Complete Keyword Research for a Successful Content Strategy - 7+ Methods Included | Alexandra Cote | Skillshare

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Complete Keyword Research for a Successful Content Strategy - 7+ Methods Included

teacher avatar Alexandra Cote, Digital marketer and content writer.

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

8 Lessons (1h 4m)
    • 1. Keyword Research Intro

    • 2. Establishing your buyer personas

    • 3. Prerequisites to keyword research

    • 4. Advanced competitor analysis

    • 5. Tools for doing keyword research

    • 6. Unique keyword sources

    • 7. Bonus: Prioritizing keywords and other tips!

    • 8. Even more keyword research tips and final words

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About This Class

TL;DR: The only course you'll need to start your own keyword research today. That's it.

Below is a breakdown of the course's lectures to help you see which parts are right for you. I recommend going through each one of them as they are posted for a full understanding of how keyword research works.

1. Establishing your buyer persona profiles before getting started with SEO

2. Setting goals and other prerequisites to the keyword research process

3. Analyzing competitors' keyword efforts to create your starting list

4. Other tools to use 

5. Unique sources where you can find keywords your competitors aren't using yet

6. Lots of bonus tips on prioritizing your keywords and what to do after you're done with the research!

For best results, pair this course with my SEO writing course to get started with publishing content that will rank high.

Meet Your Teacher

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Alexandra Cote

Digital marketer and content writer.


Thank you for checking out my courses!

I'm a growth-oriented digital marketer and freelancer with a passion for content marketing, social media marketing wonders, conversion rate optimization, and keyword research. I strongly support permission marketing and earned media. More than anything, I love working with online communities in order to find new and unique ways to develop businesses through growth hacking.

I have embarked on the odyssey of online marketing thank to passion for social media, viral content, psychology, writing, and advertising. I am Inbound certified and I love participating in industry discussions that can help me develop the company I'm working for and this industry.

I have an MSc in Strategic and Digital Marketing and have worked with big bran... See full profile

