The complete set of keywords a site is optimized and ranked for.
Why a Keyword Portfolio Matters
A keyword portfolio matters because it is a strategic approach to keyword research. In the past, we would focus on a single, high-volume keyword and try to rank for it. Today, a more sophisticated approach is needed. A keyword portfolio allows you to target a wide range of keywords, which can help you attract a larger and more diverse audience. It’s about diversifying your risk. If a single keyword or a set of keywords loses its ranking, you can still rely on the rest of your portfolio to drive organic traffic. It is a key part of building a resilient and sustainable SEO strategy.
Across Different CMS Platforms
The management of a keyword portfolio is a content strategy that can be applied to any CMS.
WordPress
WordPress users can manage their keyword portfolio by using a good SEO plugin like Yoast SEO or Rank Math. These plugins allow you to track the performance of your keywords and to optimize your content to rank for a wider range of keywords.
Shopify
Shopify users can manage their keyword portfolio by using a tool like Google Search Console. They can use the data to optimize their product descriptions and blog content to rank for a wide range of keywords.
Wix
Wix has a streamlined, user-friendly system, but you can still manage a keyword portfolio. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and sitemap. You can use the data from Google Search Console to inform your strategy.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for managing a keyword portfolio. You can build a system that allows you to track and analyze your keyword performance and to make changes to your content to improve your keyword velocity.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your keyword portfolio and that provides your content creators with data-driven insights.
Across Different Industries
The way you build and use a keyword portfolio will depend on your industry and your goals.
E-commerce
E-commerce sites can build a keyword portfolio that includes a mix of short-tail keywords (e.g., “running shoes”), long-tail keywords (e.g., “best running shoes for flat feet”), and commercial keywords (e.g., “buy running shoes online”).
Local Businesses
Local businesses can build a keyword portfolio that includes a mix of short-tail keywords (e.g., “plumber Sialkot”), long-tail keywords (e.g., “emergency plumber Sialkot”), and informational keywords (e.g., “how to fix a leaky faucet”).
SaaS Companies
SaaS companies can build a keyword portfolio that includes a mix of informational keywords (e.g., “what is a CRM”), commercial keywords (e.g., “best CRM for small business”), and branded keywords (e.g., “Salesforce pricing”).
Blogs
Blogs can build a keyword portfolio that includes a mix of short-tail keywords (e.g., “sourdough bread”), long-tail keywords (e.g., “how to bake sourdough bread for beginners”), and informational keywords (e.g., “the history of sourdough bread”).
Do’s and Don’ts of a Keyword Portfolio
Do’s
- Do build a diversified portfolio. A good keyword portfolio includes a mix of different types of keywords.
- Do use a keyword research tool. A tool like Google Keyword Planner or SEMrush can help you find and analyze keywords.
- Do use a keyword portfolio to inform your content strategy. A well-structured portfolio can help you identify content gaps and opportunities.
Don’ts
- Don’t focus on a single keyword. This is a risky and outdated approach.
- Don’t use a keyword that is not relevant to your business. A keyword should be relevant to your products or services.
- Don’t use a keyword that is too competitive. A good keyword portfolio includes a mix of both high-volume and low-competition keywords.
Common Mistakes to Avoid
- Failing to build a keyword portfolio: This is a basic but critical step. You cannot improve what you do not measure.
- Ignoring a user’s intent: A keyword portfolio should be built with a user’s intent in mind.
- Focusing on short-tail keywords alone: Long-tail keywords are often easier to rank for and can be a great source of organic traffic.
FAQs
How is a keyword portfolio different from keyword research?
Keyword research is the process of finding keywords. A keyword portfolio is the organized collection of those keywords. A keyword portfolio is a strategic approach to keyword research.
What is the difference between a short-tail and a long-tail keyword?
A short-tail keyword is a short, broad keyword phrase (e.g., “SEO”). A long-tail keyword is a long, specific keyword phrase (e.g., “how to learn SEO for beginners”). Long-tail keywords are often easier to rank for.
How many keywords should be in a keyword portfolio?
There is no magic number. A good keyword portfolio includes a mix of short-tail, long-tail, and user-intent keywords. The number of keywords will depend on your industry and your goals.
Can a website with a small number of pages have a keyword portfolio?
Yes, a website with a small number of pages can have a keyword portfolio. It is a strategic approach to keyword research and can be used to inform your content strategy.
Does a keyword portfolio help with my SEO?
Yes. A keyword portfolio is a fundamental part of an effective SEO strategy. It can help you attract a larger and more diverse audience and to build a resilient and sustainable SEO strategy.
