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data-theme="light"><section class="section pb-0 overflow-visible"><div class="section__inner"><div class="grid grid-cols-12 gap-lg md:gap-xl"><div class="flex flex-col col-span-12 md:col-span-8"><div class="rounded-lg overflow-hidden bg-white shadow-sm h-full h-auto"><a class="" href="https://en.ryte.com/magazine/compliance-strategic-risk-growth/"><div><div class="crop aspect-ratio-16/9 crop--fill crop--center-center"><div class="crop__content"><div class="block overflow-hidden relative border-box m-0 w-full h-full"><div class="overflow-hidden relative h-full w-full opacity-0"><picture><source srcSet="//img-a.ryte.com/f/117064/f706dc1808/compliance-strategic-risk.jpg/m/fit-in/1500x844/filters:quality(75):format(avif) 2x" type="image/avif"/><source srcSet="//img-a.ryte.com/f/117064/f706dc1808/compliance-strategic-risk.jpg/m/fit-in/750x422/filters:quality(75):format(avif) 1x" type="image/avif"/><source srcSet="//img-a.ryte.com/f/117064/f706dc1808/compliance-strategic-risk.jpg/m/fit-in/1500x844/filters:quality(75) 2x" type="image/jpg"/><source srcSet="//img-a.ryte.com/f/117064/f706dc1808/compliance-strategic-risk.jpg/m/fit-in/750x422/filters:quality(75) 1x" type="image/jpg"/><img class="w-full h-full" style="object-fit:cover" decoding="async" width="750" height="422" src="//img-a.ryte.com/f/117064/f706dc1808/compliance-strategic-risk.jpg" loading="lazy" title="Compliance: The Strategic Risk That Could Stunt Your Growth" alt="Compliance: The Strategic Risk That Could Stunt Your Growth"/></picture><div class="absolute top-0 left-0 bottom-0 right-0 transition-opacity ease-linear delay-fast duration"><img class="w-full h-full" style="object-fit:cover" decoding="async" src="//img-a.ryte.com/f/117064/f706dc1808/compliance-strategic-risk.jpg/m/fit-in/750x422/filters:blur(100)" loading="lazy" title="Compliance: The Strategic Risk That Could Stunt Your Growth" alt="Compliance: The Strategic Risk That Could Stunt Your Growth"/></div></div></div></div></div></div></a><div class="p-lg relative"><div class=""><span class="text-sm text-grey-tint pt-xs px-md bg-white absolute rounded-t-md bottom-full left-lg z-1">18.04.2023</span></div><div class="text-component v-space-xxl"><h1 class="text-lg font-semibold"><a class="!no-underline" href="https://en.ryte.com/magazine/compliance-strategic-risk-growth/">Compliance: The Strategic Risk That Could Stunt Your Growth</a></h1><p class="font-normal mt-md">Compliance has become a critical issue for tech companies as EU regulators increase fines for violations. Amid shrinking revenues due to the “pandemic hangover” and the decline of third-party cookies, businesses must prioritize compliance at the product level.</p></div><div class="mt-lg flex items-center gap-md"><div><div class="crop aspect-ratio-square crop--fill crop--center-center w-xxl flex-shrink-0"><div class="crop__content"><div class="block overflow-hidden relative border-box m-0 w-full h-full"><div class="overflow-hidden rounded-full relative h-full w-full"><picture><source srcSet="https://img-a.ryte.com/f/117064/750x999/2766958f3a/kevin_indig.png/m/fit-in/1500x1500/filters:quality(75):format(avif) 2x" type="image/avif"/><source srcSet="https://img-a.ryte.com/f/117064/750x999/2766958f3a/kevin_indig.png/m/fit-in/750x750/filters:quality(75):format(avif) 1x" type="image/avif"/><source srcSet="https://img-a.ryte.com/f/117064/750x999/2766958f3a/kevin_indig.png/m/fit-in/1500x1500/filters:quality(75) 2x" type="image/png"/><source srcSet="https://img-a.ryte.com/f/117064/750x999/2766958f3a/kevin_indig.png/m/fit-in/750x750/filters:quality(75) 1x" type="image/png"/><img class="w-full h-full" style="object-fit:cover" decoding="async" width="750" height="750" src="https://img-a.ryte.com/f/117064/750x999/2766958f3a/kevin_indig.png" loading="lazy" title="" alt=""/></picture></div></div></div></div></div><p class="font-normal">by <a class="" href="https://en.ryte.com/author/kevin-indig/">Kevin Indig</a></p></div></div></div></div><div class="flex flex-col col-span-12 sm:col-span-6 md:col-span-4 hidden md:block"><div class="text-component"><p class="font-semibold mb-md">Magazine Categories</p></div><ul class="flex flex-wrap"><li><a class="whitespace-nowrap flex py-xxs px-md rounded-lg text-sm mr-sm mb-sm bg-white hover:text-white hover:bg-green transition-colors focus:text-white focus:bg-green" href="https://en.ryte.com/magazine/category/search-engine-optimization/">Search Engine Optimization</a></li><li><a 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You Better Understand Your Audience","created_at":"2022-03-09T10:25:37.575Z","published_at":"2024-06-03T10:14:41.000Z","id":114133686,"uuid":"44e4bded-1185-4b04-a91f-0f8942befb01","content":{"tag":"","_uid":"8d54a498-a9c6-4aa2-8bae-e4b528b9dd37","author":"400ee0ac-7df5-4442-8a68-530120c8d17a","content":{"type":"doc","content":[{"type":"paragraph","content":[{"text":"As every good writer knows, it’s important to understand your target audience so you can most effectively communicate with your readers. Having a deeper understanding of your readers allows you to more effectively capture their attention, provide the information they’re looking for, explain things using terminology familiar to them, and persuade them your point of view.","type":"text"}]},{"type":"paragraph","content":[{"text":"But that can be easier said than done on the Internet! Any given piece of content might be distributed through social