Objective of the Chapter
To teach learners how to identify high-impact, relevant, and search-friendly topics using data-driven keyword research. This chapter provides a systematic approach to choosing topics that resonate with audiences and perform well on search engines.
Table of Contents
5.1 Importance of Topic Selection in Web Writing
Even the best-written article may go unnoticed if the topic is irrelevant or lacks search demand. Topic selection is the foundation of successful content creation.
Why It Matters:
- Aligns content with user intent
- Supports SEO goals
- Helps increase traffic and engagement
- Establishes authority in a niche
5.2 Identifying Your Niche or Focus Area
A niche defines your content scope. It can be broad (e.g., health, travel) or focused (e.g., yoga for beginners, spiritual travel in India).
Steps:
- Identify areas of interest or expertise
- Research existing content and competition
- Look for gaps or underserved subtopics
- Validate the niche using search data
5.3 Sources for Topic Ideas
1. Google Search Suggestions
- Type a keyword and observe autocomplete suggestions
2. People Also Ask (Google SERP)
- Provides real user questions
3. Google Trends
- Identifies trending topics region-wise
4. Competitor Analysis
- Use tools like SEMrush, Ahrefs, Ubersuggest to see what others rank for
5. Q&A Platforms
- Quora, Reddit, StackExchange
6. Social Media and YouTube
- Check viral posts, video comments, hashtags
5.4 Understanding Search Intent
Search intent is the reason behind a user’s query.
Types of Intent:
- Informational – “What is Ekadashi?”
- Navigational – “Wikipedia Ekadashi”
- Transactional – “Buy Tulsi Mala online”
- Commercial Investigation – “Best Gita books review”
Matching your content to intent improves relevance and ranking.
5.5 Introduction to Keyword Research
Keyword research uncovers the words and phrases people type into search engines. It ensures your content meets actual demand.
Key Metrics:
- Search Volume – How many people search it monthly
- Keyword Difficulty (KD) – How hard it is to rank
- CPC – Indicates commercial value (optional for blogs)
- Trend – Seasonal or evergreen demand
5.6 Keyword Research Tools (Free & Paid)
Free Tools:
- Google Keyword Planner
- Google Trends
- AnswerThePublic
- Keyword Surfer (Chrome Extension)
- Ubersuggest (Limited version)
Paid Tools:
- Ahrefs
- SEMrush
- Moz
- Surfer SEO
- LongTailPro
5.7 Keyword Types & Targeting Strategy
1. Primary Keyword
- Central focus of the article
- Use in title, meta, URL, first paragraph
2. Secondary Keywords
- Variations or supporting terms
- Spread across subheadings and body
3. LSI Keywords (Latent Semantic Indexing)
- Contextual terms Google expects
- Improves topical depth (e.g., “fasting”, “vrat rules”, “Hindu calendar”)
4. Long-Tail Keywords
- Longer, low-competition, high-intent
- Example: “How to perform Ganesh Chaturthi Puja at home”
5.8 Creating a Keyword Map for a Topic
Before writing, create a Keyword Map:
| Section Title | Target Keyword | Intent |
|---|---|---|
| Introduction | Ganesh Chaturthi 2025 | Informational |
| Date and Tithi | Ganesh Chaturthi 2025 date and time | Informational |
| Significance and History | Why we celebrate Ganesh Chaturthi | Informational |
| Puja Vidhi | Ganesh Chaturthi Puja Vidhi | How-to |
| Visarjan and Final Day | Ganesh Visarjan 2025 | Informational |
| Common Mistakes or FAQs | Ganesh Puja common questions | Informational |
This structure helps align your article with SEO and user needs.
5.9 Evaluating Topic Feasibility
Not all ideas are worth writing. Evaluate topics based on:
- Search demand (volume)
- Keyword difficulty (competition)
- Content saturation (how many already exist)
- Your unique value proposition (Can you offer better or different?)
5.10 Seasonal vs. Evergreen Topics
Seasonal Topics:
- Have a short window of high interest (e.g., “Diwali 2025 date”)
- Great for news sites, festival blogs
Evergreen Topics:
- Relevant year-round (e.g., “Benefits of Tulsi”, “How to meditate”)
- Ideal for long-term SEO traffic
A good content plan balances both.
5.11 Summary and Key Takeaways
- Choose topics based on real search demand and intent
- Use tools to discover high-potential keywords
- Organize keywords by priority and relevance
- Plan article structure with keyword mapping
- Evaluate feasibility to avoid content waste
Exercise for Learners:
- Use Google Trends to identify a rising topic in your region.
- Pick a keyword and:
- Find its monthly search volume
- List 3 long-tail variations
- Identify the search intent
- Create a keyword map for a blog on “Importance of Ekadashi Vrat.”
In the next chapter, we will explore Chapter 6: News Writing Techniques, including the inverted pyramid, journalistic tone, sourcing, and formatting for web publication.