Presenting keyword research is an integral part of any SEO campaign, for most SEO consultants it may be the very first deliverable that will set the stage for the coming 6, 8, 12 months, or even beyond.
Although keyword research is one of, if not the most important aspects of an SEO strategy, it’s important not to get bogged down by the presentation of your keyword research.
Keyword research should be an iterative process between you and the client, and it should be perceived as such, not as something that is set in stone.
Forget about fancy slides and presentations, let your expertise, research, data analysis, and preparation wow the client, ultimately leading them to give the final approval with confidence.
As I said, keyword research should be an iterative approach that involves the client’s feedback, for this reason, I break up the presentation of keyword research into 3 steps:
How to Present Keyword Research
Step 1: Create a Visual Mind Map
It’s important that you fully understand the client, and their business before diving headfirst into your keyword research process.
Research your clients business until you fully understand it, make sure you have a solid grasp of their:
- products, services or solutions
- location or service areas
- industries they service (more so for b2b & enterprise)
- features (more so for software/SaaS)
and then put it into a visual mind map and send it over to the client.
Step 2: Get the client to review it and provide feedback
- Does everything make sense?
- Are you missing something?
- Is there something that you listed that the client does not want to focus on?
- What are the clients biggest priorities?
Trust me, this process will save you so much time and confusion in the future.
Step 3: Reiterate Your Keyword Research and Analysis
After you get feedback from the client on your visual mind map you can finally start your keyword research.
At this point, I recommend taking an 80/20 approach to your keyword research:
- Only use one keyword database for now (I use Ahrefs or SEMRush, but you can use whatever you want)
- Add/Remove clusters as needed (depending on search demand)
- Include search volume and CPC data
Think of this as the barebones wireframe or skeleton, you will have a good starting point of Tofu/Mofu/BoFu keywords for each cluster that you identified if your visual mind map.
This is enough information for the client to really get a sense of the search demand for their business’s products or services.
Present your keyword research thus far and be sure to get their approval, encourage them to push back and disapprove keywords, trust me on this.
Step 4: Include a Thorough Keyword Analysis & Plan
Now that the client has approved your keyword research presentation thus far, its for you to do your in-depth keyword research and analysis.
You don’t have to get as thorough as I do, I have an advanced keyword research strategy that involves exhausting multiple keyword databases, analyzing search intent, mapping keywords to the buyer’s journey, keyword difficulty analysis, monetization analysis and keyword prioritization just to name a few of the steps involved (this is more so for b2b and enterprise SEO, you may or may not want to go this in-depth for keyword research for a local business).
Here is what I like to include when presenting keyword research to a client:
- Seed Keywords
- Longtail keywords
- All keyword synonyms, modifiers, and variations
- Monthly search volume
- Cost per click (CPC) data
- keyword difficulty
- The ranking potential for each keyword (a more comprehensive keyword difficulty analysis)
- Competitor Analysis
- Keywords mapped to the buyer’s journey
- The type of content you are going to target each keyword with
- A keyword & content map with suggested SEO optimizations
- Priority keywords (I have created a proprietary tool to analyze this, you can get access to it in my guide)
I’ll be honest, my keyword research can be a little bit overkill at times…
Don’t get bogged down by presenting your keyword research to a client, forget about the fancy slides and presentations, let your research speak for itself.
Encourage your client to disapprove of low priority or unnecessary keywords, remember, keyword research should be an iterative process between the SEO consultant and the client.
Last but not least, do a good job, leave no stone unturned, the client should have a clear understanding of what keywords to target, how to target them, how difficult they are, the monetization potential, which keywords to prioritize and exactly how to target the keywords.
If you are interested in leveling up your keyword research & analysis, as well as understanding how to properly present keyword research to clients, get my advanced keyword research strategy.