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

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

startTime	durationTime	text
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