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

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Credentials Location

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

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

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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

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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

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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

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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?

Product-Centric (Wrong)	Market-Centric (Right)
"OpenEd methodology"	"homeschool curriculum"
"Our approach to learning"	"how to start homeschooling"
"Why OpenEd is different"	"best homeschool methods"
Features we offer	Problems parents search

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?

Advantage	Priority
Podcast interviews on this topic	Prioritize highly
Community discussions/insights	Prioritize highly
Newsletter coverage	Prioritize
Same info everyone else has	Deprioritize

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.

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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

Business Value	Opportunity	Speed	Priority
High	High	Fast	DO FIRST
High	High	Medium	DO SECOND
High	Medium	Fast	DO THIRD
Medium	High	Fast	QUICK WIN
High	Low	Any	LONG PLAY
Low	Any	Any	BACKLOG

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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.

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Phase 6: Create Research Brief

Research Brief Template

# Research Brief: [Topic]

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

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## 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]

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## 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] |

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## 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]

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## 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]

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## 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

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## 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]

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## Meta Elements (Draft)

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

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

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

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## 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

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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]

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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.