How to Find Keywords for What to Write About

A keyword is any phrase someone types into Google to find an answer, a product, or a service. "Best CRM for small business," "how to reduce churn," "freelance invoice template" — these are all keywords.

When you write a blog post targeting a specific keyword, you're giving your site a chance to appear when someone searches for that exact thing. The goal is to find keywords that:

Opinly handles the data side of this entirely. Your job is to make decisions about which opportunities to pursue.

The simplest starting point. Go to the Keywords section and use the search tool to explore any topic relevant to your business.

Type in a phrase — even just two or three words — and Opinly returns a list of related keyword suggestions. For each keyword, you'll see:

Search intent is worth paying attention to. An informational keyword (e.g. "what is churn rate") suits an educational blog post. A commercial keyword (e.g. "best churn reduction software") suits a comparison or product-led article. A transactional keyword (e.g. "sign up churn reduction tool") is better suited to a landing page. Opinly labels these so you don't have to guess.

You can filter results by difficulty, intent, and competition level, and sort by volume or difficulty to find the best opportunities.

Tip: If you're unsure where to start, search for the main problem your product solves. From there, you'll see the full range of related searches — from broad awareness terms to very specific, purchase-ready queries.

Before writing new content, it's worth knowing what's already working. The Ranked Keywords view shows every keyword your website currently appears in Google search results for, along with your current position.

This is one of the most underused research tools. It tells you:

For each keyword, you can see which page on your site is ranking for it. This helps you understand whether you need to create new content, or strengthen something that already exists.

How to use it: Sort by position and look at anything ranked 10–20. These keywords are close to page one. A well-written, focused post targeting that keyword could push you into the top 10 and meaningfully increase traffic.

You can also use the trending filters to see where your rankings are gaining or losing ground, so you know where to focus attention.

This is where things get powerful. Opinly lets you analyse any competitor's domain and show you exactly what keywords they rank for — including ones you don't.

There are two views:

Competing Keywords (Overlap) These are keywords where both you and a competitor appear in search results. You'll see your ranking position and theirs side-by-side. This tells you where you're winning, where you're behind, and where the real competition is happening.

Missing Keywords (Gap Analysis) These are keywords your competitor ranks for that you have no presence on at all. This is your opportunity list. For each missing keyword, you can see:

The missing keywords view is essentially a roadmap of what to write. If a competitor is ranking in positions 3–10 for a high-volume keyword and you have no content on the topic, that's a clear signal.

How to use it: Work through your top two or three competitors. For each one, look at their missing keywords sorted by search volume. Focus on keywords with decent volume, lower difficulty (under 40 is usually a good target for newer sites), and informational or commercial intent. Those are the ones most likely to pay off.

Once you've identified keywords you want to target, you can add them to your tracked keywords list. This tells Opinly to monitor your ranking position for those keywords over time.

Tracking gives you:

Tracking also feeds back into your content strategy. If you write a post targeting a keyword and add it to tracking, you'll see within a few weeks whether it's gaining traction. If it's sitting at position 40+, the post may need more depth, more internal links, or better targeting. If it's climbing, you know the approach is working.

Everything you discover in the keyword tools feeds directly into Opinly's content system.

From any keyword you find — whether in the search tool, your ranked keywords, or a competitor gap — you can click to add it to your tracked keywords or queue it up for content generation.

The content clusters system (covered in the content guide) is built on this keyword research. Clusters group related keywords around a topic. When Opinly generates content automatically or you generate manually, it draws from the keywords in your approved clusters.

This means good keyword research upfront pays dividends over time. The more thoughtfully you build your clusters — approving topics that are genuinely relevant and achievable — the better the content Opinly generates on your behalf.

Keyword difficulty is a score from 0–100 that estimates how hard it would be to rank on page one. Here's a rough guide:

New or smaller sites should focus on keywords in the 0–40 range to start building authority. As your site gains traction and more posts rank, you can go after harder keywords with a higher chance of success.

Don't dismiss low-volume keywords because they look small. A keyword with 200 monthly searches may bring in 20–30 visitors a month if you rank in the top three — and those visitors may be far more qualified and closer to buying than someone searching a vague high-volume term.

All keyword data in Opinly is location-specific. Search volume, difficulty, and rankings all vary by country. A keyword that's highly competitive in the US may be much easier to rank for in Australia, Canada, or the UK.

When doing research, always select the location that matches your target market. If you serve customers in multiple countries, run your research for each location separately — you'll often find different opportunities in each one.

If you're not sure where to start, here's a straightforward process:

From there, let Opinly generate content for those keywords — or use them to plan your own writing. Either way, you're starting from real data rather than guessing.