In order for your keyword research to be more effective, SEO experts recommend that you identify a general concept, rather than simply focus on looking up keywords individually. What some refer to as “niche keywords” are simply different ways that a search engine user would look up a certain question.
For example, a page can talk about a rather broad concept, such as “why do some cats act like jerks?” The same page can include niche topics related to this subject. A couple related questions it can answer include:
- Why does my cat claw furniture?
- Why does my cat seem to ignore me at times?
- Why does my cat knock objects off a table?
- How come some cats get along with other pets, while others don’t?
Various keyword explorer tools now let their users find niche topics that are related to a more broad question. These same tools will also display related keywords and their attributes, such as search volume and level of competition.
Is It a Good Idea to Optimize Pages for Multiple Keywords?
For the majority of websites, the answer would be a definite yes. An SEO strategy focused on optimizing each page around a single keyword may have worked in the past but is likely to prove to be ineffective with the way search engines rank pages today.
A page optimized for just one keyword may not address issues related to a broader concept in a way that is useful to the reader. Sites where each page is focused on a single keyword may indeed contain a lot of useful information, but it will be spread out across many pages. This results in individual pages having less authority in the eyes of search engines.
Recent studies show that one page that ranks high for a certain search query can also have good positions in search results for dozens of other queries if it contains relevant information. For this reason, a better SEO approach involves including search queries related to a page’s main topic as H2 headings.
Finding Valuable Niche Keywords
A simple way to find many keywords you can target on one page is to enter a question format query in a search engine. These will often result in a “featured snippet” appearing at the top of search results, which provides a quick answer to the question you asked. In most cases, Google will also show a “People also ask” box, which are questions that the search engine believes are related to the general topic.
These suggestions are usually variations of your original query. Select the one that you think is the most in line with what a user would look for and you’ll get a new set of “People also ask” questions appearing at the bottom of the list.
Every one of the suggestions will show a featured snippet when clicked. The idea is to find queries with low-value snippets that don’t actually provide a useful answer to the question, as this provides you with an opportunity to step in and create a page that does.
Keep track of the questions that don’t generate a good answer and put them into your favorite keyword research tool. You can now see the search volume and competitiveness for various keywords, allowing you to select the most optimal ones for your page.
You will then need to create content that gives highly relevant and useful answers to the questions. Include your keywords in the H2 and H3 tags, followed by a useful description right after the headings. Articles that are useful will get noticed by search engines and will start rising through their rankings.