How To Do Comprehensive Research for Your Topic Cluster — Whiteboard Friday

Now you have a really good sizable SEO list of keywords. But what about coming outside of SEO? What else can we find out there? 

Social media. I love using social media to do keyword research. I’ve found some really great gold mines by looking at keywords on Twitter and LinkedIn. I refuse to call it X. 

I also like using Reddit and Quora for community research. You can just go on Reddit, especially, type in the main keyword you are trying to target, and it’s going to show you some really good threads or forums that people have created to talk about that keyword. That’s going to give you some great insight on real questions that people are asking around that topic. 

Next step, and this is the most important one for me, filtering with modifiers. I did a previous Whiteboard Friday on money keywords that I think is going to really help you with choosing your modifiers, so check that out. When you filter with modifiers, you are looking for things like how to, what is at the top of the funnel. You are looking for buy keywords at the bottom, and all of those other words that will just help you to like really dig down into the core of what keywords you should be targeting. 

The next step is to identify problems your product solves and to create sales enablement content for it. Again, modifiers are going to help you with this. So really check out that other Whiteboard Friday I worked on. Now when I say sales enablement content your product solves, I’m talking about when you look at the problem your product is targeting, what can you do for your sales team to help them solve that problem? 

Let’s say, for example, you run a user research platform. People are using your platform for research, for doing behavioral analysis, whatever that is. If your audience is looking for content, they’ll probably be looking for buying guides and things like that. What are the questions that your sales team is getting when they are speaking to potential customers? You can pull all of that together for content ideas. 

Cluster keywords by search intent. You have all of your keywords now. A great way to cluster is to look at how many keywords have similar intent, and that is going to help you prevent cannibalization and creating more content that you don’t actually need. 

Match keywords to different stages of the buyer journey. Are they at the top? Are they at the middle? Are they at the bottom? Or perhaps they are at the post- purchase stage of their journey and are just looking for that content that is going to help them use your product or service better. 

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