3 Keyword Research Techniques that Drive Social Engagement
Discover powerful keyword research techniques that can revolutionize your social media strategy. This article delves into methods that blend SEO insights with social trends, tapping into emotions for shareable content. Drawing from expert knowledge, learn how to combine search demand with conversation potential for maximum social engagement.
- Blend SEO Insights with Social Trends
- Tap into Emotions for Shareable Content
- Combine Search Demand with Conversation Potential
Blend SEO Insights with Social Trends
When creating content that attracts social shares and engagement, keyword research is crucial in identifying high-traffic topics and emotionally resonant keywords that can spark conversation. One strategy I used was combining SEO data with trending social topics. For example, we've used tools like SEMrush to identify long-tail keywords with strong search volume but low competition, and then we combined that with real-time social media trends to tailor content that not only ranked well but also had the potential to go viral.
One specific example was when we created a blog post about "How to Stay Productive While Working from Home" during the pandemic. We discovered that phrases like "remote work productivity tips" and "work from home hacks" had significant search volume, and they were also being widely discussed on social platforms. We then built out the content around those keywords, but we made sure to include emotionally charged language like "struggling" or "work-life balance" to resonate with people's real, daily frustrations.
The result? The content not only performed well in terms of SEO but also got shared widely on platforms like Twitter and LinkedIn, where discussions about remote work were at their peak. The key takeaway here is that when you blend SEO insights with social media trends, you can create content that not only drives traffic but also generates authentic social engagement.
Tap into Emotions for Shareable Content
When I use keyword research to create content that gets social shares and engagement, I focus on identifying topics that tap into emotions or spark conversations—things people want to share because they're helpful, surprising, or relatable.
For example, while working on content for a professional development blog, I noticed keywords around "how to deal with workplace stress" and "managing burnout" had steady search volume but also carried a strong emotional pull. I created articles that combined practical tips with real stories and questions to encourage readers to share their experiences. These pieces did well on social media because they weren't just informational—they struck a chord.
Generally, keywords tied to personal challenges, quick actionable advice, or trending topics perform well on social platforms. People want content that feels relevant to their lives and easy to pass along to friends or colleagues. So I use keyword research not just to guide SEO but to find those angles that naturally invite engagement and sharing.
Combine Search Demand with Conversation Potential
We combine traditional keyword research with social listening to identify topics at the intersection of search demand and conversation potential. For a home services client, we discovered people were searching for "energy-saving tips" but engaging with content about "surprising home energy wasters." We created an interactive checklist highlighting unexpected energy drains, which generated 3x more shares than their previous content. The key was identifying the emotional angle within the practical topic - people love sharing content that makes them feel helpful while also expressing surprise or frustration about common household issues they've experienced themselves.
