DATA-DRIVEN CONTENT MARKETING

SEO DATA OFFERS DEEPER INSIGHTS THAN ANY PREVIOUS MARKETING DATA

SEO data reveals your audience to you, in their own words.

With SEO data, marketers don’t need to infer what their audience wants. Their audience tells them their exact challenges, questions and the problems they want to solve. And today, with the explosion of voice search technology, marketers know more than just the subject matter; they know the exact words their customers use.

And this is no small amount of data.

In 2016, Google confirmed to Search Engine Land that it processed more than 2 trillion searches per year. That averages out to 5.5 billion searches every day.

In other words, users generate 5.5 billion pieces of personal data every day, data that is available to marketers. Is it relevant to you? That depends on the answer to this question…

70,000+ different ways to search for salt? Queries varied from “where to buy sea salt” to “Himalayan pink salt benefits” to “red salt.”

Each of these searches are the words used by a potential customer to address a challenge, answer a question, solve a problem or learn something new. More importantly, every search means something to someone.

Quite simply, people search for everything online.

For a marketer, this means each search provides priceless data that you can use to build content, enhance the user experience, deliver more personalized content and connect on a deeper level with your customer.

WHAT SEARCH TELLS YOU ABOUT YOUR BUYER

Search queries, or keywords, are different in 2019.

Mobile devices dominate search creating more spur-of-the-moment, or micro-moment searches. Mobile also prompts more local search. Voice search has also contributed to the evolution of search by creating longer, conversational queries.

Google’s RankBrain has introduced contextually - and semantically - related topics. Search isn’t only about the specific search topic. It now offers users content that RankBrain recognizes as related to the search topic.

Each type of search query reflects a different topic area. They also reveal user intent. Knowing this, content marketers can see how their audience approaches a subject, as opposed to trying to anticipate it. With this knowledge, content writers can develop topic clusters (and their corresponding content) to answer customer queries at all stages of the buyers’ journey.

Look at this example below, the results on Google change with a simple addition of an ‘s’. The query “flower” results in more informational content, whereas the query “flowers” results in more transactional results.

It’s important that the content on your site matches the correct user intent to engage the user to gain the conversion or to increase time spent on site.

Search Results for "Flower".

Search Results for "Flowers.".

LEARN MORE ABOUT CONTENT FUSION >

CONTENT MARKETERS CAN BECOME SUBJECT MATTER EXPERTS - FAST!

With SEO data, content marketers can go far beyond topics and keywords. Using the following data and insight, they can be come subject matter experts and deliver audiences the exact content they want.

COMPETITIVE CONTENT GAPS

Competitive intelligence helps content marketers identify content gaps and true competitors. When you analyze competitors’ link profiles or the on-page optimization techniques, content marketers learn a ton about what works for other sites targeting the same audience.

One particular aspect of such research focuses on content gaps – identifying queries that already drive traffic to one domain, but not the other.

CONTENT DEMAND

Higher search volume reflects greater demand for content that speaks to the search intent – and possibly to related content too!

CONTENT IDEAS

Ideas can come from different sources, such as:

• A high-ranking site(s) can reveal the content quality customers prefer.
• The frequency of a topic or a highly competitive keyword represents another source for ideas.
  A Frequency Topic Cloud can be an effective visual in understanding in-demand content.
• Semantically-related topics represent subjects related to each other by customer interest. For example, if someone searches for hotels in Chicago, they may also be interested in activities to do or restaurants to check out while in that city.
• Questions people ask reveal problems that customers are trying to solve. Utilizing ‘People Also Ask’ from Google, sites like Quora or Yahoo Answers, or even specific sites reveals content your customers demand.
  
  

TOPIC AUTHORITY

Language can pose a huge challenge, and opportunity, for new ideas. Topic friction occurs when the language you use doesn’t match the language of your customer. You may say ‘organic search’ but your audience says ‘SEO.’ Here you have two opportunities for content on a subject important to the audience.

CREATE HIGH-QUALITY, AUTHORITATIVE CONTENT 

But, as content marketers understand, there are many challenges in putting all of these pieces together - and putting them together in a way that’s successful. Understanding exactly how to find the best fit between your content gaps, semantically related words, and low-hanging fruit terms cast a shadow of doubt over making that next content move.

The challenge that remains for marketers is knowing how to create the most authoritative content when the topic is vast, the SEO data is deep, and the possibilities are seemingly endless.

This is where Content Fusion comes in. Aid your content writing with smart, intelligent, real-time guidance with the first and only AI system built to provide real-time analysis for any topic. Content Fusion returns results custom to your specific industry, leveraging your own machine learning model based on your data. This ensures the most accurate and relevant content to attract your audience faster than ever before.