Read part 1 of this two-part post: How to Find Content Ideas That Help Your Site’s Ranking? (Part 1/2)
SERP (and Competitive) Analysis
Once you have the keywords with you, time now to do SERP and competitive analysis.
Simply search that keyword and see the kind of results ranking higher; check at least the first five pages. Analyze the SERP. Those top results are basically your broad content ideas.
Now what you need to do is create content on similar topics – only your content ought to be thorough, better, and more relevant. This is where you need to do competitive analysis.
Take all the high-ranking URLs and analyze their on-page content. Analyze the sub-topics, the length of the content, number of images, CTA, long-tail keywords, keyword density, and other aspects. This will help you with the understanding of the kind of content you need to create to rank higher for the particular keyword.
This is the most straightforward way to find content ideas that help your website rank higher on SERP – FOR RELEVANT KEYWORDS.
But there’s one roadblock here…
What if it’s a Conversion-intent Keyword?
What if your target keyword has conversion intent?
For instance, if someone is searching “best SEO services agency”, they aren’t necessarily looking to read about the SEO agency but rather connect to an agency and hire them.
The room to create content for such conversion-intent keywords is very little if there’s one at all.
In such a case, you need to do what any good digital marketing company would do… Create buyer personas and then create content on topics that are relevant to those personas.
With our example keyword “best SEO services agency”, startups could be one of the buyer personas who are looking for an SEO agency. Now, if you have a well-defined buyer persona, you would know what kind of startup are these, what they sell, where are they located, what are their pain points, and so forth. Accordingly, you can pick the topics that are more relevant. For example, if these startups are in finance and are based in London, a piece of content on something like “An SEO Handbook for Finance Startups in London For More Traffic” can bring you a lot of organic traffic. Of course, with such content, you would need to do keyword research again to find secondary keywords that are more relevant to the topic. And also the content must have a “hook” that funnels the traffic towards your brand or product.
Sounds Confusing? Need Help?
Do these all sound confusing?
Still not sure how to proceed?
Admittedly content marketing and SEO aren’t easy.
Even finding meaningful content ideas that can help you attract more organic traffic and drive conversion can be challenging.
In such a case, it’s a good idea to get help from experts. Do some research and find a good SEO agency in Melbourne, Kolkata, San Diego, or anywhere in the world. Communicate with them your SEO and marketing goals. And then work together to create a great content asset that bolsters your SEO efforts and brings your website more (and relevant) organic traffic.
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