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1. Keyword Research Intro: Hi everyone, Alexandra, here I am content marketing and on-page SEO consultant. And in this course, I'm going to take you through a comprehensive look at how you can do SEO keyword research the right way through really multiple ways in which you can attempt. So we're going to take a look at some tools you can use now keep in mind, most of these have a free version, even if that's just a trial. So you can actually test the keyword research process along with me during this course. We're also going to look at the prerequisites of starting keyword research, like setting your goals, having a buyer persona, and just analyzing your competitors. And at this point, we're going to start the keyword research process by actually looking at how you can make use of competitor content to get that starting list of keywords. I've also added in like a bonus lecture where you can actually see what do you need to do with those keywords once you have the list and how you can prioritize them. To basically decide what's going into your editorial calendar for the project of this course here, basically going to have to choose either a company or your own website services and do the keyword research for that. So you can follow along with me what I'm doing in this course, the tips I'm showing you. And I'm also going to leave some more details related to the project in the project and resources section. If you ever feel stuck or you have a question at any point during the course, you can reach out to me either via my Twitter account or a LinkedIn, whatever works best for you. And I will get back to you as soon as possible. So let's get started with the course. 2. Establishing your buyer personas: So first I wanted just to go Udi importance of having a buyer persona profile in check. Before getting started with the keyword research process, it's really important to get a good understanding of your buyer persona's because they have different needs and things that you need to tackle true, those keywords that you want to add to your content strategy. So, and actually, every single keyword will have a certain challenge they help solve or a benefit depending on the point that the buyer persona's need help with. For this course, I've chosen Zenefits as our company of examples. Since this is an area I am very familiar with, Zenefits is essentially a platform in which offers a lot of features that can help HR teams manage everything from on-boarding, managing employees, payroll, and obviously the benefits of your team. So basically for this course, we're going to imagine this is the company we are doing the keyword research for. So I've put together a brief profile for a buyer persona for Zenefits. In this case, we have, first of all, the HR Manager. So I've got over the type of person with this is that is the executive role. This gives us a good hint that the content they search for can influence their decision of buying a product or service. And obviously, you also need to kind of mention who they report to because Jersey likely to be someone higher up with the decision power. After this, In your buyer persona, you need to go through at least regular tasks and UT's, these people have and kind of like goals or things you're looking to get out of a product or service. But let's rewind a bit to the regular duties or cast. Now just having a look at the buyer persona, you can kind of start extracting some general keywords and actually went ahead and created this keyword analysis spreadsheet with some information like the main keyword, volume difficulty. These two, the volume of the keyword, keyword difficulty, art to match Rex to always keep an eye on. And then the other details are just optional. So what we're going to do at this stage is just kind of start adding in some keywords in here. And then later on in the course, I'm going to show you how to actually do the keyword research from a matrix point of view. So as you see here, I have listed a couple of tasks like supporting the HR team, recommended innovative approaches to promote continual improvement for the HR process, collaborating with HR operations and other tasks. But where do you actually get these tasks from? Now, if you already have the buyer persona and check, you can go ahead and kind of select. So as the keywords in here. Now you do this by reading through each one of them and see which topic could be further developed. For example, here we have the employee relations issue. In this case, I'm just going to copy employee relations and added to my keywords list. And I'm not doing any volume and keyword difficult to research at this point. I just want to brainstorm general topics I can start with. So I don't begin the keyword research from an analytical point of view with a blank spreadsheet. Then as you read on, you'll notice a lot of other keywords like coaching, consulting, employee development, performance management, compensation, and benefits, employee engagement, culture, positive work environment. All of these keywords you can add to your spreadsheet. I also recommend having a look at job descriptions out there. So for this, go to a website that lists jobs like Glassdoor, lead, LinkedIn, even or just specialized job directories like for remote work or just for HR roles. And you can kinda came to these a bit and they select one of them. And then you're actually going to have a look at some of the responsibilities for this role. Now this is a partner associate role, so there aren't that many tasks. But you can notice keywords like development program, poaching people and managers, employer relations, HR strategies. And again, you can go and D's job descriptions and look at the job duties that you can have. Things like human resources policies, programs, and practices. These can be three different topics, administration and payroll maintenance, performance evaluation, onboarding and off boarding, compliance learning and development programs. So again, you can take all of these keywords and add them to your spreadsheet before you create your buyer persona, you want to kind of look at the current demand for this kind of job. And by simply having a look at what kind of help companies need, you will start noticing what the biggest pain points in the industry art right now, for example, we're looking to hire an HR generalists to manage all HR administration, annual benefits, global HR, et cetera. So basically this company is looking for someone who can help manage it all from an HR perspective. Now, when you think of this, you can already start brainstorming some keywords like HR administration tool or similar. Now, these goals come in handy when you are crafting the list of challenges that your buyer persona faces every day. So for example, for someone who has to manage the entire HR process, doing everything manually or using outdated technology can be a big hurdle. Now, at this stage when you're just brainstorming, you can take maybe keywords that are super general, kind of like technology, on-boarding recruiting and just add them into your spreadsheets so that you can later develop upon those keywords and sort them. Now finally, for the buyer persona, and there's also what you're looking for category. And this is where you have a look at the long-term and the short-term goals that this buyer persona can have. Now this can be anything from implementing automation for the HR tools they use. Clarifying an HR role or just