Find your topics
How to find the topics your customers are deciding on, check the demand with a keyword tool, read what searchers want, and test an idea before you write it.
How to find topics that bring the right people
Your best topics are the decisions your customers make before, during and after buying from you, in their own words. Where to find those decisions, how to turn them into ten to twenty topics, and when the keyword tool comes in.
Keyword research as a demand check
In topic-first SEO the keyword tool answers two questions: does anyone search for this, and roughly how many. Which numbers to trust, which to ignore, and why the difficulty score is blank for most of the keywords you care about.
Search intent: the four things people want when they search
Behind every search is one of four wants: to learn, to choose, to buy, or to reach a site they already know. Google shows you which one it believes by what it ranks. How to read the results in five minutes, and what that decides about your page.
The four-filter check before you write a page
Four questions, fifteen minutes, before any page gets written: does it touch what you sell, does anyone search for it, can an article win there, and can you add something the top ten do not have. The checklist, with an espresso example.
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