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How to Come Up With Topics for Content Marketing - SEO Topical Research

Published on: December 2 2022 by Ryan Stewart

How to Come Up With Topics for Content Marketing - SEO Topical Research

How to Come Up With Topics for Content Marketing - SEO Topical Research

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00:00:00 00:00:04 happy Friday night everybody hopefully
00:00:02 00:00:06 you're doing something better than I am
00:00:04 00:00:08 I'm putting together a video toking
00:00:06 00:00:10 about how to do topical research for SEO
00:00:08 00:00:11 to hack traffic and the reason I'm
00:00:10 00:00:13 putting this together is because a
00:00:11 00:00:15 couple weeks ago I shot a video and I
00:00:13 00:00:17 was toking about how I did this hockey
00:00:15 00:00:20 stik growth and organic traffic for my
00:00:17 00:00:22 baby ear laces out and how I use topical
00:00:20 00:00:23 research as opposed to keyword research
00:00:22 00:00:26 and I got a ton of questions about how
00:00:23 00:00:27 to do that so I'm putting this video
00:00:26 00:00:29 together should show you how you can
00:00:27 00:00:32 hack that process and do it very very
00:00:29 00:00:34 quickly without a lot of skill and all
00:00:32 00:00:36 you really need is SM Rush now well then
00:00:34 00:00:38 I do this for clients I use about five
00:00:36 00:00:41 or six different tactiks to build the
00:00:38 00:00:43 content and to come up with different
00:00:41 00:00:44 plans and strategies this is one of them
00:00:43 00:00:45 I don't have time to do all of them here
00:00:44 00:00:47 I want to keep this quick so I'm just
00:00:45 00:00:49 gonna go ahead and dive right in so
00:00:47 00:00:50 you're gonna need SEM rush if you don't
00:00:49 00:00:53 have it I strongly suggest you get it
00:00:50 00:00:55 it's by far the best tool in the market
00:00:53 00:00:57 you're just gonna take your website
00:00:55 00:00:59 you're gonna put it up here and then
00:00:57 00:01:01 you're gonna go to competitors and what
00:00:59 00:01:03 we want to do is we want to find Keith's
00:01:01 00:01:05 websites that have a lot of different
00:01:03 00:01:07 keywords and topics in common with us
00:01:05 00:01:09 and I like to take the top ones because
00:01:07 00:01:11 the top websites that are ranking for a
00:01:09 00:01:14 lot of different keywords they've
00:01:11 00:01:15 established Authority with search
00:01:14 00:01:17 engines so that means they're gonna be
00:01:15 00:01:19 ranking for a ton of different keywords
00:01:17 00:01:21 and topics now we can effectively just
00:01:19 00:01:22 jack straight from so I'm gonna take
00:01:21 00:01:24 this one right here this is really the
00:01:22 00:01:26 leader in the space they crush it and
00:01:24 00:01:28 all I'm gonna do is I'm gonna come down
00:01:26 00:01:30 here to keywords and I'm gonna go to
00:01:28 00:01:32 export and I'm gonna get it in the CSV
00:01:30 00:01:34 file I'm just gonna let it download and
00:01:32 00:01:35 open it up and then I'm gonna do a
00:01:34 00:01:37 little bit of filtering and cleaning
00:01:35 00:01:39 this up so we don't need any of this any
00:01:37 00:01:42 of this stuff over here it's cool before
00:01:39 00:01:44 what we don't we don't need it I'm gonna
00:01:42 00:01:46 get rid of previous position I'm gonna
00:01:44 00:01:48 leave search volume position cost per
00:01:46 00:01:51 click and URL now I'm gonna do a little
00:01:48 00:01:53 bit of footwork here and filter this app
00:01:51 00:01:55 and basically what we want to start by
00:01:53 00:01:59 doing is getting rid of all of the
