"A Better Approach to Keyword Research for Content Marketing: Connecting Design and Engineering"


Hatched by Glasp

Sep 29, 2023

3 min read


"A Better Approach to Keyword Research for Content Marketing: Connecting Design and Engineering"

Keyword research is an essential aspect of content marketing. It allows us to create content that not only stands out but also exceeds user expectations while remaining attractive to search engines. To achieve this, we need a better approach to keyword research that focuses on the problems our content should solve.

Instead of solely relying on SEO tools, I found it more effective to start my research on platforms like Quora, Twitter, YouTube, and Co. These social networks are built around discussions and opinions, making them valuable tools for understanding the topics related to toothbrushes that people genuinely care about.

By beginning the research with questions, it becomes easier to connect the dots and uncover the underlying problems and broader topics. When utilizing Quora, it is advisable to save links to relevant questions so that you can add your answer when you create the content.

It is also important to use all available platforms, not just a select few. Each platform offers a unique angle, question, or trail that can enhance your list of questions and queries. A comprehensive content marketing strategy should consider topics, problems, and queries.

A problem represents a real-life case behind a search. Understanding the problem helps us comprehend what a user is trying to achieve with their search. It is beneficial to group related problems into a single topic since Google measures topical relevance. By focusing on one topic at a time, we can establish expertise before moving on to the next.

Every problem should also target a query to contribute to an effective SEO strategy. Queries, like problems, can be grouped into topics. Starting with a few questions, identifying their queries, exploring related queries, and finding more questions from there is a productive research approach.

After identifying topics, questions, and queries, it is crucial to consider user intent. Google mentions six basic user intents, including informational, navigational, and transactional. Analyzing SERP features, such as featured snippets or Google shopping ads, can provide insights into the user intent associated with a specific query.

Understanding user intent is essential, but it is equally important to align it with the buyer's funnel. The "See-Think-Do-Care" framework, popularized by Avinash Kaushik, provides a useful structure for mapping intents to a business. Applying this framework to content and keywords helps identify gaps and tailor strategies accordingly.

To create high-quality content, it is also necessary to consider the context surrounding the problem(s). SEO strategies for large sites differ significantly from those for small sites, not only from a technical perspective but also in terms of content. Large sites can leverage their extensive product inventory or user-generated content for SEO, while small sites must rely more on content marketing.

In conclusion, a better approach to keyword research for content marketing involves starting the research with questions, utilizing various platforms, grouping problems into topics, targeting queries, understanding user intent, aligning with the buyer's funnel, and considering the specific context. By incorporating these practices, content creators can develop exceptional content that not only addresses user needs but also achieves higher visibility in search engine rankings.

Actionable Advice:

  • 1. Begin your keyword research with questions to uncover the underlying problems and broader topics your content should address.
  • 2. Utilize multiple platforms, including social networks, to gather insights and angles that can enhance your list of questions and queries.
  • 3. Consider the user intent associated with specific queries and align it with the buyer's funnel to tailor your content and keyword strategies effectively.

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