Regardless of the client, we typically end up with a list of 100 or so long-tail keywords to initially focus on.

We then break those keywords out to main themes based on a searcher’s intent, using the three types of searches as guidelines.

These long-tail keywords typically have lower search volumes, making it much easier for ranking efforts.

Many SEOs I’ve worked with would ignore those keywords under say a search volume of 70 or so – but, depending on how lucrative the outcome would be to get a click on a search query, we sometimes go as low as 10.

Next – we talk to the client and focus on the top ROI services/products for that moment, and whether they are planning any launches of new services/products or promotions.