Lesson 05: Keyword Research for Pillar Content

Lesson 5: Keyword Research for Pillar Content

Lesson Objectives:

By the end of this lesson, learners will:

• Understand the role of keyword research in pillar content creation
• Learn how to find high-impact keywords using free and paid tools
• Discover how to structure pillar content around strategic keywords

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5.1 Why Keyword Research is Essential for Pillar Content

Keyword research helps you identify what people are actively searching for so you can create content that ranks higher on search engines.

Benefits of keyword research for pillar content:
✅ Improves SEO rankings – Helps Google understand the topic of your content.
✅ Increases organic traffic – Targets high-search-volume keywords.
✅ Ensures content relevance – Matches user intent with valuable information.
✅ Enhances content structure – Helps organize topics into pillar and cluster content.

Example:
If many people search for “How to start a blog,” you can create:

• Pillar Post: “The Ultimate Guide to Starting a Blog in 2024”
• Cluster Posts:
  • “Best Blogging Platforms for Beginners”
  • “How to Write Your First Blog Post”
  • “Top 10 Blogging Mistakes to Avoid”

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5.2 Types of Keywords for Pillar Content

To create high-ranking pillar content, focus on three types of keywords:

Keyword Type	Example	Purpose
Primary Keywords (Main Topic)	“Content marketing”	The core focus of the pillar post
Secondary Keywords (Subtopics)	“Content marketing strategies”	Helps break down the topic into sections
Long-Tail Keywords (User-Specific Queries)	“How to create a content marketing plan for small businesses”	Targets niche audiences and attracts targeted traffic

🔹 Primary Keywords define the main pillar topic.
🔹 Secondary Keywords refine the discussion into important subtopics.
🔹 Long-Tail Keywords capture user intent and drive conversions.

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5.3 How to Find the Best Keywords for Your Pillar Content

Use free and paid keyword research tools to discover the most effective keywords.

1. Google Autocomplete & People Also Ask

• Type a broad keyword into Google Search and look at the autocomplete suggestions.
• Scroll down to the “People Also Ask” section for related search queries.

Example: Searching “SEO strategies” may suggest:

• “Best SEO strategies for beginners”
• “SEO strategies for small businesses”

These can be used as secondary and long-tail keywords in your pillar content.

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2. Google Keyword Planner (Free Tool)

• Visit Google Ads Keyword Planner (link)
• Enter a broad topic (e.g., “email marketing”)
• Look at the search volume and competition level for keyword ideas

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3. Ubersuggest & AnswerThePublic

• Ubersuggest (link) shows keyword difficulty and competitor analysis.
• AnswerThePublic (link) provides common user questions for content inspiration.

Example: Searching “content marketing” on AnswerThePublic may suggest:

• “What are the best content marketing strategies?”
• “How to measure content marketing success?”

These questions can be included as H2 and H3 headings in your pillar post.

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4. Competitor Keyword Research (Ahrefs & SEMrush – Paid Tools)

• Use Ahrefs (link) or SEMrush (link) to analyze competitor websites.
• Look at their top-performing pillar content and identify gaps you can fill.

Example: If a competitor ranks for “Best SEO Practices,” but they don’t cover “SEO for Voice Search,” you can create a pillar post covering this new angle.

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5.4 Structuring Pillar Content Around Keywords

Once you have your primary, secondary, and long-tail keywords, structure your pillar post effectively:

Section	Example Heading	Keyword Type
Introduction	“What is Content Marketing?”	Primary Keyword
Section 1	“Why Content Marketing Matters in 2024”	Secondary Keyword
Section 2	“10 Content Marketing Strategies for Small Businesses”	Long-Tail Keyword
Conclusion	“Final Tips for Successful Content Marketing”	Summary

📌 Tip: Use keywords naturally in your content without overstuffing to maintain readability.

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Conclusion & Next Steps

Keyword research is a critical first step in creating high-ranking pillar content. By using tools like Google Keyword Planner, Ubersuggest, and competitor analysis, you can find the best SEO-friendly keywords for your content.

In the next lesson, Lesson 6: Structuring a Pillar Blog Post, we’ll explore how to organize pillar content for maximum impact.