How to Prioritize Content With a Conversion Score

Take hundreds of ideas and sort them by likelihood to convert. This walkthrough follows the approach shared by Andy Chadwick, CEO of Keyword Insights, and turns it into a simple, repeatable system for your team.

Source: YouTube talk by Andy Chadwick • Tool: Keyword Insights for clustering

Cluster my keywords first Prioritize my content plan

Why a prioritization score

Middle-of-funnel guides often do the heavy lifting in B2B. They educate, qualify, and nudge readers to a product or service page. If you publish them in the wrong order, you burn time on topics that are hard to connect to a call-to-action. The fix is a simple score that ranks each idea by how naturally it can lead to a conversion.

The idea is not to predict revenue precisely. The point is to sort the backlog so the best bet topics ship first.

Workflow at a glance

Step 1: Cluster your keywords

Start broad. Pull queries from tools and your own site. Then group them into pages so you know how many URLs you actually need. Keyword Insights does this with SERP-based clustering and intent labels, which keeps queries that rank together on one page and splits queries with different intent.

Import your keyword universe and let the tool form clusters.
Each cluster represents one potential page; do not write one page per keyword.
Keep MoFU clusters for this workflow. Product and category pages sit outside this scoring step.

Step 2: Extract head terms

Each cluster has a representative “head term.” Export only these. Scoring every keyword wastes time and money. One head term per cluster is enough to rank the whole cluster later.

Export clusters to a sheet.
Copy the head term column to a new tab.
Remove duplicates so you have one row per cluster.

Step 3: Score for conversion likelihood

The prioritization score is a simple 1–5 scale. Five means the topic makes it natural to include a product or service CTA in the flow of the article. One means it is hard to segue to a CTA without feeling forced.

Score 5

“How to choose a steel door to buy.” Readers are evaluators. Linking to a steel door product page feels natural.

Score 3

“Best front door security.” Still relevant and useful, but requires stronger framing to lead to a specific SKU or service.

Score 1–2

“How much does it cost to renovate a flat.” Broad topic. Your product may be a small part of the decision.

Andy’s point: prioritize topics where the CTA is obvious and helpful, not bolted on. That is how MoFU pages create pipeline.

Step 4: Join scores to clusters

Bring the scores back into your cluster sheet so your team can sort and assign work quickly.

Add a “Priority score” column to your clusters tab.
Use VLOOKUP (or XLOOKUP) to map each head term to its score.
Freeze the header, tidy formats, and sanity-check any blanks.

Step 5: Sort, publish, measure

Switch your table to a pivot or grouped view. Pull “Priority score” into the values section and sort descending. That gives you a ranked list of pages to ship first. Track results and rerun scoring quarterly as your offer evolves.

Cluster and export head terms Need help turning this into briefs

Examples: 3PL and steel door businesses

3PL logistics company

Outsourcing supply chain management → score 4. Easy to explain and link to your 3PL service page.
What is consignments and stock control → score 2. Relevant, but harder to point cleanly to a conversion.

Steel door e-commerce

How to choose a steel door → score 5. Direct comparison and buying guidance flow to product.
Best front door security → score 4. Good fit, needs clear internal links to the right SKUs.
Cost to renovate a flat → score 1–2. Too broad for a clean CTA to a specific product.

Examples summarized from Andy Chadwick’s walkthrough. The goal is a pragmatic order of work, not a perfect model.

Manual rubric if you do not use an app

You can score topics without any software. Give each head term a 1–5 rating for the factors below, then weight them to produce a final score. Keep it fast and consistent so you can cover hundreds of ideas.

Factor	What 5 looks like	Weight
CTA fit	The article naturally points to one product or service without feeling forced.	40%
Intent proximity	Searchers are evaluating options or preparing to buy, not just learning.	25%
Product relevance	Topic aligns directly with your menu of products, features, or services.	15%
Competition feel	Top results are beatable with a clear, better structure and examples.	10%
Effort	You can draft and publish well within your current team capacity.	10%

Final score = round(CTA fit×0.40 + Intent×0.25 + Relevance×0.15 + Competition×0.10 + Effort×0.10). Sort descending and ship in that order.

FAQ

Is the score only for blogs

Use it mainly for MoFU educational pages and guides. Product and solution pages are strategic and should be prioritized separately.

Do I need to score every keyword

No. Score only the head term per cluster. One page can rank for many supporting queries.

What if several topics tie on score

Break ties with business timing: upcoming launches, sales priorities, or seasonal demand.

How often should I rescore

Quarterly is enough for most teams. Update your weights if your offer or audience changes.

Want me to rank and brief your backlog Try Keyword Insights for clustering