00:01:55 00:02:01 keywords over 20 I only want the the the
00:01:59 00:02:06 keywords that are ranking under position
00:02:01 00:02:10 20 so I'm going to chew less than less
00:02:06 00:02:11 than 20 go ahead and set that let's make
00:02:10 00:02:14 sure this filter I'm gonna filter this
00:02:11 00:02:15 here just to make sure that it
00:02:14 00:02:17 filtered out all the other ones okay
00:02:15 00:02:21 cool so now I have all these keywords
00:02:17 00:02:22 underneath 20 now
00:02:21 00:02:26 depending on what niche sure and I also
00:02:22 00:02:27 like to filter out search volume too but
00:02:26 00:02:31 because they've only got a couple of
00:02:27 00:02:33 hundred keywords left in here I am NOT
00:02:31 00:02:35 going to I'm just gonna leave it like
00:02:33 00:02:37 this so generally the next step out
00:02:35 00:02:39 filter out search volume and also you
00:02:37 00:02:42 know I kind of recommend you doing it
00:02:39 00:02:44 because what I'd like to do now is after
00:02:42 00:02:45 I've done one site I like to go back and
00:02:44 00:02:47 I like to get the next couple of
00:02:45 00:02:48 competitors and dump them all in here
00:02:47 00:02:49 and then filter them out for the purpose
00:02:48 00:02:52 of this video I'm only going to do one
00:02:49 00:02:54 but basically what I do with this next
00:02:52 00:02:57 is I'm just gonna copy all of this I
00:02:54 00:03:01 like to work in Google sheets because
00:02:57 00:03:02 that's just where we store everything so
00:03:01 00:03:02 I'm just gonna take that and paste it in
00:03:02 00:03:04 here
00:03:02 00:03:07 and I'm gonna do a little bit more
00:03:04 00:03:09 footwork here sorry I'm like a
00:03:07 00:03:11 psychopath when it comes to formatting
00:03:09 00:03:13 everything has to be formatted perfectly
00:03:11 00:03:14 or I just I can't my brain can't
00:03:13 00:03:17 function it's kind of disgusting
00:03:14 00:03:21 actually I have issues so I'm just gonna
00:03:17 00:03:23 get this set up just and then I'm gonna
00:03:21 00:03:27 lock these cells where you had you
00:03:23 00:03:30 freeze one room cool all right so
00:03:27 00:03:33 basically now what I'm going to do is I
00:03:30 00:03:35 am going to filter these by page so in
00:03:33 00:03:38 that in when you feel through these by
00:03:35 00:03:42 page what happens is is you can start to
00:03:38 00:03:44 see topics forming right so what I'm
00:03:42 00:03:46 gonna do here so their homepage is
00:03:44 00:03:48 ranked for a lot of stuff that's kind of
00:03:46 00:03:50 tough I'm actually gonna I'm gonna hide
00:03:48 00:03:52 this for right now because this is a bad
00:03:50 00:03:53 example actually because their homepage
00:03:52 00:03:58 just ranks for everything they just
00:03:53 00:04:04 crush it most websites don't do that so
00:03:58 00:04:05 I'm just gonna hide these you don't want
00:04:04 00:04:08 to hide there we go alright so I'm gonna
00:04:05 00:04:10 hide these the next thing I'm gonna do
00:04:08 00:04:12 is I'm just gonna look for bunches so
00:04:10 00:04:14 just so you can see these I'm gonna look
00:04:12 00:04:16 for pages that are ranking for multiple
00:04:14 00:04:19 different keywords because what we can
00:04:16 00:04:21 see here is we can start to see the
00:04:19 00:04:23 topics that Google is associating with
00:04:21 00:04:26 this page right so you look at these
00:04:23 00:04:27 things Jordan 6 we can just open this
00:04:26 00:04:29 page up
00:04:27 00:04:30 you look at this it's Jordan lasing
00:04:29 00:04:32 Jordan threes how to lace Jordan six how
00:04:30 00:04:33 to lace Jordan six ladies and Jordan six