maybe offering done a training opportunities for their employees. Again, you can take keywords like Theme Building, employee engagement, employee retention. And you will honestly find yourself with a pretty decent list as keywords to begin with. What I always, always recommend is actually having different buyer persona profiles. Because you'll have, for instance, a CEO who has different needs and challenges from a recruiter or a learning and development director. And depending on the product you're selling or service, or maybe you want to sell a book. You need to take into account every single person who could use your product. And if you go through a detailed buyer persona profile for all of these people, you will have an even vaguer list of keywords to start with. 3. Prerequisites to keyword research: In this section of the course, I'm briefly going through how you can set goals and what this means for the keyword research process, as well as how you can get started with the competitor analysis. So when it comes to a content strategy, you can have different goals, like raising brand awareness, increasing website traffic, or just simply boosting your sales. Now you can have a mix of these goals, but usually you will have one main goal to begin with. And that's where most of your focus should go. But something to keep in mind is that no matter what goes, you have, the ultimate goal shouldn't be to sell. So we are doing brand awareness to ultimately sell a product. You're getting articles to rank higher because you want more leaves and sales as a final event. The reason why you need to think of your goals before you actually start the keyword research is new because knowing where you're going to focus your content efforts will dictate which keywords you want to go for and even where you look for these keywords. So for instance, Your want to just get a lot of guest posts. You might not be as interested in finding high-volume keyword. Instead, you'll look for interesting keywords, eye-catching ones that will make people want to click on that article. And if your goal is, on the other hand, to just rank higher with your oracles and bringing in more traffic to a website. You want high volume keywords that can put you in front of more people. But something to remember is that in all cases you need to do keyword research. After setting your goals, you will want to have a look at your competitors. Now ideally, you already have this list from back when you've launched your business. It's not. You can just go on Google and on social media and just start finding your competitors. But the point I need to emphasize when it comes to keyword analysis is to always take all of your competitors into consideration when it comes to their content. So that's why I recommend for the keyword analysis date that you break down your list of competitors into at least two. So you have your direct competitors, secondary competitors. Let's go back a second to our Zenefits example. So they have a complete HR system that they sell. So obviously competitors are also similar platforms for you're going to list all direct competitors under the direct competitors section and ideally make this as long as possible. So if you are a career coach, add in as many career coaches in here. If you're a marketing consultant, again, at the mall in here. So again, these are the competitors that have similar services to a similar or the same buyer persona. As compared to the secondary competitors. So with our Zenefits example, when you look at the features they offer, you'll notice specific examples like performance management, time and scheduling, which is essentially time tracking people enablement for engagement, wellness and more. Payroll administration and benefits administration and big ones for maybe a digital media consultant, you can actually look at the details services they offer by digital media strategy, social media on social media advertising and kind of compare these to your own services. Then you're going to take every single one of these extra products, services and find companies and people who sell just built, for example, in the Zenefits case, let's have a look at some competitors who offered time tracking. And you're going to add in options like toggle hub staff, clock of Phi. Because the point is, and this is something we're going to look at later on, that these websites and companies actually write content that will be similar to your own content. It's just more specific to a single topic. But they are also very good at finding the detailed small topics you might want to tackle. So again, secondary competitors are those companies and individuals who offers something similar to your product or have the very similar buyer persona is not the same, but they are essentially different from your main product. So for example, if you're a social media consultant, somebody who's just a marketing consultant, but offering social media services would fall under the secondary competitors and list. Now you don't need hundreds of examples in here to begin with, you can start with 20 competitors for your first keyword analysis. But in time you want to actually look at what other competitors are doing to create unique content. That's not just like the one you find everywhere else. Next thing I want to talk a bit about how you can leverage the current product features to brainstorm some keywords around. So there's two big ways of doing this. You can take one of your products into consideration or a feature and then start thinking about topics you'd like to tackle. So what you want to say about onboarding and just think about how your products can help with this. Or if you're a consultant, think about how you can help with a specific service and honestly just consider everything. You usually talk about. Things you know about from the industry and all of them in here and your potential keywords. And then of course you're going to move these potential keywords into your main keywords list. But if you already have main page, present that product, feature or service, whatever it is, you can actually start taking some of the keywords from there as well, like shed ruling in this case for the time tracking feature, time tracking tool, monitor employee activity, time and attendance. Tracking time, record clock in location, and just lots of other keywords that you might already have in your copy. And as you're doing this, you might have some testimonials from your client. So these are actually useful for finding keywords that your customers all ready use. Let's just have a look at this live example. You can look at simply the testimonials and kind of start paging in keywords from here, like coaching sessions, self-awareness, thought-provoking exercise, improved understanding of personal and professional values, mindset quote, and maybe even keep an eye on keywords that tend to repeat like coaching sessions, live coaching experience. And of course look at packages, services, anything like that, to find more keywords. 