Wildcard Keyword Research: Discover Missing Words and Modifiers

Wildcard research is useful when you know the structure of a search but not all the words people place inside it. It turns one topic into a pattern that can expose missing audiences, actions, problems, or modifiers.

Create useful patterns

Examples include “best [tool] for *”, “how to * with [topic]”, or “[topic] for *”. Choose patterns that reflect real search jobs rather than generating arbitrary combinations.

Use it for gap discovery

Wildcards can reveal audience segments and use cases that deserve inclusion in an existing guide or, when intent is clearly distinct, a dedicated destination.

Do not publish the raw output

Filter aggressively, check the SERPs, and cluster related terms. The discovery method is designed to improve coverage, not multiply URLs.