Expanding Keywords and Terms Into Real World Topics
Now that we have an idea of the keywords and terms we need to target, we need to find out the user intent for searching. Again, Google provides some insight into this.
In Figure 2, we see that “Information Technology Services” has between 100-1000 searches per month, while “Healthcare Information Technology” has between 1000 and 10,000 searches per month.
Both of these terms are good options to pursue because they can provide some organic traffic related to our topic. Judging by the AdWords bid pricing though, they are probably very competitive.
Most organizations would begin creating targeted content around these types of terms and hope for the best. What that means is that there will be a lot of content fighting for higher rankings for these terms.
The chances of the average I.T. firm ranking for these direct terms are very slim. In fact, it is almost impossible. Large, well known firms spend a lot of money promoting their content, along with receiving backlinks from high ranking media and industry authority sites.
In order to generate organic traffic from content, we need to dig in deeper to find more specialized targeted terms and learn the intent of search queries around these terms.
Here in Figure 3, we enter the new term “Information Technology Services” and evaluate the suggestions that Google provides.
The top suggestion is “Information Technology Services Definition”. This may be a good place to start, but we need to do some more research on this.
Before looking into that, there is another source of good insight in Figure 3. The “People Also Ask” area of search engine results page (SERP) also gives us some related questions that searchers type into Google about the topic. This is a gold mine for creating and optimizing content. These are actual questions that people ask Google.
Googles goal is to provide the most relevant source of information for its users. This area is where they try to speed up the process for them by suggesting questions related to their query.
The question “What is an information technology service?” would be a great focus topic to build pillar content around. Pillar content will be covered a little later.
Back to the search term “Information Technology Services Definition”.
When the term is entered into the search bar, it should be typed in quotation marks. This tells Google that we are searching for this exact term.
Looking at the results in Figure 4, an SEO Chrome extension that pulls information from the Keyword Planner, we can see that there are 70 searches per month for this term.
Just below that, Google tells us that there are only 7 results for this term. This can be verified by looking at the end of the search results to see that there are really only 10 articles out there for this exact term.
What this all means is, getting an article on the first page should be relatively easy. But why stop at 1 single article?