Open your mind

I woke up with a bruise this morning.

My girlfriend punched me last night.

Right in the the center of my — my arm.

Guess she was sick of hearing me talk about keyword research — I kept talking in my sleep, mumbling some nonsense about keyword research and topical authority.

Literally none of that is true, except the whole me-having-a-girlfriend part.

Dubs in the chat for Kai.

She’s right though, at least this time (in this imaginary scenario).

All I’ve been talking about lately is keyword research.

Not in my sleep. But still, it’s noticeable.

Why?

Because keyword research is never finished.

Never.

When you first start doing SEO for your brand, your keyword research should have started with your products & collections, the money pages.

These keywords will drive direct revenue if they rank in the top 3 spots — that’s why they’re called money keywords.

Once you sorted that out and optimized those pages, you should’ve taken a step up the funnel, researching keywords for your blog content.

These keywords will drive traffic to your site and indirectly help your money pages rank higher — these will be question, how to, benefits of, etc - type keywords.

They are informational in nature and their function is to help your site amass topical authority.

Despite functioning in completely different ways, these two groups of keywords share a key similarity — they are not set in stone.

Keyword research for them is never complete.

Your brand will add more products & collections as it grows — this means more keywords.

More money keywords require more informational keywords.

“What if I don’t add any more products to my brand?”

First of all, dream bigger. More products means more upsells, cross sells, and oh yeah, way more revenue.

Second, even if you magically manage to never add another product to your store, your keyword research will continue forever.

Why?

Because your customer funnel is infinite.

Yes, infinite.

I cannot think of any other way to explain this besides an example, so here we go.

Let’s say I wanted to rank my collection page for “collagen powders.”

Great, my first batch of keyword research would include things like:

• benefits of collagen powder

• does collagen powder work?

• is liquid collagen better than collagen powder?

• how to use collagen powder

• what does collagen powder do?

The list goes on.

Notice anything about it, though?

Every single one of those blog keywords literally contains my exact target keyword within itself.

All of them have the word “collagen powder” in it.

These are the most immediate questions that someone asks themselves before they purchase (or don’t purchase) collagen powder.

Let’s zoom out a bit.

For those of you who don’t know, collagen supplements are known to improve skin health, reduce wrinkles & dryness by enhancing skin hydration and elasticity (anti-aging), support joint health, alleviate joint pain, prevent bone loss, aid muscle mass growth, and promote heart health.

I just listed 7 benefits — and I barely scratched the surface.

Let’s take a look at the first one: improve skin health.

I asked ChatGPT to give me 5 types of people who want to improve their skin health. Here’s what I got:

Beauty and Skincare Enthusiasts, Aging Adults, Health and Wellness Advocates, Professional Models and Actors, and Dermatology Patients.

There are more people interested in skin health, I’m limiting this for brevity.

Let’s look at the aging adults.

What kinds of content would you write to pull them into your funnel?

• does makeup age your skin?

• does alcohol age your skin?

• how to reverse aging skin?

• what causes crepey skin in old age?

• how to hydrate aging skin naturally

All of these could be tied into collagen in some way, so all of these blogs would make sense in my funnel.

There are probably 137 more keywords that I could target just on this one ICP alone: people who want to improve skin health, but more specifically, aging adults.

Think about all the other benefits of collagen and personas that exist in this funnel.

You literally cannot imagine all of the possibilities.

It’s like trying to imagine the edge of space.

You can’t — it’s infinite.

Don’t believe me?

Then tell me why sites like Healthline, WebMD, Nerd Wallet, and every other massive publishing site continue to publish topical authority content every single day.

You can’t.

Catch you next time.

Kai