00:04:32 00:04:36 so you can see here we're starting to
00:04:33 00:04:37 form topics so what I like to do here is
00:04:36 00:04:40 I like to make two separate column here
00:04:37 00:04:42 for a topic and of course I'm breezing
00:04:40 00:04:44 through this I usually spend a lot more
00:04:42 00:04:47 time doing this but what I'll do then is
00:04:44 00:04:48 I'll come up with different topics for
00:04:47 00:04:51 these different what I call clusters or
00:04:48 00:04:54 bunches right so I'll just highlight all
00:04:51 00:04:56 these different pages in different
00:04:54 00:04:57 colors so you can start to see them
00:04:56 00:04:59 bunch up and then what I'll do is I'll
00:04:57 00:05:03 create a common topic that exemplifies
00:04:59 00:05:09 all of these keywords okay so this one
00:05:03 00:05:11 will be like roche run shoelaces and
00:05:09 00:05:12 i'll just drag this down and then it
00:05:11 00:05:15 will capture all these keywords with
00:05:12 00:05:16 that topic okay and then what I'll do is
00:05:15 00:05:18 I'll just go down and do all these
00:05:16 00:05:20 really quickly and then what I'll do is
00:05:18 00:05:22 I move these to the next tab this is
00:05:20 00:05:23 called our topic ideation tab and I'll
00:05:22 00:05:25 just dump this in here and then what I
00:05:23 00:05:27 do is I take this topic and I actually
00:05:25 00:05:30 go to Google and I'll dump it in and
00:05:27 00:05:33 once I get into Google I take a little
00:05:30 00:05:35 bit of look around I look at I look at
00:05:33 00:05:36 search volume up here I look at what's
00:05:35 00:05:39 ranked when we zoom out a little bit I
00:05:36 00:05:41 look at what's ranking I'll actually
00:05:39 00:05:43 layer on Moz here to take a look at
00:05:41 00:05:45 overall domain Authority and page
00:05:43 00:05:47 Authority of the pages that are ranking
00:05:45 00:05:49 to just to see what topics and what
00:05:47 00:05:52 websites are ranking then I'll look down
00:05:49 00:05:54 here at searches related look at the
00:05:52 00:05:56 volume here the cost per click and I'll
00:05:54 00:05:58 start to again formulate more topics
00:05:56 00:06:01 with more keywords that I'll been dumped
00:05:58 00:06:02 into here so then what I'll do is I'll
00:06:01 00:06:06 build out this list I'll build out like
00:06:02 00:06:08 20 of these different ones based on all
00:06:06 00:06:10 the different keywords that I Jack from
00:06:08 00:06:11 here and then what I do is I start to
00:06:10 00:06:13 formulate them so I'll look at is there
00:06:11 00:06:15 enough search bar so for this one let's
00:06:13 00:06:19 say no but for this one let's say this
00:06:15 00:06:20 was a lasing Jordan sixes that was
00:06:19 00:06:23 another topic when right least in Jordan
00:06:20 00:06:25 sixes I'm gonna say yes for this and
00:06:23 00:06:28 then I look at can we compete right so
00:06:25 00:06:30 I'll look at understanding the domain
00:06:28 00:06:31 Authority and what we rank for I'm gonna
00:06:30 00:06:33 look at the overall domain Authority
00:06:31 00:06:35 kind of the average of the first page
00:06:33 00:06:38 sometimes I'll even do the I'll use the
00:06:35 00:06:39 keyword difficulty if you have Moz it's
00:06:38 00:06:41 not overly accurate for me I don't
00:06:39 00:06:43 really care for it that much but
00:06:41 00:06:45 you know and again I'll look at if
00:06:43 00:06:47 there's ads on top because if there's
00:06:45 00:06:49 four ads on top it's gonna be very
00:06:47 00:06:52 competitive so again so what I'm gonna
00:06:49 00:06:54 do here is I'll say for this one yes you
