How to find blog topics your customers are searching for

Luke Meredith

Writing regular blog content can be a great way to attract more people to your website, but only if you are covering subjects your potential customers are actually interested in.

One of the biggest mistakes businesses make is choosing blog topics based entirely on what they want to talk about, rather than what people are actively searching for.

So, how can you find useful blog ideas that have a genuine chance of bringing the right people to your website?

Start with the questions your customers already ask

A good place to begin is with the conversations you are already having. Think about the questions customers ask before buying from you. What do they want to understand? What are they unsure about? What problems are they trying to solve?

Your sales and customer service teams (if you have them) and inbox can all be useful sources of blog ideas.

If customers regularly ask the same question, there is a good chance other people are searching for the answer online too. Turning those questions into useful blog content can help you reach people earlier in their buying journey.

Look at what people are searching for

Keyword research can help you understand the words and questions people type into search engines.

This doesn’t mean you should simply pick the keyword with the highest number of searches. A smaller, more specific search can often be much more valuable if it is closely related to the products or services you provide.

For example, a broad topic might attract plenty of visitors but very few potential customers. A more specific question could attract fewer people, but those visitors may be more likely to enquire or buy.

The aim is to find the overlap between what people are searching for and what your business can genuinely help them with.

Check what is already performing

Your existing website data can also reveal useful opportunities. Look at which blog posts and pages already attract organic search traffic. You may find certain subjects consistently perform better than others.

You can then build on these topics by answering related questions, covering them in more depth or approaching them from a different angle.

It is also worth looking at your competitors. If they are regularly producing content around a particular subject, there may be a reason for it. This doesn’t mean copying what they have written, but it can help you identify gaps you have not yet covered.

Write content that is truly useful

Finding the topic is only the first step. Your blog still needs to answer the search properly.

Avoid stretching a simple answer into hundreds of unnecessary words just to make the article longer. Instead, make the content clear, useful and easy to understand. Share your own experience where possible and give readers something they couldn’t get from a generic answer.

If you want help finding the right topics and creating content that attracts potential customers, get in touch with Engage Web. We help businesses with SEO (search engine optimisation) and content marketing strategies designed to increase visibility, attract relevant traffic and turn more website visitors into enquiries.

About
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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.