4. Advanced competitor analysis: So next is the advanced competitor analysis, some materials point of view. And I promise this is going to be a lot of fun, or at least it should be. So like this, sorry, if you're also doing the content strategy at this point, you'll want to add in here some extra details related to the strategies of your competitors. Like what types of posts they have, how often they post, what their top pages are and even how they promote their content. So what we're going to do at this point is looked through every single one of these competitors and actually have a look at what types of resources they have and what keywords they target. Bamboo HR is one of the main competitors for Zenefits. And the first thing to do is look at the diversity of resources they have. And I recommend looking at everything as the Entrez, the blog. There's interesting keywords you can have from other types of content. So forgive blog. What we're going to do is of course you can look at everything in here, or I just take the URL of this page and take it into a keyword research tool like SEM rush or eight trucks. And in this case we're just going to use SEM rush. Keep in mind, there is a free trial for this if you want to test it out. So we are adding in the URL right here, clicking on search from here on the top search bar, you wants to make sure you have the exact setting. So for example, exactly URL will only show you the information for the blog homepage, while the subfolder option will actually show you all the pages. So what you can do here, you have multiple options. The most straightforward one is to go to organic search traffic here, and then you have a lot of advanced filters in here. What we're going to do is stick with this volume option in here, dependency, what keywords they rank for. So let's take some hands-on examples. You have the main transparency keyword. Now this is a way through general keyword. And you can see this also from the huge volume. So the first thing you can assume is that it's impossible for them to rank or at least drink high. So this is why they are actually on only the non-first position. And the same for the second word. And then there's the, what is payroll tax keyword. Now this is a high-volume keyword, but it has a slightly high difficulty as 85, 161. So they're actually just ranking on position 50. You can start seeing some of the positions they like the first physician for payroll tax holiday, again, a high-volume keyword. The fifth position for HRIS, a high-volume keyword, physician 10 for HR certification, Human Resources Certification, which is the same URL, what is payroll tax holiday? And at this point I want to compare the what is a payroll tax holiday to just payroll tax holiday. So if you click on the URL, you can actually go to the link straight away from here. So if you scroll. Who just a table of contents to begin with, you can get an idea of what the post is about. Really the post is mostly about giving the definition, which is why they rank for this keyword, but they don't rank for this one. Because if you copy this, you'll notice that the results are more about like recent events. So the reader intent isn't exactly to find out what payroll tax holiday is. And this is why they don't rank for this specific York. Now as much as possible, I recommend going through this entire list even beyond medium and low volume keyword to just be add those keywords where there's a lot more ranking opportunity, like for instance, HR metrics, the volume is still decent. I would categorize this as medium length volume, but the keyword difficulty is super easy compared to the others, so it will be easy to rank for. Now. Another thing to keep in mind when looking at these keywords is that every single one of these keywords has a different intent. It's targeted at different buyer persona's if possible. So for instance, an HR manager can be interested in finding employees HR metrics, how to hire employees. What does recognition mean? Meanwhile, you'll notice topics that are directed at candidates and employees, like what to wear for enough this interview, casual interview attire. There's also separate keywords for managers in general, for leaders and so on. And even very general keywords like working remotely which kind of work for both employees and CEOs, managers, HR professionals. To make it easier for you to later developed content, you can either add in a separate section in here with the buyer persona for net keyword, who were just have different spreadsheets for each of your buyer for cylinders like three or two of them. And we're going to look again at some more resources on this competitor's website. And you're also going to come across alike this content library, which has infographics and just e-books and other types of content beyond just the written blog posts. There's also webinars where you can find some other interesting keywords. And obviously an HR glossary, which is just the holy grail of anyone who's looking for keywords. Because you can literally take all of these in here and add them to your keywords list. And another thing you can do is just go to their top pages and look through the posts that bring in the most traffic. So for example this morning, why it matters aren't at all. They're just going to click on it with an SEM rush. And in here you have lots of other related keywords that you can make use of. And I recommend adding all of these in a batch so that you have an overall view of everything that's related. You can also actually do this manually, which is going to link. And you're going to search for something like awesome board. And just look at the key words they've used. And as you can see, you have keywords like off boarding process. Larger keywords that have a question intent, let's say. So basically it's just a question. What is the on-boarding process important? Onboarding to off morning employee off morning plans, Cells on boarded, cells off boarded for off boarding strategy. All of these keywords and up and help Google understand what the post is about. But we're actually going to have a look at more ways of finding these in the next videos. For now only have to remember is that you can look for these manually or use SEM rush to find. And this works regardless of the industry, because let's just type in for this strawberry. And again, you're going to look through the post and see that even this recipe is optimized with the main keyword. And this is why this specific recipe actually ranks very well. Now why did time you're done with competitor research from a keyword point of view, you should have at least 500 keywords to begin with. But you can always take the time to actually look at all competitors because you'll notice that some of them tackled different topics. For example, sage, age looks at Future of Work Trend, the four-day work week, how to fight depression at work, help your employees avoid burnout. And it's just a lot of different keywords you can make use of. 5. Tools for doing keyword research: Now once you're done with this initial part of keyword research, you can start looking for more keywords that are either unique and others haven't tackled, or that other websites which aren't necessarily a competitor target. So what you're going to do is you're going to select some of the high volume keywords you already have, like off boarding. Again, remember you can do this in a draft or under keyword research tools most of the time. And then here you have the basic information like what the volume of the keyword is. As an idea, anything above 100 should be good to go. But this doesn't mean that keywords with a lower volume than 100 and shouldn't be tackled, then use the keyword difficulty. Now this is just a number that has the emerald ash and a trust estimate. So the number will be different from one tool to another. But you can make use of this rough estimate in here. But don't let that discourage you because usually what they