When creating content, you can't avoid keyword research, but many people approach keyword research by first coming up with a batch of keywords and then checking whether anyone searches for them. The order should actually be reversed—first see what words users would use to search, then decide what to write. This article covers several keyword research methods based on search intent.
Start by distinguishing search intent
For the same topic, user searches often fall into several categories. Some are looking to understand, such as "what is an official website for"; some are comparing, such as "which of A and B is suitable for small and medium-sized enterprises"; and some are ready to act, such as "Xi'an official website development quote". The content formats corresponding to these types of keywords are completely different: informational keywords are suited to educational content, comparison keywords are suited to side-by-side explanations, and action keywords should directly provide solutions and contact information. The first step in keyword research is to separate them.
Long-tail keywords are often more worth pursuing
Head terms are highly competitive, and it is hard for small and medium-sized enterprises to rank for them, but around head terms there are many more specific long-tail keywords—keywords with a location, an industry, or a specific question. These keywords have low search volume, but their intent is clear, and they convert better. A practical approach is to combine head terms with modifiers: location plus business, industry plus scenario, problem plus solution. Then filter the combined keywords again, keeping only those that people actually search for and that are relevant to the business.
Treat customer questions as clues
Keywords are not only in tools; they are also in everyday communication. The questions sales reps are asked, the frequent inquiries customer service receives, and the wording customers use on the phone are all ready-made sources of keywords. The advantage of these keywords is that they are real—they are spoken by customers in their own words, and they are closer to what is typed into the search box than industry jargon.
Build a content system around the topic
After keyword research, don't rush to write about each one; instead, categorize them first. Around a core topic, divide related keywords into primary keywords, scenario keywords, and question keywords, and map them to different pages on the website. The value of doing this is that search engines can more easily understand what the website is good at, and visitors coming in through any entry point can also find adjacent content.
Review regularly
Keywords are not fixed once chosen. Industry trends change, user wording changes, and keywords that were once effective may gradually stop being searched for. A more practical approach is to review once a month or once a quarter, see which pages bring traffic and which keywords have not gained traction, and then decide whether to add or adjust.
The process of keyword research is essentially a process of understanding customers. If you do this solidly, what to write and how to write it later will become much clearer.