---
title: "Keyword knowledge"
description: "What Blogged holds about the terms your market searches for, and how that feeds Topics and drafts."
updated: "2026-08-18"
verifiedAgainst:
  - packages/shared/src/knowledge.ts
  - packages/shared/src/strategy.ts
---

Keyword knowledge sits alongside product and competitor facts: what the market
is actually searching for, what those searches mean, and which of them your
product can honestly answer.

## What it informs

<PropertyList>
  <Property name="Topic selection">
    Each Topic carries a target keyword, secondary keywords, the intent behind
    the search and an estimated difficulty.
  </Property>
  <Property name="Article structure">
    Intent decides shape. A comparison query and a how to query want different
    articles even when the keyword overlaps.
  </Property>
  <Property name="Internal linking">
    Related terms are part of how link opportunities are matched to the right
    section.
  </Property>
</PropertyList>

## Keywords are not a wish list

A keyword only becomes a Topic if there is something honest to say about it from
your product's position. That is the difference between a blog that ranks and a
blog that ranks for things its readers immediately bounce from.

## Search Console

Once [Search Console](/analytics/search-console) is connected, real query data
for your own pages joins this picture: what you are actually being found for, as
opposed to what was expected.