media, email, search engines, and other channels, resulting in a diverse audience that’s hard to identify and understand.","type":"text"}]},{"type":"paragraph","content":[{"text":"The good news is that there are some helpful (and free) tools content marketers can use to better understand their target audience. Here are some of my favorite tools for drilling down and understanding the real people behind those pageviews I see in Google Analytics.","type":"text"}]},{"type":"heading","attrs":{"level":2},"content":[{"text":"Google Analytics","type":"text"}]},{"type":"paragraph","content":[{"text":"Google analytics offers so much more than basic analytics data like page views and conversions. A few years ago, Google started rolling out features to provide demographics, interests, and other “people-focused” data to help marketers better understand the people who are visiting their websites. These reports are a great place to start your journey towards knowing and understanding your readers:","type":"text"}]},{"type":"bullet_list","content":[{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Demographics.","type":"text","marks":[{"type":"bold"}]},{"text":" Go to Audience \u003e Demographics to view reports showing the age and gender breakdown of your website visitors.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Interests.","type":"text","marks":[{"type":"bold"}]},{"text":" Google Analytics offers several reports on the interests and behaviors of your website visitors, including affinity categories and in-market segments. Go to Audience \u003e Interests.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Language \u0026 location.","type":"text","marks":[{"type":"bold"}]},{"text":" Google analytics reports the language and region settings specified by the user’s browser, as well as the user’s geographic location. This can be valuable for identifying opportunities to provide content in additional languages, as well as understanding the cultural and language perspective your users are coming from. For example, if your website is in English but most of your audience is outside of the United States, you may want to avoid using American slang, references, or phrases that may not make sense to your readers. Go to Audience \u003e Geo for these reports.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Technology.","type":"text","marks":[{"type":"bold"}]},{"text":" In some cases, analyzing the technology reports in Google Analytics can reveal important details about your readers. For example, Linux users, Mac users, and Windows users tend to have different behaviors and preferences on a variety of technology-related topics. Understanding these differences can help you better tailor your content to your specific audience. In Google Analytics, go to Audience \u003e Technology, and also to Audience \u003e Mobile.","type":"text"}]}]}]},{"type":"paragraph","content":[{"type":"image","attrs":{"id":null,"alt":"Google-Analytics-Demographics similar web linkedin sales navigator linkedin Google Analytics facebook audience insights demographics ","src":"//a.storyblok.com/f/117064/47ccad6431/google-analytics-demographics.png","title":null,"source":null,"copyright":null,"meta_data":{}}}]},{"type":"paragraph","content":[{"text":"An example Google Analytics Demographics report.","type":"text"}]},{"type":"paragraph","content":[{"type":"image","attrs":{"id":null,"alt":"Google-Analytics-Interests similar web linkedin sales navigator linkedin Google Analytics facebook audience insights demographics ","src":"//a.storyblok.com/f/117064/a8ecb7d1ae/google-analytics-interests.png","title":null,"source":null,"copyright":null,"meta_data":{}}}]},{"type":"paragraph","content":[{"text":"An example Google Analytics Interests report.","type":"text"}]},{"type":"heading","attrs":{"level":2},"content":[{"text":"Facebook Audience Insights","type":"text"}]},{"type":"paragraph","content":[{"text":"This free tool from Facebook provides demographic and social media-based information on a given audience. The tool supports several different audience types – people who like a Facebook page, an uploaded list of email addresses, or visitors to your website. You’ll need an audience of at least 1,000 users, although I usually find the best results from audiences of at least 10,000 users.","type":"text"}]},{"type":"paragraph","content":[{"text":"Once you’ve added your audience to the tool, you’ll have a handful of different reports, including:","type":"text"}]},{"type":"bullet_list","content":[{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Demographics","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Page likes","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Location","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Activity","type":"text"}]}]}]},{"type":"paragraph","content":[{"text":"The charts will compare your audience versus an average Facebook audience. This is an important feature because it helps correct any bias in Facebook’s audience makeup. For example, this audience is more likely to be male and aged 25 to 54, when compared to a typical audience:","type":"text"},{"type":"hard_break"},{"type":"image","attrs":{"id":null,"alt":"facebook-audience similar web linkedin sales navigator linkedin Google Analytics facebook audience insights demographics ","src":"//a.storyblok.com/f/117064/9e65be8c9f/facebook-audience.png","title":null,"source":null,"copyright":null,"meta_data":{}}}]},{"type":"heading","attrs":{"level":2},"content":[{"text":"LinkedIn