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Keyword Research

Keyword Research

Find the queries worth ranking for, classify them by intent, cluster them into topics, and prioritize what to produce. Stack-agnostic. Tool-agnostic (works with any keyword tool).
筛选值得获取排名的搜索词，按Search Intent分类，聚类为主题，并确定内容生产的优先级。与技术栈无关，与工具无关（可适配任意关键词工具）。

When to use

适用场景

  • Starting a new site or content section
  • Planning a content calendar
  • Looking for ranking opportunities on an existing site
  • Understanding search intent before writing
  • Building topic clusters for internal linking
  • Identifying content gaps vs competitors
  • 搭建新网站或新内容板块
  • 规划内容日历
  • 挖掘现有网站的排名机会
  • 撰写内容前明确Search Intent
  • 构建主题集群以优化内部链接
  • 识别与竞争对手之间的内容缺口

When NOT to use

不适用场景

  • Optimizing a single page where the target query is already known (use 
    seo-onpage
    )
  • Comparing your site to a competitor across many dimensions (use 
    seo-competitor
    )
  • Auditing existing content for performance (use 
    seo-content-audit
    )
  • 已明确目标搜索词的单页面优化（请使用
    seo-onpage
    ）
  • 多维度对比自身网站与竞争对手（请使用
    seo-competitor
    ）
  • 审核现有内容的表现（请使用
    seo-content-audit
    ）

Required inputs

必要输入

  • The site or topic area
  • The target audience and what they need
  • A keyword tool (Ahrefs, Semrush, Moz, Google Keyword Planner, or similar) OR access to search console for an existing site
  • Optional: 3 to 5 known competitors to seed the research
If no tool is available, the skill still works using SERP inspection and search console data alone, but the volume estimates will be rough.
  • 网站或主题领域
  • 目标受众及其需求
  • 关键词工具（Ahrefs、Semrush、Moz、Google Keyword Planner或同类工具），或现有网站的Search Console访问权限
  • 可选：3-5个已知竞争对手作为研究起点
若没有可用工具，此技能仍可通过SERP分析和Search Console数据运行，但搜索量估算会较为粗略。

The framework: 4 stages

框架：4个阶段

Stage 1: Discover

阶段1：挖掘

Cast a wide net. Sources:
  • Seed terms from the brief or the user's vocabulary
  • Competitor keywords (any keyword tool will export these)
  • Search console queries for an existing site (find the page-1 and page-2 queries)
  • Related searches and "People also ask" in actual SERPs
  • Customer language (support tickets, sales calls, reviews)
  • Forum and community language (Reddit, niche forums, Stack Overflow)
Goal: 200 to 500 candidate keywords for a typical content sprint. More if planning a year of content.
广泛收集搜索词。来源包括：
  • 种子词：来自需求简报或用户常用词汇
  • 竞争对手关键词：任意关键词工具均可导出此类数据
  • Search Console搜索词：现有网站的搜索词数据（找出排名在第1页和第2页的搜索词）
  • 相关搜索与“People also ask”：实际SERP中的相关内容
  • 客户用语：支持工单、销售通话、用户评论中的词汇
  • 论坛与社区用语：Reddit、垂直论坛、Stack Overflow中的内容
目标：为典型内容冲刺收集200-500个候选关键词。若规划年度内容，可收集更多。

