Right this moment’s Memo is a full refresh of one of the vital frameworks I exploit with shoppers – and one I’ve up to date closely primarily based on how AI is reshaping search conduct…
…I’m speaking in regards to the key phrase universe. 🪐
On this situation, I’m digging into:
- Why the previous means of doing key phrase analysis doesn’t lower it anymore.
- Learn how to construct a key phrase pipeline that compounds over time.
- A scoring system for prioritizing key phrases that truly convert.
- Learn how to deal with key phrase chaos with construction and readability.
- A easy key phrase universe tracker I designed that can prevent hours of trial and error (for premium subscribers).
Initiating liftoff … we’re heading into search house. 🧑🚀🛸
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A single key phrase not represents a single intent or SERP final result. In as we speak’s AI-driven search panorama, we’d like scalable buildings that map and evolve with intent … not simply “rank.”
Subsequently, the basic method to key phrase analysis is outdated.
In reality, regardless of all of the boy-who-cried-wolf “search engine optimization is lifeless!” claims throughout the online, I’d argue that keyword-based search engine optimization is definitely lifeless, which I wrote about in Demise of the Key phrase.
And it has been for some time.
However the search engine optimization key phrase universe isn’t. And I’ll clarify why.
What A Key phrase Universe Is – And Why You Want It
A key phrase universe is a giant pool of language your target market makes use of once they search that can assist them discover you.
It surfaces an important queries and phrases (i.e., key phrases) on the prime and lives in a spreadsheet or database, like BigQuery.
As a substitute of hyperfocusing on particular key phrases or doing a key phrase dash once in a while, it’s essential construct a key phrase universe that you simply’ll discover and conquer throughout your website over time.
One downside I attempted to resolve with the key phrase universe is that key phrase and intent analysis is commonly static.
It occurs perhaps each month or quarter, and it’s very handbook. A key phrase universe is each static and dynamic. Whereas that may sound counterintuitive, right here’s what I imply:
The key phrase universe is sort of a pool you could fill with water everytime you need. You’ll be able to replace it day by day, month-to-month, quarter – each time. It at all times surfaces an important intents on the prime.
For almost all of manufacturers, some keyword-universe-building duties solely must be executed as soon as (or as soon as on product/service launch), whereas different duties is perhaps ongoing. Extra on this under.
Inside your database, you’ll assign weighted scores to prioritize content material creation, however that scoring system would possibly shift over time primarily based on modifications in initiatives, product/function launches, and discovering matters with excessive conversion charges.

To Infinity And Past
The purpose in constructing your key phrase universe is to create a key phrase pipeline for content material creation – one that you simply prioritize by enterprise influence.
Key phrase universes elevate probably the most impactful matters to the highest of a listing, which lets you concentrate on planning capability, like:
- The variety of printed articles wanted to comprehensively cowl core matters.
- Sources wanted to cowl important matters in a aggressive timeframe.
- Roadmapping content material codecs and angles (e.g., long-form guides, comparability tables, movies, and many others.).

A giant downside in search engine optimization is realizing which key phrases convert to prospects earlier than focusing on them.
One large benefit of the key phrase universe (in comparison with analysis sprints) is that new key phrases robotically fall right into a pure prioritization.
And with the appearance of AI in search, like AI Overviews/Google’s AI Mode, that is extra vital than ever.
The key phrase universe mitigates that downside by way of a intelligent sorting system.
search engine optimization professionals can repeatedly analysis and launch new key phrases into the universe, whereas writers can choose key phrases off the checklist at any time.
Assume fluid collaboration.

Key phrase universes are principally related for firms that need to create content material themselves as an alternative of leaning on customers or merchandise. I name them integrators.
Typical integrator culprits are SaaS, DTC, or publishing companies, which regularly don’t have any predetermined, product-led search engine optimization construction for key phrase prioritization.
The other is aggregators, which scale natural visitors by way of user-generated content material (UGC) or product stock. (Examples embrace websites like TripAdvisor, Uber Eats, TikTok, and Yelp.)
The key phrase path for aggregators is outlined by their web page varieties. And the goal matters come out of the product.
Yelp, for instance, is aware of that “close to me key phrases” and question patterns like “{enterprise} in {metropolis}” are vital as a result of that’s the primary use case for his or her native itemizing pages.
Integrators don’t have that luxurious. They should use different alerts to prioritize key phrases for enterprise influence.
Prepared To Take On The Galaxy? Construct Your Key phrase Universe
Creating your key phrase universe is a three-step course of.
And I’ll wager it’s probably you’ve previous spreadsheets of key phrases littered all through your shared drives, accumulating mud.
Guess what? You’ll be able to add them to this course of and make good use of them, too. (Lastly.)
Step 1: Mine For Queries
Key phrase mining is the science of constructing a big checklist of key phrases and a bread-and-butter workflow in search engine optimization.
The basic means is to make use of a listing of seed key phrases and throw them into third-party rank trackers (like Semrush or Ahrefs) to get associated phrases and different strategies.
That’s a very good begin, however that’s what your rivals are doing too.
You should search for contemporary concepts which are distinctive to your model – information that nobody else has…
…so begin with buyer conversations.
Dig into:
- Gross sales calls.
- Assist requests.
- Buyer and/or target market interviews.
- Social media feedback on branded accounts.
- Product or enterprise critiques.
After which extract key phrasing, questions, and phrases your viewers really makes use of.
However don’t ignore different invaluable sources of key phrase concepts:
- SERP options, like AIOs, PAAs, and Google Recommend.
- Search Console: key phrases Google tries to rank your website for.
- Competitor ranks and paid search key phrases.
- Conversational prompts your target market is probably going to make use of.
- Reddit threads, YouTube feedback, podcast scripts, and many others.

