This is where most people fall behind — not because their ideas are bad, but because the execution never happens.
One primary keyword → one page
Do not cram multiple topics into a single page. It confuses Google and it confuses people.
Every primary search term gets its own home.
Let search intent choose the format
Informational term → write a guide.
Commercial term → build a service page.
Comparison term → publish a straight comparison.
Stack supporting keywords naturally
If it doesn’t sound natural when read out loud, it doesn’t belong.
Supporting phrases should appear naturally, not forced.
Build a roadmap you’ll actually follow
A keyword strategy stuck in a document is just a plan you meant to use. You need a publishing roadmap that fits your life, your energy, and your workload.
Where consistency beats intensity
Prioritise by revenue
Publish the pages that can bring enquiries first — your commercial and mid-funnel pages.
Balance BOFU and educational content
One commercial page for every one or two educational guides keeps your site commercially grounded but growing in depth.
Review the data monthly
Markets shift. Competitors shift. Your site evolves.
A monthly look at your rankings, clicks, impressions, and conversions keeps your plan honest.
Final word
A keyword strategy isn’t complicated. It just requires clarity, honesty, and a bit of discipline.
Understand what your buyer wants. Match it to real searches. Build categories. Filter hard. Turn the survivors into focused pages. Review and refine.
Get the fundamentals right and you’ll outperform businesses with bigger budgets and fancier tools — because your strategy will be built on what people actually need, not random exports from a keyword tool.
If you ever want support building the strategy or turning it into pages, a consultant can guide the process — but this framework gives you a strong start on your own.