Do you have a list of keywords you'd like to rank on? In this blog post, I will cover how you can find supporting keywords, give you a couple of tools that eliminate writer's block, and provide other hopefully useful tips on how to create content around your keywords.
Digging into the keyword mine
When you pick a keyword from your list, it needs to be supported by other words that can help search engines understand what your text is about. Finding these supporting words is called "drilling down." The goal here is to find both related single words and longer search phrases that many people search for (called long-tail keywords). If you find a good long-tail keyword, it may not bring in as much traffic, but the visitors who find your website convert more easily. Conversions and sales are, after all, what puts butter on our bread.
In the webinar, I mentioned that we often use SurferSEO to find these supporting keywords, but there are other sources to draw from. The easiest way is to just Google the word and scroll all the way to the bottom of the page. There you will find a small list of related searches.
Answerthepublic is a powerful tool to achieve the same, but also includes search volume, many more phrases, and even gives its opinion on whether the keyword is good or not. You can disregard the latter, because it seems to only deal with volume.
If you are advanced enough to use Semrush, you can drill down into the word through the "Keyword Magic Tool" function. Here, you can dig for an eternity, but in return, you'll be able to find some real gems if you know what you're doing.
Planning your work
If you work as purposefully with keywords as this, you are probably interested in making a strategy out of it. And what is a strategy without planning? I have written a whole article where we build an editorial tool in Airtable, so I won't say much more about it here.
What I will say is that you should choose a tool that is easy to edit, database-based so that you don't have to make the same changes in multiple places, and can visually set up your plans. So... Airtable. Trello at a pinch. Or Miro if you like to work like this:
We have previously written about how you can use ChatGPT as a writing assistant. Getting the algorithm to write a good text requires that you understand a little about how it works and can give it useful prompts, or cues that help shape the text as you want it.
If I were to use it to write this text, for example, I would have to be quite specific, among other things, about which examples and tools it is allowed to use. It's not as funny as me either, so you wouldn't be as entertained as you are right now.
But ChatGPT is not the only writing assistant out there. One of the ones I'm testing out and so far is my favorite is Sudowrite. The advantage over ChatGPT is that the tool is specifically designed for writing longer texts and can write in many different styles. When writing in Norwegian, the robot sometimes forgets and starts writing in English, so it's not quite stable there yet. It creates text excerpts, or "cards," of up to 250 words and is as such a tool for breaking through writer's block more than one that does the job for you. And the result is often much more focused and better written than what ChatGPT can achieve.
It should be mentioned that ChatGPT is very good if you are planning other content, such as videos or social media posts. Try, for example, a prompt like "Give me a short script for a TikTok video on how to use your most important keywords." And now that we're on the subject:
Content on multiple platforms
A blog post is often the core of the content because it gives you a place where you can place CTAs and videos and link to in ads. To transform this content into other platforms, you should:
- Take note of key points in the content. This can be quotes, statistics, or brief summaries of your tips.
- Create illustrations of the tips or quotes in SoMe formats, such as this:
- Record short videos where you go through your tips, which you can share in Reels, Shorts, or TikToks.
Making content should be fun
If you're not properly motivated to create new content weekly that will attract potential customers to your website and blog, it will be very challenging to do so over time. That's why I recommend finding a way to make it at least somewhat entertaining for you. Whether it's using memes, making bad puns, or incorporating metaphors about things that interest you more, just do that. These things can even help give your brand its own voice that resonates with your customers.
Sven is part of the Experience Team in the role as content producer and project manager. He writes about customer experience, content, trends and digital marketing from his experience and creative work.