The purpose of step one is to develop our universe with as many key phrases as we are able to discover.
(Don’t obsess over relevance. That’s Step 2.)
Throughout this part, there are some key phrase universe analysis duties that will probably be one-time-only, and a few that can probably want refreshing or repeating over time.
Right here’s a fast checklist to differentiate between repeat and one-time duties:
- Viewers-based analysis: Repeat and refresh over time – quarterly is commonly ample. Take note of what pops up seasonally.
- Product-focused analysis: Full for the preliminary launch of a brand new product or function.
- Competitor-focused analysis: Full as soon as for each enterprise and search engine optimization rivals. Refresh/replace when there’s a brand new function, product/service, or competitor.
- Location-focused analysis: Do that as soon as per geographic location serviced and once you develop into new service places
Step 2: Type And Align
Step 2, sorting the lengthy checklist of mined queries, is the linchpin of key phrase universes.
Should you get this proper, you’ll be putting in a strong search engine optimization prioritization system on your firm.
Getting it flawed is simply losing time.
Anybody can create a big checklist of key phrases, however creating sturdy filters and sorting mechanisms is tough.
The old fashioned method to go about prioritization is by search quantity.
Throw that basic view out the window: We will do higher than that.
Most occasions, key phrases with increased search quantity really convert much less nicely – or get no actual visitors in any respect on account of AIOs.
As I discussed in Demise of the Key phrase:
A few months in the past, I rewrote my information to inhouse search engine optimization and began rating in place one. However the joke was on me. I didn’t get a single soiled click on for that key phrase. Over 200 individuals seek for “in home search engine marketing” however not a single individual clicks on a search end result.
By the way in which, Google Analytics solely reveals 10 clicks from natural search over the past 3 months. So, what’s occurring? The ten clicks I really bought usually are not reported in GSC (privateness… I suppose?), however the majority of searchers probably click on on one of many Individuals Additionally Requested options that present up proper under my search end result.
Conserving that in thoughts about search quantity, since we don’t know which key phrases are most vital for the enterprise earlier than focusing on them – and we don’t wish to make selections by quantity alone – we’d like sorting parameters primarily based on sturdy alerts.
We will summarize a number of alerts for every key phrase and type the checklist by whole rating.
That’s precisely what I’ve executed with shoppers like Ramp, the fastest-growing fintech startup in historical past, to prioritize content material technique.

