Review & override keyword research
This page covers the Keywords step in detail — when to trust the automated research, when to override it, and how to do the overriding efficiently. Most campaigns do fine with the proposed list, but a well-curated list consistently produces better posts.
For the shorter “what is a keyword” primer, see Target keywords — what and how.
When to open this page
- During campaign creation, on the Keywords step.
- Any time after, from Campaigns → [your campaign] → Edit → the Keywords section.
The editor works identically in both places.
What you see
A list of keyword rows. Each row has:
- The keyword phrase.
- A short note from Structura on why it was picked (competition level, search volume, intent signal, or similar).
- Edit and delete controls on the row itself.
At the bottom of the list: a text field to add a keyword by hand, and the Re-discover button to re-run the research from scratch.
Patterns to look for when reviewing
Too generic. Single-word keywords (“shoes,” “marketing,” “pasta”) rarely rank. If you see them in the list, either swap them for a more specific variant or remove them.
Too specific. Very long-tail keywords might not get enough volume to be worth targeting. One or two of these in the list is fine — 20 of them means your research needs recalibration.
Off-topic. Sometimes research picks up adjacent phrases that aren’t really about your niche. A site about espresso might get “instant coffee” suggestions; remove those if they don’t match your coverage.
Duplicates or near-duplicates. Structura usually deduplicates, but if you see “best running shoes” and “top running shoes” both in the list, merge them — one canonical phrase is enough.
Brand names. If the list picks up a competitor brand name you don’t want to amplify, remove it. Conversely, if your own brand isn’t there and you want branded-search coverage, add it.
Patterns to look for when adding
When you add keywords manually, pick phrases that:
- You’ve seen in your analytics driving real traffic.
- Your customers say when describing what they’re looking for.
- Show up in customer-support tickets or pre-sales questions.
- Are specific to the reader’s problem, not your company’s framing.
The “Re-discover” button
When to use it:
- The proposed list is so far off that line-editing would take longer than starting over.
- You’ve just edited your campaign’s Strategy (e.g., switched Campaign Mode from Traffic Magnet to Quick Wins) and want the research to reflect the new direction.
- You want to compare two options — pick Re-discover, note what came back, then Re-discover again.
When not to use it:
- You’ve already spent time curating a list you like. Re-discovery starts over and you lose your edits.
How keyword changes affect posts
Changes apply to the next scheduled run. Posts already in progress (drafts being written, items in the queue) continue with the keyword list they started with.
If you want a specific keyword to produce a post immediately, use Generate Post and pick that keyword as the topic. See Running a campaign manually.