News Using keyword research to inform content

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The whole point of creating content is to give others valuable information.

It doesn’t matter what industry you’re in, or what product/ service you sell… If people aren’t searching for it, there’s no point in creating the content.

It should be about creating quality content that is current or will be in the future. Incorporating keywords that add to the wider conversation, and ensuring the content is optimised for search engines.

This all stems from keywords. The words that people type into a search engine tell us everything. Whether it’s a question, or they want suggestions, or they want inspiration. However long or short, keywords give us invaluable insight into what people are thinking.


Customer Journey

No two people in the world are the same, everyone is different. So too is everyone’s experience in purchasing things. Meaning that each person’s customer journey will differ because we all have unique experiences and personalities. From an initial information search to purchase and loyalty, based on that person the path they take will differ.

That’s why it is vital to provide help, guidance, and information for each stage of the customer journey.

Let’s consider a company that sells flat pack furniture. Below is an example of some content they might create for various stages of the customer journey.



  • Awareness search: Clever furniture ideas for small apartments
  • Content: 10 space saving ideas for apartments


  • Consideration search: Is flat-pack furniture better for the environment?
  • Content: Flatpack vs pre-built furniture: Which is greener?


  • Conversion search: Cheap white wardrobe
  • Content: 7 modern wardrobe designs for under £150


  • Loyalty search: How to assemble a ‘Julia’ wardrobe
  • Content: Step-by-step instructions on how to assemble our Julia range


Keyword research


There are plenty more great websites that can help with keyword research, these are just a few!

SEMRush has a great tool called Keyword Magic Tool. This allows you to view search volumes, trends, and the average cost for that specific keyword. Plus any other similar keywords.

Google Trends (as the name suggests) informs you of the trends on Google i.e. what people are searching for and where

Answer the Public, again this gives insight into what questions around a certain keyword are


4 important things to consider when using keyword research to create content


  • What are people actually searching for, what do they want to know? Keyword research is very important here
  • What stage at the customer journey is the user at, and therefore what questions/ queries do they want answering?
  • Optimise, optimise, opitimise! SEO is so important for content, making sure that search engines can see your content and how relevant it is to the right searches


If you’d like to discuss creating content that people are searching for right now, get in touch at [email protected]

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