SEO Research

SEO Research

Strategic keyword research and content planning. Use this skill BEFORE writing to identify opportunities, validate topics, and create a research brief.

When to Use This Skill

Use when:

• Planning new SEO content (before writing)
• Identifying keyword opportunities for a topic
• Validating whether a topic is worth pursuing
• Creating a content calendar
• Finding content that needs refresh
• Researching what's ranking for a keyword

DO NOT use for:

• Actually writing the content (use seo-content-writer)
• Quick social posts or newsletters
• Content that doesn't need SEO optimization

Credentials Location

Credentials are stored in Studio/SEO Article Factory/credentials/:

• .env - DataForSEO login, GA4 property ID
• ga4-credentials.json - Google service account

The Research Process

SEED → EXPAND → VALIDATE → PRIORITIZE → BRIEF

1. Seed - Start with topic/keyword idea
2. Expand - Use 6 Circles Method to find related keywords
3. Validate - Run 4 tests to confirm it's worth pursuing
4. Prioritize - Score by business value and opportunity
5. Brief - Create research brief for writing

Phase 1: Seed & Initial Research

Check Existing Content First

Before anything else, see what OpenEd already has. Check the Content Map in Studio/SEO Article Factory/Content Map.md for planned and published articles.

Keyword Research Tools

DataForSEO (credentials in .env):

• Use their API or dashboard for keyword ideas, search volume, difficulty
• Get SERP analysis for top competitors
• Check OpenEd's current rankings

Free alternatives:

• Google Search Console (if GA4 access works)
• Ubersuggest free tier
• AnswerThePublic for question keywords
• AlsoAsked.com for PAA questions
• Google autocomplete and related searches

Check GA4 for Performance Context

If GA4 service account is working:

• Top performing content (what's working)
• Declining content (refresh candidates)
• Traffic trends by topic cluster

Phase 2: Expand with 6 Circles Method

For each seed keyword, expand using 6 different lenses:

Circle 1: What OpenEd Offers

Products, services, and solutions directly related to this topic.

Questions to answer:

• What OpenEd features connect to this topic?
• What curriculum/approach categories apply?
• What tools or resources do we offer?

Circle 2: Problems This Solves

Pain points and challenges the audience faces.

Questions to answer:

• What frustrations bring parents to search this?
• What isn't working in their current approach?
• What are they afraid of getting wrong?

Circle 3: Outcomes They Want

Results and transformations families are seeking.

Questions to answer:

• What does success look like for this topic?
• What transformation are they hoping for?
• What would make them feel confident?

Circle 4: OpenEd's Unique Positioning

What makes OpenEd's perspective different.

Questions to answer:

• What do we know that competitors don't?
• What podcast guests have discussed this?
• What community insights do we have?

Circle 5: Adjacent Topics

Related areas where the audience spends time.

Questions to answer:

• What else are they researching alongside this?
• What broader categories does this fit into?
• What complementary topics should we cover?

Circle 6: Entities to Associate With

People, methods, curricula, tools to connect with.

Questions to answer:

• What specific curricula or methods relate?
• What thought leaders discuss this?
• What tools or platforms are relevant?

Expansion Patterns

For each keyword, generate variations:

Question patterns:

• What is [keyword]?
• How to [keyword]?
• Why [keyword]?
• Best [keyword]?
• [keyword] vs [alternative]?
• [keyword] examples
• [keyword] for [age/grade]

Modifier patterns:

• [keyword] curriculum
• [keyword] resources
• [keyword] for beginners
• [keyword] schedule
• [keyword] 2025
• [keyword] for [learning style]

Comparison patterns:

• [keyword A] vs [keyword B]
• best [category]
• [method] alternatives
• [curriculum] review

Phase 3: Validate with 4 Tests

Before committing to a topic, run these 4 validation tests:

Test 1: Search Volume Test

Question: Does this topic have >1,000 monthly searches across its keyword cluster?

How to check:

• Use DataForSEO or free keyword tools
• Sum volume across related terms
• If total cluster volume <1,000, this is NOT a pillar - maybe a single article

Pass/Fail:

• ✅ PASS: Cluster has 1,000+ monthly searches
• ❌ FAIL: Not enough search demand

Test 2: Market-Centric Test

Question: Is this something the MARKET searches for, or something WE want to talk about?

Pass/Fail:

• ✅ PASS: People actually search for this
• ❌ FAIL: We're talking to ourselves

Test 3: Competitive Reality Test

Question: Can OpenEd actually win here?

How to check:

• Search the keyword in Google
• Look at who's ranking in top 3

Evaluation:

• All DR 80+ sites (Forbes, HubSpot, etc.)? → Find adjacent topic
• Mix of authority and smaller sites? → Winnable with great content
• Thin content from unknown sites? → High opportunity

Pass/Fail:

• ✅ PASS: Realistic path to page 1
• ❌ FAIL: Dominated by unbeatable competitors

Test 4: Proprietary Advantage Test

Question: Do we have unique content, data, or expertise?

How to check:

• Search podcast transcripts in Content/Open Ed Podcasts/
• Check newsletter archive
• Query NotebookLM for related content

Pass/Fail:

• ✅ PASS: We have proprietary insights
• ❌ FAIL: We'd just be aggregating web content

Validation Summary

Topic: [Your Topic]

Test 1 (Search Volume): PASS/FAIL - [evidence]
Test 2 (Market-Centric): PASS/FAIL - [evidence]
Test 3 (Competitive):    PASS/FAIL - [evidence]
Test 4 (Proprietary):    PASS/FAIL - [what we have]

VERDICT: VALID PILLAR / DEMOTE TO ARTICLE / REMOVE

If 2+ tests fail, don't pursue as a pillar. Either demote to single article or remove entirely.

