SEO Ranking – Finding Your Content Opportunities
Using keyword data and analytics to find new content opportunities
If you’ve been writing or conducting SEO on the same site for a while, you know that keeping the content and ideas fresh can be challenging. By analyzing keyword strengths, weaknesses, opportunities and potential threats that could result from a site update, you can form a content strategy that is fresh and successful. Using data to look for new content opportunities will help you maintain your site’s status and ranking.
Using Keyword Performance Data for Content Opportunities
Use tools like SEMrush to identify keyword positions and pages you’re currently ranking for. By understanding your existing positions (or lack of) and the type of content ranking in the corresponding results, you can get an idea of your top performing pages, content driving the most traffic and where you have gaps and content opportunities. This is how you can begin to identify where your strengths and weaknesses lie.
Monitor Landing Page Performance
Use your keyword data to break each page down by terms and positions associated to each term. Looking at your pages in this way will help you determine which pages currently do the best job targeting your core terms, while also matching searcher intent. Go a step further and look into:
- Organic traffic to the page
- Conversion data
- User Flow
- Bounce rate
If a page is ranking for your target keywords but isn’t driving conversions or isn’t driving your target audience down the funnel, consider alternate approaches to your content.
Understanding Searcher Intent
Google is becoming better at machine learning. Instead of ranking sites for “authority”, Google is beginning to rank sites higher that provide the best answer to user queries. By conducting searches, and monitoring results, you can start to understand the types of content Google is pushing to the top of search result pages. It can also help you better understand user intent. Consider all of the following when monitoring search results:
- The types of results – graphs, answer box, local listing, images, etc.
- Types of sites – news sites, business sites, blog posts
- Authority of sites – branded sites, domain authority, backlink profile
- Types of content – product listings, blog posts, news articles
If you can understand the types of content associated with specific keywords, you can evaluate whether or not you have this type of content, if your content is the right type of content for the user query, and what steps to take to ensure you do have the right type of content on your site.
Use the data to understand how you can improve. Identify what you’re doing better than everyone else, and should continue to do. Find opportunities that build a stronger case for your site ranking above others. By performing this type of analysis on your site, you can strengthen your site content, and your ability to rank higher in search result pages.
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