9 Steps To Attract New Audiences With SEO Keyword Research
By Lacy Boggs
You know you need to do keyword research. After all, you’re producing content to support your business growth, not writing a love letter to your grandma.
The goal is to get as many qualified leads as possible to find your post, including new people finding you through Google search. But how can you make sure that what you’re writing is what people are looking for?
The secret is to do the overall topic research before you begin your content planning, then fine-tune the keywords once the blog post is written.
How do I find what my audience is interested in?
Step 1: Brainstorm topics related to your services
Lacy’s first step in editorial content planning is to divide your services into “buckets,” or categories/themes that you want to write about. Brainstorm different blog posts you can write for each topic, just to get the ball rolling.
Let’s say that you’re a health coach; your top 3 category buckets could be: clean eating, creating exercise habits, and dealing with stress.
Step 2: Discover the questions people are asking
Before you write anything, find out if people are interested in this topic. It’s much easier to drive traffic to content that people are already interested in than it is to educate them about why you think it’s important.
There are a few free research tools I love to use to discover the questions that people are asking about your bucket topics. My two favorites are:
- Google Trends
- After searching for your topic or keyword on Google Trends, scroll down below the ‘Interest over time’ and ‘Interest by subregion’ sections. You’ll find the ‘Related topics’ and ‘Related queries’ that people also search for. These tell you exactly what people who are interested in your topic are curious about right now. It will initially list the top five, but you can click through to see more.
- Our health coach, searching for inspiration to fill her ‘Clean Eating’ bucket, would see that related hot topics in her field include the ketogenic diet, finding sugar substitutes, and cooking with the instant pot.
- Answer the Public
- Wondering exactly how people are asking their questions? This site compiles the exact phrases people are using to search for any given keyword; if you use these same words, you’re more likely to show up in their search results.
- Sample questions for our health coach: Can the ketogenic diet cause anxiety? How ketogenic diet cure inflammation? Are ketogenic and paleo the same?
Step 3: Expand your list
Now that you know what you want to talk about and what people are searching, let’s figure out exactly what people who are looking for you are asking.
- Google Search
- Start typing your topic into Google, but before you click “Enter,” see what phrase it auto completes; our search for “keto” autocompletes with “keto recipes,” “keto diet,” “keto for beginners” and “ketosis”
- People also ask