Sales Navigator","type":"text"}]},{"type":"paragraph","content":[{"text":"This is one of my favorite tools for really going deep to understand a B2B audience. This works best if you have an email list that represents your target audience – this could be a customer list, a newsletter list, people who have signed up for blog updates, etc.","type":"text"}]},{"type":"paragraph","content":[{"text":"Because this tactic requires manually reviewing each user, it’s only practical to do for a small sample of your audience. I usually do about 100 users. Before you start, you will need to install the free LinkedIn Sales Navigator plug-in for Google Chrome. You will also need a Gmail account.","type":"text"}]},{"type":"paragraph","content":[{"text":"Once you’ve got those items set up, just take your audience list, and one by one add their email address to the field of the Gmail compose window. LinkedIn Sales Navigator will pop up with their LinkedIn profile data, including company, job title, etc. You also may see additional details such as their Twitter handle. Like this:","type":"text"},{"type":"hard_break"},{"type":"image","attrs":{"id":null,"alt":"sales-navigator similar web linkedin sales navigator linkedin Google Analytics facebook audience insights demographics ","src":"//a.storyblok.com/f/117064/1776533cda/sales-navigator.png","title":null,"source":null,"copyright":null,"meta_data":{}}}]},{"type":"paragraph","content":[{"text":"I find that just viewing the companies and job titles of a B2B audience can provide a lot of insight into your users. Just copy and paste the data into a spreadsheet to save the data and make it easy to review later. If you want to dig deeper, set your LinkedIn account to incognito and view their full profiles. You’ll have a wealth of insight at your fingertips, including their education, likes, past jobs, charities they support, content they like and share, etc.","type":"text"}]},{"type":"paragraph","content":[{"text":"If you want to dig deeper, you can purchase list append services from various companies. They’ll add data fields like job titles and location to your email list records.","type":"text"}]},{"type":"heading","attrs":{"level":2},"content":[{"text":"SimilarWeb","type":"text"}]},{"type":"paragraph","content":[{"text":"Sometimes, you may be writing for an audience where you don’t have access to analytics data or email addresses. Maybe you are contributing a column to a blog, or maybe you’re trying to understand an audience you haven’t started marketing to yet. Most of the best tools for competitive data like this (Alexa, Compete, SEMRush) are no longer freely available, but if you just need basic data, check out Similar Web. This tool gives you basic data on websites, even if you don’t own or control them.","type":"text"}]},{"type":"paragraph","content":[{"type":"image","attrs":{"id":null,"alt":"similar-web-ryte similar web linkedin sales navigator linkedin Google Analytics facebook audience insights demographics ","src":"//a.storyblok.com/f/117064/b4ea78e6d4/similar-web-ryte.png","title":null,"source":null,"copyright":null,"meta_data":{}}}]},{"type":"heading","attrs":{"level":2},"content":[{"text":"Demographics.io","type":"text"}]},{"type":"paragraph","content":[{"text":"This is a great little (free) tool that gives you some insight into who is searching for your target keyword(s). If you are writing content to rank on Google for a specific keyword, this is a great way to get audience insights before you create the content. Enter your keyword(s) and you’ll get a handy little chart showing the age and gender breakdown for your target keywords:","type":"text"},{"type":"hard_break"},{"type":"image","attrs":{"id":null,"alt":"demographics similar web linkedin sales navigator linkedin Google Analytics facebook audience insights demographics ","src":"//a.storyblok.com/f/117064/19a77fa23c/demographics.png","title":null,"source":null,"copyright":null,"meta_data":{}}}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"Conclusion","type":"text"}]},{"type":"paragraph","content":[{"text":"None of these tools is a silver bullet that will give you all the information you need to gain a full understanding of your audience. But each can fill in different parts of the puzzle, propelling you down the path toward a fuller and deeper understanding of the people who are reading your content.","type":"text"}]},{"type":"paragraph","content":[{"text":"As you create content, track reader responses, and engagements and look for trends on what types of content, topics, information, etc. resonate most successfully with your audience. Tip: Ryte Content Success monitors your content and measures what’s resonating with users and what’s not, making it easy for you to incorporate this intelligence into your content strategy.","type":"text"}]},{"type":"paragraph","content":[{"text":"What are your favorite tactics for gaining a deeper understanding of your readers? How have you been able to better connect with your target audience?","type":"text"}]}]},"excerpt":"As a content marketer, it’s important to have a deep understanding of your readers to capture their attention and provide information that they’re looking for. This article shares the top 5 free tools writers can use to better understand and connect with their target