Build a Content Strategy Around Keywords

At Lillian Purge, we specialise in Local SEO Services and provide an actionable guide on How to build a content strategy around target keywords so every piece you publish is focused, relevant and optimised for SEO.

When I speak to business owners about SEO the same problem appears time and time again. Most businesses create content because they feel they should but very few create content strategically. They publish blogs when they remember to, write articles based on guesswork and hope that something eventually ranks. In my opinion hope is not a strategy. If you want SEO that produces predictable results your content must be built around keywords because keywords represent real human behaviour. They tell you what your audience is searching for, what stage of the buying journey they are in, what problems they want solved and what kind of content they expect to find.

A proper keyword driven content strategy removes the guesswork completely. You stop choosing topics randomly and instead create content that is intentionally mapped to search demand. Each page serves a purpose. Each piece of content supports a keyword cluster. Each keyword strengthens your topical authority. Google begins to understand your depth of knowledge far more clearly and rewards you with stronger rankings across entire themes rather than isolated pages.

What follows is a complete guide on how to build a content strategy using keywords. I want this to feel practical and achievable even for someone completely new to SEO. The aim is to give you a structure that you can follow step by step to produce content that ranks, converts and contributes to long term business growth.

Why Your Content Strategy Must Start With Keywords

Many businesses make the mistake of writing content first then trying to fit keywords in afterwards. This usually leads to weak rankings, scattered topics and content that fails to answer real search queries. Starting with keywords changes everything. Keywords show you exactly what people are looking for. They remove the guesswork and reveal the questions your audience genuinely wants answered.

When your content strategy begins with keywords you become far more intentional. You write what users care about rather than what you assume they care about. You discover gaps in the market that your competitors have missed. You begin to understand which topics have high competition and which ones offer easier ranking opportunities. You know which topics build authority fastest because your audience is actively searching for them.

In my opinion a keyword first approach is also the best way to create content that supports your service pages. Many businesses rely solely on service pages without building any supporting informational content. Google sees this as shallow expertise. When you use keywords to build supporting content around your services you create clusters that signal depth. This is one of the strongest ways to grow rankings sustainably.

How Keywords Reveal What Your Audience Wants

A keyword is not just a phrase. It is a window into your customer’s mind. Each keyword shows what a person wants to know, how urgently they need it, what language they use and how close they are to making a decision. If someone searches “how long does probate take” that search shows curiosity and confusion. They need guidance. If someone searches “probate solicitor Bedford” the intention shifts to action. They are ready to choose a provider. If someone searches “probate solicitor fees Bedford” they are comparing options.

This is why keyword research forms the backbone of your content strategy. When you analyse keywords properly you begin to see patterns. Certain topics contain dozens of related questions which means you can build a rich cluster of useful content. Certain keywords contain strong buying intent which means they should sit on landing pages not blogs. Some keywords carry no commercial value at all which means they should be avoided because they will attract traffic but not real enquiries.

When you know what your customers are searching for your content becomes more meaningful. It becomes a resource not a guess. In my opinion this is the difference between a content plan that works and a content plan that wastes time.

Understanding Search Intent Before Creating Any Content

Search intent is the reason behind a keyword. If you misunderstand the intent your content will not rank no matter how well written it is. Google now matches search intent with content type. If someone searches a question Google wants to display an answer not a sales page. If someone searches a high intent phrase Google wants to display service providers not educational blogs.

There are four main types of intent that should guide your content strategy.

Informational Keywords

Informational keywords are question based or educational in nature. These form the basis of your blog posts, guides and FAQ content. Businesses often ignore these because they do not convert immediately but in my opinion informational keywords are what build your authority. When you answer questions consistently you attract organic traffic, satisfy search intent and become a trusted resource. Google rewards this with broader visibility.

Commercial Keywords

These keywords show that the user is comparing options or evaluating providers. They include terms such as “best”, “top”, “reviews”, “guide” or “compare”. These keywords often require content such as comparison guides or list articles that help the user make informed decisions. Creating content for commercial queries positions your business as a knowledgeable voice in your industry.

Transactional Keywords

These keywords show strong buying intent and should always be used on service pages or landing pages. Examples include “book boiler repair Bedford” or “conveyancing solicitor consultation”. The user expects clear, concise, conversion focused content. In my experience transactional keywords are essential for enquiries and revenue so they should sit at the very centre of your keyword strategy.

Local Keywords

Local intent keywords pair a service with a location such as “hairdresser Bedford” or “roofing company Milton Keynes”. These should be used on location pages, service pages and your Google Business Profile. Local keywords are vital for businesses that serve specific geographic areas.

Understanding these categories ensures that your content strategy aligns with intent. You give Google what it expects. You give users what they came for. This dramatically improves ranking potential.

Expanding Your Keyword List Using Reliable Methods

Once you understand intent you can begin expanding your keyword list. I always recommend blending multiple sources so your keyword list reflects a complete view of user behaviour rather than relying on just one tool.

Use Google Autocomplete for Natural Phrases

Start typing your service name into Google and note the autocomplete suggestions. These suggestions come directly from real user behaviour. They represent the exact language people use when searching. This is especially useful for long tail keywords which often convert better.

Use People Also Ask for Question Based Keywords

The People Also Ask box on Google surfaces the most common questions related to your topic. These questions are perfect for blog content, FAQ sections or supporting pages. They also help you build topic clusters around your core pages because they show you the wide range of concerns users have.

Use Google Search Console to See What You Already Rank For

Search Console is invaluable when building a content strategy around keywords because it shows the phrases users already typed when they found your site. Many of these will be untapped opportunities. If you see a keyword where you appear on page two or three you can create new content or enhance existing content to climb into page one.

