Keyword Research & Content Gap Analysis for Content Pipeline Planning

This page is process documentation, not a results case study. The case studies on this site show a before and after; this one shows the workflow that sits ahead of the after, the way I turn a single seed keyword into a mapped, prioritised content pipeline.

The example is Prague Castle, one of the ticketing microbrand sites I worked on at Headout (praguecastletickets.com). It is a real pipeline, not a demo: 25 pages, each mapped to a focus keyword and search volume, tracked through to live.

I started with ten seed keywords across three research batches: the core term, its obvious variants (tickets, tours, history) and the landmarks inside the castle complex itself, from the Picture Gallery to St Vitus Cathedral.

Google Keyword Planner gave monthly search volume, competition and year-on-year trend for each variant. Ahrefs added the competitor and SERP picture: who already ranks, and where a page has a realistic shot at moving up rather than fighting an entrenched result.

Cross-referencing that against the existing site turned up the content gaps: high-volume terms with no page built for them, and low-competition terms worth an early, easy win. Clustering grouped the surviving keywords into one landing page and a set of shoulder pages, each with its own focus keyword rather than competing with the landing page for the same one.

Every page then got a priority tier from search volume and ranking difficulty, and a build status. Both are tracked through a Google App Script sheet rather than a static list, so status is one lookup rather than a re-audit.

16 of the 25 pages are live, 5 are in progress and 4 are pending, grouped here by priority tier.