Standard operating procedure

SOP: Keyword Research for a New Client

Build a prioritized keyword list and map it to pages, from seed topics to client sign-off.

SOP8 stepsAbout 240 minIntermediate

Objective

Produce a keyword map that shows which page should rank for which searches, and which new pages to create first.

When to use

  • At the start of a new SEO engagement.
  • Before planning a content calendar or site restructure.

Prerequisites

  • Client onboarding notes (services, locations, customers).
  • A keyword research tool.
  • The Keyword Research Template.

Steps

  1. List seed topics

    Turn every service, product and customer problem into a seed phrase.

  2. Expand the list

    Use your keyword tool, related searches and the client’s own customer questions.

  3. Check intent

    Search each important keyword and note what type of page ranks.

  4. Add volume and difficulty

    Use one tool for all keywords so numbers are comparable.

  5. Group into topics

    Cluster keywords that a single page could satisfy.

  6. Map to pages

    Assign each cluster to an existing page or mark it as a new page.

  7. Prioritize

    Rank by business value, intent and realistic difficulty.

  8. Present and agree

    Share the top opportunities and get the client’s feedback.

Quality checklist

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Download

A plain-text Markdown copy (.md) that opens in any editor and pastes cleanly into Google Docs, Notion or ClickUp.

Download SOP (Markdown)

Templates for this SOP

  • Template Keyword Research Template A ready-made sheet for collecting keywords with intent, volume, difficulty, target page and priority, so research…
  • Template Competitor Analysis Template Compare the sites that outrank your client: what they rank for, which pages win, and the…

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