Stage 2: Classify by intent

阶段2：按Search Intent分类

Every keyword maps to one of four intents. Get this right or the rest is noise.
IntentSignalPage type that wins
Informational"how to," "what is," "why," "best way to"Article, guide, tutorial
Navigationalbrand or product name + modifierBrand homepage, product page
Commercial"best," "review," "vs," "comparison," "alternatives"Listicle, comparison, review
Transactional"buy," "price," "deal," "near me," "for sale"Product page, category page
A keyword tool's volume tells you the demand. The SERP tells you the intent. When in doubt, look at what's actually ranking. If page 1 is articles, the query is informational. If page 1 is product pages, it's transactional.
Hybrid intents exist. "Best running shoes" is commercial-investigational. "Best running shoes under $100" is the same intent narrowed by a budget filter. Treat hybrids as their dominant intent and note the modifier.
每个关键词对应以下四种意图之一。这一步必须准确，否则后续工作都会失去意义。
意图类型识别信号排名靠前的页面类型
Informational（信息型）包含“how to”“what is”“why”“best way to”等词汇文章、指南、教程
Navigational（导航型）品牌或产品名称+修饰词品牌首页、产品页
Commercial（商业型）包含“best”“review”“vs”“comparison”“alternatives”等词汇清单文、对比文、评测文
Transactional（交易型）包含“buy”“price”“deal”“near me”“for sale”等词汇产品页、分类页
关键词工具的搜索量数据反映需求规模，而SERP则体现用户意图。若有疑问，查看当前排名的页面即可：如果第1页都是文章，说明该搜索词是信息型；如果第1页都是产品页，则为交易型。
存在混合意图。例如“Best running shoes”属于商业调研型，“Best running shoes under $100”是同一意图下添加了预算筛选条件。混合意图按主导意图归类，并标注修饰条件。

Stage 3: Cluster

阶段3：聚类

Group keywords that should target the same page (or topic cluster).
Two clustering approaches:
Approach A: SERP overlap. If two keywords share at least 3 of the top 10 results, they target the same page. This is mechanical and reliable.
Approach B: Topical relevance. Group keywords by the underlying topic, not just word overlap. "How to start a podcast" and "podcast equipment for beginners" are the same topic, different facets.
Use both. A typical cluster has:
  • 1 primary keyword (highest volume, broadest intent)
  • 5 to 15 secondary keywords (variations and long-tails)
  • 1 page that targets them all
将应指向同一页面（或主题集群）的关键词分组。
两种聚类方法：
方法A：SERP重叠法。如果两个关键词的前10名搜索结果中有至少3个相同，则它们应指向同一页面。这种方法机械且可靠。
方法B：主题相关性法。根据潜在主题而非仅词汇重叠进行分组。例如“How to start a podcast”和“podcast equipment for beginners”属于同一主题，只是侧重点不同。
建议结合两种方法使用。一个典型的集群包含：
  • 1个核心关键词（搜索量最高、意图最宽泛）
  • 5-15个次要关键词（变体和长尾词）
  • 1个覆盖所有关键词的页面

Stage 4: Prioritize

阶段4：优先级排序

For each cluster, score on three dimensions:
Opportunity (1 to 5):
  • Volume (raw search demand)
  • Click potential (some queries answer themselves in the SERP, lowering CTR)
  • Conversion potential (does this query attract buyers or browsers?)
Difficulty (1 to 5):
  • Domain authority of top results
  • Backlink count of top results
  • Content depth and freshness of top results
  • Whether the SERP has features (featured snippets, AI overview, video carousel) that compete with organic
Strategic fit (1 to 5):
  • Does it serve our audience?
  • Does it support our positioning?
  • Does it link to commercial pages naturally?
Priority score = Opportunity + Strategic fit - Difficulty.
Rank the clusters. Top 20 percent get produced first.
针对每个集群，从三个维度打分：
机会得分（1-5分）：
  • 搜索量（原始搜索需求）
  • 点击潜力（部分搜索词的答案直接显示在SERP中，会降低点击率）
  • 转化潜力（该搜索词吸引的是潜在买家还是普通浏览者？）
难度得分（1-5分）：
  • 排名靠前页面的域名权重
  • 排名靠前页面的外链数量
  • 排名靠前页面的内容深度与新鲜度
  • SERP是否存在与自然搜索竞争的功能（如精选摘要、AI概览、视频轮播）
战略契合度（1-5分）：
  • 是否符合受众需求？
  • 是否支持品牌定位？
  • 是否能自然链接到商业页面？
优先级得分 = 机会得分 + 战略契合度 - 难度得分
对集群进行排名，前20%的集群优先生产。

