Beyond keywords identify It is important, before starting to produce new content, to check what your competitors already have.
This doesn’t mean, however, that the issue should be abandoned if a competitor already occupies the field. But it is essential to examine what already exists to be able to answer this simple question:
“How can we do Beyond keywords identify better?”
What can you add to your content to add more value than the content already in place:
- sources?
- key figures?
- results of studies, surveys or research?
- quotes from colleagues, clients or experts?
- case studies or real examples?
- benchmarks?
- additional resources to download (a simulator country email list in Excel, a model to complete in Word, etc.)?
- diagrams, tables or infographics that summarize the information in the article?
- .gifs or a screencast video?
- etc.
Of course, the first step will be to source your competitors and list the best current content on the topic you have in mind. Note that this refers to “competitors” in the broadest sense: not just ” companies that offer products or services similar to ours” , but also ” any web page with which we will have to compete to gain the attention of our targets” .
For a long time, “SEO writing” consisted Beyond keywords identify mainly of:
- choose a keyword;
- define the subject of content that you were changing scenarios, more skills needed trying to position on this keyword (page, blog article, etc.);
- use the keyword and its variations (synonyms, variants, etc.) extensively in strategic locations within the content.
So after some time we found ourselves with a content inventory in which each element (article, white paper or other) is associated with a keyword… which is very practical for monitoring performance:
“Perfect, we’ve gained several positions on query X
However, we’re dropping more and more on query Y: we really need to rework this page.”
Unfortunately, the more sophisticated search fax marketing engines become, the better they are at understanding the intent behind the words people use… and the less sense this “Keyword first” approach makes.
Reflex #02
Beyond the targeted keyword, you must identify the intention of the visitor who launches this search in Google before starting to work on the content.