When launching a blog, one of the crucial tasks is knowing what we are going to write about. Part of the success in the SEO strategy of a blog will depend on the topics we are going to develop. Therefore, it will be helpful to make some research about the keywords so that we get a better organic ranking and attract more organic visits.
Keywords always have to comply with three requirements: they have to be interesting for the company, have a relevant volume of keywords and weak competition. In this article I will not go into details about which criteria we have to follow to choose the best keywords (something we have dealt with previously in this blog). These lines intend to comment on different ways to find topics to develop the contents of our blog. Here we go:
Although this is very basic, we will find that users sometimes make queries using the name of the brand, and it is not always possible to find specific content that answer these queries. This technique is not only applicable to blogs, but it is also very useful to develop new contents of a corporate web.
To get this brand queries we can use tools like Search Console or Google Keyword Planner and simply filter or find by brand. For the queries for which the site does not position first or there is no specific content, there is an opportunity.
Tools to find content
To find content that is very popular among users, we can use commercial tools like Content Explorer by aHref or Content Discovery by Sistrix, which we can use to discover popular content about any topic. The working principles are simple: you type a keyword or website and you get a list of most popular content based on social signals or backlinks.
Although these are pay versions, there are other options free of charge that allow a limited number od daily queries and provide similar information, such as Buzzsumo.
Advanced Google commands
Using advanced Google commands, we can also find more topics to talk about. In particular, using the command site: and the command intitle: we can know what is people saying of what is being posted about different types of content.
For example, once we have identified the competition, we can make a search like site:<competition>/blog and obtain the contents of their blog.
If we were interested about the most common questions about any topic, we can use the command intitle as follows: intitle:how <keyword>, intitle:what <keyword>, intitle:where <keyword>, intitle:”why” <keyword>…
If we also use Google’s filter by date, we can get the most recent contents (latest, last 24 hours, lsat week…) about any topic.
To manage the information from Google on an Excel spreadsheet we can use the browser extension SEOquake and export the results to csv.
If you want to go deeper in advanced commands, you can read essential Google commands for SEOs.
Reading news about some topic we can learn about what topics are hot or more popular at any given moment.
To read the news published on digital media we can use tools like Content Strategy Helper. It is a free tool developed by Builtvisible based on Google Spreadsheets to get information on the internet using services like Google News or Hacker News.
Additionally, the spreadsheet includes information (in the rest of tabs) about search trends from different internet services as well as information about what is being commented on social networks about a given topic.
Here you can read about how this tool works.
A classic to find topics are the search trends of Internet users. Google Trends is without a trace of doubt the best tool to learn more about the behaviour of users in face of search engines. There are also other tools focused on social networks, social bookmarks or video which are included in the previously mentioned tool.
It is very simple to use: type in a search term and you will get information about the interest it has had over time. It also provides information about the latest related terms which the users have become more interested in.
Internal search engine
Another classical method to find ideas for content is looking at searches that users have made on the internal search engine of our website. If you analyse the most frequently used keywords in the internal search engine, you can find out what contents the users are expecting from the website. This searches analysis can give you clues about new content for that web.