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That’s not even fair. Does your client realize that no one sane wants to read a blog about sand, let alone see 400 words about it? Has she tried it herself? “Likely not,” you mutter to yourself. Let’s think about this for a second.

Most people have been to a beach. They’ve taken geology courses. They know what sand is. It’s not exactly a topic of deep discussion and won’t be unless it’s found to cure cancer. With the odds of that happening somewhere between 1 and 1,000,000,000,000,000, writing about it for 400 words doesn’t seem like it can be interesting. If you’re anything like me, the following thoughts cross your mind:

3:15 p.m.


400 words.

3:23 p.m.



Everything in SEO always comes back to Facebook so that’s a good thing right? Wrong. You’re going to have to write that 400 word article about sand and you know it. It’s just getting an idea that’s the hardest part. That’s what this post is here to help you with.

How to create topics around difficult keywords

In most external SEO writing, the goal isn’t to write a detailed report about all of the boring properties of sand. This isn’t a geology lesson. Your goal is to get your post live on an external website. No site is going to accept a textbook definition of the thing. It’s just not interesting.

What story can you tell that requires sand as a background character?


The key is to write on another subject that obviously includes sand in the story. Sand doesn’t have to be the main character though. It can simply be a background element necessary for the story.

For instance, think of all the places you might find sand in Minnesota.

  1. Sandboxes
  2. Beaches
  3. Mixing concrete


Let’s play with that first idea a bit. How can sandboxes apply to parents or teachers?


You can write about ways to entertain children during summer break. You can also teach adults how to build their own sandboxes in the back yard.


For teachers, you could talk about how to treat injuries or problems related with the mixture of sand and children.

That’s three ideas for posts right there. Get started on one and write down the extra ideas to use another time.

Brainstorm with every keyword

This same brainstorming technique could be used to create topics around the most difficult of keywords. Brainstorming for ideas has even helped other seemingly bland items like salt get social. The key is to make connections, not define keywords. Find new connections with every client so the flood of ideas will never stop coming.

Jamie Bates
Online Marketing Director