Keyword research is definitely one of my favourite parts of SEO. Although can take a long time and hard work, the strategy that you can develop is fantastic. It’s one of the most powerful market research tools we have available to us in any discipline.
The main thing I want to get across is to categorise your keywords. Run your keyword research process through a number of steps to make sure the keyword ideas are something you can deliver on. The aim is to fulfil what the search is trying to achieve. This is where great things happen with your content.
The first step is knowing what you’re doing research for. Your aim has a big bearing on what you’re going to do. The tips will help expand your horizons to find more ideas, group keywords into topics, find common themes, and map intent. This should help you know what content is going to rank and what to build.
My first tip is to build on what’s already working by using Google Search Console data. You can find a huge amount of information here.
If your site has any history, old articles or lots of commercial pages, there will be plenty of queries in Search Console. You can use these queries to develop new ideas and expand your current content.
Go to the Performance report, look for relevant keywords which you aren’t addressing directly, then work out, how you can expand these pages, or if you need to create something new. As always with good research, find the common themes that you can build content around.
You can also use the Google Search Console API to help you find more ideas. You can use an add-on for Google Sheets – Search Analytics for Sheets – or build a table in Data Studio, so you can start querying your pages. See all the keywords the pages have appeared for, and start finding keywords that you can develop new content for.
Build content around questions, not topics. There’s a small demand for questions, and often questions have the same intent, which added together equals a lot of demand.
The best part of using questions is it makes it forces you to answer the question, rather than just writing about the keyword. Unless you Wikipedia or a dictionary website, the aim of your content isn’t to just write about your keyword. You want to fill the users need when they type that keyword in, and questions are a great way of doing that. You can also use questions as sub-headings throughout your articles, posts and e-commerce or product pages. There are loads of great angles with questions.
To get ideas, you can use many of the most famous keyword tools. You can also scrape the People Also Ask questions directly from the SERPs to start getting some ideas. You can also try the AlsoAsked tool. It’s free you put your seed term in and creates a lovely visual which can help get buy-in from people higher up the chain. Its a nice way to start building more keyword ideas.
There are also plenty of free keyword tools that you can use, for example keywordtool.io. Make sure you don’t just use questions like who, what, when, why, how. Expand your questions to include prepositions, comparison terms and other modifiers you see in your niche. This is a great way of finding question-style topics to build your content around.