Sorting is about defining an preliminary set of alerts after which refining it with suggestions.
You’ll begin by giving every sign a weight primarily based on our greatest guess – after which refine it over time.
Whenever you construct your key phrase universe, you’ll wish to outline an automatic logic (say, in Google Sheets or BigQuery).
Your logic could possibly be a easy “if this then that,” like “if key phrase is talked about by buyer, assign 10 factors.”
Potential alerts (not all must be used):
- Key phrase is talked about in buyer dialog.
- Key phrase is a part of a subject that converts nicely.
- Matter is sharply associated to direct providing or ache level your model solves.
- Mmonthly search quantity (MSV)
- Key phrase problem (KD)/competitiveness
- (MSV * KD) / CPC → I like to make use of this easy method to steadiness search demand with competitiveness and potential conversion worth.
- Site visitors potential.
- Conversions from paid search or different channels.
- Rising or shrinking MSV.
- Question modifier signifies customers are able to take motion, like “purchase” or “obtain.”
It’s best to give every sign a weight from 0-10 or 0-3, with the very best quantity being strongest and nil being weakest.
Your scoring will probably be distinctive to you primarily based on enterprise targets.
Let’s pause right here for a second: I created a easy instrument that can make this work means simpler, saving loads of time and trial + error. (It’s under!) Premium subscribers get full entry to instruments like this one, together with further content material and deep dives.
However let’s say you’re prioritizing constructing content material round important matters and have targets set round rising topical authority. And let’s say you’re utilizing the 0-10 scale. Your scoring would possibly look one thing like:
- Key phrase is talked about in buyer dialog: 10.
- Key phrase is a part of a subject that converts nicely: 10.
- Matter is sharply associated to direct providing or ache level your model solves: 10.
- MSV: 3.
- KD/competitiveness: 6.
- (MSV * KD) / CPC → I like to make use of this easy method to steadiness search demand with competitiveness and potential conversion worth: 5.
- Site visitors potential: 3.
- Conversions from paid search or different channels: 6.
- Rising or shrinking MSV: 4.
- Question modifier signifies customers are able to take motion, like “purchase” or “obtain”: 7.
The sum of all scores for every question in your universe then determines the precedence sorting of the checklist.
Key phrases with the very best whole rating land on the prime and vice versa.
New key phrases on the checklist fall right into a pure prioritization.
Necessary notice: In case your analysis reveals that gross sales are related to queries associated to present occasions, information, updates in analysis reviews, and many others., these ought to be addressed as quickly as doable.
(Instance: If your organization sells dwelling photo voltaic batteries and up to date climate information will increase demand on account of a particular climate occasion, make sure that to prioritize that in your universe ASAP.)
Amanda’s ideas: I’d get some hate for this stance, however in case you’re a brand new model or website simply starting to construct a content material library and also you fall into the integrator class, concentrate on constructing belief first by securing visibility in natural search outcomes the place you’ll be able to as shortly as you’ll be able to.
I do know, I do know: What about conversions? Conversion-focused content material is essential to the long-term success of the org.
However to set your self aside, it’s essential really create the content material that nobody is making in regards to the questions, ache factors, and particular wants your target market is voicing.
In case your gross sales crew repeatedly hears a model of the identical query, it’s probably there’s no easy-to-find reply to the query – or the present solutions on the market aren’t reliable. Belief is an important forex within the period of AI-based search. Begin constructing it ASAP. Conversions will observe.
Step 3: Refine
Fashions get good by bettering over time.
Like a big language mannequin that learns from fine-tuning, we have to alter our sign weighting primarily based on the outcomes we see.
We will go about fine-tuning in two methods:
1. Anecdotally, conversions ought to enhance as we construct new content material (or replace current content material) primarily based on the key phrase universe prioritization scoring.
In any other case, sorting alerts have the flawed weight, and we have to alter.
2. One other method to check the system is a snapshot evaluation.
To take action, you’ll run a comparability of two units of information: the key phrases that appeal to probably the most natural visibility and the pages that drive probably the most conversions, side-by-side with the key phrases on the prime of the universe.
Ideally, they overlap. In the event that they don’t, purpose to regulate your sorting alerts till they arrive shut.
Suggestions For Sustaining Your Key phrase Universe
Look, there’s no level in doing all this work until you’re going to take care of the hygiene of this information over time.
That is what you want to bear in mind:
1. When you’ve created a web page that targets a key phrase in your checklist, transfer it to a second tab on the spreadsheet or one other desk within the database.
That means, you don’t lose monitor and find yourself with writers creating duplicate content material.
2. Construct customized click on curves for every web page kind (weblog article, touchdown web page, calculator, and many others.) when together with visitors and income projections.
Assign every step within the conversion funnel a conversion fee – like go to ➡️publication sign-up, go to ➡️demo, go to ➡️buy – and multiply search quantity with an estimated place on the customized click on curve, conversion charges, and lifelong worth. (Effective-tune commonly.)
Right here’s an instance: MSV * CTR (pos 1) * CVRs * Lifetime worth = Income prediction
3. GPT for Sheets or the Which means Cloud extension for Google Sheets can velocity up assigning every key phrase to a subject.
Which means Cloud permits us to simply practice an LLM by importing a spreadsheet with just a few tagged key phrases.
GPT for Sheets connects Google Sheets with the OpenAI API so we may give prompts like “Which of the next matters would this key phrase greatest match? Class 1, class 2, class 3, and many others.”
LLMs like Chat GPT, Claude, or Gemini have turn out to be ok you could simply use them to assign matters as nicely. Simply immediate for consistency!
4. Categorize the key phrases by intent, after which group or kind your sheet by intent. Take a look at Question Fan Out to be taught why.
5. Don’t construct too granular and expansive of a key phrase universe you could’t activate it.
In case you have a crew of in-house strategists and three part-time freelancers, anticipating a 3,000 key phrase universe to really feel doable and attainable is … an unmet expectation.
Your Key phrase Universe Is Designed To Discover
The previous means of doing search engine optimization – chasing high-volume key phrases and hoping for conversions – isn’t constructed for as we speak’s search actuality.
Belief is tough to earn. (And visitors is tough to come back by.)
The key phrase universe provides you a dwelling, respiration search engine optimization working system. One that may evolve primarily based in your customized scoring and prioritization.
Prioritizing what’s vital (sorting) permits us to actually filter by way of the noise (distractions, affords, shiny objects) and produce us to the place we wish to be.
So, begin along with your previous key phrase docs. (Or toss them out in the event that they’re irrelevant, aged poorly, or just hyper-focused on quantity.)
Then, dig into what your prospects are actually asking. Construct sensible alerts. Assign weights. And refine as you go.
This isn’t about perfection. It’s about constructing a system that truly works for you.
And talking of constructing a system…
Key phrase Universe Tracker (For Premium Subscribers)
For premium Progress Memo subscribers, we’ve bought a instrument that can assist prevent time and rating queries by distinctive precedence weights that you simply set.

Extra Sources:
Featured Picture: Paulo Bobita/Search Engine Journal