The keywords worth winning
Your report includes a measured list of searches — real phrases, with how many people type them each month and how hard each one is to rank for. This chapter is about reading that list like an investor, not a lottery player.
The three numbers on every keyword
- Monthly searches — how many times the phrase is typed. Volume is appetite.
- Difficulty — a 0–100 score of how strong the pages currently ranking for it are. Low difficulty means the incumbents are beatable.
- Cost per click — what advertisers pay for one visitor on that phrase. This is the most honest number on the list: nobody pays £1.30 a click for traffic that does not turn into customers.
The winnable pattern
The searches worth your time sit in a particular corner: real volume, low difficulty, buying intent. A phrase with 20,000 searches and difficulty 90 is a lottery ticket. A phrase with 1,500 searches, difficulty 8 and a real cost-per-click is a plot of land nobody has built on. Your report already filtered for this corner — the “winnable” rows are that filter’s output.
One page per phrase group
The move that wins these searches is simple and honest: make one genuinely useful page for each phrase group, and link to it from the most closely related page you already have. A buying guide, a plain-English explainer, an honest comparison — the format that a person typing that phrase actually wants to read.
Three rules keep these pages worth ranking:
- Answer the phrase in the first paragraph. The person typed a question; the page’s opening should be the answer, not a warm-up.
- Be honestly useful past the answer. What to look for, what it costs, what the trade-offs are. Pages written only to rank read exactly like pages written only to rank.
- Link it in. A new page with no links from your own site is an island; the crawler rarely visits islands. One link from a related page is the bridge.
What not to do
- Do not stuff the phrase into every sentence. Once in the title, once in the opening, then write like a person.
- Do not spin five thin pages for five variants of the same phrase (“best moringa powder”, “top moringa powder”…). One strong page catches the family.
- Do not chase phrases your business cannot serve. Ranking for something you do not sell is traffic that bounces — and bounces teach the engine to stop sending people.
YOUR REPORT NAMES YOURS — the free check runs live at auditlodge.com