Analyze the Gap in Content
Firstly, analyze the gap in your content. What does this mean? It means seeing what you’re lacking by looking at your competition. There’s a great application called SEMrush which helps identify how your content stacks up against multiple competitors. Ideally, you input three or four different competitors and see where you fall short.
You can also see if your competition benefits from content that you don’t even have on your site. If you export this to a Google sheet, you can filter out the data that you don’t need, such as branded keywords, and capitalize on data that you do need. A good rule of thumb is to increase your search volume while decreasing your keyword density score.
Find the Best Way to Approach Writing Content
Next, model your content around what people are already asking. You can use data to suggest what the topic should be and then find the best way to convey information on that topic. SEMrush happens to have a tool just for finding the best way to approach writing content. It takes the provided keyword and then provides popular queries that mention the keyword. You can even see the top ten highest-ranking titles that mention a specific keyword. If this one word seems to affect audiences a certain way, perhaps it should be included! Looking at both the keywords themselves and the general formatting around them is most beneficial.
Use Data to Structure Content
Next up, we should be using data to structure our content. Knowing what keywords are popular in searches can make it much simpler to create content. It’s only helpful to include a handful of common keywords if it supports the main keywords.
Determine What Your Competition is Doing Right
Lastly, create your content the same way your competitor would, but do it better. In the same way that a young student might cheat on a test by looking at another classmate’s paper, you can determine what your competition is doing right to evaluate how you can improve. Evaluating your site’s content by comparing and frequently performing audits is a great way to see if your content is still relevant.
In summary, using SEMrush is a great tool to compare both your content and your competitors while also finding the best way to approach writing content. Being sure to stay aware of popular keywords, how your competitors organize their content, and ensuring you do not lack information that the competition has, serves as an effective content optimization technique. Our SEO and content team at LSM are experts in effectively optimizing your website’s content to maximize conversions and establish your business as thought leaders in your space. Interested in working with us? Get in touch today!