Recognition
Consideration
Conversion
but essentially, the first group are terms that try to gain general awareness about a product or service or answer questions for users that may be helpful. These terms will be directly related to your products, services, or content.
The second segment, “consideration,” is where users start refining product categories, comparing products, etc. The final segment, “conversion,” is essentially where they already know they want your product or service and are looking for more information to make a purchase. Again, each keyword can be marked with one of these values in a separate column to make it easier to filter or sort similar groups of keywords.
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You can decide for yourself the “right” way to segment keywords in terms of priority. I prefer to categorize them as primary, secondary, and tertiary levels of importance, but you could call them high, medium, and low, rank them on a scale of 1 to 5 instead of 1 to 3, or whatever works best for you.
Current keyword positions
By now if you haven't already added the current positions for each keyword to your keyword plan, it's worth doing so. Particularly because as keywords are sorted into similar topics or categories, you might see that they already rank well amongst all the terms in a particular category, possibly making them less important to take immediate action on. Conversely, they might also show you where you're not ranking at all or are ranking poorly for a particular group of keywords indicating that some effort needs to be made to create new content and attract new links.
You can get ranking data from several keyword tools. I use SEMrush. Downloading all the keywords you currently rank for in the top 100 from SEMrush is a fairly quick process. When you do this, you'll likely find that you have rankings for some terms that aren't on your list, so add a "New Sheet" to your Excel document (call it "Current Rankings") and paste in all the terms for which you have ranking data.
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Next, add a “Current Position” column to your main Keyword Plan document. Using the VLOOKUP formula , it’s simple to get the ranking data that matches the term for each row where the keyword is the same in both your “Current Positions” sheet and your “Keyword Plan” sheet.
- Take the value of A2 (in this case, the text "hdmi cable").
- Compare that value to all the values in the cell range A1 through B49995 on the "Current Rankings" sheet (all the cells with data on the sheet you pasted all the rankings into).