2 builders who never spoke to each other

Find the head term with a swappable slot

The whole play rests on one phrase pattern with one or two variable words in it, so a template can generate every version. Start from the plainest thing a customer would type, harvest autocomplete and related searches, and check volume against difficulty. When the head term itself is guarded by an entrenched authority, split it along a dimension that multiplies your page count instead of fighting for it.

The method

1. 01

   Start by picking a head term, a content pattern with one or two swappable slots, so a single template can generate every variation.

2. 02

   Hunt for head terms by running a site: search on blogs that share your audience and looking for a repeating shape in their indexed URLs.

3. 03

   Do not restrict head terms to your own product category. Audience level topics your buyers search when they are not shopping for a tool like yours also work.

4. 04

   Pick a head term that matches what you sell, so the visitor arriving from search is already in buying intent.

5. 05

   Begin keyword research from the plainest term a customer would actually type, not a clever phrase - the more basic the starting point the better.

What it returned

• 3,000

  Zapier's pattern is two tool names plus the word integrations. With 3,000 tools on the platform that is 4,498,500 possible pages.

• 4,349

  EquityZen built 4,349 buy and sell stock pages for pre IPO companies, estimated by Ahrefs at 175,000 organic visits and rankings on over 80,000 keywords.

• Suggested example for Zapier: pages listing no code tools by category, aimed at no code enthusiasts rather than at automation buyers.

• Thomas Cook's research began with the single word naming one of its most-booked destinations.

Sources

• Veed, Miro and Canva's strategy in one lineHarry Dry · Marketing Examples · Veed, Miro and Canva's strategy in one line · undated
• How Chamaripa turned celeb heights into shoe salesHarry Dry · Marketing Examples · How Chamaripa turned celeb heights into shoe sales · undated
• How step by step keyword research led to an SEO goldmineHarry Dry · Marketing Examples · Keyword Research · undated
• How We Get 97,450 Users/Mo with Programmatic SEONicolás Cerdeira · failory.com · 1) Find a Head Term · undated