The best blog posts you can write will be something YOU specifically know a lot about. Being too technical is not bad, being technical is great. We want to build our authority and to do that we need to prove our talents.
The Topic Bank rule
Start here with the Topic Bank (this topic bank is a collection of blog post topics created based on keyword research.)
You can either:
- Pick a blog post topic from the bank based on your expertise and write it.
- Use the topic bank as inspiration to come up with your own blog post topic based on your expertise.
Topic Bank columns that make picking easy
This is how the topic bank is organized and how it should be used.
| Column | What it means (plain English) | Why it matters |
|---|---|---|
| Primary topic | Main topic the blog will cover. | Help focus your content on a topic |
| Primary Keyword | The main search phrase someone would type into Google to find this article. | Keeps each post focused on one main query, reducing keyword cannibalization and improving ranking potential. |
| Title | A title that follows our title guide | Improves your click through rate (CTR) |
| Who should write | Categorizes the blog post by expertise | If you’re a developer you can filter and see topics related to your expertise |
| Intent | The type of search intent behind the topic. Whether someone is trying to learn something, compare options, or hire help. | Google ranks pages that match what the searcher wants. If someone is trying to learn and your article tries to sell a service, it won’t rank well. |
| Potential Pillar Page | Lists pages that we can create in the future that the blog could link to. | Improves internal linking. |
| Why this exists | Just explains the purpose of the blog | Helps content writer understand what they are writing |
Minimal keyword research (only when adding topics to the bank)
Use keyword research only if you are adding new rows or validating a new service/guide idea.
A minimal, non-overwhelming approach:
- Start with the blog idea or title you want to write. You can learn about best practices for writing titles here.
- Ask: what would someone type into Google to find this?
- Turn that into your primary keyword.
The primary keyword is the main search phrase someone would use to find the post. Each blog post should focus on one main search phrase. - Search that keyword in Google.
- Quickly check the results to confirm:
- Articles exist (people are searching for it)
- The results match the same topic you want to write about
- Or if there are no articles you can also check search volume using these (each have a daily limit so choose wisely):
- Ask: can we add real experience or insights beyond what’s already ranking?
- If yes → add the idea to the Topic Bank.
- If not → adjust the angle or choose a different keyword.
Cannibalization warning (simple)
Do not create two pages that target the same “job to be done” query. If two pages answer the same searcher goal, they compete.
This is why “one page, one primary keyword” is the default execution model.
