Dividing keywords into categories (e.g., by intent, topic, or funnel stage) for targeted SEO strategies.
Why Keyword Segmentation Matters
Keyword segmentation is a core part of a modern SEO strategy because it provides clarity and focus. It allows you to move past broad, general keyword lists to create a targeted content plan. Without segmentation, you’re essentially shouting into the void, hoping someone hears you. With segmentation, you can:
- Improve Content Relevance: By grouping keywords with similar intent, you can create content that provides a comprehensive and relevant answer to a user’s specific query.
- Boost SEO Efforts: A segmented approach helps you avoid issues like keyword cannibalization by ensuring each page has a clear purpose. It also helps you build topical authority for your core topics.
- Streamline Your Workflow: Segmentation simplifies content planning, task delegation, and the analysis of your SEO performance. Instead of tracking hundreds of individual keywords, you can track the performance of a whole segment.
It’s a way to organize your SEO efforts for maximum impact.
Across Different CMS Platforms
The management of keyword segmentation is a strategic task that can be applied to any CMS.
WordPress
WordPress users can manage their keyword segmentation with a content calendar or with a good SEO plugin like Yoast SEO or Rank Math. These tools help you analyze and organize your keywords, and you can use categories and tags to create a logical site structure.
Shopify
On Shopify, keyword segmentation is essential for organizing your products and blog content. You can group keywords by product type (e.g., “running shoes,” “basketball shoes”) or by search intent (e.g., a blog post for informational keywords and a product page for transactional keywords).
Wix
Wix has a streamlined system, but you can still use keyword segmentation. The key is to organize your content with a clear, logical structure. You can use its built-in blog categories and pages to segment your keywords and content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated keyword segmentation strategy. You can use its CMS collections to create a clear, hierarchical structure for your content.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tags and segments your keywords, which can provide you with data-driven insights into your SEO performance.
Across Different Industries
The way you use keyword segmentation will depend on your industry and your goals.
E-commerce
E-commerce sites can segment their keywords by product category, brand, or search intent. For example, a retail business could group keywords for “running shoes” and “basketball shoes” separately.
Local Businesses
Local businesses can segment their keywords by geographic location and service type. A plumbing company in Dubai, for example, could segment keywords for “plumber Dubai” and “emergency plumbing services” to create targeted content for each.
SaaS Companies
SaaS companies can segment their keywords by funnel stage. This would include informational keywords for blog posts, commercial investigation keywords for a comparison page, and transactional keywords for a pricing page.
Blogs
Blogs can segment their keywords by topic, content type, and search intent. For example, a blog about cooking might segment keywords for “how-to” articles separately from a “recipe” category.
Do’s and Don’ts of Keyword Segmentation
Do’s
- Do segment by intent. This is the most important type of segmentation. It allows you to create content that is tailored to a user’s needs.
- Do use keyword tags. Tagging keywords allows you to track the performance of a segment as a whole, rather than just individual keywords.
- Do use segmentation to find new opportunities. By analyzing your segments, you can find new content ideas and identify areas that need improvement.
Don’ts
- Don’t create a segment for every single keyword. The goal is to group related keywords, not to create a new category for every term.
- Don’t ignore the search intent. A keyword can have a high search volume, but if it doesn’t match a user’s intent, it won’t help you.
- Don’t rely on a single metric. Use a combination of metrics, such as search volume, competition, and relevance, to create your segments.
Common Mistakes to Avoid
- A failure to segment: This is a basic but critical step. You cannot improve what you do not measure.
- Creating a messy segmentation: A messy segmentation is difficult to manage and can lead to a disorganized content strategy.
- Ignoring your competitors: A keyword gap analysis is a great way to find new segments and opportunities.
FAQs
How is keyword segmentation different from keyword clustering?
Keyword segmentation is the process of dividing keywords into groups. Keyword clustering is a content strategy that uses those groups to build a series of interconnected articles. They are complementary, with segmentation being the initial organizational step.
What are the main types of keyword segmentation?
The main types are segmentation by intent (informational, navigational, commercial, transactional), by topic, by search volume (short-tail, long-tail), and by funnel stage. You can also segment by geographic location or branded vs. non-branded terms.
Does keyword segmentation help with my E-E-A-T?
Yes. By using keyword segmentation to create highly relevant and comprehensive content, you are signaling to search engines that your website is a high-quality resource. This helps to build your Expertise, Authoritativeness, and Trustworthiness.
How can I track the performance of a keyword segment?
You can track the performance of a keyword segment by using a tool like Google Search Console. You can also use a third-party SEO tool that provides a keyword visibility score for a segment.
Can a website with a low domain authority use keyword segmentation?
Yes, a website with a low domain authority can use keyword segmentation. It is a strategic approach to keyword research that can help you find low-competition keywords and build your authority over time.