00:06:52 00:06:55 know this one it's not a growth it's not
00:06:54 00:06:58 relevant this is not enough search
00:06:55 00:06:59 volume but I'll say yes and then journey
00:06:58 00:07:04 so there's four journey stages that we
00:06:59 00:07:08 use we use viral we use Discoverer we
00:07:04 00:07:09 use consider and we use customer right
00:07:08 00:07:11 so these are four different journey
00:07:09 00:07:14 stages that that map to a funnel and
00:07:11 00:07:16 it's what this topic maps to so lacing
00:07:14 00:07:18 Jordans sixes for me because we sell
00:07:16 00:07:20 shoelaces it's important for us to get
00:07:18 00:07:22 people to the site that are looking how
00:07:20 00:07:25 to lace this certain sneaker so what I'm
00:07:22 00:07:28 gonna call this one is uh discover and
00:07:25 00:07:29 potentially even consider because we
00:07:28 00:07:31 actually sell these laces so I'm gonna
00:07:29 00:07:33 call this one consider so this is a very
00:07:31 00:07:35 valuable topic for us because it's
00:07:33 00:07:36 pretty deep in our funnel then for this
00:07:35 00:07:38 one if this is newer rewrite what I'll
00:07:36 00:07:40 do this will be new cuz I don't have
00:07:38 00:07:42 that content on my site if I do have the
00:07:40 00:07:46 content on my site I'll mark it as
00:07:42 00:07:48 rewrite okay but since I don't have it
00:07:46 00:07:49 it'll be new and then in here I'll put
00:07:48 00:07:52 in some notes and really what I like to
00:07:49 00:07:54 do in the notes section is I will look
00:07:52 00:07:55 at the top artikles that are ranking for
00:07:54 00:07:57 this so again these are all kind of
00:07:55 00:08:00 money keywords this is really better
00:07:57 00:08:03 served for content but what I'll do is
00:08:00 00:08:04 I'll look at what's ranking so I see
00:08:03 00:08:07 here and I look at to see if there's
00:08:04 00:08:12 like an exact match here so let me see
00:08:07 00:08:13 this one Jordan six laces so there's a
00:08:12 00:08:15 forum thread ranking and again so this
00:08:13 00:08:18 homepage is ranking for this which is
00:08:15 00:08:19 which is crazy so what that tells me
00:08:18 00:08:21 actually is this is a really good topic
00:08:19 00:08:24 for me to attack because if I can put
00:08:21 00:08:26 together something more robust here that
00:08:24 00:08:27 I can outrank these very very quickly
00:08:26 00:08:29 because there's not a topic that's
00:08:27 00:08:31 really matching these these YouTube
00:08:29 00:08:32 videos are pretty tough especially in
00:08:31 00:08:34 these how to's and with the YouTube
00:08:32 00:08:40 videos ranked very very well here's my
00:08:34 00:08:41 page ranking down here but I digress so
00:08:40 00:08:43 let me get back here so then what I'll
00:08:41 00:08:44 do is well after we build out a list of
00:08:43 00:08:46 topics will actually move this into a
00:08:44 00:08:47 Content calendar I do this for clients
00:08:46 00:08:49 and we'll build out all these different
00:08:47 00:08:51 things again like the different stages
00:08:49 00:08:54 here the different audiences that we
00:08:51 00:08:56 build out this is where the topic goes
00:08:54 00:08:58 Jordan six laces and now what I'll do is
00:08:56 00:08:59 I'll put in the keyword so for the
00:08:58 00:09:01 keywords I'll usually honestly I'll just
00:08:59 00:09:02 grab them from down here and I'll do
00:09:01 00:09:09 this a couple of times so this is gonna
00:09:02 00:09:11 be like should you just copy this Jordan
00:09:09 00:09:12 six laces for sale those are okay Jordan
00:09:11 00:09:14 six and laces infrared this is a
