Here is my 4-step keyword strategy that I used at Canva. You need to make sure that keyword optimization is worth the effort and that your chances of ranking are good. 1) Keyword should have enough volume (i go at least 50+) and then Traffic Potential (in ahrefs) should be high. Your blog will rank on 100s keywords while being optimized for one. This metric shows you how much traffic the #1 ranking page for your target keyword gets in total, which is often a much more insightful and actionable number than the search volume of that keyword. 2) When picking a target keyword, ask yourself what is the practical use of attracting searchers. Is it direct sales, maybe brand awareness, or building a readership? Start with keywords that can bring direct sales. I also call it the bottom-of-the-funnel strategy. 3) Some keywords will be harder to rank for than others due to average backlinks. If your website is new and doesn’t have a strong backlink profile yet, you may want to focus on low-competition keywords below KD 20. 4) Do you have the expertise? In Google Search, the messenger is at least as important as the message. Google wants to show quality content to its users. Knowing that something comes from a trusted source simply makes it easier for a search engine to recognize quality content. So for example, if you are a Zocdoc or ClassPass, your blogs should ideally be written or at least reviewed by someone with formal medical training. Also, it should be reviewed and updated on a regular basis. Google further emphasized the role of the authority of the website (maybe even gave it more significance) in the recent “helpful content” core update: Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)? Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you’d get search traffic?