audience.","noindex":false,"category":["e25a79bd-a60d-4595-a86c-2ebd8e3b81ad"],"og_image":{"id":null,"alt":null,"name":"","focus":null,"title":null,"source":null,"filename":"","copyright":null,"fieldtype":"asset","meta_data":{}},"component":"post","meta_title":"5 Free Tools To Help You Better Understand Your Audience","banner_text":"","banner_cta_url":{"id":"","url":"","linktype":"story","fieldtype":"multilink","cached_url":""},"featured_image":{"alt":"5 Free Tools To Help You Better Understand Your Audience","title":"5 Free Tools To Help You Better Understand Your Audience","filename":"//a.storyblok.com/f/117064/ee7bbec2b7/free-audience-tools.png","fieldtype":"asset"},"banner_cta_label":"","meta_description":"As a content marketer, it’s important to have a deep understanding of your readers to capture their attention and provide information that they’re looking for. This article shares the top 5 free tools writers can use to better understand and connect with their target audience."},"slug":"5-free-tools-help-better-understand-audience","full_slug":"blogs/en/magazine/posts/5-free-tools-help-better-understand-audience","sort_by_date":null,"position":2360,"tag_list":[],"is_startpage":false,"parent_id":114127449,"meta_data":null,"group_id":"b69b4c04-ea6b-4b2f-9e6a-c16a49c26e03","first_published_at":"2018-07-04T08:35:30.000Z","release_id":null,"lang":"default","path":null,"alternates":[],"default_full_slug":null,"translated_slugs":null,"_stopResolving":true},{"name":"7 Content Marketing Strategy Steps to Boost Your SEO and Site Presence in For Better Online Marketing","created_at":"2022-03-09T10:25:35.221Z","published_at":"2024-06-03T10:14:41.000Z","id":114133628,"uuid":"e0ec16b4-5ad6-4eb0-a497-841321400931","content":{"tag":"","_uid":"5a071136-450a-4532-9c1d-e308d976bc57","author":"b6a04abe-c100-4cc8-a377-4bad2e04fdb3","content":{"type":"doc","content":[{"type":"paragraph","content":[{"text":"Is one of your goals for 2018 (and beyond) to super-power your content marketing?","type":"text"}]},{"type":"paragraph","content":[{"text":"You’re not alone. Marketing as a whole is moving in the direction of authentic content versus pushy advertising.","type":"text"}]},{"type":"paragraph","content":[{"text":"Marketo gives us plenty of good reasons why this is true in their ","type":"text"},{"text":"infographic","type":"text","marks":[{"type":"link","attrs":{"href":"https://www.marketo.com/infographics/content-marketing-vs-traditional-advertising/","title":null}}]},{"text":" comparing the two:","type":"text"}]},{"type":"paragraph","content":[{"type":"image","attrs":{"alt":"marketo-why-content-marketing Yoast ","src":"//a.storyblok.com/f/117064/bbbb8522e9/marketo-why-content-marketing.png","title":null}}]},{"type":"paragraph","content":[{"text":"“Content marketing develops trust by providing the buyer with information that will help them make the right decision, thus reducing organizational and personal risk.”","type":"text"}]},{"type":"paragraph","content":[{"text":"It’s all about driving traffic, building trust, educating, informing, and nurturing leads. A 30-second advertisement can’t accomplish all that, but content marketing can.","type":"text"}]},{"type":"paragraph","content":[{"text":"In short, content marketing success is a worthy goal that could result in huge ROI for your brand.","type":"text"}]},{"type":"paragraph","content":[{"text":"But, is it an achievable goal?","type":"text"}]},{"type":"paragraph","content":[{"text":"That depends.","type":"text"}]},{"type":"paragraph","content":[{"text":"Consider this famous quote related to goal-setting:","type":"text"},{"type":"hard_break"},{"text":"“Shoot for the moon. Even if you miss, you’ll land among the stars.” (Norman Vincent Peale)","type":"text"}]},{"type":"paragraph","content":[{"type":"image","attrs":{"alt":"shoot-for-the-moon Yoast ","src":"//a.storyblok.com/f/117064/9edf727f83/shoot-for-the-moon.jpg","title":null}}]},{"type":"paragraph","content":[{"text":"I agree with the logic of this statement – with one caveat.","type":"text"}]},{"type":"paragraph","content":[{"text":"You can shoot for the moon, that big goal of content marketing success, and hope you land there.","type":"text"}]},{"type":"paragraph","content":[{"text":"Or, you can shoot for the moon ","type":"text"},{"text":"with a content strategy","type":"text","marks":[{"type":"bold"}]},{"text":" and land squarely on top of it, dead-center.","type":"text"}]},{"type":"paragraph","content":[{"text":"That’s right. The key to hitting your goal bullseye is strategizing. That’s why I’m sharing 7 steps you can use to boost your SEO and online presence – they’re all part of a successful content strategy, which leads to content marketing ROI.","type":"text"}]},{"type":"paragraph","content":[{"text":"Let’s go.","type":"text"}]},{"type":"heading","attrs":{"level":2},"content":[{"text":"7 Steps to Implement a Content Strategy for Amazing Content Marketing","type":"text"}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"1. Understand the Fundamental Building Blocks of Content Strategy","type":"text"}]},{"type":"paragraph","content":[{"text":"To win at content strategy, and thus win at content marketing, you have to understand the basic fundamentals.","type":"text"}]},{"type":"paragraph","content":[{"text":"What is a content marketing strategy for?","type":"text"}]},{"type":"paragraph","content":[{"text":"Two things:","type":"text"}]},{"type":"bullet_list","attrs":{"tight":false},"content":[{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"It tells you how to create strategic content that speaks to your audience, nurtures them, and warms them up for profitable action.","type":"text"},{"type":"hard_break"},{"text":"It provides a map to continue this creation into the future, including maintenance, auditing, and promotion.