How To Find Powerful Supporting Content Ideas On Google Search Console

An important part of any good search optimization campaign is creating good supporting content, so you can build authority and relevance on any given topic, then internally linking between the pages.

Usually this works a bit like:

Page A > Page B

Screenshot 2019 09 20 at 21.54.13

Where A is the supporting content and B is the “cornerstone article”.

The results of this simple concept varies…


Because not all supporting content is equal.

The Relevance Factor

True supporting content has to be relevant in some way…

You’re not going to get great results linking an article about zoos to an article about football. It’s just not relevant.

The problem is that it can be hard to really tell what the most relevant piece of content is…

Especially if you’re trying to prioritize the most important pieces first.

Couple this with the fact that a lot of people still base their supporting articles around typical keyword research methods, and results are rarely as good as they can be.

This is why the results vary so much from article to article.

To me, this always represented an annoying, and problematic issue. As someone who recommends testing to solve your own problems, it was something I wanted to change.

Incidental Keywords

One of the things I do regularly at Pathtorch is spend a lot of time in Google Search Console. I use it for discovering issues, whether technical in nature or content based (such as cannibalization). 

It’s also during times like this when I’m pouring over data in the early hours of the morning, that I look for opportunities for improving my content and for discovering new content ideas.

The way I do this is with what I will call Incidental Keywords

These are the search terms that your page is ranking somewhere in the top 300 positions for, that are relevant but not necessarily specific to the page itself.

Using this analysis on cornerstone pieces of content, or “money pages” you can find dozens of good supporting content ideas.

This is because Google is showing you that they think these two things are related, and assuming they aren’t actually the same topic. Then you’ve got a new article to write about.

Note: You can use this same process to identify gaps in your content. This makes updating & upgrading your content easy!

How To Find Incidental Keywords In Google Search Console:

Step 1: Filtering The View

The very first step is to head into Google Search Console for your chosen site.

Click on Performance.

And now click to deselect ‘total clicks’.



Now you need to scroll down a bit, and click ‘Pages’. Unselecting Queries in the process.



Step 2: Selecting Your Page

The next step is to select the money page or cornerstone content piece you’d like to get supporting content ideas for.

For our example I’m going to select my /sitemap-optimization-course/ page.

Screenshot 2019 09 20 at 22.03.53


Simply click on the page you want to get more details on.


Step 3: Adjust The View

Screenshot 2019 09 20 at 22.05.40


Now that we’ve selected our page, we want to re-adjust the view back to ‘Queries’.


Step 4: Export


The next step is just a case of exporting the data.



You can do this with the download icon, pictured above, to the right of ‘search appearance’.

Note: It pays to make sure you actually have some viable candidates here before exporting by having a quick glance through if possible.


You’ll very likely find that the vast majority of the terms are just permutations, variants, long-tails etc all of the same topic.

However, you should be able to find some terms that could be built out into their own supporting content piece.



You should always try to make sure that the topic or query meaning are distinctly different enough from your future target page (money page/cornerstone article) that you won’t be cannibalizing it.

In the case above, I feel like this search term would work well as a list article displaying a few of the best practices people can take.

This is a term that the current page is ranking somewhere for, enough to the point that it has got some impressions.

And because the page is ranking somewhere for that search term, we know that Google thinks it is relevant to the page!


Using Google Search Console in this way helps you uncover dozens of potentially powerful supporting content ideas.

Repeating the process every few months, a la progressive optimization, can be a great idea. Mainly because as the page picks up more authority via the process of adding more relevant links from the supporting content you’ve already uncovered, it will usually pick up more search terms as well.

About the author:
Daniel Cuttridge, is the founder of On-Page Academy, a free facebook group and learning community for SEOs. He also runs Pathtorch, an audit agency for web businesses.

Want to learn more on this topic? We offer consultancy online and we also have many plans and courses available. Get in touch today to find out more on how we can help.


seo profile image

Craig Campbell

I am a Glasgow based SEO expert who has been doing SEO for 18 years.

  • social media icon
  • social media icon
  • social media icon

Online Courses