Blog Topics: How to optimize content for topics versus keywords

Blog Topics: How to optimize content for topics versus keywords

How to optimize content for topics versus keywords 2** Revised on 7th of June

Did you know that the average length of content in the top 10 search results is over 2,000 words?

Why is that?

Longer content is typically more valuable content.

Articles that are valuable get lots of links.

If they get lots of relevant links they will do well in search results.

We’re writing more about topics than keywords now.

What’s the difference between writing an article about keywords as opposed to a topic?

A topic is a little broader than keywords.

If you were creating content about tickets prices in sports stadiums you wouldn’t create an article for ticket prices in the upper stands, tickets prices in the seated areas, corporate tickets etc.  You’d write one piece of content about the topic ‘ticket prices in sports stadiums’.

Have a look at articles on Wikipedia.  They are very detailed articles that contain as much relevant content as possible related to the topic.

As you’re writing more about topics you’ll end up with less articles but more detail in your articles.

Google understands context better…

You don’t always have to exact matches of keywords for Google to index your content as it understand context better.

Let’s say you decide to write about the top Twitter analytics.

You’re not going to mention Twitter analytics all the time but, if you’re writing a detailed article about this topic, you’d expect to see words and phrases like: Twitter statistics, Twitter reports, retweets, shares, engagement, mentions of Twitter analytics tools etc.

So, you’re writing a post about the full topic and you consider all the keywords for that topic.

But your article is still focussed on the ‘Twitter Analytics’ keywords… i.e. your topic.

Get it?

Google gets smarter all the time, and it now understands that, when you talk about one topic, there can be lots of relevant words and phrases.

So even if you don’t have the exact match keywords Google is better at understanding what the searcher wants.

This Google search is for ‘social media class’, and you can see from the search results that Google understands that, in this context, the word ‘class’ can be swapped for the word ‘course’:

understanding the context of search terms
Google is getting better at understanding the context of search terms

What this means is that you don’t have to repeatedly use a single keyword phrase any more – it doesn’t look natural, it reads strangely, and Google doesn’t like it.  Instead, use a mixture of keywords that are relevant to your topic and Google will get the message!

Treat headings in blog posts like mini blog post titles to help you rank for themClick To Tweet

What changes with the on page optimization?

On page optimization is the process of optimizing your content on your site (i.e. a blog post) to help Google index your content.

When you create your article about a topic you naturally include lots of detail which will have lots of related terms to the core topic.   One of the ways of telling Google about the core topic is through the ‘meta title’.  This is the first line that appears in the search results.

For any other keywords that are an important part of this topic I’d generally have a sub-heading on the page which includes these keywords.  Google will look at a sub-heading as more important than content.  Think about your sub-headings like mini blog post titles.

To read more about on page optimization Brian from Backlinko has a great article – On page optimization

How do I find all the keywords that are related to a topic?

Here is a range of places to find related terms to create that ‘topic article’:

Google Keyword Planner

Google Keyword Planner allows you to enter in keywords and displays keywords that Google thinks are related, as well as related topics.

For example, if I put in ‘blog topics’ I see keywords like:

  • Blog ideas
  • Topic generator
  • Blog ideas for writers
  • Vlog topics.

Google Trends

Google used to show related searches at the end of the search results page but they have now replaced this with ads!

An alternative approach is using Google trends.  Go to Google trends and type in your topic you will see topics related to that topic and also queries.

The topic I searched for below was ‘car insurance’.

car insurance
Google trends topics

For the related queries include these are sections within your post if it make sense.


Semrush is an awesome SEO tool and if you enter in the topic you want to rank on it will show you the related keywords to this topic.  Here’s the related keywords to blog topic!

Related keywords

Google search results

When you search through Google for the topic you want to rank for Google shows you the articles it thinks are best suited for that query.  This means it’s likely these articles will have related keywords in them that you could use.


Google is looking for detailed content based around a topic, not just focussed on a particular set of keywords.  When you create great content around a topic you are more likely to get valuable links

It likes to link to high-quality, authoritative content and you can demonstrate you provide this by writing in-depth content on your topic.

Pick the right topic and you’ve a much better chance of getting ranked.

Do you ever get stuck for blog topics ideas?  Which of these ideas will you use to help?

26 Responses to Blog Topics: How to optimize content for topics versus keywords

  1. Top drawer article Ian. HUGE amount of work has obviously gone into it. Clearly not just a single day’s work. Confession: I’ve never paid much attention to keywords / SEO, but the section in this post put a spotlight on it for me in a very concise and persuasive way.
    Thanks again.
    P.S. I’m sure Google will jump at your suggestions. Panda, Penguin, Pelican, Partridge 🙂

  2. An extremely helpful and detailed article Ian. I’m a big fan of the Google [searches related to this] but now that you’ve mentioned Inbound Writer, I’ll have a go at that too.

  3. Hey Ian,

    Usually I get my ideas from other blog posts, but it’s good to know that there are topic generators just in case you get stuck in a rut. I know I have a few times.

    I’ve been seeing Google change it’s algorithm constantly for the past 5 years. Now I see that they’re more focused more so on topics and keywords expound on the topics more so than the keywords itself.

    It sounds like Inbound Writer is a great tool and would love to use, but right now it’s too pricy for me, but I definitely appreciate that you brought it up. Once I get over the hump then I’ll look more into it.

    Thanks for sharing Ian! Have a great weekend!

  4. Such a helpful article – a great refresher for anyone who consistently blogs for their company. Google does get smarter all the time, and it’s more important than ever to keep up with changing industry trends and standards. Thanks for sharing!

  5. Ian, great and useful info as always from you. Inbound Writer looks like an interesting tool; I’ll be checking it out.

    I want to mention that also has a tool that folks can use to come up with topics. It’s called Title Generator.

    Have a super weekend!
    Patricia Haag

  6. Thanks, Ian.

    I’m always on the lookout for better ways to find blog topic variations that both my clients and myself want to know about. Did you come across other tools before deciding on Inbound Writer? And what sets it apart?

    Enjoy your Saturday.

    Simon Williams

  7. Thank you. What you have outlined in this post is almost a mind mapping tool to generate blog post ideas and topics. Hubspot’s Blog Post Generator and Porten Content Ideas Generator as well as Inbound Writer seems to be incredibly useful tools. Once again thanks.

  8. Wow – this was extremely useful! As someone who is just starting my own blog, I find that coming up with original, interesting content on a regular basis can feel so overwhelming it almost stops me from doing it. This will definitely be my go-to guide when I’m feeling stuck in the future!

  9. Ian, thanks so much for this helpful article! It is just what I needed to help me with my content marketing. Your explanations are so clear and easy to understand, and the tools you suggested are definitely helpful. Much appreciated!

  10. I’m perpetually on the lookout for higher ways that to seek out diary topic variations that each my purchasers and myself wish to understand concerning. Did you bump into alternative tools before electing inward Writer? And what sets it apart?

  11. Ian, I can’t thank you enough for this post. I have been telling my team about Latent Semantic Indexing for quite a long time now and your post substantiates my ideas. Thanks once again. Sharing this one with my team!

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