Keyword Research

“Group problems into a topic because Google measures topical relevance. It’s smarter to create content for one topic first and then advance to the next one to forge expertise. When trying to identify the topic, look at the connection between questions. Try to abstract the group they belong to. You could also replace topic with “entity” if you’re more familiar with that concept. Google also measures entities, instead of keywords, by the way.

Every problem must also be targeting a query to add up to an SEO strategy. Like problems, queries add up to topics as well. To find them you want to reduce a question to the simplest formulation of the problem you can think of. Add classic keyword research metrics to queries, such as search volume, competitiveness, etc.”1

Well said. These paragraphs briefly transported me away from the keyword of a recent, in-depth, article on “problem-driven keyword research” – toothbrushes.

It was a good reminder on how methodological the research process can be, often in weird contrast to the (subjective) boringness of the content matter:

“The problem-driven keyword research process isn’t linear, it’s explorative. With every new query, you find more questions, with every question you discover more topics. Every new piece of the puzzle paints the picture a bit clearer, and the more shape it takes the easier it becomes to find the missing pieces.”1

Content marketing and SEO is certainly made easier working within familiar verticals, but hard to ignore the importance of having a sound foundation in keyword research, and why this page is first on my list.

This article documents an in-depth methodology starting from scratch for some solid keyword research, but it’s the opening paragraph that I really like:

“I already know what you’re thinking; it probably goes something like: Seriously? Why would anyone write another post on keyword research? The reason is simple; times change.

The sheer amount of data and tools now available, not to mention the increased need to understand contributing factors such as latent semantic indexing (LSI) and the potential effects of RankBrain, change the landscape of information.”2

Times change. And for that reason, I find myself clicking through on Twitter to read yet another 4,000+ word article on keyword research, revisiting the basics.

[1]Kevin Indig, A better approach to keyword research for content marketing, July 09, 2018
[2]Kevin Indig, How To Do Keyword Research In 2018, January 04, 2018