For example, the keyword phrase “how to lose weight” has 4 terms in it: “how”, “to”, “lose”, and “weight”.
By analyzing the occurrence of hotwords within all keywords we find during keyword research, we are able to assess the most frequently occurring terms within our list of keywords so that we can organize and group relevant keywords into keyword clusters.
Why are hotwords important? How does using hotwords set us apart from our competitors, or at the very least, why is it so important?andres2018-03-29T11:28:10-04:00
This exercise provides us with a handful of the best performing terms for traffic and relevancy, which can then be used to create the best content strategies — content that will rank highly and, in turn, help us reap traffic rewards for your site.
We look at a number of your competitors when developing our hotwords list. We identify the highest frequency and most relevant most highly-occurring terms from a large range of keywords used by several of your highest-performing competitors to generate their traffic, and these become “hotwords.”
Where do we get this list from?andres2018-03-29T11:28:27-04:00
This list is derived from our keyword research. We primarily find keywords using Google Analytics and Google Search Console Data, competitor analysis data, keyword tools and a number of other enterprise SEO tools
Once we have our keyword collection complete, we analyze all keywords and put them into a word frequency counter. We have our own dedicated formula to indicate if a hotword or a phrase has a high frequency. By analyzing this data, we determine if we want to consider these terms or phrases as hotwords.
Why do we do this hotwords exercise?andres2018-03-29T11:28:46-04:00
Some keywords may seem meaningless in the beginning, but they become more relevant when they are later clustered into a main keyword group or when used to create content ideas. For example, if your business sells construction plans for chicken coops, “diy” and “how” may be indicated as hotwords that sound strange on their own, but they become more obviously relevant when grouped with other words, like this:
Monthly Search Volume
diy chicken coop
how to build a chicken coop
In this case, you would rate “diy” and “how” relatively high (maybe a 5 or a 6) because they could be used in ways that are directly related to your business. Conversely, if you only sell fully-built chicken coops instead of construction plans, you may rate “dyi” as a 0 because it’s not relevant to your business.
If I rate a keyword 0, will it be used?andres2018-03-29T11:29:39-04:00
Negative keywords help us understand which keywords you DON’T want people to find you for. For example, if your business only sold t-shirts then you would have hats, necklaces, etc as negative keywords. Indicating negative keywords will ensure we waste no time focusing on irrelevant keywords as we progress with the keyword grouping stage.
Where do we take this list from here?andres2018-03-29T11:33:46-04:00