Even after you have done all the brainstorming, data gathering, and opportunity analysis - you're left wondering what this all should look like.

Obviously your final dataset (or deliverable) is going to be in a spreadsheet, but what should that spreadsheet look like?

In this section I'm going to break down exactly how I use all of this data to format what is often called a keyword matrix.

A matrix is more simple than it sounds; it is a 2-dimensional table that enables you to cross reference 2 aspects of data, an analyze opportunities - with the potential to slice and layer additional information on top for deeper analysis.

When applied to keyword evaluation, it provides 2 axises from which to gauge different qualitative heuristics.