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Data-Driven Topic Selection

Posted on 1.31.2013

Finding the right “angle” is only half the digital battle for content marketers. In order to expertly craft that next stellar creative work it is important to understand keyword volume, selecting topics with demand and leveraging a data-driven content development mindset.

The volume of searches conducted at search engines globally (and/or locally) should be an important factor in your keyword selection and overall optimization efforts. You’re likely familiar with the concept of long tail searches, but Web queries are far more interesting than that alone - there are also tiny head searches and fat belly searches, too. Sounds interesting right? Let’s take a closer look.

Tiny head searches are those where consumers use a very generic, high-level search term (related most often to informational query types). The word “cars” or “ringtones” are good examples as they are one word and cover quite a bit of information. Optimizing for tiny head searches in far more complex and numerous elements come into play for ranking.

Fat belly searches are the terms and phrases that we at Website Magazine routinely recommend users optimize their individual pages for as its establishes a foundation for optimizing a webpage for tiny head and long tail searches. These query types, depending on the actual volume of searches, tend to be far easier to rank a website for and provide far more value in the long term.

Long tail searches are those that while producing far less actual volume, do result (in most cases) in a user that is more interested in purchasing a particular product or finding precise information about a topic. More than anything, long tail search optimization is time consuming as the sheer number of variations of individual search terms and phrases (not to mention the link building that is required) can prove to be immense.

So how do you find out just how many searches are conducted for the search terms and phrases? Well, keyword research tools of course - and fortunately for you, there’s no shortage of them. Start first with the keyword tools provided by the two major search engines in Google and Bing, and then branch out to other providers including WordStream, RavenTools, SEOmoz, KeywordSpy and SEMRush to name but a few.

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