mean by hard as just that you need to do all of the optimization needed and then you're good to go. Also look at the global volume, which shows you as there's a different interests in a specific country for that keyword. Or just simply helps you see is there's interest for that topic within your own buyer persona's demographics. And right below, you can check out some keyword variations, questions that include that keyword and related keywords. So you can use all of these to put together your list of keywords. In case you have a mid volume keyword like us boarding. You can just create a big article on boarding and then have a section like what is off boarding. So you're just going to have a separate heading with a lower volume, but you're still going to rank for this as well. So you're bringing in traffic from multiple keywords. This is why, if you check any of these results, you'll notice that they sometimes rank for hundreds and even thousands of keywords under the results for a specific keyword, you will also have this SERP analysis section. The only thing that went SEM rush and a trust is that these are in, at least yet updated in real time. So for you to see the search engine results page for a specific keyword, we're going to use syrup robot. So this is a free tool that shows you the results in real time. Just make sure you have the region correct and your domain name here. And then add in a keyword. In our case, just simply off warning. But you can get more specific with these keywords and go for something like off boarding guide for just a lower volume filtered. And we're going to look at the Serb in real time. This is also useful because normally when you search for a keyword, the results will be influenced by your past searches and interests. So this is the way to see the real syrup without any influential factors around it. So here you have two options. You can either look through these keywords as you are doing the keyword research or just have. Maybe your wider your editor or even yourself as you're writing the article, look through all of these competing pieces to find secondary keywords and even what the reader intentions. What you want to do is just take one of these URLs and you're going back to SEM rush and pasting in your URL. But by default, the subfolder option is going to be selected. So you want to go again and select the exact URL. We see only the information for this specific keyword from straight away. You're going to notice this does rank for more keywords, but it's only on the second position for the main keyword. However, you will find a lot of extra keywords in there compared to the previous article. And again, you can sort by volume or keyword difficulty, or even just look at the position that this competitor has managed to obtain. Because that gives you a realistic look of how you're also going to be able to tackle that topic. Once you've clicked on any URL, you're also going to get some keywords straight away. Like, you don't even need that. Ooh to do your research. Sometimes they'd tools are there to give you the details like volume and keyword difficulty. And just help you keep up with the content efforts of your competitors and see how you're standing. But you can do basic keyword research just with Google alone. The point when looking at the search engine results page is to go well beyond the top 10, because this is where you'll start seeing some interesting keywords, like best off boarding software. Or you can find just new perspectives on a keyword like this employee of morning, night that focuses on how to communicate with departing employees. Even more keywords like best practices for off boarding. And now and then you'll find some keywords that aren't related to the buyer persona we wanted to target like customer of warning in our case here. Now for every keyword, There's obviously also the images option, the videos option, but we'll get to these a bit later on. Let's say that this point is the people also ask section of the SERP. So here you have a lot of extra keywords and you'll see exactly which website ranks for these as well. So you can take even these questions and add them to your spreadsheet. But there's also another way of getting these questions in a more organized way. First, there is the answer to public website. So just go in here, select your country and your keyword. And this time we're going for another one that is on morning, and that whole will identify dozens of questions related to this keyword. You can also sort by data to get a better look at them and just copy everything. As an alternative you can use also asked which words in the same way. Then there's the LSI graph website now LSI keywords, so Latent Semantic Indexing keywords are really those keywords. You can actually read about them more in here. That's basically it will help Google understand what the post is about. So besides your main topic or your main keyword, you want these secondary keywords that help feast together. The article 2, Pell, Google's bought what the article is about, because for humans, it's sometimes easier to deduce the meaning of an article. But for Google's boss, they actually need these keywords. So just take your keyword, added, intended, whole, and you will get a couple of examples. Now, you can also use this as a freaky regeneration tool. However, it has limited searches per day. But you can find in here a lot of secondary keywords as well to use another way to actually find keywords that are trending and basically take advantage of opportunities that your competitors haven't tackled yet is to look at any trend. So you can go in here and type in a topic of interest or just a keyword like onboarding. And you're going to see this search interests in time and a 74 value is actually hi, or scroll down to the related queries and you're going to find some really good gems in here. Thank me later. But this is like heaven for anyone looking to find unique topics. So you have things like remote onboarding, onboarding platform, virtual onboarding, HR onboarding software, and even more specific topics like Supplier Onboarding, which again, is not for the buyer persona we are looking to create content for right now. But it can help someone in a different industry. Then you have like onboarding survey, onboarding process taps, just lots of other keywords that you can further look into. I occasionally, I'll also use exploding topics now this is another website for finding trending topics. Just go and select a category like business. Select your timeframe, and you will start getting some keywords in here that might be useful to your industry. The only problem is that these are indeed get that well sorted so you can make use of them for just any thing you have in mind. However, just looking through them and you'll be able to spot good ones like knowledge, culture for our Zenefits fictional client. 