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"But, before you can lay out your strategy, you have to determine two fundamentals that will guide all of your other actions.","type":"text"}]}]}]},{"type":"paragraph","content":[{"text":"But, before you can lay out your strategy, you have to determine two fundamentals that will guide all of your other actions.","type":"text"}]},{"type":"heading","attrs":{"level":4},"content":[{"text":"A. Know What Sets You Apart from Your Competition","type":"text"}]},{"type":"paragraph","content":[{"text":"Your content differentiation factor (CDF) is what sets you apart from everybody else.","type":"text"}]},{"type":"paragraph","content":[{"text":"It can be something small or something huge, but it needs to be uniquely yours.","type":"text"}]},{"type":"paragraph","content":[{"type":"image","attrs":{"alt":"CDF-705x389 Yoast ","src":"//a.storyblok.com/f/117064/e8da22b7c0/cdf-705x389.png","title":null}}]},{"type":"paragraph","content":[{"text":"You’ll lean into this differentiator later when defining your brand audience, so you must get a handle on what makes you different before you do anything else.","type":"text"}]},{"type":"heading","attrs":{"level":4},"content":[{"text":"B. Know Your Topic Area","type":"text"}]},{"type":"paragraph","content":[{"text":"You also need to know your specific topic area or expertise before you lay out your content strategy.","type":"text"}]},{"type":"paragraph","content":[{"text":"What type of knowledge do you have that you can offer your audience, related to your industry? What do you have to teach them? How can you help them?","type":"text"}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"2. Understand Your Audience Intimately","type":"text"}]},{"type":"paragraph","content":[{"text":"The next step: Defining and understanding your audience on an intimate level.","type":"text"}]},{"type":"paragraph","content":[{"text":"Who will be interested in what you have to say? Who needs what you’re offering? Who will you be targeting in your content?","type":"text"}]},{"type":"paragraph","content":[{"text":"To find these people, you have to dig down deep and research.","type":"text"}]},{"type":"paragraph","content":[{"text":"Luckily, the internet makes it very easy to do just that.","type":"text"}]},{"type":"bullet_list","attrs":{"tight":false},"content":[{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"If you already have customers,","type":"text","marks":[{"type":"bold"}]},{"text":" research their similarities. What does your average audience member look like? Hootsuite recommends quantifying their likes, dislikes, personal stats, career stats, goals, habits, and demographics to distill them into ","type":"text"},{"text":"audience personas","type":"text","marks":[{"type":"link","attrs":{"href":"https://blog.hootsuite.com/how-to-create-audience-personas/","title":null}}]},{"text":".","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"If you don’t have an established customer base,","type":"text","marks":[{"type":"bold"}]},{"text":" reach outward to discover who they might be. ","type":"text"},{"text":"Google Surveys","type":"text","marks":[{"type":"link","attrs":{"href":"https://marketingplatform.google.com/about/surveys/","title":null}}]},{"text":" and ","type":"text"},{"text":"Facebook Audience Insights","type":"text","marks":[{"type":"link","attrs":{"href":"https://marketingplatform.google.com/about/surveys/","title":null}}]},{"text":" are two tools that can help you with this. You can also do interviews and focus groups to narrow down the field.","type":"text"}]}]}]},{"type":"paragraph","content":[{"type":"image","attrs":{"alt":"facebook-audience-insights Yoast ","src":"//a.storyblok.com/f/117064/5e6936f7c1/facebook-audience-insights.png","title":null}}]},{"type":"paragraph","content":[{"text":"Facebook Audience Insights is a useful tool for audience discovery.","type":"text"}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"3. Understand How SEO Boosts Content – and Use Current Best-Practices","type":"text"}]},{"type":"paragraph","content":[{"text":"To improve your online visibility as well as help your audience discover you organically through search, you need to use SEO in your content marketing strategy.","type":"text"}]},{"type":"paragraph","content":[{"text":"Search engine optimization is just what it sounds like: It’s a series of processes and actions that optimize your content so it’s ready to get crawled and indexed by search ‘bots. (This optimization mainly boils down to keyword and topic research for your content.)","type":"text"}]},{"type":"paragraph","content":[{"text":"After that, an algorithm determines the usefulness of your content based on what a user is searching for.","type":"text"}]},{"type":"paragraph","content":[{"text":"The more useful, relevant, valuable, and interesting your content is, the higher it will rank in the SERPs. This is crucial because a large part of internet traffic comes from search for most brands.","type":"text"}]},{"type":"heading","attrs":{"level":4},"content":[{"text":"Stay Current on SEO News and Trends","type":"text"}]},{"type":"paragraph","content":[{"text":"The importance of SEO can’t be understated, but it’s also vital to use current, up-to-date