If you want to become an authority on a subject or topic, you need to mull over the key data sources related to keyword (KW) and content. Data helps in taking your digital marketing campaigns to the next level. Evaluating data will help you to gain momentum so that you can focus on your KWs and content to improve your website’s visibility and authoritativeness.
According to an article published on Search Engine Watch, the two major aspects of KW research are KW competitiveness and search volume.
Things have changed and there is no point in publishing loads of random, KW-stuffed content online that bring no results. Content without purpose and a clear strategy shared through your business website or social media platforms will not pique audience interest. These days, you will find social feeds and email inboxes flooded with bloated blogs, erroneous messages, and poor quality articles. The online landscape has too much clutter and noise today and therefore, your content needs to stand out from the rest. Here are the key data sources that you can use to develop your content and KW strategy:
KW research data
You cannot discuss content and online visibility without focusing on KWs. That is because content is dependent on relevant KWs and search terms are still one of the fundamental ways in which searches are performed, which also includes voice search. If you would like to establish authority in your niche business, pay heed to complete coverage of topical groups of longtail and short KWs as well as KW phrases.
KW research is a combination of KW validation that you believe are the best ones to mull over on topical variations of the search terms. The detection of new KW opportunities you might not have reflected on, depending on competitive analysis and organic search behavior. You can use a plethora of free as well as paid KW research tools that are available for you. It will help you to save much of your time as well as guide you in the right direction by emphasizing possible opportunities based on factors like relevance, search volume, click-through rate, organic traffic, and competition.
You can refer to Google Search Console query data for KW validation so that you know which search terms help in maintaining positions or receiving click or impressions.
Effectual KW research requires content composers and SEO experts to analyze the data offered by such solutions, include new, qualified KWs or phrases in new or existing web content, and critically review it relative to current KWs or content.
When you think of which content to create, the search engine results pages (SERPs) is your best bet to look for primary KWs. SERP data will let you figure out and take some action on a couple of aspects. First, you need to determine which of your content including bogs, web page copy, images, PDFs, and videos maintain rankings in the top 20 results. You can consult Online Impact 360 or similar platforms to improve SERP rankings. Once you figure out this, you need to take a couple of steps to gain momentum. These include:
Complementary content: Churn out more diverse, KW-focused content to complement and link to relevant sites to help you build your authority on a topic.
Perform an audit: If your content is a web copy or blog post, perform a technical SEO, KW page, and usability audit to determine whether it’s fully optimized or not. Focus on heading tags, title tags, call-to-actions, and Meta descriptions. You also need to revisit schema markup and image Alt tags.
Updated content: Have a look at the original content and update it with new information, facts, photos, and videos to boost content value, appeal, and relevance.
If blogs, product pages, photos, social posts, and videos dominate the top 20 results, then you need to create similar content to improve online visibility and relevance. If a specific social media site is topping the SERPs, you need to share your content on that platform.
Before you focus on improving your online visibility for any KW or search phrases, make sure you figure out:
- The competition level you are facing
- What amount of effort is necessary to compete for online visibility effectually?
For instance, if you are into a B2C product group whose best 10 search positions are controlled by big-box shop product listings, you will focus on working with such sellers and use longtail and relevant KWs for which they might not show or display. You will need to perform the same technical SEO, KW page, and usability audit to figure out what will work and what will not work.
Website analytics data
Google analytics helps in providing direction as well as validation to let you determine which content you should create, distribute, and promote. To begin with, you can analyze the landing page data to figure out the best entrance pages from the channel. Such web pages are those that have managed to establish some sort of online visibility. Again, refine the list of priority pages by recognizing those with comparatively fewer bounce rates, pages for each session, and high average session length. In simple words, you need to figure out which of the pages show more user engagement. Analytics helps you to determine just that.
Your landing page info is obtainable through Google Search Console (GSC) including clicks, impressions, average position, and click-through rate.
When it comes to GSC, it sometimes discloses content elements like photos or PDFs, which are not characteristic landing pages as monitored in analytics, yet signify visibility prospects.
As mentioned with SERP info, all landing pages are the top pages based on the obtainable resources and volume. All the top pages must undergo meticulous usability, technical, and KW audit to make certain they’re properly optimized.
As incorrect information dominates the web, if not all, you still need to prune your content if your website has loads of content but not relevant pieces. Use the right data sources and make changes to improve your SERP rankings.