Despite outward indications to the contrary it takes a fair amount to rile me. But one of the things that does rile me is idiocy purporting to be smartness. A recent article misses the mark by a long way. Search volume is important as a way of understanding relative importance of search terms, but the volume numbers are fuzzy. It’s much better to total them by topic than anything else. Keyword Difficulty? Honestly, if a keyword is difficult, you should re-assess the line of business you’re in. Intent? No. Thinking about the user journey will help you far more to understand what the user wants to do. Remember, intent is Google’s way of categorising keywords, not an SEO’s way of doing it.
If you want to do Keyword Research properly these are the things you should be paying attention to: Relevance to your business / products, Priority for you, Search Volume as a way of ranking, aggregating and estimating market size, topics & sub-topics, so you can start to build an IA, user journey so you can start to populate your pages with content and appropriate conversions, and search persona, so you can start to structure your pages so that they convert better.
Honestly, if you do Keyword Research properly, you get a great piece of market research which helps you to understand the market and its consumers. If you don’t do it properly, you get a list of words. Talk to me about Keyword Research and SEO