6. Unique keyword sources: Next we're going over all of the unique sources where you can find you or is that maybe your competitors don't know about they haven't tackled. And these are useful because they will give you a head start when it comes to your competition. And they will allow you to rank high before anyone else. So we're going back to the SERP robot tool and running a search on the on-boarding keyword. Basically the first thing we're going to do is find content that's not from our competitors, but it's still on the same topic. So for example, you have obviously Wikipedia all the time. You have this, the Society for Human Resources Management, you can use human resources MBA training, which is just focused on training in general, it's not a direct competitor. And just under similar websites which you can take and add into SEM rush to further develop your list of keywords. Then there's social media. And with social media, there's no way for you to fail with phi name of your first keywords. Just type in a keyword you have in mind, or even a competitor. And start seeing what people are talking about around that subject or person, business. So just by looking at some of the posts you can find yours like onboarding, process, onboarding, serving, and even start finding. So the pain points of your buyer persona. For instance, this person joined an app and they couldn't find their own generation in it. And it's just lots of small things like, uh, you need to spot and write down. So you can further develop into your keywords. You can also just have a look at the advanced search options. So you can add in the exact phrase you want. So for example, if you want something like onboarding hips, you can simply search for this. And you'll see all of the tweets that have used this specific phrasing in the past. And you can do the same thing with all social media networks. Like you can go in here, had an onboarding and look at posts. And you can kind of start getting insights and Q keywords. And again, pain points or just look for the hashtag for this. And you will get similar results which you can sort by date or by top posts, as well as the altar industry. So you can only look at people in human resources, for instance. And this is a good way of kind of sorting through the people who talk about this and actually having a look at what your ideal buyer persona is saying on the top. Then there's my all time favorite, which is YouTube. Now, when it comes to YouTube, you can find some topics in here. That people are tackling in a visual format. Let's, they might not be writing about. And in a similar way, you can take the topics people write about and just turn them into a YouTube video. If you think that maybe it's too difficult to rank for that keyword, this would have long post. So you'll find super interesting insight into how to design an onboarding process. How to onboard new employees well working from home. And the best part is that you can rank for these keywords in here, as well as in the actual results page within the videos is faction. So as you'll notice, the ordering here is different from the ones you find on YouTube. Because despite the fact that these videos are hosted on YouTube, they are all placed under a different article. So as a quick note from me, if you add a video to your blog post, you are boosting its chances of getting featured within the videos results. And also again, when it comes to YouTube, maybe a look through the comments a bit as well, because there is always going to be at least some types of questions or remarks regarding the challenges these people have related to that keyword. And others. I have for you is Quora. Now here you can just look for a specific keyword and search for it. Or we'll look at particular topics that are already created with an quorum. And here you actually have lots of other places to go to. You can simply look through some of these cases so miserable like groups where people have mentioned the skewered or actually look at all the keywords to make it easier and just add in a modifier like employee to directly find the questions that your buyer persona. And the best part is that you get them highlighted. So it's super easy to just go through them and see if maybe you have a keyword that's missing from your keywords list. If you're in e-commerce, you will also find Amazon super helpful. I don't know if they have anything related to onboarding, but of course they have the books in here which you can use again as this amazing inspiration for your keywords. But it's really useful to look into other keywords that you might want to tackle library to your blog posts or even e-commerce pages. And you have in here basically lots of keywords you can make use of. You can also just click on a result and look at detailed keywords that represent that product. And as always, the best thing is to look at the reviews has just a simple search for color within the reviews gives you a decent look at how people are using this product. And this will be helpful in basically translating those keywords into words that people actually use beyond what Google needs. And just as an idea, these keywords in here are actually words that people have searched for at a specific point or regularly look for. So the more you go beyond the first pages, the stranger the keywords become, for example, someone searched for onboarding job description for resume because they were looking for a text snippet to add to their resumes, and they didn't want to write that. So the looks for this online. There's also just as your onboarding questions is, there's attended it. Who's preparing for an interview for an SEO job role. So that's just more specific keywords in here. When doing your initial keyword research, you want to just came to define only the ones that are directed at your buyer persona. And finally, one more place where you can find keywords and just see what people are saying on a topic is any group or a select group. In this case I have this slack group and this case I have this platform. And you can see what people share if they have any questions. And basically start painting in keywords like employee engagement, people and culture, the power of employee recognition and more. 7. Bonus: Prioritizing keywords and other tips!: So after you're done with this keyword research, you should have at least 500 keywords in here or more. And let you are going to do is take all of your keywords and copy them and take them over into SEM rush or a drought. And in here you're going to list all of your keywords at once and click on Analyze. And you will get the information for all of these keywords which you can export from here and then just paste into your original spreadsheet. So you have information like volume and keyword difficulty. And of course the other is now separately. You will also have to copy these keywords. Let's say that don't have any data. Now just because there is no data in SEM rush doesn't mean that people don't search for them. So you can still use them within blog post or for e-books, guest posts, I recommend you just create a separate sheet. You can call this blog ideas and just bad in your topics in here. And maybe some notes like if it should be an e-book, a Wagoner, anything like that. Now once you have all of this data in place, the research for the keywords is pretty much done. Of course, we also have the option to look into how you can optimize your current products pages, service pages, even the homepage. And again, you're going to look at maybe your competitors and see kind of what keywords they rank for and just tasted the URLs. Brush again. And to the same keyword research process we just went through with the blog post. I'm also going to briefly show you how you can use this keyword list to optimize content that you already have. So for example, I have this working remotely article. Now this one is doing really well and I actually have a snippet for it. So I'm actually going to show you kind of what I've done to optimize this, but just super briefly. So you can just look for something like remote