00:09:12 00:09:15 different sneaker type so I'm gonna want
00:09:14 00:09:19 to put that keyword on the page
00:09:15 00:09:24 lace lock for sale late lace length how
00:09:19 00:09:26 to Jordan six laces Jordan six shoe
00:09:24 00:09:27 laces all that stuff these were all the
00:09:26 00:09:29 different keywords that we're gonna want
00:09:27 00:09:31 to use in the competition I'll just take
00:09:29 00:09:33 the topic and again I'll use Mazda score
00:09:31 00:09:36 here I don't want to login as pin yes
00:09:33 00:09:37 I'll use that and I'll grab the average
00:09:36 00:09:40 keyword difficulty and I'll put that in
00:09:37 00:09:42 here so let's say this is like 45% then
00:09:40 00:09:44 the traffic this is just a sum of all
00:09:42 00:09:46 the keywords so we'll call this like 500
00:09:44 00:09:47 the cut and then this is the content
00:09:46 00:09:49 factor this is important so for this
00:09:47 00:09:51 this one you know a lot of these will
00:09:49 00:09:54 actually end up being skyscraper curator
00:09:51 00:09:56 round up for this one you know I would I
00:09:54 00:09:59 would probably call this expert guide
00:09:56 00:10:01 because what I'm gonna do is I'll create
00:09:59 00:10:03 a guide to how to lace Jordan Jordan
00:10:01 00:10:05 sixes right it's pretty easy and then
00:10:03 00:10:06 blog post for this one potentially even
00:10:05 00:10:08 a video actually for this one I would
00:10:06 00:10:10 definitely do a video because like you
00:10:08 00:10:11 see all these videos ranking here I can
00:10:10 00:10:12 just punch that under our YouTube
00:10:11 00:10:15 channel and get it to rank pretty
00:10:12 00:10:16 quickly and then title and then word
00:10:15 00:10:17 count author and then this is where we
00:10:16 00:10:19 pass it off so again this is alright I
00:10:17 00:10:21 create content at scale too I don't
00:10:19 00:10:23 write this crap it takes too long what
00:10:21 00:10:25 I'll do is I'll fill all this stuff out
00:10:23 00:10:27 and then I'll build it outline for it
00:10:25 00:10:29 and I'll assign it to one of my writers
00:10:27 00:10:32 they'll write a draft and then I'll
00:10:29 00:10:34 publish it so again in just a couple of
00:10:32 00:10:36 minutes here I shown you how I found a
00:10:34 00:10:39 very good topic for my for my website
00:10:36 00:10:41 very valuable exactly where it maps to
00:10:39 00:10:43 us and again this is mostly for client
00:10:41 00:10:44 stuff so that's why I was all these
00:10:43 00:10:46 extra cells so you don't need to worry
00:10:44 00:10:46 enough about that but now I want to show
00:10:46 00:10:48 you an example of something that I
00:10:46 00:10:51 published today so you can see here
00:10:48 00:10:55 published five hours ago this was for a
00:10:51 00:10:57 show called the Asics GEL light Asics
00:10:55 00:10:59 gel like 13 aces gel like five and what
00:10:57 00:11:01 I did was I wrote a guide so let me just
00:10:59 00:11:03 open this up so what again what I found
00:11:01 00:11:05 was hey there's a lot of search volume
00:11:03 00:11:07 around this stuff there's really not one
00:11:05 00:11:09 good topic around this
00:11:07 00:11:11 in everything that was it was very thin
00:11:09 00:11:15 so I went out and I put together a
00:11:11 00:11:18 really good guide and I rounded up ten
00:11:15 00:11:21 different lace swaps or laces lace ideas
00:11:18 00:11:23 for this Asics GEL light sneaker so I'm
00:11:21 00:11:25 hitting the keywords the lace swap lace
00:11:23 00:11:27 recommendations lacing ideas and these
00:11:25 00:11:29 are very very hyper relevant to the
00:11:27 00:11:32 brand because hey we happen to sell most
