This tutorial will show you just how easy it is to find subject ideas for great content by using
your keyword research. The secret is in narrowing down your results with specific search
operators, utilizing helpful features on Google and Topsy, and organizing all the information in
your Content Inventory Document.
STEP 1. REORGANIZE YOUR KEYWORD RESEARCH
In a previous tutorial on building sales pages, we took keywords and organized them into
categories using tabs on the bottom of the Content Inventory template.
We then broke out the sales pages and placed them in a top section of the template colored
green while placing additional information for subject ideas below that area in a separate color.
To successfully use this tutorial, your keyword research must be set up in the format described
above. If your keyword research does not look like this, please watch/review the tutorial on
creating sales pages. You will find a link to it on our website. Once your keywords are in the
proper format, you can then proceed with this tutorial.
STEP 2. USE SEARCH OPERATORS
Using specific search operators in Google can help narrow down keyword search results and let
you find exactly what you’re looking for. (It might be helpful to review our tutorial on using
search operators before you proceed.)
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The keyword “kitchen remodeling” is very broad and will give you many pages of results such as
kitchen remodeling guide, kitchen remodeling tips, etc. Narrow down your results by using
search operator such as “intitle” and another specific word. For example: “intitle: ‘kitchen
remodeling guide'” will produce 4,000 results of documents with kitchen remodeling guide in
the page title.
Using search words like “guide” or “tips” generate fantastic results. People most often are
searching on these words to find a trusted source of information and will buy from these
Specific search criteria can also show you guides written by your competitors which you can use
to create your own content ideas. In this case, “kitchen remodeling guide” can generate topic
ideas such as tile repair, cost saving kitchen upgrades, efficient kitchens, etc.
Add this information to your Content Inventory Document (found on the On Page Inventory
template) to organize your ideas by subject, content, format, etc. You can also add URL links to
have handy examples of what you want to create.
This search operator will further narrow your results to just PDF documents. For example,
“intitle: ‘kitchen remodeling guide’ filetype:pdf” will find only PDF documents that have kitchen
remodeling guide in the title.
Why use just PDFs? These documents usually contain very good and very specific information
on certain topics. They can help you develop content ideas on specific details such as when
building permits are required in your particular city or state or when electrical code plans must
be submitted. You’ll find many ideas you can use for your particular business or industry.
Add what you find to your Content Inventory Document and note in the “Content” column
what type of format you’ll use when creating your content. Remember that instead of just a
blog you can create videos, images, infographics and more. Be creative.
STEP 3. CATEGORIZE BY SPECIFIC SUBJECT IDEAS
It can also be helpful to categorize your subject ideas in your Content Inventory Document. If
you will be writing about construction claims management in Colorado, create this as a
category and under it list questions/content you find in PDFs or articles about specific areas such as liens in Colorado. Even if this information is about other places, it can still be used to
create information for Colorado lawyers. You could also create an entire resource section just
on liens. The possibilities are endless.
Rather than just putting content into the template randomly, organize the information into
subjects and sub-categories so you can create very detailed subject ideas. Then when you go
back to create your content, you’ll have specific ideas to run with for articles, interviews or
whatever format you choose.
STEP 4. USE GOOGLE BOOKS
This site lets you search and review books online, which can help generate great content ideas.
When you type in your specific keyword like “kitchen remodeling” you’ll be able to preview
excerpts of the book including chapters and the table of contents which can generate subject
Of course, we’re not telling you to plagiarize. Simply put the source into your Content Inventory
Document, reorganize it as describe above, and then decide how you’ll create your content.
TIP #1: STAY ORGANIZED
Using keyword research for subject ideas is so much better than just doing general research.
You will develop more specific ideas and you find enough information to plan out your content
for upcoming months or years.
The key is to make sure your keyword research is organized and formatted correctly on your
Content Inventory Document and that it’s kept up-to-date.
TIP #2: CHANGE SEARCH TERMS FOR BETTER RESULTS
As you continue using keyword research for content ideas, you may discover that you keep
finding the same keywords popping up in your page titles: pictures, ideas, do-it-yourself, design,
If this happens, you need to change your Google search term. For example, change “kitchen
remodeling” to “kitchen remodeling ideas.” You will get new and different results that will
generate better subject ideas. You can also try making one keyword into more for the same
results, i.e. change “remodeling” to “kitchen remodeling.”
TIP #3: USE GOOGLE ALERTS
This particular site will send you an email every time your keyword is mentioned in an online
publication. If you type in “kitchen remodeling ideas” you will receive an email with links to
information or new articles that have been published on that topic.
With this information you can also track what your competitors are doing and can stay on top
of ideas and trends being developed. You can be very specific or very broad.
If, for example, you are a bankruptcy lawyer, type in “site:” followed by the URL of a
competitor’s website to be notified when information is added to or published on that site. You
might also try “site: cnbc.com” for broader information on a subject.
TIP #4: TOPSY
Topsy is a site that will search Google+ and Twitter for information and ideas. To continue our
kitchen remodeling example, using this keyword in Topsy will show you what people have been
tweeting on this topic. You might find a link, article, update or some other content that will
generate more topic ideas.
If you type in a competitor’s website, you can track the content they produce and/or when their
site is mentioned online so you can stay abreast of current topics.
The information you find on Topsy will have been recently published and is organized both by
comments and by popularity.
To successfully create on-going content ideas from your keyword research, follow these steps:
- Re-organize the keyword research on your Content Inventory Document.
- Place search operating terms in front of keywords typed into Google for more specific search results.
- Look for specific subject ideas around your keywords and organize results into categories and sub-categories on your Content Inventory Document.
- Use Google Books to find even more subject ideas.
- Change your search terms if you keep seeing the same keywords in your search results.
- Use Google Alerts and Topsy to be notified when your keywords are published anywhere online.
Using keyword research is one of the most effective ways to develop subject ideas for future
content. The use of search operators and auto-notification sites will help you quickly and easily
find specific topic ideas, and with a little creativity these can be turned into on-going subject
ideas for blogs, videos, or any other format.