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 a significant amount of 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.
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.
Effective keyword research enhances the overall content creation process and attracts social shares and engagement on social media. Have a look at how I utilise it, along with relevant examples. First, we identify who is our target audience and what their interests are. We analyse their demographics, preferences and pain points for effective keyword research. We use tools like Google Keyword Planner, SEMrush or Ahrefs to find relevant keywords in our niche. We pick those keywords that have the perfect balance of search volume and competition. With platforms like Google Trends, we identify trending topics and find keywords that are gaining significant traction. We choose engaging topics and create compelling content such as informative articles, how-to guides, and case studies. We choose the topic "10 ways of improving productivity". How to Guides, Listicles, Current Events, Personal Stories, visual content, debatable topics and Case Studies to perform well on social media.
Owner & Business Growth Consultant at Titan Web Agency: A Dental Marketing Agency
Answered a year ago
We use keyword research to find out what our audience is actively searching for or talking about — not just on Google, but across social platforms too. Once we identify those high-interest topics, we craft content that directly answers questions, solves problems, or sparks curiosity. This approach consistently drives more shares and engagement because the content feels relevant and timely. On social media, keywords that perform well are usually tied to real-life pain points, trending questions, or aspirational outcomes. Think less about high-volume terms and more about the language your audience uses when they're trying to learn something, fix something, or improve their lives. The sweet spot is combining relevance with emotional pull — that's what stops the scroll. Thank you.
When creating content designed to attract social shares and engagement, I start with keyword research focused on trending and conversational topics within my niche. For example, I use tools like Google Trends and social listening platforms to identify keywords that people are actively searching for and discussing on social media. Recently, I noticed "sustainable living tips" gaining traction, so I created a series of blog posts and infographics around that theme, incorporating long-tail keywords like "easy sustainable habits" and "zero waste lifestyle hacks." These keywords helped the content appear in relevant searches and sparked conversations online. Topics that perform well on social media tend to be timely, relatable, and actionable—people want to share content that feels useful or inspiring. By aligning keyword research with audience interests and current trends, I've seen a significant boost in both shares and engagement.
At Zapiy, we use keyword research to guide our content strategy and ensure it's optimized for both search engines and social media engagement. One effective method is identifying long-tail keywords and topic clusters that are highly relevant to our target audience. For example, when we created content about marketing automation for small businesses, we discovered that terms like "best marketing automation tools for startups" had both solid search volume and were actively discussed on social media. We focus on content gaps—areas where valuable content is missing but there's growing interest. By targeting these niches, we can create blog posts that serve both SEO and social media needs. For instance, a guide on how to automate social media with a limited budget was both a high-ranking post and highly shareable on platforms like LinkedIn and Twitter. In addition, we tap into seasonal or event-based content, aligning our posts with trending topics or industry events to boost engagement. Keywords that address common challenges (like "how to solve X problem") often resonate more deeply, encouraging shares. Ultimately, the key to social engagement through keyword research is ensuring your content offers real value while aligning with the topics people are actively discussing online. This strategy has helped us create content that not only ranks well but also sparks social shares and engagement.
We use keyword research for social media by looking for what's currently sparking conversation, not just high search volume. We want to tap into existing dialogues and curiosities. For example, we might see people discussing "common workplace misunderstandings." Instead of a dry article, we'd use that insight to create a short, relatable quiz like "What's Your Communication Style at Work?". This type of content is inherently shareable because people are curious about themselves and want to compare with others. Topics that resonate emotionally, offer quick, valuable insights, or are framed as intriguing questions tend to perform well. Think about keywords around "surprising facts," "common mistakes," or "future trends in [industry]." These often hit a nerve and encourage people to share and discuss.
We use keyword research not just for SEO, but to test topic demand. For example, "door-to-door pest control sales" had a surprising search volume. So we created a podcast episode around that and promoted it with a hook that resonated: "How this pest control company grew to 18,000 customers with door knocking." Tactical, behind-the-scenes content like that performs well on social because it taps into curiosity and industry-specific challenges. Keywords that signal a strong opinion, success metric, or real-world process tend to drive the most shares and engagement.