Search engine optimization: Driving Content Strategy with Keyword Research

Keyword studies, the foundation of search engine optimization, drive content material strategy.

Searchers want something: records or a product. When we research keywords, we mine the SERPs for papers of the phrases and terms searchers use to find the things they prefer.

Featuring content for the merchandise within the manner that customers clearly assume and speak about them will power extra consumers to your website through natural seek. It will even assist those customers to your website online to discover what they seek more quickly to purchase.

Digital advertising and marketing may be maddeningly subjective. There are numerous opinions and regions of understanding, but few large-scale quantitative datasets to be had to base selections. Keyword research affords a Keywordshingly quantitative approach to virtual marketing and a content approach specifically. Where else can you get quantitative data from tens of millions of capacity clients of their own phrases on what they most need, for gratis?

Featuring content material for products in how customers think and speak about them will power greater customers on your web page…

What Is Keyword Data?

In its best form, keyword statistics is just a Keyword word, along with “drill, a wide variety of searches for that keyword and similar key phrases in an average month.

The example underneath keywords of facts from Google Keyword Planner. The keyword “drill” drives approximately 60,500 U.S. SearchKeywordn average montkeywordgle. The different columns show the range of searches every month to enable seasonality tracking, an opposition rating (the competition for drills is high and more difficult to rank for), and a suggested bid (buying “drill” in paid seek might price $.47 on common).

The 60,500 searches proven for “drill” probably embody now not the handiest “drill,” but additionally comparable keywords along with “drills” and misspellings, which include “drills.” Googlkeywordsd Planner aggregates these very similar keywords into an unmarriKeywordord topic represented through the keywordsy presented inside the datkeywordill.”

While keyword facts are keywords, there are a few obstacles. The statistics simplest suggest keyword phrases, not who the searchers are. There areare no demographic records past what may be gleaned from the keywords.

For instance, a person attempting to find an “expert drill” is probably a contractor. Or she may simply want a robust drill that won’t effortlessly ruin. We don’t have any manner of knowing.

Use more than one dataset from special keyword gear to corroborate your content strategy as regularly as possible.
Content Strategy

After keywording the facts, search for common themes within the key phrases and terms.

The themes that display strongly inside the keyword information are also the styles of content that searchers desire. And because the facts keyword the common variety of searches, there’s a built-in way to determine which types of records will most be treasured to target.

In the sample set of statistics for “drills,” we will see that many human beings search for drill styles, with hammer drills being the most famous. Rotary training and other sorts seem later within the records. However, hammer drills power the most important volume of searches.

In this tiny sample, hammer drills force over 100,000 searches a month — 28 percent of all searches for training on this dataset. A deeper set of keyword research might affect probable stability a bit more; however, it’s a great spot to use keyword content in our small pattern.

Brands are also a used aspect within the keyword statistics. Makita, DeWalt, Milwaukee, Bosch, and Ryobi all issue the top 25 key phrases proven above.

Other searchers keywordking for the type of power a drill could use. Cordless and electric-powered are the most commonplace; however, battery-powered and corded show up later.

For each of these three areas — kinds, brands, and electricity resources — we’ll need to examine the content to satisfy each subject in our keyword research. On an eCommerce website, that content approach will first be met using the taxonomy of merchandise presented.

How Combining SEO and Email Marketing for Better Results on SERPs

Types of drills and manufacturing energy sources are all product attributes; they describe product features buyers need. They suggest buying intent versus informational motive.

Therefore, to satisfy that merchandise’s preference, the web page should provide classes or filtering functions for every one of these attributes. The biggest demand area — drill kind — will be the category stage. Brand and electricity supply (addition to coloration and a few others that display later within the information) could be filtered on the kinds’ product grid pages.

Any type of region could also force article topics to goal searches with an informational motive. This form of content material normally takes FAQs, how-to courses, glossaries, and the like. We need to analyze more deeply to decide which is likely to goal informational rationale. Since “hammer drills” are the most looked-for grouping in the statistics, we’ll use that as an instance.

Hammer drills” is an area ripe for long-shape content that answers informational intent. Every one of the key phrases above implies a question that may be replied to in any manner to entice customers to a domain to study more about a product and possibly store it nicely.

Several essential issues pop out of the list.

What is it? Define the product for those who have heard about it but don’t realize what it’s so far.

How do I? Explain in general the way it might be used.

Comparative. Compare and contrast the capabilities and make use of comparable equipment.

Specialty uses. Concrete is an ordinary subject with hammer drills; address dos and don’ts with concrete and masonry.

Remember, every of these content topics comes with quantitative statistics that can help determine which might be the maximum value.

For instance, the concrete topic is probably super for a low-cost demonstration video; however, it handiest drives 450 searches a month. The comparative theme, then again, drives 6,500 searches a month. Thus, content that compares and contrasts would force greater visitors to the site and, in all likelihood, sell greater merchandise.


I have been working in the field of SEO and content marketing since 2014. I have worked with over 500 clients and more than 100 websites. I started blogging in 2012 and have now made my first steps into the world of freelancing. In my spare time, I like to read, cook or listen to music.