and C, All it decreases where I mentioned something related to remote work. And you will see that all of the headings included one remote work related keyword or the other. For example, I have the tools for remote work, tips for working remotely. What is remote work? But working remotely really means remote work benefits. And all of these are really keywords that I found true. Now here's a very, very specific example. So I have this heading, it's called the benefits of working remotely. And in the table of contents on the side I have remote work benefits. So these are essentially different keywords. So what you're going to do is take all of these keywords. So include everything you have in the article and any other ones that pop into your mind and run a straight four D's and pulling trailer is to see which ones have the highest volume. So in this case, we could be changing the benefits of working remotely in the heading with a keyword like remote work benefits or remote work advantages, even because both of these have a higher volume. So straight away, one of the changes we could make is change the benefits of working remotely with remote work and benefits. But the reason I actually chose to have both of these and stack has the reader intent for working remotely is slightly different from the remote work one. So if I were to remove this, I would also reduce my chances of rankings for working remote. And another thing to keep in mind when you're analyzing your current SEO efforts is to see if each one of these keywords matches the reader intent you have in mind and the buyer persona. So initially, I created this article as a guide for people who are considering working remotely. This is why you will have headings like is working remotely right for you, where to find the remote job, how to get to remote job. But then I had to move these hangs towards the end because the reader intent for the keyword changed. So all of a sudden, everyone who is working remotely and they weren't interested in seeing if this career path is right for them because they were all ready in it, I had to take a better, more detailed look at the strategies and tools they could use, hips, challenges and other factors like this. And this is how I kept that article at the top. Now you might end up with a whole list, even thousands of keywords you, so how do you prioritize deals and know which ones you need to add to your editorial calendar and actually start writing about. One option is to go for organizing these keywords by volume. You can also organize them by keyword difficulty to start tackling topics that are easier to rank for. Or you can just look at the keyword itself and see if it matches your current needs. So for example, let's say you are launching on talent management. The next topics that you're going to write about are obviously going to be related to the main town and management keyword. If you're updating a feature on employee referrals, for instance, you're going to go for this keyword. So it's really a mix of volume keyword difficulty and what your goal is. Ultimately, once you have a final list of keywords, you can start adding them to your editorial calendar. And at this point, either you or your writer will look into the reader intent. So how do you identify this reader intact? The process isn't exactly easy. I mean, it's. And time-consuming one, you have to look through the results and see what type of format you need to go for, what ideas you want to mention, what structure you should have for the article. Because honestly just looking at the top 10, it will tell you all this. So the first thing you can do is look at just the titles of these posts. So if the keyword you want to tackle is career tips, you'll notice that all the results in here are actually lists of hips for your career. And you need to go a bit more in depth with this. Because some of them, you'll find huge pages like this where there's just a lot of other articles on the topic. Then there is an approach like this with the best career hips no one told you. And this is really their attempt to do something different from the others. Even if honestly the tips are the exact same, then there's also a catchy title like best career advice you ever got. But again, this is just another list. Articles from a big career advice category on the blog, which is when it gets difficult to start competing with these, unless you start parsing a category or TAed for these as well. So what you want to do for all keywords really look beyond the top 10, beyond the top 20, and start finding like unique ways of tackling a topic. You can also look at the videos, which again, they might have some really interesting insights in there. And let's just go for a second, back to our on-boarding hot pink and I'm going to look this article because what do you notice when you look for the reader intent is that they tend to have the similar structure. So it's usually just an intro followed by a section like what is onboarding important? Now this is one of the main keywords, so it's obviously in here. Then there's another very specific heading like how to create an onboarding process, collect the right onboarding documents and just some other tips. But what do you notice in here? And if you look through other similar articles is that they tend to have the same structure and they often are in very consistent. They might not have anything unique in there. For example, this article, again, it's just the fact without any unique insights. So the key takeaways from this entire process are one, it's actually easy to come up with something new. So you can out to rank the competitors for this keyword, this ICT, anything a traps or SEM rush might say regarding direct difficulty. And two, you already have some of the sections for your article, like what is onboarding, what their onboarding activities, what does the onboarding process look like? And then you want to add in maybe some unique sections or just insights to make your articles. Something super important to keep in mind here is that the tops when you see isn't there just because of keyword optimization. I mean, in order to rank for a keyword, you need to do for link building, outreach, promotion gets shares, bookmarks for your content, just lots of backlinks, if possible, get people to talk about that content as well. And you also need to connect it within your own contents clusters. So for example, this what is onboarding an HR article on Bamboo HR is actually part of an atrium glossary. So a ranking with this glossary will also help you grow all of these keywords. And in here, they've done a perfect job at basically connecting all topics possible today or Tool. And I want you to just compare this a bit where you have separate pages for every topic to this list of terms where everything is on a single page. So it's not really helping with building those content pillars. And since we're talking about content pillars or content clusters, keyword clusters, whatever you want to call them. I wanted to show you how you can also make use lower volumes you were in to help a big keyword. So there's this Ultimate Guide to remote work. So the point here is to rank for their remote work keyword with this guy. It's very difficult to rank for this keyword. So what they did is to basically create a bunch of pages to support this one. As you'll notice, once you click on one of these sections, were actually taken to a different page. They made use of other articles basically like remote work statistics and keywords like remote hiring guide, how to onboard remote employees. If you remember this from back when we had a look at the onboarding keyword. And there's just lots of other smaller keywords like remote team building and anything in here really, it helps grow that remote work guide. Let's just have a look at this specific one, for instance. So you have the largest remote work keyword and then let's call it a secondary keyword, remote team building. But besides this, you also have what is remote team building? Remote team building activities and games, and then just specific actual activities that Google will tie to the main topic and even this section now, this is a practice for some companies to add the questions which are actually key words at the end and just answer them. And this helps a bit with answering multiple reader intent. 