Assignment 2: Build Your Raw Keyword List
What this assignment produces: A raw, unfiltered keyword list of 30–60 candidates built from all five research inputs — ready for tiering in Module 3.
Why it matters: This is the input your T1/T2/T3 tiering framework will work from. The quality of your tiered list depends entirely on whether you ran the research inputs in the right sequence with real attention. Don't shortcut this.
Instructions
Step 1 — Gather your seeds. From your buyer language research (Lesson 2.1), collect your ten to twenty seed keywords. Write them in a plain list. These are your starting points.
Step 2 — Run each seed through the five inputs and capture everything that looks even potentially useful in a single raw list. Don't filter yet. Volume and relevance judgment comes in Module 3. For now, capture.
| Input | Notes |
|---|---|
| Buyer language | Seed keywords from first-party sources |
| Google autocomplete | Completions and modifier expansions |
| SERP reading | Keywords added from ad copy, PAA, related searches |
| Competitor research | Keywords inferred from competitor titles, ads, landing pages |
| Search Console | Transactional queries with existing organic intent |
Step 3 — Start a parallel negative keyword list. As you work through the inputs, note anything that surfaces as clearly off-target: wrong intent, wrong audience, wrong stage. Don't discard these. They're your starter negative list and they'll matter at launch.
Step 4 — Review your raw list. Aim for 30–60 candidates before tiering. If you have fewer than 30, spend more time on autocomplete expansion and SERP reading. If you have more than 60 before tiering, you may be capturing too broadly — that's okay, the tiering process will focus it.
Assignment complete when: You have a raw list of 30–60 keyword candidates and a starter negative keyword list, all sourced from the five inputs rather than Planner suggestions.
Module 3: The T1/T2/T3 Tiering Framework
Module objective: Take your raw keyword list and transform it into a tiered, launch-ready list with clear intent rationale for every keyword — so you know exactly what to bid on, what to watch, and what to leave out.