Phase 4: Prioritize

Priority Matrix

Score each validated topic:

Business Value (High / Medium / Low)

High: Direct path to OpenEd signups

• Commercial intent keywords
• Close to decision point
• Core offering topics

Medium: Indirect path

• Builds trust and authority
• Educational content
• Captures email subscribers

Low: Brand awareness only

• Top of funnel
• Tangentially related

Opportunity (High / Medium / Low)

High opportunity signals:

• No good content exists (category definition opportunity)
• Existing content is outdated (2+ years old)
• Existing content is thin/generic
• We have unique angle competitors miss
• Growing search trend

Low opportunity signals:

• Dominated by major sites
• Excellent content already exists
• Declining interest

Speed to Win (Fast / Medium / Long)

Fast (3 months): Low competition, we have unique data Medium (6 months): Moderate competition, comprehensive content needed Long (9-12 months): High competition, authority building required

Priority Decision

Phase 5: Gather Proprietary Sources

Before creating the brief, collect OpenEd-specific insights:

Query NotebookLM

Use the notebooklm skill to query for content:

• "What content exists about [YOUR TOPIC]?"
• "What have podcast guests said about [TOPIC]?"
• "What insights are unique to OpenEd?"

Search Podcast Transcripts

Look in Content/Open Ed Podcasts/ for relevant discussions.

Check Newsletter Archive

Query NotebookLM for OpenEd Daily coverage of the topic.

Find Internal Link Opportunities

Check existing Hub pages and blog content in Studio/Open Education Hub/ and Studio/SEO Article Factory/Content Map.md.

Phase 6: Create Research Brief

Research Brief Template

# Research Brief: [Topic]

**Date:** [YYYY-MM-DD]
**Priority:** [DO FIRST / DO SECOND / QUICK WIN / etc.]

---

## SEO Foundation

**Primary Keyword:** [exact phrase]
**Search Volume:** [monthly]
**Keyword Difficulty:** [score]

**Secondary Keywords:**
- [keyword] - [volume]
- [keyword] - [volume]
- [keyword] - [volume]

**Search Intent:** [Informational / Commercial / Transactional]

---

## Validation Results

| Test | Result | Evidence |
|------|--------|----------|
| Search Volume | PASS/FAIL | [cluster total] |
| Market-Centric | PASS/FAIL | [evidence] |
| Competitive | PASS/FAIL | [who's ranking] |
| Proprietary | PASS/FAIL | [what we have] |

---

## Competitive Landscape

**Top 3 Ranking Articles:**
1. [Title] - [URL] - [Word count] - [What they do well]
2. [Title] - [URL] - [Word count] - [What they do well]
3. [Title] - [URL] - [Word count] - [What they do well]

**Content Gaps (What's Missing):**
- [Gap 1]
- [Gap 2]
- [Gap 3]

**Our Unique Angle:**
[What makes OpenEd's take different]

---

## Proprietary Sources

**Podcast Coverage:**
- [Guest Name]: "[Key quote or insight]"
- [Guest Name]: "[Key quote or insight]"

**Newsletter Coverage:**
- [Issue #]: [Topic covered]

**Community Insights:**
- [Insight from Slack/community]

---

## Recommended Structure

**Content Type:** [Pillar Guide / How-To / Comparison / Listicle]
**Target Word Count:** [based on competition]

**Proposed Outline:**
1. H2: [Section]
2. H2: [Section]
3. H2: [Section]
4. H2: [Section]
5. H2: FAQ

---

## Internal Linking Opportunities

**Link TO this article from:**
- [Existing article URL]
- [Existing article URL]

**Link FROM this article to:**
- [Related OpenEd content URL]
- [Related OpenEd content URL]
- [Related OpenEd content URL]

---

## Meta Elements (Draft)

**Meta Title (50-60 chars):**
[Draft title]

**Meta Description (150-160 chars):**
[Draft description]

**URL Slug:**
/blog/[slug]

---

## Next Steps

1. [ ] Gather full quotes from podcast transcripts
2. [ ] Write article using `seo-content-writer` skill
3. [ ] Review and publish
4. [ ] Update Content Map with status

90-Day Content Calendar Template

For planning multiple pieces:

# 90-Day SEO Content Calendar

## Month 1: Foundation

**Week 1-2:** [Flagship Pillar]
- Keyword: [primary]
- Priority: DO FIRST
- Word count: [target]

**Week 3:** [Supporting Article]
- Keyword: [primary]
- Links to: [pillar]

**Week 4:** [Supporting Article]
- Keyword: [primary]
- Links to: [pillar]

## Month 2: Expansion

**Week 5-6:** [Second Pillar]
...

## Month 3: Depth

**Week 9-10:** [Third Pillar or Major Refresh]
...

## Quick Wins (Anytime)

- [Low-competition keyword] - [why quick]
- [Low-competition keyword] - [why quick]

## Backlog (Future)

- [Topic] - [reason to defer]
- [Topic] - [reason to defer]

Output

This skill produces:

1. Validation summary - Pass/fail on 4 tests
2. Research brief - Complete brief for writing phase
3. Content calendar - If planning multiple pieces

The research brief then feeds into the seo-content-writer skill for actual content creation.