8. Even more keyword research tips and final words: So if you remember, we went over the spreadsheet with translating features from just the feature stage, two potential keywords you can target. Now in a similar fashion, I want this to go a bit over how you select the top Hex by priority from that huge list of keywords. Besides just the volume, the keyword difficulty annual goals. So we're going to focus just a bit more on how to break keywords down into priority. The first keyword priority is any topic which solves an issue for which you need your product or your service by all means, or else the problem can't be fixed. So for Zenefits, this is anything like HR software, Harold tool, human resources tools, anything where the leader of intent is to actually find a solution like this. There was somebody searching for an onboarding tool will be interested in a solution like Zenefits, even before they click on the article, we plan on writing then for the second priority. And this is where most keywords follow any topic that is directly related to a product feature. And we can show readers how to solve a problem through that product or service, but the use of the product is not mandatory. Extra problem for the reader intent isn't directly targeted at using a similar solution. This includes basically anything you have in your list of keywords that is related to your services, your products. But when people search for those keywords, they don't necessarily want to buy your product. So for instance, somebody searching just for employee relations or HR metrics is not interested necessarily in a tool. But you can add in there a few headings and mansions of the tool as a solution to some of the problems they might have. You can also use this opportunity to highlight potential problems that could arise in the future if they don't use your product or service. And then finally, you have the last priority. That is topics related to the products industry and an audience tides. That is the persona where one or more features can be briefly mentioned. So for Zenefits, that's a topic like how to become an HR manager or human resources job description. Basically, when people search for this topic, they are not interested in any of your features because they are goal at the moment is to get a job, for instance. But you can still add in a mention of Zenefits as the school they might use in the future just to kind of raise more brand awareness around that topic. And they're just other keywords like even just work productivity. You can kind of talk about employer productivity and that is something HR managers are interested in boosting. But it's more difficult to just tie it to the Zenefits solution in our case. So if you are design console. Accountant or a marketing consultant, you can write a topic on working remotely. But just note that this is like the last priority to keep in mind because your ideal clients are interested in maybe hips to working remotely. But they're not in any way. Also considering that they might need your help at this point, however you can add it. I mentioned maybe your services or just things you do at work and they will start thinking in the back of their mind about your services as well. Now finally, I want to show you two more examples of choosing keywords in the front contact. So first, we're taking guest posting goal. So how do you choose a keyword when you want to get spells? Usually when I do this, I tend to also pick some keywords, like in this case, pros and cons of remote work. And this is just because I want the article to do well besides just being a guest post. However, sometimes you will have editors come in and changing your titles. Now this doesn't mean that you can't optimize the actual text. But the point is, when you guest posts to look at how the other headings on that website look like. Do they have fewer, didn't there? Is it just a catchy title we'd like to secondary keyword, whether you want the title of the blog posts to be super eye-catching. Or you're also considering maybe ranking with that guest. And the last advice I have for you is what to do when you want to rank for certain keywords. But at the same time you are prioritizing just taught leadership and writing about unique topics. So we're going to look at some of the examples that I wrote for this client. So right away I went for a keyword that is like super low volume. But it helped satisfy the need the client had and basically just tackle all of the points that maybe the buyer persona is struggling with and we need to help with. So I started adding like separate keywords like descriptive analytics in the heading. What is predictive analytics? What is prescriptive analytics? Just comparing these and adding them as much as possible to two headings. Even if you'll notice that there is no definite keyword we went for. Let me show you another example. So here is an article which essentially tackles artificial intelligence in marketing. The point was to have a look at the differences, similarities, and strategies. So again, there is no one big keyword. And instead, I went for optimizing the article. Subheadings that contained smaller keywords. And basically all of the headings have some keywords that are related to the main topic. Even if we don't have a big keyword like this one for instance, where the main keyword is artificial intelligence apps. And for a quick stretch, you can notice I did add them here and there as much as possible. But again, the purpose for this wasn't to rank for this keyword. Instead, we wanted to really showcase useful content and pass these tools honestly, when writing something like this, do not feel pressured into just adding a lot of key legendary focused on the value you want a break and then maybe optimize it if the purpose is to read and you should be good to go. I guess again Alexandra here. So today I'm going to take you through optimizing an article you have already published from a keyword point of view. And keep in mind that just changing a couple of key words here and there won't be enough to maybe guessed that ranking you need. So instead you're also looking at maybe getting a couple of backlinks, doing outreach, making sure that under on-page elements are on point. Don't forget about the project at the end of this course, I would love to have a look at your keyword spreadsheets and give you some feedback on this. And of course, after you are done with this, you can actually continue your learning journey with my SEO riding horse or other courses I have. So you can actually get started with hosting some content. So I will see you in the next course.