Keyword research

Keyword Research

Create a List of Content Ideas

Create an extensive list of all of the possible phrases that are typed into search engines (Google, YouTube, Bing etc.) that are related to your business.

Existing Content

Make a list of your existing content (blog posts, videos, Facebook posts etc.) and evaluate how it performed.

As a starting point you can judge the success based on metrics like: likes, shares, views, time on site etc. but over time try to judge success based on how well the content assists or leads to a conversion – sales, sign ups, quote requests, etc.

What are the main differences between those posts that worked and those that didn’t?

Don’t just write off a piece of content that didn’t perform because it could be any number of things that that affect its performance – such as: the headline, content length, images/videos used or even the timing.

Change a few things around with non performing content and then if there is still no improvement, then maybe you can cross that topic off your list.

Take what you learn and do more of what is working and less of what is not working.

Site Search

If you have a search feature on your website and have Google analytics set up you may be able to gather data on what people are searching for when they land on your site.

Content based on experience

As a business owner you interact with your clients on a daily basis and are as well positioned as anyone to create compelling content that addresses their needs.

Start by making a list of your most frequently asked questions.

Create an extensive list of all of the possible phrases that are typed into search engines that are related to your business.

For more ideas on the informational needs of your targeted audience check out:


New content Ideas

If you have done the above 2 things and don’t already have a long enough list of content ideas to last you for at least the next 3 months,  then there are some keyword research tools that can be used

Tools to use when creating your seed list:

Content Ideas from Social Media


Twitter Search

Content Ideas that are generally applicable to all business types


  • Top 5, Top 10, Top 100
  • Tools
  • …. Calculator
  • …. Cheatsheet
  • …. Checklist
  • How to …
  • Case Studies
  • Blue Prints
  • PDF Guide
  • eBook
  • Tutorial
  • Product/Service Demonstration
  • Reviews
  • Interviews
  • FAQs
  • Trend Report
  • Industry News

Refine the List

Depending on how detailed your initial research was you could end up with a list of many thousands of keywords / content ideas.

Remove Duplicates

Any keywords that are essentially the same can be merged.

However it is a good idea to take note of the different ways that people search for information and writing down synonyms and other words that they typically use. This will become important when writing your content.

Remove phrases with too much competition

Any key phrases that are 3 words or less should be removed from the list. These are typically the most competitive phrases and should be targeted to your homepage or a handful or your main product/service pages rather than a blog post.

It can also be detrimental for your rankings if you create additional pages of content for your site targeting the same keywords.

However it is a good idea to test your phrases list for competition levels, as your time is valuable and better not spent on writing content that will never reach page 1.

The following 2 toolbars can be added to your web browser and will help you to evaluate the websites that are already ranking for your key phrases:

Estimate Key phrase value

If you see the same search phrases / topics / questions appearing in many of the tools above it is a good indication that these are important pieces of information for your target audience.

You could use the Google keyword planner ( to get an estimate of search volume, but it is far from accurate.

Having an average monthly searches of 0 does not mean that people are not searching this phrase, it means that people are not clicking on AdWords ads when searching these phrases

Another thing to keep in mind is user intent.

If someone is searching for information about a product you offer this is a far more valuable key phrase than someone searching for jobs in your field.

Keyword Trends



The next step is to organise your content ideas in order of priority.

A good way to do this is to order them in based on the perceived value and also the difficulty of ranking or achieving visibility for that piece of content  as established above.

As you build momentum, Google will trust your content more and

Create a content schedule

Now that you have a list of content ideas in order of priority, start to plan out when you or your team will be creating and publishing this content, as well as what forms it is going to take.

Repurposing your content is the easiest way to get your content in front of the most people with the least amount of effort – so plan this in advance

Publish blogs regularly – once a week is good. By publishing regularly you can help to boost your site’s authority.


The fields that I include in my content schedule and that are applicable to the rest of this guide are as follows:

  • Blog Post Title
  • Author
  • Publish Date
  • Keywords
    • Main Targeted Phrase
    • Related Phrases
  • Related Content
    • Images
    • Video
    • Info graphic
    • Audio
  • Social Activities
    • Twitter
    • Facebook
    • Linked in
  • Review Date
  • Results
    • Likes
    • Shares
    • Comments
  • Changes
  • Review Date

At a very simple level:

Blog Post Title Author Publish Date Keywords Related Content Social Activities Review Date Results
Small Business Blogging Guide Matt Isaac 31/12/2014 Blogging GuideHow to start a blog for small business



Youtube demonstration videoPDF Guide


6 images





Promote on:Facebook



1/3/2015 20 likes5 retweets




You should now have a long list of content ideas

Page Design:

Monitor content views – Youtube / GA

Set a date to review published content – every 2-3 months

Check to ensure that content is still relevant and update accordingly

Repost to social media if it is an important post that your more recent subscribers/readers may not have seen

Also sets a timeframe to evaluate content performance – write down how many likes, shares …

If it performed below par try testing something different:


Feature image etc.