Workflow

工作流程

  1. Define the scope. What site, what topic area, what audience.
  2. Run discovery. Pull seeds, competitor exports, search console data, SERP inspections. Aim for 200 to 500 candidates.
  3. Deduplicate and clean. Remove obvious junk, brand misspellings, irrelevant terms.
  4. Classify by intent. Mark each keyword.
  5. Cluster. Group into topical clusters. Aim for 20 to 50 clusters.
  6. Score each cluster on opportunity, difficulty, and strategic fit.
  7. Prioritize. Rank by composite score. Identify the top 10 to 20 clusters to produce first.
  8. Output. Use the template in 
    references/keyword-research-template.md
    .
  1. 定义范围：确定目标网站、主题领域和受众。
  2. 开展挖掘：收集种子词、竞争对手关键词导出数据、Search Console数据、SERP分析结果。目标收集200-500个候选关键词。
  3. 去重与清理：移除明显无效的词汇、品牌拼写错误、无关术语。
  4. 按Search Intent分类：为每个关键词标注意图类型。
  5. 聚类：分组为主题集群。目标形成20-50个集群。
  6. 为每个集群打分：从机会、难度、战略契合度三个维度评分。
  7. 优先级排序：按综合得分排名，确定优先生产的10-20个集群。
  8. 输出结果：使用
    references/keyword-research-template.md
    中的模板。

Failure patterns

常见失误

  • Chasing volume without intent. A 10,000-volume informational keyword does not drive purchases. Match query to commercial outcome.
  • Targeting impossibly competitive keywords. New sites cannot rank for "credit cards." Find the underserved long-tail variant.
  • Ignoring search console. Existing sites already rank for queries they did not target. These are the easiest wins.
  • Treating clusters as one-keyword-per-page. A page can target 10 to 30 related keywords. One-keyword-per-page leads to thin, cannibalized content.
  • Ignoring SERP features. A query with a featured snippet, AI overview, and a video carousel above the organic results may not be worth pursuing.
  • Static keyword research. Search demand shifts. Refresh the research at least annually for evergreen sites, quarterly for fast-moving topics.
  • 只追搜索量而忽略意图：搜索量10000的信息型关键词无法推动转化。需将搜索词与商业目标匹配。
  • 瞄准竞争过于激烈的关键词：新网站无法为“credit cards”这类词排名。应寻找未被充分覆盖的长尾变体。
  • 忽略Search Console：现有网站往往已经在一些未刻意优化的搜索词上获得排名，这些是最容易的获胜机会。
  • 每个页面只针对一个关键词：一个页面可以覆盖10-30个相关关键词。单关键词单页面会导致内容单薄、内部竞争。
  • 忽略SERP功能：如果搜索词的SERP上方有精选摘要、AI概览、视频轮播等功能，可能不值得投入资源。
  • 静态的关键词研究：搜索需求会变化。常青内容网站至少每年更新一次研究结果，快速变化的主题需每季度更新。

Output format

输出格式

Default output: a spreadsheet (CSV or sheet) with one row per keyword and one row per cluster, plus a markdown summary with the top 10 to 20 clusters detailed.
Recommended columns for the keyword sheet:
ColumnSource
KeywordDiscovery
VolumeTool
DifficultyTool
IntentManual classification
SERP featuresManual or tool
ClusterStage 3
Cluster role (primary/secondary)Stage 3
Opportunity scoreStage 4
Strategic fitStage 4
PriorityComposite
NotesFree text
默认输出：包含关键词行和集群行的电子表格（CSV或在线表格），以及一份详细列出前10-20个集群的Markdown摘要。
关键词表格推荐列：
列名来源
Keyword挖掘阶段
Volume关键词工具
Difficulty关键词工具
Intent人工分类
SERP features人工或工具
Cluster阶段3
Cluster role (primary/secondary)阶段3
Opportunity score阶段4
Strategic fit阶段4
Priority综合得分
Notes自由文本

Reference files

参考文件

  • references/keyword-research-template.md
     - Spreadsheet column definitions and a markdown summary template.
  • references/intent-classification-guide.md
     - Detailed examples of each of the four intent categories.
  • references/keyword-research-template.md
     - 电子表格列定义和Markdown摘要模板。
  • references/intent-classification-guide.md
     - 四种意图类型的详细示例。