best-practices.","type":"text"}]},{"type":"paragraph","content":[{"text":"Why?","type":"text"}]},{"type":"paragraph","content":[{"text":"Because the search engine algorithms change regularly. Google alone makes updates and tweaks to its proprietary algorithm at least ","type":"text"},{"text":"500-600 times per year","type":"text","marks":[{"type":"link","attrs":{"href":"https://moz.com/google-algorithm-change","title":null}}]},{"text":". That means what works for ranking this month may not work next month.","type":"text"}]},{"type":"paragraph","content":[{"text":"To stay on top of changing best-practices and search algorithm updates, follow a reputed source for SEO news, like ","type":"text"},{"text":"Search Engine Land","type":"text","marks":[{"type":"link","attrs":{"href":"https://searchengineland.com/library/google/google-algorithm-updates","title":null}}]},{"text":", Moz, or ","type":"text"},{"text":"Search Engine Roundtable","type":"text","marks":[{"type":"link","attrs":{"href":"https://www.seroundtable.com/","title":null}}]},{"text":".","type":"text"}]},{"type":"paragraph","content":[{"text":"You should also do ","type":"text"},{"text":"keyword research","type":"text","marks":[{"type":"link","attrs":{"href":"https://bloggingwizard.com/keyword-research-guide/","title":null}}]},{"text":" on a regular basis, as the terms your audience uses in search may change over time. For the best results, focus on long tail keywords, which are less competitive but may be more profitable to target, as this graph from SEOPressor shows:","type":"text"}]},{"type":"paragraph","content":[{"type":"image","attrs":{"alt":"seopressor-keywords Yoast ","src":"//a.storyblok.com/f/117064/fd58c49657/seopressor-keywords.png","title":null}}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"4. Map Keywords + Content Topics to the Buyer’s Journey and Your Goals","type":"text"}]},{"type":"paragraph","content":[{"text":"Along with laying out your topic areas, target audience, and SEO, a content strategy also can guide your content creation.","type":"text"}]},{"type":"paragraph","content":[{"text":"In particular, your strategy will help you determine what types of content to create for buyers at various stages of the buying cycle.","type":"text"}]},{"type":"paragraph","content":[{"text":"To do it, use the audience personas you created and determine which stage they’re hanging out in. There are three major stages:","type":"text"}]},{"type":"ordered_list","attrs":{"order":1,"tight":false},"content":[{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Awareness:","type":"text","marks":[{"type":"bold"}]},{"text":" The customer becomes aware that they have a problem/need and that you could potentially solve it/fulfill it.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Consideration/Evaluation:","type":"text","marks":[{"type":"bold"}]},{"text":" The customer tries to figure out if you will meet this need (or not), and possibly compare you to other sources.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Purchase:","type":"text","marks":[{"type":"bold"}]},{"text":" The act of making a decision and purchasing the solution.","type":"text"}]}]}]},{"type":"paragraph","content":[{"text":"There are content types that match up with each stage of the buying process. For example, blog posts, tip sheets, and guides are great for customers in the awareness stage:","type":"text"}]},{"type":"paragraph","content":[{"type":"image","attrs":{"alt":"semrush-content-buyers-journey Yoast ","src":"//a.storyblok.com/f/117064/22dc0c206c/semrush-content-buyers-journey.jpg","title":null}}]},{"type":"paragraph","content":[{"text":"Image via SEMrush","type":"text"}]},{"type":"paragraph","content":[{"text":"You also can map the keywords you target to buying cycle stages. In general, the broader the keyword, the closer the customer is to the top of the funnel. Here are some examples:","type":"text"}]},{"type":"bullet_list","attrs":{"tight":false},"content":[{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Awareness stage","type":"text","marks":[{"type":"bold"}]},{"text":" – “men’s running shoes”","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Evaluation stage","type":"text","marks":[{"type":"bold"}]},{"text":" – “Nike men’s running shoes comparison”","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Purchase stage","type":"text","marks":[{"type":"bold"}]},{"text":" – “men’s Nike Flex Experience running shoes blue size 10”","type":"text"}]}]}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"5. Build Your Online Authority on Your Own Turf","type":"text"}]},{"type":"paragraph","content":[{"text":"Where will you publish your content? Where will you stake your content marketing?","type":"text"}]},{"type":"paragraph","content":[{"text":"That’s the next question you need to answer for your strategy.","type":"text"}]},{"type":"paragraph","content":[{"text":"It’s essential that you build authority on the web so your major pieces of content have your name stamped on them, front and center – not a proprietary entity, network, or platform. Here are some reasons why:","type":"text"}]},{"type":"bullet_list","attrs":{"tight":false},"content":[{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"You want to build your online authority for you, not for the hosting network. (Often, the opposite will happen if you publish your content off-site.)","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"You want to be able to control