Keyword lists are important. They are the backbone of any SEO campaign.
We create our keyword lists initially through a series of known understandings about our business, our industry, and using a set of tools to help us determine which terms to optimize for.
Over time it’s easy to forget that your keyword lists need to evolve as your company grows or as your industry changes.
If your business develops new products, enters new industries, or discontinues services, you need to account for that in your keyword tracking lists.
Keyword auditing should be done periodically (e.g., every six months or once a year) so you can really assess whether your existing…