The path from "this term looks good" to "somebody is writing it" runs through four screens. The point of the path is that the writer never starts from a bare phrase.
1. Keyword Ideas — find it
Search a seed term. Read volume, difficulty, intent, and who currently ranks.
Judge intent before volume. A 200-a-month term where every result is a product page is worth more than a 5,000-a-month term where every result is a dictionary definition — one has buyers, the other has students.
2. Save it
Saving moves a term from research into your working list. Saved keywords cost nothing to keep or revisit.
Tag as you save: service line, funnel stage, client, priority. Untagged lists become unusable at about two hundred keywords.
3. Send it to Content Plan
This is where the useful part happens. The task carries the research with it:
- The keyword and its metrics
- What currently ranks and what those pages cover
- Related questions people also ask
- Internal linking opportunities from your own site
4. Write against the evidence, not the phrase
A brief that says "write 1,200 words about internal linking" produces the same article every competitor already published.
A brief that says "the top five results all cover setup and none cover migrating from a competing plugin, and our own audit shows we have three orphan pages on that subject" produces something worth publishing.
The check before you commit
Before turning a keyword into a task, ask whether you already have a page for it. Two pages targeting the same term compete with each other, and the usual outcome is that neither wins. Updating the existing page is frequently the better task — and much cheaper.
Next
- Setting up rank tracking
- What each section of the app is for