Use Tools Like SEMrush or Ahrefs for Keyword Depth

Paid tools are not essential but they are extremely helpful. They show keyword difficulty, search volume, competitor keywords and SERP features. This data lets you make informed decisions about which keywords are realistic and which ones require more long term authority.

Analyse Competitors to Find Keyword Gaps

Type your main keywords into Google and analyse the top ranking pages. What topics do they cover that you do not What questions have they answered What pages are missing depth Which queries appear again and again in their headings Competitor analysis reveals both content opportunities and content weaknesses.

When you combine all of these methods you end up with a keyword list that is grounded in real user behaviour and backed by data.

Mapping Keywords to the Correct Content Types

Once you have your keyword list you must map each keyword to a specific content type. This step is vital because Google expects different content formats for different keyword intents.

Map Informational Keywords to Blogs and Guides

If the keyword is a question, a curiosity based query or a research driven phrase it belongs in blog content. Informational blogs build authority and attract top of funnel users.

Map Commercial Keywords to Comparison Articles

Keywords that involve decision making should sit in comparison guides or list style content. These pages help users evaluate choices and often drive high engagement.

Map Transactional Keywords to Service Pages

If the keyword shows intent to book a service, call a business or take action it must be used on a landing page. These pages should be designed for conversions not storytelling.

Map Local Keywords to Location Pages

If you serve multiple towns or areas you should build location pages that use geographic modifiers. This helps Google understand your service areas.

In my opinion many websites fail because they map keywords incorrectly. They write blog posts for buying intent keywords or use service pages for question based queries. Matching keyword and content type correctly improves ranking dramatically.

Creating Topic Clusters for Stronger Authority

Google rewards depth not random content. Topic clusters are groups of related pages that support a central theme. They send strong signals that your website covers a topic thoroughly.

For example if your core topic is probate law you might have:

• a main probate overview page

• pages on probate fees, probate timeline, probate steps, grants of probate, common probate mistakes

• blogs answering specific questions

• FAQ sections related to probate

Each page links to each other and to the main hub page. This structure helps Google understand your expertise and dramatically increases ranking potential.

Topic clusters also guide your content planning. Instead of writing isolated posts you build groups of pages that strengthen each other. In my opinion this is the most effective long term SEO strategy because it produces compounding authority.

Prioritising Keywords Based on Business Value

Not every keyword deserves the same level of attention. Some keywords drive enquiries and revenue. Some build authority but do not convert immediately. Some bring traffic with no commercial value at all.

To prioritise keywords effectively consider:

• relevance to your core services

• ranking difficulty

• potential revenue impact

• search intent strength

• internal linking opportunities

• your ability to provide real expertise

High intent keywords for your core services should always take priority. Informational keywords support those services but do not replace them. Commercial keywords often serve as bridges between the informational and transactional layers.

A strong content strategy includes all three layers but prioritises content that directly supports business growth.

Creating Content Briefs for Every Keyword

A content brief is a structured document that outlines how a piece of content should be written. In my experience briefs help maintain quality and prevent writers from drifting off topic.

A strong content brief includes:

• the primary keyword

• secondary keywords

• target search intent

• expected word count

• page purpose

• the outline

• internal links

• competitor references

• unique angle or approach

Briefs are especially important if you outsource writing because they ensure every page aligns with your keyword strategy.

Writing Content That Uses Keywords Naturally

Once your brief is ready you can begin writing. Keyword usage should be natural and never forced. Google punishes keyword stuffing and rewards clarity.

To use keywords effectively:

• place your primary keyword in the title, H1 and opening paragraph

• use secondary keywords naturally throughout the content

• write in full logical paragraphs

• avoid unnaturally repeating keywords

• provide real examples and explanations

• include internal links where relevant

Your primary goal is to satisfy search intent. When content aligns with intent rankings improve automatically.

Building Internal Links to Strengthen Keyword Themes

Internal linking is one of the most underrated SEO tools. When you link related pages Google understands how topics connect and which pages are most important.

Strong internal linking can:

• improve crawlability

• distribute authority across your site

• strengthen rankings

• reduce keyword cannibalisation

• keep users on your site longer

Link informational content to transactional pages. Link supporting articles to the main hub page. Link content within the same topic cluster. Over time this creates a tight semantic network that improves keyword performance.

Updating Content to Protect Keyword Rankings

SEO is not a one time activity. Keywords evolve and content must evolve too. Your top pages should be reviewed every six to twelve months. Look for:

• search intent shifts

• new competitor content

• outdated information

• declining rankings in Search Console

• opportunities to expand sections

Updating content shows Google that your website remains active. Freshness plays a role in ranking especially for time sensitive topics.

Avoiding Keyword Mistakes That Harm SEO

Keyword mistakes can destroy your rankings even if your content is good. The most common issues include:

• keyword stuffing

• creating pages for keywords with no intent alignment

• choosing keywords too competitive for your authority

• splitting similar keywords across too many pages

• writing content no one searches for

• ignoring long tail queries

Preventing these mistakes ensures that your content strategy remains clean, structured and effective.

Bringing Everything Together

When I look at the entire process of building a content strategy around keywords I believe it is one of the most powerful SEO investments a business can make. Keywords reveal what users want. Content satisfies that demand. Authority grows through consistency and clarity. Over time your website becomes a strong library of knowledge where each page supports another and together they signal expertise to Google. This is how lasting SEO success is created.

We have also written in depth articles on What is Keyword in SEO? and Using keywords to optimise landing pages for conversions as well as our Keywords Hub to give you further guidance.