Topic research works one level above keywords. It asks which subjects your buyers need to understand, then breaks each into questions and searches. It keeps a content plan coherent and not a scatter of unrelated posts.
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A simple process
- List the problems your product solves
- Group them into a few core topics
- Collect the questions buyers ask on each
- Check search results and demand for the questions
- Assign each question to a page type
Link it to the business
Prefer topics where your product has a natural role. Traffic on topics you cannot tie to your product rarely turns into customers.
Common mistakes
Starting from tool exports
Raw keyword lists lack the buyer context that topic research supplies.
Frequently Asked Questions
Topic research decides what to cover. Keyword research finds the exact searches within each topic.
Keep reading
- Keyword Research: Keyword research is the work of finding the searches your buyers make, judging what each is worth, and deciding which ones to build pages for.
- Topic Cluster: A topic cluster is a group of related pages around one subject: a broad pillar page linked to detailed pages on each subtopic, all linked to one another.
- Topical Authority: Topical authority is the idea that a site covering a subject thoroughly and well is treated as a reliable source on it. It is a concept, not a metric.
- Content Pillar: A content pillar is one of a few broad themes a company commits to covering in depth, chosen because it links buyer problems to what the product does.
- Alternative Keywords: “Alternative” keywords are searches like “Mailchimp alternatives” from people looking to replace a product. They often signal dissatisfaction and high intent.
- Best Keywords: “Best” keywords are searches like “best CRM for startups” where buyers want a ranked shortlist. Results are usually roundups from publishers and review sites.
- Branded Keywords: Branded keywords are searches that include a company or product name, such as “Acme pricing”. They signal strong intent and need their own tracking.
- Click-Through Rate: Click-through rate is clicks divided by impressions: the share of times your result was shown that someone clicked it. Position and SERP layout drive it heavily.
