Keyword Research Guidelines

How to Pull Keyword Research Data

Make a List of Topics

Example: Frozen Shoulder health library page

  • Make a list of relevant topics and questions based on the condition "frozen shoulder." Think of 5–10 generic topics.

  • Put yourself in a patient persona—what types of topics would your patient search that you’d want to be found for?

Brainstorm Related Keyword Ideas

Use Google SERP (search engine result page) suggestions to get keyword query ideas.

Important—You’ll want to look for a nice mix of body and long-tail keyword queries.

  • Body query ideas (2–3 word phrases) show at the bottom of the SERP under “Related Searches”

  • Longtail query ideas (phrases longer than 4 words) are under the “People also ask” section—automated search is moving to long-tail trying to deliver most relevant content.

Tip: You can also use featured snippets and ads to help find more keywords. 

Get Search Volume  

We use two platforms for keyword research data: 

  1. SEM RUSH
  2. Ahrefs 

Analyzing Keyword Research Data

  • Highlight a mix of body keywords (2-3 phrases) and long-tail keywords (more than 4 words) with high search volume. 
  • Make sure you keep user intent in mind as you search—think like a patient. 
  • Pick two shorter keyword phrases and one long-tail, if you can, when optimizing or creating new content marketing assets. 
Example of keywords related to to the term "frozen shoulder"

Adding Keyword Research to Your Webpage

Tip: include keywords in your meta title and description.