Broad Keyword Research
Broad keyword research covers the full range of search queries and phrases related to a topic, including related and less obvious ones. It includes both direct searches for a product and questions the audience has about the topic.
While a narrow keyword set includes only the main product-related queries that generate leads quickly, a broader set also includes informational queries, questions and comparisons. Targeting these queries attracts audiences at the upper stages of the marketing funnel, some of whom later become customers.
How to Build a Broad Keyword Set
Start with the core queries related to the product. Add search suggestions and related topics, questions such as “what is” and “how does it work”, competitor comparisons, and queries related to the audience's needs. In the final step, group everything by topic and page to determine which needs will be covered by advertising and which by content.