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Turning Research into Content

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Digital Marketing - Study Notes:

Conduct some research

We're going to do practical exercise now. And this can be for pages that already exist on your website, or maybe this could be for content gaps. This is for pages that don't exist on your site, but actually could be quite valuable to create. And what we're going to do is we're going to build a spreadsheet with the keywords that you've researched for topics.

Let's have a look at how you do that. So, in this example, this could be using Google Sheets. It could be using Microsoft Excel or any spreadsheet that you use. What I would encourage you to do is in the left column we just list the topics that you want to research.

Aa topic could actually just be, like I said before, it could be a webpage that you already have or maybe an area that's a gap that you'd like to create content for. And in the columns afterwards we want to have one P1 keyword, two P2s. And typically we probably have between three and maybe six P3 keywords.

But it can vary on the topic that you're researching. So we can see we've got the keywords that we researched in the previous slide. And then we could actually go and build this further. I would encourage you to spend some time researching the first topic.

And I would probably say maybe somewhere between 45 minutes and an hour for the very first topic. And then what you'll find is as you do more and more topics you'll probably speed up the process. So it might only take you 30 minutes to do a topic. And that's a really good thing to do. And later in the training we'll look at how you can set up keyword rankings for these keywords as well so you can see how well you're ranking before you've made any changes and also how well you're ranking after you've made changes, which we'll cover in the on-page optimization section. 

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Joe Williams

Managing Director and SEO Trainer at Zen Optimise

  • Founder and SEO Trainer at Zen Optimise with 10 years’ experience in Search Engine Optimization
  • Zen Optimise is a London-based digital marketing training company
  • SEO consultant and trainer for hundreds of small, medium, and blue chip companies including Qantas Airlines, Sky, Eurostar, EasyCruise, and Anti-Slavery

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    SEO (Search Engine Optimization)
    Joe Williams
    Skills Expert

    This module begins with the fundamentals of SEO and how search engines work. It explains why it is vital to align SEO objectives with overarching business objectives and how to use keyword and competitor research to build an SEO content plan that brings the right kind of visitors to a website. It also covers how to boost online conversions to help stand out in today’s fiercely competitive online marketplace and ensure the best possible ROI.