Using the previous example of “buying a house” as the seed keyword, I’ve grouped my keywords by low lexical similarity. Within the “how to buy a house for the first time” group, there are multiple long-tail keywords that may be great inspiration for a new piece of content for my real estate agency including “what to know when buying a house for the first time” and “how much do I need to make to buy a 400k house.” I can now take that information and create a dedicated resource or a blog post that includes information on what to consider when buying a home for the first time and what the buying process looks like, including what to expect when trying to get approved for a home loan. Imagine the inspiration you can get from digging into these suggestions even further!

Before we move on to our next treasure hunt, I want to point out the Search Intent column in Keyword Suggestions as well. This column notes the primary search intent associated with the keywords listed. This is a fantastic way to identify what type of content you should create and how Google thinks people are interacting with results related to that keyword. 

For example, the majority of the keywords in the results above are identified as Informational which makes sense since they are all related to learning more about the process of buying a home. For these keywords, content like blogs, long-form content, and informational videos would be ideal.

If I adjust my filter options to look at Top Suggestions, I will see that many of the top keywords associated with “buying a home” are Transactional or Navigational — they are related to specific sites like Zillow or topics like specific buying programs. Since these keywords are about doing something or going somewhere, the type of content I create to address them should be different. I may opt to create location pages or FAQs that address these specific topics.