and manage your content on the micro-level. Letting a proprietary network do it is dicey (they’ll always be thinking about their business first, not yours).","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"You’ll have fewer opportunities for lead generation tactics (think pop-ups and call-out boxes).","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"You’ll have little to no control over the branding of the proprietary network (this ties into point a).","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"There will be lots of other distractions on the host site, like links to other people’s content (it’s better for you, both SEO-wise and conversions-wise if they stick with your stuff longer).","type":"text"}]}]}]},{"type":"paragraph","content":[{"text":"So, part of your strategy should include staking your claim to your own domain name and publishing most of your content there. However, you can and should also look for guest-blogging opportunities to get your brand and content in front of a wider, built-in audience.","type":"text"}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"6. Create the Highest Quality Content You Can Afford","type":"text"}]},{"type":"paragraph","content":[{"text":"Only the highest-quality content will get the best results (rankings, traffic, engagement, conversions).","type":"text"}]},{"type":"paragraph","content":[{"text":"Consider a study by Havas Group as proof: They evaluated over 1,500 brands from all over the world, including 33 countries and 15 industries.","type":"text"}]},{"type":"paragraph","content":[{"text":"The key finding?","type":"text"}]},{"type":"paragraph","content":[{"text":"Strong, high-quality content","type":"text","marks":[{"type":"bold"}]},{"text":" is the number one factor that determines how meaningful a brand is to a consumer.","type":"text"}]},{"type":"paragraph","content":[{"type":"image","attrs":{"alt":"newscred-havas-study-content Yoast ","src":"//a.storyblok.com/f/117064/94c8416ba7/newscred-havas-study-content.png","title":null}}]},{"type":"paragraph","content":[{"text":"People respond to quality. Search engines respond to quality. Give them the highest quality you can afford – budget for it, and invest accordingly.","type":"text"}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"7. Promote Your Content, Update It, and Maintain Your Forward Motion","type":"text"}]},{"type":"paragraph","content":[{"text":"The final piece of your content strategy is keeping the cycle going through content promotion, maintenance, and updating.","type":"text"}]},{"type":"bullet_list","attrs":{"tight":false},"content":[{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Promotion","type":"text","marks":[{"type":"bold"}]},{"text":" is how you spread the word about that great, interesting, useful piece you just sent out into the world, as well as that awesome blog you published a year ago that’s still relevant.","type":"text"}]},{"type":"bullet_list","attrs":{"tight":false},"content":[{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Post a link to the content on your social media accounts.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Send an email to your subscribers with a link to the content.","type":"text"}]}]}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Maintaining and updating","type":"text","marks":[{"type":"bold"}]},{"text":" your content keeps it fresh, relevant, and rank-worthy.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph"},{"type":"bullet_list","attrs":{"tight":false},"content":[{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Do a regular content audit.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Check for thin or outdated pieces.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Either scrap them, rewrite them, or update them so they’re better than ever.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Fix broken links.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Link to newer resources.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Correct spelling or grammar errors.","type":"text"}]}]},{"type":"list_item","content":[{"type":"paragraph","content":[{"text":"Rewrite clunky paragraphs and include more natural keyword usage.","type":"text"}]}]}]}]}]},{"type":"paragraph","content":[{"text":"Promotion gets more eyes on your content, and maintenance helps you keep it relevant for whoever discovers it in the future. Don’t skip these two crucial steps in a content strategy.","type":"text"}]},{"type":"heading","attrs":{"level":2},"content":[{"text":"Content Marketing Can’t Succeed without a Strategy","type":"text"}]},{"type":"paragraph","content":[{"text":"You guessed it – a content marketing strategy is a lynchpin in this whole operation.","type":"text"}]},{"type":"paragraph","content":[{"text":"The strategy is what makes your content marketing move toward your goals.","type":"text"}]},{"type":"paragraph","content":[{"text":"Without it, you’ll be lost in the black depths of content obscurity. You’ll join the millions of content creators on the web whose stuff doesn’t get read.","type":"text"}]},{"type":"paragraph","content":[{"text":"And, as we know, the stuff that doesn’t get read doesn’t get traction.","type":"text"}]},{"type":"paragraph","content":[{"text":"Super-power your content marketing with a strategy, and get ready to go places. The strategy is the key to the ignition, so get one in hand.","type":"text"}]},{"type":"paragraph","content":[{"text":"Then