How Can You Use Related Keywords to Discover Content Opportunities?

Using related keywords to discover content opportunities is not about making a longer keyword list. It is about identifying questions that are relevant to your business, that people search for, and that are worth answering more fully. You also need to check that your website can compete for the related keywords. Start by expanding your candidate list from existing queries and related topics, then filter and group the keywords. Use search intent to decide whether to create new articles or update existing pages. Finally, review the search results and track performance. Related keywords are only a starting point for research; not every keyword deserves its own article.

Start with existing queries, not just similar wording

Queries already generating impressions or clicks in Search Console can serve as seed keywords for researching the search volume and difficulty of related terms. These queries may reveal valuable opportunities, but impressions alone do not justify the investment. You still need to confirm that they fit your website’s subject matter and your audience’s needs.

When expanding your list, consider both specific aspects of the same topic and conceptually related terms with different wording. In awoo’s example, research on “Invisalign” includes not only “Invisalign disadvantages” but also related topics such as “clear aligners” and “orthodontic treatment.” The next step is to organize these into main topics and subtopics rather than treat every keyword as a separate article idea.

Keywords that competitors rank for but your website does not can also suggest potential topics. However, a competitor’s coverage does not mean the topic is suitable for your website.

Remove unsuitable keywords before comparing demand and difficulty

In a 2019 example of a keyword research workflow, Semrush recommended manually removing irrelevant terms and keywords for products the client did not sell, then labeling the remaining keywords. This is an organizational method, not a platform rule. In practice, check the following in order:

• Business relevance: Does the keyword relate to your products, services, or the topics your website covers? Remove unsuitable terms first.
• Search demand: Compare search volumes for candidate keywords rather than planning content simply because a topic sounds interesting.
• Your website’s ability to compete: Prioritize keywords with higher demand and lower difficulty for your website, rather than chasing only the highest search volumes.

These factors need to be considered together. High-volume keywords may be difficult to rank for, and keywords that competitors rank for may not bring valuable traffic to your business.

Use search intent to decide whether to create an article or improve an existing page

People searching within the same topic do not necessarily want to accomplish the same task. For example, someone searching for “best restaurants in Milan” wants recommendations, while someone searching for “restaurants opening soon in Milan” wants news about new openings. These queries are therefore suitable for separate pieces of content. If related queries fit naturally into an existing article, add relevant sections that genuinely answer the questions rather than merely inserting keywords.

At Procrustes, our content service turns the questions clients genuinely care about into articles, with ongoing planning, writing, and updates.

Finding a type of article you can adapt to related topics does not mean you should immediately produce it at scale. A website selling moving boxes could expand from “how to pack dishes” to packing shoes, computers, or clothing. However, you still need to review the search results page for each topic to determine whether it is worth covering. Track the performance of the first few articles before deciding whether to expand that type of content.