Find the question
Look for questions that keyword research may have missed.
For seo teams
Find out what prompted the search.
Find the questions behind the query, then decide which ones deserve a new page and which belong on an existing one.
All solutionsThe challenge
Start with the real question.
A query doesn't always tell you what someone is struggling with. Conversations can reveal why they're comparing options or where a task went wrong.
What changes
Use that context to choose which topics to cover. Check for overlapping pages before publishing, then track how the page performs.
Your workflow
How to research the next topic.
Check search intent
Read the current results alongside the conversations that prompted the topic.
Check existing pages
See whether a page you already have can answer the question.
Example
A content decision for seo teams
This fictional example shows how to check a topic before deciding what to write.
The situation
People search for a comparison, and their conversations explain why: they're worried about setup time and the work involved in switching.
What to check
Read the search results and the recurring concerns. Check whether your comparison page answers those concerns.
The content decision
Update the comparison page if the answer fits there. Create a new page only when readers need a separate answer.