00:11:29 00:11:35 of these laces so again I put together
00:11:32 00:11:36 using H 2 s H 3s and a little blurb here
00:11:35 00:11:38 that the person wrote some very nice
00:11:36 00:11:40 images of course I credited the author
00:11:38 00:11:41 and then I linked to our actual product
00:11:40 00:11:42 with the product image so you can just
00:11:41 00:11:45 see I mean it's a it's a very
00:11:42 00:11:47 good-looking post but more importantly
00:11:45 00:11:52 when you look for now Asics GEL lights
00:11:47 00:11:53 Asics gel light 3 shoe laces on day one
00:11:52 00:11:55 you can see who are already ranking here
00:11:53 00:11:58 on the first page we're ranking fifth on
00:11:55 00:12:01 day one I mean five hours later so let
00:11:58 00:12:04 me see if this is ranking - yeah there
00:12:01 00:12:06 you go so and again I jacked it from
00:12:04 00:12:08 this lace up laces here in overtime this
00:12:06 00:12:10 is gonna rank much higher this is gonna
00:12:08 00:12:13 end up breaking first because it's just
00:12:10 00:12:14 a much better you know like let's look
00:12:13 00:12:17 at what they have so this is hyper
00:12:14 00:12:19 specific to one shoe and what I did you
00:12:17 00:12:21 know there's 30 words on this page it's
00:12:19 00:12:24 just not a very good result and then
00:12:21 00:12:25 when you click on here you know I have
00:12:24 00:12:28 these these shoe titles in here
00:12:25 00:12:29 semantikally marked up it just works man
00:12:28 00:12:31 it's it's just the quickest way to hack
00:12:29 00:12:34 traffic this is gonna be driving organic
00:12:31 00:12:35 traffic in no time whatsoever and not
00:12:34 00:12:37 only that but it's gonna drive value for
00:12:35 00:12:41 the brand and it's probably gonna drive
00:12:37 00:12:43 some sales for its - excuse me so that's
00:12:41 00:12:45 the that's really it that's what all I
00:12:43 00:12:47 do is one of the tactiks that I use to
00:12:45 00:12:49 generate these topic ideas is just
00:12:47 00:12:52 looking at the top websites and kind of
00:12:49 00:12:54 reverse engineering what they're doing
00:12:52 00:12:57 looking at the posts they have ranking
00:12:54 00:12:59 and then always always always doing it
00:12:57 00:13:01 better so the key here is to find these
00:12:59 00:13:04 topics so this is a great way to just
00:13:01 00:13:05 generate ideas but then also on top of
00:13:04 00:13:08 that what you want to do is you want to
00:13:05 00:13:09 layer on just better content and if you
00:13:08 00:13:11 can do that you're gonna have very very
00:13:09 00:13:15 quick results and when you do this at
00:13:11 00:13:18 scale that's when you start to see let
00:13:15 00:13:21 me just show you a brand new website
00:13:18 00:13:22 having explosive results with relevant
00:13:21 00:13:24 keywords because I'm constantly just
00:13:22 00:13:25 building this content and constantly
00:13:24 00:13:27 getting it out there and constantly
00:13:25 00:13:30 targeting the right ones finding holes
00:13:27 00:13:32 in the SERPs and attacking them so again
00:13:30 00:13:34 this is just one way to do topical
00:13:32 00:13:36 research I've got a bunch more if I put
00:13:34 00:13:37 them on the web I'm gonna have to sell
00:13:36 00:13:39 them because this is really how I make
00:13:37 00:13:41 money um but if you guys are interested
00:13:39 00:13:43 please leave me some comments below
00:13:41 00:13:45 leave me some questions I love hearing
00:13:43 00:13:47 from you guys and I'll see you in the
00:13:45 00:13:47 next video have

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