Optimizing your website for questions queries is a great way to 1) grab some longer tail rankings/traffic 2) find searchers who are low in the funnel for your product and 3) create content which may be commonly searched via voice search (which is the fastest growing type of search right now). Here are some sample question queries:
- how much time does it take to learn digital marketing?
- how to learn digital marketing online?
- what is the best way to learn online marketing?
You get the point. We are trying to figure out the specific question queries related to a keyword theme of our choosing.
In the short post and video, we’ll cover a great way to very quickly research your keyword themes and find related questions queries. And once you find these queries, you can either “beef up” existing related content with FAQs OR create completely separate posts if the questions warrants it.
Keyword Research Scenario
For this tutorial, let’s assume that we own a website which teams people digital advertising (which we at LDA do!) and want to see what types of questions are commonly search related to our keyword theme (which we also do!). Our goal in the keyword research process is to find trending topics which people are searching for related to learning marketing. Once we find these question queries, we’ll look at volume estimates, competition, PPC costs, etc.
How To Research the Search Volume of Questions
First, we’re going to leverage a great freemium keyword tool called Mangools. Haven’t heard of it? We hadn’t either until recently but it’s the best tool we can find for this. It’s free to try, and paid to really dig in.
Step 1: Type your keyword theme
In this step, we’ll access the keyword finder tool and will toggle over to “questions”. Then we will enter the keyword learn marketing.
Step 2: Review the results
In step 2, you’ll get a typically comprehensive list of each question keyword. With each keyword, you can get search volume estimates, PPC estimates (estimate cost per click if you’re buying ads), competition estimates (although this is limited without a paid version of the tool.
Step 3: Create content your silo
Not that you know which questions are common related to your keyword theme, it’s time to create content. You can consider creating FAQs or writing entire posts/pages aimed at helping answer these questions. We typically use this process as support for an existing content silo (keyword theme which we’re trying to rank for) but there are other uses as well.
What Are the Benefits of SEO for Question Queries?
Admittedly, we’re biased on this topic. Learn Digital Advertising uses and abuses this strategy to help answer common digital marketing questions. We research questions and write tutorials all the time. What we’ve learned (in full transparency) is that question queries often convert very well. The searchers are commonly mindful, have some research under their belt, and with the right content, ready to convert down the funnel.
- Benefit 1: Long tail, often easier to rank for
- Benefit 2: Future proof as voice search because the norm, not just the “new thing”
- Benefit 3: Short tail silo support: Questions are great support content to link up to your shorter tail content. In this post for example, you’ll see that we link up to our Mangools review page which we just created to give it a “boost”.
Rick Maggio brings over 15 years of tactical, hands-on experience managing digital advertising campaigns both small and large. Rick has worked in agency-land and on large in-house marketing teams and loves sharing his extensive experience with the LDA community.