How to Identify Keyword Opportunities to Create Better Content

If you want to differentiate your content and your brand, engaging people and getting your message across the internet, it is vital to look for keyword opportunities.

How to Identify Keyword Opportunities to Create Better Content

If you need your content to shine and stand out from the noise on the internet, you’re going to want to find some new keyword opportunities.

They’re like a key to open new doors for you and your brand. 

The main secret for achieving success online has everything to do with getting the right keywords.

But to find great opportunities and subjects to talk about, you have to dig deeper and be alert to what’s happening. 

You must keep listening closely to your audience and paying attention to search engine results pages. 

That’s how you get better results from your SEO strategy.

So, that’s what we’re going to discuss today in this article. If you want to learn more about keyword opportunities and get some great ideas for your business, read on carefully.

    Why is it Important to Find Keyword Opportunities?

    First, we’re going to analyze why it’s essential to care about keywords.

    Stand out

    If you need to stand out from the sea of competitors trying their best out there, consider finding more suitable keywords. 

    With them, you will have the chance to address specific subjects that matter a lot to your customers and, by doing so, you will easily get their attention.

    The internet is packed with ideas, new content, new strategies, and even new formats. 

    Every day, people search for things online and find what they need. So, how do you create a voice that will be heard? How do you get your message across?

    Of course, that’s not only due to the keywords you use, but they play an important part. 

    They define not only what you’re going to talk about, but how you must address those topics. 

    Therefore, you can create something so unique that customers will feel the urge to read and share.

    Personalize your message

    The internet world is all about personalization

    Since there’s always too much going on, people need shortcuts to get to where they want to go. 

    When your brand personalizes the content, it delivers a specific message that makes perfect sense for users. Then, users feel satisfied because they finally get the answers they were looking for.

    By finding the right keywords to target, your business will be able to deliver the right content to the right person. 

    Also, you will be able to match users’ intent with pieces that perfectly align with your products and offers.

    Remember this: the longer your keyword, the more personalization you have.

    Let’s say you discover that people have been searching for “interactive content“. 

    Then, you go deeper and find out that people also want to know more about “how to use infographics“.

    If you give them what they want, which can be a complete guide on how to leverage interactive infographics, you will certainly draw their attention and create something with a unique value for them.

    Think of your content as something so relevant that readers would pay for it. 

    With just the right keywords, you can get there.

    Find your customers

    Sometimes you get a lot of traffic on the internet, but that doesn’t necessarily mean anything. 

    They’re purely numbers. Traffic only means money when the right people are coming in. 

    So, how do you get the right people? With great keywords.

    That’s exactly what keywords are there for: connecting people with posts and websites that offer whatever they need. 

    When you match users’ intent with high-quality content, they’re more likely to become your newest customers.

    Keep your content fresh, new and relevant

    Timing is very important when we talk about content on the internet. 

    One piece of content can be handy one day and, then, two weeks later, it’s already outdated. 

    So, when companies want to keep their content fresh and relevant, they always go for good keywords — those that represent the hot topic of the moment.

    If suddenly people don’t talk about anything else rather than that specific subject, brands have to use it to produce a great piece, right? 

    You can get some leads and some people who will become customers by just joining the conversation.

    Organize your content calendar

    To organize your Content Marketing, an editorial calendar is helpful. 

    And to fill in your calendar properly, it’s crucial to have some great keywords and ideas to explore. 

    You will want to think ahead and have things pre-planned out so you can keep the engine running during the year.

    Of course, consider what we said before: sometimes, it’s better to go for fresh ideas and get a vision of what’s been talked about the most. 

    However, your Content Marketing needs planning as a way to get the team on the same page and not waste time and resources.

    And for that, you’re going to need some high-end keywords, especially because some of them are not time-sensitive.

    Don’t lose to the competition

    Your competitors are also working on their Content Marketing and gathering ideas to use. 

    So, you need to go further and find some hidden opportunities that will get you an advantage.

    The SERP (Search Engine Results Page) is like a race. 

    You have to be prepared and watch your competitors if you want great results. 

    But there’s room for everyone: if you match users’ intent with specific, personalized pieces, you can talk to the one user that needed you, not your competitors.

    That’s true for those brands that sell unique products and have a pretty specific value proposition.

    Help people

    Finally, your business needs excellent keywords to help people. 

    Content Marketing is not only about trying to sell stuff — in fact, you don’t even use a straightforward retail approach. 

    It’s about helping users with the information they find valuable and useful.

    So, in order to be helpful, you need to know what people are looking for and how you can guide them to the solution. 

    Those insights will be hidden inside your keywords.

    For instance, if they want to learn more about using email marketing to boost their results, give them a complete guide on that topic. 

    Hopefully, they will visit your blog and your website and will remember you later when the time to buy something finally comes.

    How to Discover Keyword Opportunities?

    Let’s dive into the best ways to discover keyword opportunities.

    Check communities and forums

    In communities and forums, you will find users being natural and having regular chats with other users about topics they’re interested in. 

