You have found a few high volumes and low competition keywords. Almost like winning the jackpot. But now what? How to find out what people are searching for simply using that keyword?
Well, the next step is supposed to be to create great content keeping that or those keywords in focus. But believe me, my personal experience says most of us fail to do so. And we not only ruin such great generic keywords but also open the dam for the competitors to pour in.
What Does a Keyword Tell You? It’s Content vs. Context
A keyword is like a cornerstone of content. But it doesn’t mean the word only gives you the idea but also the structure of your content. And most of the new or mid-level content creators don’t get this idea.
When I started working as a content creator, my primary focus was on the keywords for health and wellness. Right after finding the suitable keyword, I found myself creating a storm on the keyboard.
Well, now I know that was not the right strategy. Do you feel the same?
So rather than focusing on developing content, it’s essential to understand how to find what people are searching for by analyzing the keyword.
Do you know the famous color Prussian Blue will soon power up the worldwide data transmission? What do you think will be the most appropriate keyword to develop the concept?
While you do the brainstorming, let’s take a look at what keywords tell you.
Where to Focus
If your keyword is “are donuts a breakfast food,” where do you think you should focus?
What I see here are three (?) focal points.
- Breakfast, and
- Can you eat donuts for breakfast
If you start your intro with tons of details about donuts, how they are made, where you can get the best donuts, the benefits of breakfast, etc., then you probably lost your reader already.
Wondering why? Because that guy came to know whether they can have a bite on the donut during breakfast while sipping in the morning coffee.
This is where you need to balance between content vs context. Rather than aiming for the explicit meaning, your winning strategy should focus on the keyword’s implicit meaning.
So, focusing on the third focal point, aka “can you eat donuts for breakfast” should be your focus.
What People Are Looking For: It’s Time to Look at SERP
It may sound redundant, but the focus point is the writer’s perspective, whereas the reader’s perspective is what people are looking for. And if you want to be a top-notch content developer, you need to realize both of them.
Those days adhere over when brainstorming on how many keywords per page paid off. Now the crucial thing is whether you can provide what your readers are looking/asking for. And there is no other great tool than a keyword to fathom this.
Let’s take a look at the keyword “what to dip in hummus.” What do you think people are looking for?
Well, initially, you will probably shoot for a list of fruits and veggies that are dippable in the hummus. And I thought the same. But when I looked at the SERP (Search Engine Results Page), there was something else too.
Yes, the recipes. People also look for different hummus recipes and also what other ways you can use this smooth dip.
Keywords alone can tell you a lot about people’s search intent, but taking help from the SERP will be a killer combo.
The Extent of Your Content
The formula is pretty simple:
Focus (primary and secondary) + Search Intention = Extension/Scope of the Content.
If your primary focus is to discuss whether someone can have a donut for breakfast, it’s appropriate to start with that. You can analyze the nutritional facts of donuts and tell if it is suitable for breakfast or not.
If you ask me, a few bites on chocolate pated donuts once a week is ok but not for every day.
However, let’s not forget about the secondary focuses: breakfast and the donuts themselves. If you are not suggesting donuts for breakfast, offer some healthy breakfast tips or recipes. Otherwise, which donuts will be great for breakfast should be an excellent inclusion.
Moreover, talking about some of the best donut places in the town can take you a long way.
Tells You The Future Scopes
I am sure you are pretty content about how to find what people are searching for using keywords and SERP data. But wait, you can get an idea about the scopes for future content ideas.
Let’s get back to the “what to dip in hummus” keyword. I know you already made a layout of the content with a list of veggies and fruits to dip in hummus, along with some recipes.
But you are probably feeling an urge to talk about the evolution of hummus, its great ingredients, health benefits, and many more. However, the extension formula may stop you from including those sections right now. But who said you couldn’t develop new content with that additional info?
Anything that is beyond the scope of the content but makes you excited keeps them aside for the future. You can make some excellent web stuff and later link with the existing one.
How cool is that?
How to Find Out What People are Searching For? It’s Where Search Intention Matters
Creating content on keywords undermining the search intention will be like serving someone a quarter-pound steak who is waiting for a Margherita pizza.
You will end up pissed off customers, a drop in sales, bad reviews, and many more. In the case of content, you will see a high bounce rate, low organic traffic, and poor performance matrixes in the Google search console.
When working with a long tail, high volume, and low competition keywords, keep in mind that web users already have a very narrow focus and search intention.
If someone is searching for Elon Musk’s Bitcoin u-turn, they are not interested in the roller coaster journey of Bitcoin prices. Instead, they want to know why Musk is backing out from the digital currency he once pampered.
One thing you will find familiar among top-ranked content marketers is that they narrow down the content focus proportionately with the length of the keyword.
How to Align Your Content with the Keyword?
Are you concerned about how does a search engine match keywords to a web user? Well, it’s not rocket science. In my opinion, it’s a blend of psychology and relevant algorithm.
Structure the Content According to the Search Intent
This is perhaps the most crucial step for aligning your content according to the keyword. Place the most relevant section at the beginning, and the secondary focuses at the end. In this way, you can immediately engage with the reader by offering the exact solution to their queries.
Use Relevant Secondary Keywords and LSI
Only the focus keyword won’t make your content relevant to the search engines. It’s better to use relevant keywords and LSIs’. These phrases will make the content more focused on the main topic while covering the associated ideas.
This enhances the extent and scope of the SERP. Besides, you will get more organic traffic than ever.
Make it For Human, not for any Robot
End of the day, a human will search or read your content. So, rather than worrying about how many keywords should I use in meta tag or SEO-title, think about how you can make it more humanized.
We all search with different keywords to answer our queries, problems, issues, and many more if content can offer us the precise solution, it’s all that matters.
Use a conversational tone with easy-to-understand language so that anyone can get the benefits from your hard work.
How to find what people are searching for is easier than using a keyword according to its true potential. All the four points I have shared with you are brewed from my experience as a content developer and strategist.
I have found promising outcoming following those fantastic four. I am sure you will get the same.