How do you choose question keywords worth targeting?

Question keywords worth targeting are not necessarily those with the highest search volume. They are questions that can reach a relevant audience, give readers a reason to click through to your website, and justify the resources needed to answer them. When choosing keywords, consider search volume, search intent, competition, and the layout of the search results page together. Then weigh the cost of producing content. Low search volume does not mean low value, but a specific question is not automatically easy to rank for or likely to generate conversions.

First, check whether the people asking are those you want to serve

Search volume reflects the scale of demand, while search intent helps you assess how closely that demand relates to your business. The two need to be considered together: a frequently asked question may use words related to your product without indicating that the person asking needs your services.

Material published by Semrush in 2023 uses a watch retailer as an example: people searching for the current time are generally not considering buying a watch. So even if these questions are popular, search demand cannot be treated as potential purchase demand. This example illustrates how to choose keywords; it is not a comparison of current search volumes.

• Consider the need: Does the user simply want a brief piece of information, or are they trying to solve a problem related to a product or service?
• Consider the audience: Are the people asking part of the audience your business serves?
• Consider the potential for a purchase: Could this need lead to a future purchase, or does the question merely use words related to your product or service?

Look beyond search volume to where answers appear

The search results page affects both ranking opportunities and whether users need to click through to a website. If it already provides an answer directly, users may not need to click on any webpage, even for a popular question. These zero-click searches make it difficult to drive traffic to your website. The number of searches therefore cannot be treated as the number of clicks available.

The same material uses a question about repairing a watch strap as a contrast. Search volume for this kind of question is relatively low, but the people asking may be watch wearers who might also consider replacing their watches. If the answer requires a more detailed explanation, users may need to visit a webpage to read it. These questions are worth prioritizing only if they also have lower keyword difficulty.

Low search volume is not an advantage in itself. Review the actual search results for each candidate question to assess the competition, how answers are presented, and whether users still need to click through to a website. A lower difficulty score does not guarantee a ranking, either.

Factor the cost of answering into your priorities

Keyword selection should account not only for potential returns but also for the resources needed to answer a question effectively. For example, if a how-to question requires a video to help readers understand, check whether you have the necessary filming equipment and production capabilities, and whether the investment is worthwhile.

When comparing candidate questions, record audience relevance, search demand, reasons to click through to a website, competition, and production requirements for each one. Prioritize questions whose potential value justifies the investment and that you can answer well, rather than choosing topics based solely on search volume or difficulty scores. At Procrustes, our content services also turn questions that genuinely matter to clients into articles, with ongoing planning, writing, and updates.