Business Casual My 2026 Keyword Research Process
Mar 18, 2026
A deep dive into a massive keyword research workflow using SEMrush. Methods for filtering and building huge keyword lists are explained. Techniques for clustering keywords, spotting duplicates, and deciding whether to update pages or create new ones are covered. Practical takes on intent types, business fit, briefs for AI drafting, tracking rankings, quick wins, and using video for long-tail answers.
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Use Expertise To Fix Automated Clusters
- Do use subject-matter expertise to correct automated clustering errors and separate distinct topics.
- Matt points out above ground pool pump is a different topic cluster than above ground pool and must be separated manually.
Choose Update Or New Page Based On SERP Intent
- Decide whether to update existing pages or create new content based on cluster intent and existing site pages.
- Use SEMrush clusters and top-10 SERP results to judge if content should be a new article, landing page, or updated post.
Prioritize Keywords By Intent Category
- Understand keyword intent categories: navigational, commercial, transactional, informational.
- Matt uses these to prioritize; navigational (brand searches) are deprioritized, informational is often where he creates content.