Before you start to create content you should do keyword research. You may have created great content but if nobody finds it then it is wasted. You should create content that engages the users and drives SEO results.
You should research your keywords effectively and ask the following questions to create content that ranks in the SERPs:
- If you want your users to find your content then you must find the words and phrases they use to find your products or services. The best way to do this is to ask them directly or talk to the customer service or the sales team who interact with the customers
- Finding out what your customers talk about your product and services will take you to the problems they need to solve. You will have a lot of content ideas if you talk to your customers, engage with the feedback forms, go through the reviews on your website and the competitor’s website and read through the websites like Reddit and Quora of Google's ‘People Also Ask’.
If your customers speak about the problem they face, they may also be looking for solutions online. You can use these pain points and create content that helps your users.
- The search volume provides information about how many times the keyword is searched per month. But these results may vary between tools and may not be accurate.
If you have found answers to your user’s questions and the keyword has zero search volume then you should write the content. This will help your audiences.
The content may not make it to the top of SERPs but it can complement other marketing efforts like email, social media or a piece of content sale sent to potential buyers. You can use Google Search Console to check how many clicks and impressions a piece of content has received.
There is nothing wrong in starting with content with a keyword that has a search volume which you may have found out by using any of the SEO tools. This also helps you to identify your customer’s needs.
- SEO tools also offer a metric to know how difficult it is to rank for a keyword. This result is based on the number of backlinks an article has. Many backlinks to a page mean a higher keyword difficulty score. But backlinks are just one factor.
It is more difficult to rank for Head keywords than for long-tail keywords. It is helpful to check how competitive the keyword is but it is better to ask the question of what the users are looking for when they search for a keyword. The intent behind the keyword is important.
- Understanding what your customers are searching for and what they are looking for will help to take your SEO strategies to a different level.
For example, if you are selling ‘SEO tools’ then you want to avoid a highly competitive keyword for a keyword like ‘SEO tools for small businesses’.
The word ‘SEO tools’ is too broad and unclear about what someone wants. If you type it in Google and see what results you get. You will get different responses like this:
- List of SEO tools
- Free SEO tools
- Best SEO tools
Plus in ‘People Also Ask’ you will get
- What are SEO tools?
- What are the best free SEO tools?
Google itself does not know what the user is looking for. You can add your long-tail keyword and check the results. The results will be like this:
- Top 10 tools for small businesses
- Best SEO tools for small businesses
Here the intent becomes clear: the searcher wants information about SEO tools for small businesses.
- You cannot show expertise, authoritativeness and trustworthiness with just one piece of content. When you find a keyword or a topic, write about it completely by using your expertise.
For example, if you have started on the keyword ‘SEO tools for small businesses’ then you may as well write on topics like:
- What small business needs SEO tools?
- Which is the best SEO tool for small businesses?
This will help to prove your authority on the subject. If you cover the different aspects of a topic then it is fair to say you know about it. The users may find your blog content useful and may spend more time on your website and also discover what you offer.