Stuck for content ideas for your blog? I’m going to show you a quick and easy way to come up with topic ideas for your content hub. Actual queries and questions that your potential visitors are actually already looking for, or maybe you didn’t realise that they are searching for. This should take you no more than 5-10 minutes to get going.

For this to work relatively well, there is one prerequisite. Your website should  be getting a reasonable amount of organic search traffic. Ideally around 5000 organic visitors or more per month. A lesser amount will probably work just fine, untested though. The reason for the minimum traffic amount is; the greater amount of organic search traffic that your website receives, the number of unique search queries visitors landed on your website is (generally) far higher. As a result, the impressions triggered in Google Search is vastly expanded on.

Those impressions would likely have been for a vast variety of relevant search terms, especially those informational and question-based intent.

Google Sheets

To start I’m going to assume you have basic operational knowledge of Google Sheets (very similar software to Microsoft Excel). Next, we’re going to install a free Google Sheets add-on called ‘Search Analytics for Sheets’. Install link here:

Search Analytics for Sheets

What this nifty add-on allows you to do is retrieve in bulk every keyword and search term that your website has triggered an impression or resulted in a click. It works by connecting to Google Search Console’s API, retrieving all that valuable keyword goodness.

To find out more on how the addon works and it features, visit the publisher’s website here:

Moving on, once the addon is installed and enabled. Create a new sheet and head over to add-ons, click on ‘Search Analytics for Sheets’ and open sidebar.

Next, you’ll likely need to allow ‘Search Analytics for Sheets’ API access to Google Search Console, this is super easy to do and should only take a few seconds to complete.

Setting up the query report

The next step (once you’ve verified API access to GSC) is to set up your query report.

  • Select Verified Site -your chosen site
  • Choose a date range – (for this example I selected 3 months)
  • Search Type – leave as Web
  • Group By – select Query
  • Filter – leave as is
  • Aggregation Type – leave as is
  • Rows Returned – leave as everything (high traffic website may take slightly longer to return results)
  • Results Sheets – ideally create a new sheet, so that you never overwrite anything important
  • Click the request data button

Sorting through the query data

Now that you have pulled your query report, let’s make the data that little easier to sort and manage. Freeze the top row and turn on the filter option.

Great, we’re ready to find content and topic ideas. In the query column (should be column A), click on sort/filter dropdown. Filter by ‘text contains’ and enter a modifier word. In the example below I have chosen ‘how’. Click okay, if everything went to plan your sheet (column A) should be showing all search queries showing the word ‘how’?

The sorting order will be clicks. You’re specifically looking for search queries that how a lower amount of clicks or no clicks that are triggering impressions. Look for relevant search queries to your website’s content/topics that you may not previously thought about creating content for.

Chose a topic question modifier word

You can choose whichever question-modifier word you like. For example if you’re thinking about writing buyers guides you can select question-modifier words like; ‘best’ and ‘which’. If you’re looking for content topic inspiration on informational articles, you can choose question-modifier words such as ‘how’, ‘why’ and ‘what’.

I wouldn’t say the possibilities are endless, but I’m sure you can generate better content ideas than Answer the Public and Also Asked. The buy-in is that Google is already triggering impressions to your website. This is a super easy method to generating content ideas for your website’s blog or FAQ’s section, wouldn’t you agree? Best of all it’s free too!

Useful Usefulnesses

The usefulnesses could be to drive more organic search traffic to your website. Keep visitors engaged for longer, trigger more PAA (People Also Asked) results and go after position zero’s featured snippet.

Attract and earn links with evergreen content, grow the site’s authority. Use internal linking to help increase organic search visibility to other areas of your website’s.

The biggie, one that all content publishers should be aiming to achieve and  dominating organic search for a topic rather than purely focusing on keywords. Tip: you’ll be found for far many keywords, ranking for a topic.

Final words

Try this method out, let me know how you get on? As a bit of advice, I would also recommend that you add internal links within the new content ideas/articles that you publish. Link to your primary pages such as categories, products and lead-gen pages.

Have a play around with the ‘Search Analytics for Sheets’ Google Sheets add-on, see what other uses you can find for it? Keyword cannibalisation is a great use of the tool, I’ll talk about that in an upcoming blog post.

Here is a link to the data I used in this article: it’s from one of my personal projects, I have nothing against sharing the data. Have a mess around with the question based modifiers that I mentioned earlier in the post. Thank you for reading and feel free to share or comment below. Let me know if you need any help?