Mining for Content material Concepts – Subsequent Stage
To not state the plain, however as entrepreneurs, a part of our job is to create content material. Whether or not it’s within the type of weblog posts, touchdown pages, social media posts, emails, newsletters, and so forth – there’s no solution to get round it. It’s a crucial part of our job. And typically, it may be difficult to give you new concepts or methods to iterate on outdated ones. With the world consuming content material at lightning velocity, it’s turning into much more tough to maintain up with the expectation of turning out contemporary content material.
We’ve not too long ago printed some glorious items on the Moz Weblog all about content material distribution and technique, together with the Whiteboard Fridays “How to Maximize Content” and “A Content Engine that Drives Revenue” (each from Ross Simmonds). And, as I’m certain I don’t should inform you, content material ideation and inspiration can come from wherever. However what if I advised you that you could additionally use the Moz instruments to mine for content material concepts? Let’s dig into alternative ways to make use of the Moz instruments to complement our content material methods.
Discover gaps in your present content material
When supplementing or modifying your content material technique, a great place to begin is by inspecting your present content material and discovering the gaps. This may also help establish new content material concepts and areas the place your content material technique could also be lacking key alternatives to thrive.
The Keyword Gap instrument in Moz Professional means that you can enter your web site and as much as 3 rivals to establish Key phrases to Enhance and Prime Competing Content material.
Professional tip: Undecided who your on-line rivals are? Or simply wish to affirm and scope out who they might be? Try the True Competitor instrument to search out out.
The Key phrases to Enhance part is instrumental when figuring out gaps in your present content material technique. After coming into the websites you’d like to check, the instrument will listing key phrases for which you and your rivals rank. You’ll be able to then use the filter choice to see solely particular segments of key phrases. For instance, we might wish to see solely key phrases the place we’re rating on the second web page to establish alternatives for content material enhancements. We are going to even present you the Traffic Lift for these key phrases, which is the quantity of visitors we estimate you possibly can achieve by overtaking your competitor within the SERP.
One other nice use case for this instrument is to establish new content material concepts. Let’s say we’re engaged on constructing out the “better of” part of our foodie weblog; we are able to filter to see key phrases that embody “Greatest,” as seen within the screenshot beneath. We will then establish key phrases for which we’re not rating, however our rivals are and work to construct content material round them. On this case, we’re not rating for “Greatest Pizza in Los Angeles,” so we might wish to see about making a weblog publish about this matter.
Recognizing these content material gaps can strengthen your content material technique. It cannot solely assist spark concepts for brand new content material but additionally assist establish locations the place your content material might be improved or refreshed for higher efficiency.
Determine what sort of content material is performing
Top-of-the-line locations to get concepts for content material is to see what sort of content material is already on the market and performing. Prime Competing Content material in Key phrase Hole can present perception into what’s performing nicely by itemizing content material your rivals rank for with the Content material URL and Prime Rating Key phrases.
On this instance, we are able to see that one of many rivals I’ve entered ranks nicely for key phrases associated to selecting a mattress dimension and, maybe extra importantly, that the content material rating is from their weblog. We will now take a look at the weblog posts themselves to get an thought of what format has been profitable for them and what data they’re together with. We will ask ourselves:
Is that this a subject we are able to cowl on our web site?
Will we already cowl this, but it surely’s not rating as nicely?
Is there a manner we are able to enhance the content material or add a special perspective, format, or content material sort to the area?
The chances are countless!
Spot tangential content material concepts
Sticking with Prime Competing Content material in Key phrase Hole, let’s examine if we are able to spot some concepts for tangential content material. As Amanda Milligan discusses in her Whiteboard Friday episode, content material concepts which aren’t instantly associated to your product can usually result in optimistic outcomes like hyperlinks, social shares, and model consciousness. These peripherally associated subjects can complement your content material technique and assist create a well-rounded library of belongings.
Sticking with our mattress firm instance, let’s say we’re on the lookout for content material concepts to assist construct out our newly launched weblog. We might know that there’s worth in creating items round mattress-related subjects like deciding on a mattress dimension or figuring out what firmness can be finest, however what tangential content material concepts can we establish in our analysis? The instance above exhibits that our rivals are rating for content material associated to subjects like weighted blankets and sleep hygiene. These might be nice alternatives for me to create new content material indirectly associated to mattresses however nonetheless associated to the sleep trade.
Uncover hidden gems
Identical to content material creation, key phrase analysis is a elementary a part of website positioning and advertising methods. And as you’re on the market digging into issues like search quantity, issue, and SERP evaluation, you might be able to uncover some hidden gems to tell your content material technique as nicely.
Hopping over to Keyword Explorer, we are able to mine for content material concepts within the Key phrase Ideas part of the instrument. Key phrase Ideas will present a listing of key phrases associated to the seed key phrase entered, sorted by Relevancy to the unique time period. You too can apply filters for the supply sort, grouping preferences, and quantity to additional outline your outcomes.
Let’s begin by trying on the choice to filter titled Show key phrase ideas that. This filter defaults to Embody a mixture of sources, however an possibility within the drop-down might be the ace up your sleeve in terms of content material ideation – the filter possibility referred to as are questions. By choosing are questions, we are able to see a listing of the forms of questions searchers ask in relation to our preliminary key phrase.
On this instance, take into account that we work for an actual property company and are researching content material associated to purchasing a home. Filtering our key phrase ideas by are questions will present us with particular content material concepts associated to what individuals ask when shopping for a house. This could provide a gold mine of content material concepts to flesh out an actual property weblog or web site to assist shoppers discover the knowledge they search.
