The Types of Keywords That Matter

Depending on how you structure your keyword research, you’re likely going to start with a specific core concept. For example, when you were locating this book as a resource you might have simply searched for “SEO.” As you build your seed list of terms, you’ll quickly expand out to include a number of synonymous and related words.
Your keyword list for SEO probably grew to include search engine optimization, content marketing, online marketing, and so forth. Any good keyword research tool can help you determine related terms, and this is helpful because you can pair it with your audience knowledge to determine what terms your customers and prospects are using.
There are other ways to modify the terms in question however.
  1. Searcher intent: Consider how you might approach searches related to SEO depending on your intention. If you’re looking for how-to information “How to do SEO” versus hiring a firm “top SEO agency in Toronto” versus answering a specific question “What’s the latest Google SEO update?” Each of these yields different information. Even if you produce information on each of these topics by connecting your keywords to user intent, you’ll get much better conversion and ROI on your content.
  2. Local or niche context: If you’re focusing on a specific geography, this is a helpful way to modify your keywords. Niche context can also be important; for example “steel industry recruiting” is much more relevant to your audience if you’re writing for steel detailers than just “recruiting”.
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