Which of your keywords SHOULD you rank for?
You already know how to find keywords you COULD rank for. Every SEO tool on the market will hand you a list of ten thousand of them, sorted by volume.
The SHOULD Framework shows you how to filter that list down to the 20-30 keywords most likely to produce revenue, then build a focused SEO roadmap around them in 7 days.
Get the SHOULD Framework for $37
Works with keyword exports from Semrush, Ahrefs, or Google Search Console. No software to install: the scoring runs in a Google Sheet you copy to your own Drive. No SEO experience assumed beyond the basics.
Your traffic is not the problem. Your keywords are.
Most businesses doing SEO are working hard on the wrong terms. They rank. Traffic goes up. The graph looks great in the monthly report.
And revenue does not move.
This is not a content quality problem or a technical SEO problem. It is a selection problem, and it happens before a single word gets written: the keywords were chosen because they were available, not because a buyer was behind them.
A keyword with 10,000 monthly searches and no buying intent will keep you busy for a year and pay you nothing. A keyword with 150 searches and a buyer on the other end can pay for itself in a week.
The distance between those two is what I call the Revenue Intent Gap: the gap between what people search for and what they are actually ready to buy. Most SEO work, and nearly all SEO advice, is built on the wrong side of that gap: optimize for volume, publish for traffic, hope revenue follows.
It usually does not.
Stop asking “Can we rank for this?”
That is the question every keyword tool trains you to ask. Volume, difficulty, rankings. It is the wrong question, and it is the reason so much SEO effort produces traffic instead of customers.
The question that matters: Should we rank for this?
Is there a buyer behind this search? Is the problem behind it urgent? Does what you sell actually solve it? If the answer to any of those is no, ranking for the term is a way to stay busy, not a way to grow.
The SHOULD Framework is a scoring system that answers that question for every keyword on your list, before you write a word.
I have spent 25+ years doing this work.
I am Ryan BeMiller. I have spent more than 25 years in SEO and web strategy, and I lead web strategy and digital experience at a global enterprise company. I am not a course creator who read about SEO. This is the work I have done, full-time, for my entire career.
Here is what this approach looks like with a real business:
No volume blogging. No chasing big keywords. A short list of high-intent terms, chosen because buyers were behind them, and pages built to match. That is the entire idea behind this framework, turned into a system you can run yourself.
The SHOULD Framework: three questions, one score
Take any keyword list: the export you already have sitting in a spreadsheet from Semrush, Ahrefs, or Search Console. For each keyword, you score three things on a 1-5 scale:
BUYER TEMPERATURE
How close is the searcher to spending money? “What is SEO” scores a 1. “SEO consultant for SaaS pricing” scores a 5.
PAIN INTENSITY
How urgent is the problem driving the search? Curiosity scores low. A problem costing money every month scores high.
OFFER FIT
How directly does what you sell solve this? No honest path to your offer means the score collapses regardless of rank potential.
SHOULD SCORE
One weak dimension collapses the whole score. That’s what separates buyer keywords from vanity keywords.
When you finish, your list sorts itself. The 20-30 keywords worth your next quarter float to the top. The other 970 get ignored. On purpose, with a reason.
Everything you need to build the roadmap this week
The SHOULD Framework Workbook. The complete method, step by step, with worked examples. Not a course. Not 40 videos. A workbook you can finish and use.
The Revenue Intent Scoring Sheet. The tool you will actually work in. Paste your keyword export, score each term 1-5 on the three questions, and the sheet multiplies the scores and sorts your list for you. Your shortlist, your clusters, and a parking lot for the maybes each get their own tab. Copy it into your own Google Drive once and reuse it on every keyword list you build.
The SHOULD Decision Tree. A one-page flow for the judgment calls: does this keyword imply a buyer, is there a path to an offer, is this pre-sale or post-sale intent.
The 7-Day Roadmap. A day-by-day plan that takes you from a messy export to a finished, prioritized content roadmap: extract, score, eliminate, cluster, build order.
1,000+ keywords in a spreadsheet. No clear priorities. Publishing based on gut feel and volume. Traffic that does not convert.
20-30 keywords chosen because buyers are behind them. A build order for the next quarter. Every piece of content has a revenue argument attached to it.
Same effort. Same tools. Different selection.
This framework is built for:
- Business owners doing their own SEO who suspect they are working on the wrong keywords (you are probably right)
- SaaS founders who need organic search to produce pipeline, not pageviews
- Marketing leads who have to defend an SEO plan to a boss or a board and need a revenue argument, not a traffic chart
It is not for:
- People looking for an SEO beginner course (this assumes you know what a keyword is; it teaches you how to choose between them)
- Anyone who wants more traffic for its own sake. This framework will actively delete most of your keyword list. If that sounds like a loss instead of a relief, this is not for you.
The SHOULD Framework: $37
- The complete workbook
- The Revenue Intent Scoring Sheet (a ready-to-use Google Sheet that scores and sorts your list for you)
- The SHOULD Decision Tree
- Bonus: The 7-Day Roadmap
- Instant access, yours permanently
For context: an agency will charge you $3,000-5,000 a month, and a fair number of them will spend it ranking you for the wrong keywords, because nobody on the account ever asked which ones you SHOULD rank for. Thirty-seven dollars buys you the question and the system for answering it, permanently.
The 7-Day Clear Roadmap Guarantee
Use the framework for 7 days. If you do not finish with a clear, prioritized keyword roadmap you are confident in (the 20-30 terms your business should actually be pursuing), email me and I will refund every cent. No questions, no forms, no exit interview.
Do I need paid SEO tools?
No. Any keyword list works: Semrush, Ahrefs, Search Console, a free tool, a spreadsheet you built by hand. The framework scores what you bring it. Paste it into the Revenue Intent Scoring Sheet and the sheet does the math.
I am not an SEO expert. Can I actually do this?
Yes. The three scoring questions are business questions, not technical ones. You know your buyers and your offer better than any consultant does. The framework turns that knowledge into a keyword decision.
How is this different from keyword research?
Keyword research finds candidates. This framework eliminates them. Research tells you what you could rank for. This tells you what you should.
What if my keyword list is small?
Even better. A small list scores in an afternoon. The framework matters most when the list is big enough that guessing stops working, but it earns its keep at any size.
Why $37?
Because the price should never be the reason someone keeps choosing keywords by volume. I would rather have the method in the hands of everyone doing their own SEO than gate it behind a price that requires a budget meeting.
What happens after I buy?
Instant access to everything. Most people score their first 10-15 keywords within an hour of opening the scoring sheet, and the best opportunities in their list become obvious fast.
You can keep publishing for keywords you could rank for, and keep wondering why the traffic does not turn into anything.
Or you can spend 7 days building a roadmap around the ones you should.
