Your website content should serve to fulfill the needs of your audience. By regularly assessing the ways in which people search and by identifying not just the most popular searches but also the specific and ever-changing ways that people search for content within your niche of the internet, you can continue to create content your audience will enjoy and share.
Brian, I have a burning question regarding keyword placement and frequency. You wrote: “Use the key in the first 100 words … “. What else? I use Yoast and a WDF*IDF semantic analysis tool to check the content of the top10 rankings. Pretty often I have the feeling I overdo it, although Yoast and WDF/IDF told me I use the focus keyword not often enough.
Note! Google often shows search results for general meanings, rather than specific words and phrases. When you search for a phrase in Google, you’ll see the keyword bolded in the search results. Look closely and you may find words you didn’t search for bolded in those same search results. For example, a search for “HVAC repair” returns search listings with phrases such as “heating” and “air conditioning.”

That top-of-funnel position doesn't mean it's impossible to demonstrate the value of content. It just means you need to build a more complex model to understand and show how content really contributes to your conversions. These models can provide a good estimate of the value of your content, but they are, at best, an estimate, so keep that in mind before you tell the boss that if you can get the funds for one blog post it'll bring in exactly $1200 worth of leads.
Terrific blog post. So much great stuff here. Just wondering about Step #16. When you promote your Skyscraper post across multiple social media channels (FB, LinkedIn, etc.) it looks like you are using the exact same introduction. Is that correct? For LinkedIn, do you create an ARTICLE or just a short newsfeed post with a URL link back to your website?
John Boyd, a famous military strategist, thought a lot about how competitors change the way that we strive for our own goals. The concept he popularized around the OODA loop talked about making decisions faster than your competition as a way to win. It was also key to understanding what your competitor values so you can find other ways than fighting directly.

A defined process will help keep your content creation efforts running like a well-oiled machine. This lesson will teach you how to build a framework for creating content within your company. If you really want to create great content, then you need to have a process in place that's more advanced than just writing and publishing content. You need to be able to identify campaigns, set timelines, and review and edit before it goes live, all of which will be discussed further in this class.

The model imagines that your desired conversion event is the center of a target. Keywords are categorized by type and arranged by how effective they are at converting. As a rule, it makes sense to invest the most time and money in keywords closer to the bullseye. Only after you have fully maximized the volume from those should you move further out.


Once you’ve established some broad categories you should now look at direct competitors to your product. These include any company that sells a very similar or identical product or service in the same footprint as your organisation. For example; if your company sells Cable TV service, you would only list your competitors as those offering a similar service that your customers can also purchase. If the competitor’s service does not extend to your company’s geographical footprint, there may be no point including this competitor in your analysis. Their product offering however may be interesting and you may include it in a Product Comparison paper.

Once entrepreneur understands what’s available and necessary, the company can then project their personal goals on the market. What do they bring to the market, how does their provision differ from what competitor might have to offer. This analytical groundwork allows the a company to establish the foundations they’re going to lay and process further projections for future growth.
Applied Semantics created the technology that powered Google’s AdSense program, enabling Google to better match website content to keywords associated with advertising. This a kind of contextual analysis that was used as a foundation for the AdSense program, which has since added additional technologies such as placement targeting, interest-based targeting and language targeting to improve and expand the AdSense program.
LinkedIn is commonly known as the professional social network, and it’s obvious that its users are serious. Sixty-four percent of social referrals to corporate websites come from LinkedIn, compared to 17% from Facebook and 14% from Twitter. A glance at the demographics demonstrates that LinkedIn has the greatest percentage of college-educated, higher-income users of all the major social channels.
Market analysis is the second set to establishment. One must look to the market first to see what the demand is. Where there’s demand, there’s consumers. This step is often overlooked in the initialisation process, and tends to be where most companies falter. There’s more enthusiasm involved in just jumping into the market, than there is taking the necessary step back to view the market pragmatically.
Love how you just dive into the details for this Site Audit guide. Excellent stuff! Yours is much much easier to understand than other guides online and I feel like I could integrate this to how I site audit my websites and actually cut down the time I make my reports. I only need to do more research on how to remove “zombie pages”. If you could have a ste-by-step guide to it, that would be awesome! Thanks!

It's content that helps people find you. It might even be content that makes people fall in love with you a little. But discovery-level content is not usually the last touch before a big sale. There are many more layers of content that usually finesse that conversion. (More on that when we discuss how content can represent various stages of the funnel in ch. 3.)


Suggestions for improved page speed range from backend alterations like eliminating JavaScript and CSS in above-the-fold elements to simple image compression. If you’re looking for quick and effective page speed improvement, image compression is your best bet. Run each image listed in the report through a simple image compressor like this one, then re-upload them to your CMS. Depending on the before-and-after sizes of your images, you stand to gain a substantial increase in performance.
From top to bottom, on-page content and its metadata should be optimized to inform search engines as simply as possible why each page of your site exists and what you are hoping users get from it. And as algorithms evolve to understand human search behavior, they become smarter at ranking content in search engine results pages (SERPs) in a way that serves users the best content every time.
Most of what is done through the advent of content marketing is done in hope that businesses can obtain the reader's contact information. Whether the readers are subscribing to your newsletter, or simply filling out forms to access eBooks or other helpful tools, they are granting you future contact with them by giving you their personal email address.
Comparative user testing to the rescue: you ask the participants to evaluate your website as well as the websites of your top 2 competitors. To avoid biased feedback, try not to disclose which company you are with, and mix up the order in which you show the websites to the participants. Not to overwhelm the participants, limit the number of websites to 3 per person.
Usually, the various search engines provide their own keyword suggestion tools, which also include the number of searches for each of those keywords. The keyword researcher uses this information to select the correct keyword, depending on the SEO goals of the website. Around 20–25% of searches are very specific long tail keywords entered into Google every single day. It's easy to rank said keywords when there is the right amount of content and backlinks to match. Keyword research is a valuable and high return activity in the search marketing field.[citation needed]
Your conclusion should be presented to other business stakeholders especially when you’ve decided the next steps. For example, you may alter your Product Roadmap as a result of the competitor analysis. Sales and marketing teams may benefit from summaries that contrast your product with key competitors and emphasise your product’s strengths so that they can take this message to market.

With that in mind, I absolutely believe "cross domain duplicate content" effects things.  But quantifying its exact influence is incredibly difficult since it is only one of the undisclosed number of signals that appear in these Panda Updates.  To your point, I'm sure plenty of scraper sites are still doing well in the SERPs, but that's not because Google endorses those sites - it's because Google is still searching for the "perfect" algorithm (pun intended :-P).


Competitive analysis can help frame your own product context, discover other problems your customers have, and even bond the team together against a common foe. For all of these reasons and more you shouldn’t ignore your competition. However, if you don’t properly understand how they impact your organization’s strategy, competitive analysis is simply a waste of time.
The practices and principles of ‘good’ content marketing, however, are here to stay, regardless of the definitions and even as content marketing – rightfully and obviously – continues to already be part of good, integrated and customer-centric marketing. We like the no-nonsense way in which expert Doug Kessler looks at the term, as you can see in the quote.
I mentioned earlier that I recently performed a competitive analysis for a collaborative meeting note-taking feature, to be introduced in the app that I was developing for a client. The goals for my research were very general because innumerable apps all provide this type of functionality, and the product I was working on was in the very early stages of development.

Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
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