Content marketing should be the staple for any digital marketing campaign because it backs up your expertise and provides value that could attract potential new customers. One of the most popular ways is by having a blog on your website where you can talk about new and emerging topics in your industry or simply being a thought leader.
The problem is that with so many blogs out there today on pretty much every topic, it can be challenging to know where to begin. Just last March, in 2019, there were 4.4 million blogs published every day. This is why it is now more important than ever to know how to discover low hanging topics or keywords that you can target to rank highly on the search engines and increase your website’s overall traffic. Getting your blogs to rank requires a mix of good content and best SEO practices.
So let’s dive into some of my favorite tricks:
1. Find Your Competitors Top pages
In the world of digital marketing, we like to say the expression, don’t reinvent the wheel. Find what is already working for your competitor. Then, do a quick analysis to see how you could make it better or improve on. I like this method because you already know that these pages are receiving searches and, more importantly, traffic. You can use a free tool such as Ubersuggest; put in a competitor domain, and go to the top pages tab to find their top pages.
You can then identify which of their blogs are receiving the most traffic and see in which areas their piece of content is lacking in so that you can make yours better. If they wrote 800 words, then you should write 1000+ words. However, if they only have one picture, then you can add three pictures. If they don’t provide any external links, then you can include some in your article. This way, you already know that people are searching for this topic because you have proof that your competitor is receiving traffic already.
2. Find Low Keyword Difficulty Keywords/Phrases
My second favorite strategy is to find low keyword difficulty keywords that are receiving decent monthly search volume. Keyword difficulty is a 3rd party metric from SEO tools that identify how hard it would be to rank for that key term according to the competitor’s domain rank, backlink profile, and domain age. This lets you know ahead of time if a specific topic will be worth creating content around. For new websites, I would recommend going after keywords or phrases with a keyword difficulty score from 0-10 because you have very little authority on the internet, and Google prefers aged sites.
On the other hand, if you have a domain rank that is higher such as 40-50, then search for keywords around the same rank level as you. You can use a tool such as Ahrefs, keyword explorer tool, and type in any keyword you would want to rank for and then go to all keyword ideas and include these filters; KD: Max;30, Volume: Min;100. You can then go through and find any keywords that you feel would be good topics to write about.
3. Write For Search Term Intent
Many times people do understand how to write for the intended search term correctly. Not all search terms are the same; in fact, there are three main types of search terms. You have informational based search queries, navigational based search queries, and transactional-based search queries. This means that the content structure is going to be different for each of these types of search intent.
Google rewards the type of content that best answers or fits for that given search term. For example, an informational based search term is people who are seeking solutions that will most likely be some article or video-based content that best answers that specific question. But if you have a transactional search term, it will more than probably bring up a product page because they are looking to buy a product or service. To effectively create content for that search term, you must make sure to do a quick SERP analysis to see what Google is currently rewarding for that search phrase. You can do a Google search for a term you would want to rank for and see what the top 10 results are. You want to know whether it’s a blog, article, video, product page, recipe, chart, the home page, service page, etc.
So as you can see, there are specific steps you need to take before beginning to write a piece of content for your website. If you want to make one thing away from this article, it is that you must do your research before starting any content marketing campaign. You don’t just want to begin writing something if nobody is searching for it. This would be wasting time, money, and effort, which, as digital marketers and SEO’s, is something we can’t do.