Its not what they say, its what they ask: Keyword research with question data





Blog Date

May 27, 2024


UK, Manchester

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Its not what they say, its what they ask: Keyword research with question data

The Eureka Moment

I’ll never forget the day I had my “eureka” moment about keyword research. It happened while I was scrolling through the endless sea of search suggestions on As an SEO specialist at MCR SEO, a top-notch digital agency in Manchester, UK, I was tasked with finding the perfect keywords to optimize our client’s website.

But as I sifted through the generic, high-volume keywords, I realized something crucial – they weren’t telling the whole story. Sure, those broad terms might attract a lot of traffic, but were they really the ones our clients’ customers were searching for? Were they the questions that kept people up at night, the queries that drove them to seek out solutions online?

That’s when it hit me. The true power of keyword research lies not in the words people use, but in the questions they ask. And that’s exactly what I set out to uncover.

The Quest for Question-Based Keyword Research

From that day on, my approach to keyword research underwent a complete transformation. Instead of focusing solely on the most popular search terms, I started digging deeper, analyzing the question-based queries that were hiding in plain sight.

I scoured the internet, scouring forums, social media, and Stack Overflow discussions for the real questions people were asking. I pored over Reddit threads and industry blogs, uncovering the hidden gems that traditional keyword research often overlooked.

And let me tell you, the insights I uncovered were nothing short of game-changing. Instead of targeting broad, generic terms, I could now zero in on the specific questions and pain points that our clients’ customers were wrestling with. From “How to optimize my WordPress site for SEO?” to “What are the best free SEO tools for small businesses?”, the question-based keywords opened up a whole new world of content opportunities.

Putting Question-Based Keyword Research Into Action

Armed with this newfound knowledge, I set out to put my question-based keyword research strategy into action. I started by compiling a comprehensive list of the most common questions and queries related to our clients’ industries. Then, I analyzed the search volume, competition, and intent behind each one, prioritizing the ones that would provide the most value to our clients’ customers.

Next, I crafted a series of in-depth, engaging articles that directly addressed these pressing questions. Gone were the days of generic, keyword-stuffed content. Instead, I focused on creating genuinely helpful, human-centric articles that offered real solutions and insights.

And the results? Well, let’s just say they spoke for themselves. Our clients’ websites saw a significant boost in organic traffic, with a marked increase in qualified leads and conversions. The users who found our content weren’t just passive readers – they were actively engaged, eager to learn and explore the solutions we had to offer.

The Power of Question-Based Keyword Research

As I reflect on my journey, I can’t help but marvel at the transformative power of question-based keyword research. It’s not just about finding the right keywords – it’s about understanding the true intent behind the searches, and crafting content that speaks directly to the needs and pain points of your audience.

Think about it this way: when you’re searching for something online, do you typically just type in a generic keyword and hope for the best? Or do you find yourself asking more specific, question-based queries, hoping to uncover the information you’re really looking for?

The same principle applies to your audience. By focusing on the questions they’re asking, you can create content that truly resonates with them, building trust, authority, and ultimately, driving the results that your clients crave.

So, the next time you’re tasked with keyword research, don’t just look at the numbers – dig deeper, uncover the questions that are driving your audience, and use that knowledge to create content that leaves a lasting impact. It’s not what they say, it’s what they ask. And that, my friends, is the key to unlocking the true power of SEO.

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