Weighting your deployment

You should now split your prioritized raw list of keywords into three groups: A, B, and C. Your A list will include suitable candidates for homepage content and product or service sections and categories. Your B list will contain the individual products and services themselves; and your C list will incorporate other attractive phrases and qualifying categories (which may or may not have individual pages to themselves).

For example, Brad would go for:

A list
1 Business card printing
2 Letterhead printing

B list
1.1 Online business card custom design
1.2 Online business card custom printing
1.3 Online business card ordering

C list
1.1.1 Quality business card designs
Include variations: luxury, value, superior, 5 star, highest
1.1.2 Cheap business card designs
Include variations: discount, low cost, bargain, affordable, etc.

This is just an extract from Brad’s planning, but gives you an idea of how to break down your keyphrases into workable categories and lists that you can more readily deploy later.

You should select, as far as possible, the most attractive phrases (as measured by KOI) in your A list, the next most attractive in your B list, and the least most attractive in your C list. This will normally follow, as most people tend to search more often on broad category matches than individual products.

Use common sense, however, as it is unlikely that KOI alone will give you a sensible list. If in doubt, always promote the phrases with higher search popularity. Remember that a sound business is never built wholly on niches.