We will even take this analysis one step additional by grouping our key phrase ideas by lexical similarity. Only a reminder right here that lexical similarity refers to how intently associated or comparable the key phrases within the group are. Low lexical similarity will end in fewer teams with extra key phrases because the instrument will group key phrases which might be much less comparable.
Grouping key phrases may also help us establish extra key phrases we might wish to goal and broad-match key phrases which may be value together with in our content material. Be conscious of over-optimizing, although! We wish to keep away from key phrase stuffing and cannibalization since they might negatively impression rankings. That being mentioned, take into account the beneath instance of how grouping key phrases has helped to establish a couple of content material gems.
Utilizing our earlier instance of “shopping for a home” because the seed key phrase, we’ve grouped our key phrases by low lexical similarity. Throughout the “What to think about when shopping for a home” group, there are two long-tail keywords which can be nice inspiration for a brand new piece of content material for our actual property company – “what to search for when shopping for a home guidelines” and “what to know when shopping for a home for the primary time.” We will now take that data and create a devoted useful resource or a weblog publish that features a guidelines for what to think about when shopping for a house for the primary time and what the shopping for course of appears to be like like. Think about the inspiration you may get from digging into these ideas even additional!
Scope out the competitors
To date, we’ve recognized content material alternatives, uncovered new concepts, and located gaps in our present technique. However what about our competitors? What are they doing? We touched on this a bit utilizing the Key phrase Hole instrument however let’s dig in additional. When modifying your content material technique, it’s vital to grasp what your rivals are doing and what their viewers is participating with. Though you received’t have entry to their visitors information (until they provide you entry to it, which is very unlikely), there’s a manner you may get an thought of what content material could also be driving visitors to their web site. Or, on the very least, what content material is of excessive worth. That is by means of hyperlink evaluation. Moz presents fairly a couple of methods to do that, however I’m going to spotlight a characteristic which may also help get us began with this analysis.
Prime Pages in Link Explorer will return a listing of the pages on a web site with essentially the most backlinks. This could present perception into the forms of content material individuals discover beneficial on a web site – pages with extra hyperlinks are extra beneficial. That is partly as a result of backlinks are a ranking factor. Moreover, all these hyperlinks present advantages like visitors, model publicity, and extra.
After inputting a competitor into Prime Pages, we are able to get an thought of which pages on their web site present essentially the most worth. Within the screenshot above, we are able to see that this specific competitor has a whole lot of “better of” articles which achieve a whole lot of hyperlinks. We will now discover these pages and see if there is a chance to create or modify content material on our personal web site to fulfill comparable calls for.
Professional tip: When you’ve created your content material, you should use Link Intersect to search out domains and pages linking to your rivals and to not you. This could provide an effective way to complement a hyperlink constructing technique!
Uncover alternatives for elevation
Identical to creating new content material, refreshing your present URLs is crucial to any content material technique. Elevating your present content material is like sprucing your jewellery – it helps hold it in tip-top form, extends the piece’s life, and retains it related to your “assortment.” There are lots of methods to identify and update content in your present library, however listed below are two methods to get began (and discover new content material alternatives within the course of).
First, let’s investigate featured snippet opportunities. As soon as we’ve created a Campaign in Moz Professional and are monitoring key phrases over time, we can have entry to the SERP Options part. This a part of the instrument tracks SERP features included within the search outcomes to your tracked key phrases, together with featured snippets.
Exploring which of our tracked key phrases have featured snippets within the SERP may also help us establish alternatives for content material refresh and new items of content material. When on the lookout for opportunities for a content refresh, we are able to hunt down key phrases the place we’re rating on the primary web page of the SERP however are usually not included within the featured snippet. On this case, the instrument will present perception into what web page is included within the featured snippet and our present rank. This could make it simpler to identify high-value pages with an opportunity of shifting into that coveted high spot of the SERP.
Alternatively, taking a look at which of our tracked key phrases embody a featured snippet however the place we aren’t rating on the primary web page (or in any respect) may also help to establish attainable alternatives for creating new, high-value content material. We’ll simply wish to be sure you optimize for the featured snippet proper from the beginning.
Professional tip: Export a CSV of the SERP Options information in your Marketing campaign to type and filter exterior the app. If a SERP characteristic is marked Included within the CSV, it means your web site is included in that exact characteristic. If it’s marked true it means the SERP characteristic is current for that key phrase, however your tracked web site isn’t included.
Subsequent, we’ll pop over to the Web page Optimization part of our Marketing campaign. Though the first goal of this characteristic is for example how well-optimized a web page is for a specific key phrase, there’s a hidden gem that may assist establish refresh alternatives, new content material concepts, and tangential subjects. The Content Suggestions tab will listing key phrases and subjects usually used on the top-ranking pages for the key phrase we’re optimizing for.
Within the above instance, we’re optimizing for the key phrase “finest pillow.” Trying on the content material ideas, it might be a good suggestion to format this content material as a listing (like “11 finest pillows”) or to incorporate details about what forms of sleepers would profit from every pillow listed (like “aspect sleepers”). These content material ideas may also assist us to search out concepts for different items of content material, tangentially associated.
Discover the candy spot of innovation
If there’s one factor we are able to take away from this exploration of content material ideation with Moz Professional, it’s that there are infinite methods to do it. This publish solely covers a handful of them; the truth is that the world (of content material creation) is your oyster! The secret’s to search out which options, instruments, and processes match finest together with your technique and make them give you the results you want. How do you utilize the instruments to research new concepts? I’d love to listen to about it!