    That’s why those websites work so well in a keyword research

    Your team can get many ideas by just scrolling through some of those conversations or selecting some topics.

    For example, you can discover what people are talking about right now on Reddit. 

    You can read their questions and get to know the challenges they face. 

    Then, you can gather some keywords to explore in your content creation — helping users and getting them to become customers.

    The good thing about forums and communities is the flow. Conversations flow from one topic to another, exactly how your customer thinks and talks. 

    Besides, the content team can go on a specific journey through industry-related forums. They will find golden ideas and relevant subjects.

    Reddit example.

    Check Google Search Results

    Is there an easier way to find keyword opportunities other than just checking Google’s suggestions? 

    No, there is not. That’s why you have to give it a go for yourself.

    To improve Content Marketing, brands can check related terms to each search on a SERP or analyze suggestions that come up when one tries to type in a query. 

    This way, businesses can get the search engine to work for them, with some valuable ideas for new pieces.

    Google’s related search terms are based on other Google searches. So, it’s reliable as a method to examine and find new information. 

    By taking a quick look at Google SERPs — the titles, the words used, the autocomplete —, a marketing team can develop new ideas and insights. 

    Autocomplete example.

    Use tools

    Of course, we have to mention the essential tools people can use to discover some great opportunities.

    They are easy to use and help marketers by showing them terms and allowing them to filter those terms. 

    Businesses are able to see which keywords are searched most often, their search volume, how many brands are trying to use them, and even get some suggestions for related terms.

    There’s a variety of powerful applications you can use. 

    Ubbersugest, Google Keyword Planner, SEMRush (image below), Answer The Public, etc. 

    They will provide your company with ideas and insights regarding the most relevant keywords on the market. 

    SEMrush example showing keyword opportunities.

    Know your customer

    Your business won’t be able to achieve success online if you don’t know your customer and your persona

    You need to know them as well as your dearest friends. 

    • What they like.
    • What they don’t like.
    • Their behavior online.
    • Their preferences.
    • How they purchase something.

    When analyzing the customer profile, many ideas will arise. 

    If you identify their main issues and discover that they’re not getting much engagement with their blog posts strategy, you can work on some content ideas about how to increase engagement

    Addressing specific pain points is a great way to personalize your message and attract them to you.

    If you know your persona beforehand, when you get to the software to look for keyword opportunities, you can ignore some of them and focus only on the most important ones. 

    Your team will know exactly where to look, with no distractions.

    You can get ideas about which forums or websites to use to seek some insights, too.

    Follow conversations on social media

    People chat and interact on social media every day. 

    So, those websites contain threads with a lot of valuable, golden information for businesses that keep their eyes and ears open. 

    You have to follow some conversations to find out what customers are talking about and what exactly they’re looking for. 

    Most of the time, the user will go on social media to talk about a problem. 

    Pay attention to that because those problems can become an idea for your brand.

    Other times, they are just celebrating something that’s just happened. 

    Be aware of that, too, and try to see if covering certain events is worth the shot. 

    Find out which keywords lead to your website

    Another great tip is trying to discover which keywords take people to your website. 

    You can get those keywords and turn them into specific blog posts about that subject.

    If Google used that term to link to your site, it means that your blog somehow answers that question or problem. 

    But you can go even further and create deeper content to enrich users’ knowledge. 

    Or you can also develop content in different formats. 

    And then, with those keywords, you can go to some of those tools we mentioned and try related terms. 

    Check what your competitors are up to

    Benchmarking is still a pretty good way to figure things out. 

    Looking at a competitor’s blog gives you an excellent opportunity to see how they get people to visit them and what keywords they’ve been using.

    You can improve your Content Marketing in two ways: 

    • First, by trying some of those keywords, with better content.
    • Second, by trying some of the keywords your competitors don’t care about. 

    If the competition for those keywords they use is too high, you can go with related searches or something else. 

    If not, here’s your chance. However, you will find a lot of helpful insights by thinking about what they’re not thinking about.

    Brainstorm

    That word “think” in the last sentence takes us to our last topic: brainstorming. 

    When a team gathers together to brainstorm ideas, many things can happen: incredible concepts may come out and some concepts that are not worth the effort.

    Nevertheless, you will have a lot of stuff to discuss and you will expand your vision to concentrate on new angles. 

    The perfect scenario for a brainstorming session is: a lot of people talking about the subject and trying to think.

    Just think and talk. As they talk it through and deal with each other, new questions and answers arise.

    You shouldn’t worry about the importance of those insights at first because the focus is on getting something out of people’s brains. 

    Wrap Up: Finding the Right Keyword Opportunities is a Recipe for Success

    By doing this, your brand will finally get to people with content that engages them.

    However, you need to watch your steps and consider some recommendations, such as using keyword planners, analysis of Google results page, and analysis of your competitors.

    Plus, it’s always interesting to check where you stand with your SEO strategies. 

    So don’t waste any more time and find out your website’s SEO maturity.

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