start moving forward.","type":"text"}]}]},"excerpt":"Improve your SEO and online presence with these 7 steps to supercharge your content marketing","noindex":false,"category":["e30c4527-a44a-47db-998b-24e5547696c7"],"og_image":{"id":null,"alt":null,"name":"","focus":null,"title":null,"source":null,"filename":"","copyright":null,"fieldtype":"asset","meta_data":{}},"component":"post","meta_title":"7 Content Marketing Strategy Steps to Boost Your SEO and Site Presence in For Better Online Marketing","banner_text":"","banner_cta_url":{"id":"","url":"","linktype":"story","fieldtype":"multilink","cached_url":""},"featured_image":{"alt":"7 Content Marketing Strategy Steps to Boost Your SEO and Site Presence in For Better Online Marketing","title":"7 Content Marketing Strategy Steps to Boost Your SEO and Site Presence in For Better Online Marketing","filename":"//a.storyblok.com/f/117064/3dbcd6304f/7-content-strategies.png","fieldtype":"asset"},"banner_cta_label":"","meta_description":"Improve your SEO and online presence with these 7 steps to supercharge your content marketing"},"slug":"7-content-marketing-strategy-steps-boost-seo-site-presence-better-online-marketing","full_slug":"blogs/en/magazine/posts/7-content-marketing-strategy-steps-boost-seo-site-presence-better-online-marketing","sort_by_date":null,"position":2400,"tag_list":[],"is_startpage":false,"parent_id":114127449,"meta_data":null,"group_id":"f57ef803-8ef1-4c0b-b464-951500236416","first_published_at":"2018-08-03T08:34:59.000Z","release_id":null,"lang":"default","path":null,"alternates":[],"default_full_slug":null,"translated_slugs":null,"_stopResolving":true},{"name":"Best Practice Guide for Keyword Research and Analysis","created_at":"2022-03-09T10:25:39.587Z","published_at":"2024-06-03T10:14:41.000Z","id":114133735,"uuid":"e817ab32-dc86-4249-aa82-8b425aa9e946","content":{"_uid":"151a39af-1458-4f4f-92a6-2ad0e737940c","author":"8c8256c1-c634-4611-931e-e5c03eac161f","content":{"type":"doc","content":[{"type":"paragraph","content":[{"text":"In this article, you will gain insights into the essential aspects of keyword research and analysis and practical tips how to successfully design your keyword marketing.","type":"text"}]},{"type":"heading","attrs":{"level":2},"content":[{"text":"Keyword Research and Keyword Marketing","type":"text"}]},{"type":"paragraph","content":[{"text":"A ","type":"text"},{"text":"keyword","type":"text","marks":[{"type":"link","attrs":{"href":"https://en.ryte.com/wiki/Keyword","title":null}}]},{"text":" is a search term entered into a search engine. It is valuable because it shows the user’s intentions in the user’s own words. Many forms of targeting differentiate and segment user groups with externally identified characteristics, but the keyword is more authentic as it gives an accurate picture of the user intention. If a user enters “current account comparison” in the search engine, they are very clearly showing interest in such a comparison.","type":"text"}]},{"type":"paragraph","content":[{"text":"The link between the keywords and the user’s intention expressed in them is the reason why search engine optimization and search engine marketing are effective. If you create content without aligning it to a keyword, the content is less likely to rank well, which could lead to negative consequences for your revenue and business.","type":"text"}]},{"type":"paragraph","content":[{"text":"Keyword research","type":"text","marks":[{"type":"bold"}]},{"text":" describes the process of identifying keywords suitable for a marketing goal or campaign. The aim is to find keywords or search terms that will take your target group to your offer or landing page.","type":"text"}]},{"type":"paragraph","content":[{"text":"With the establishment of Google as the leading search engine, keyword marketing became established as a sub-discipline of online marketing. The basic idea of keyword marketing is that individual segments of target groups are represented by keywords that the people in those corresponding target group segments use in their searches. The crucial requirement for keyword marketing is that Google, and also other providers, create and make databases available that contain information about the keywords used.","type":"text"}]},{"type":"heading","attrs":{"level":2},"content":[{"text":"What are the user’s intentions when doing a search?","type":"text"}]},{"type":"paragraph","content":[{"text":"The be-all and end-all of keyword research is user intention. The user’s intention is the purpose or reason why they are using the search engine. With the sheer number of search queries that are made with Google (","type":"text"},{"text":"there are over 3.5 billion searches on google every day","type":"text","marks":[{"type":"link","attrs":{"href":"http://www.internetlivestats.com/google-search-statistics/","title":null}}]},{"text":"), this results in an incredibly large number of different search queries. Not all are relevant for keyword marketing, but all of them are collected and stored by Google and made available to AdWords customers in the Keyword Planner.","type":"text"}]},{"type":"paragraph","content":[{"text":"Before you start your keyword research, you should firstly determine the user intent so that you can look for a keyword that suits your content or campaign. To capture keywords, categories have been established. These cover three central areas: ","type":"text"},{"text":"Navigation","type":"text","marks":[{"type":"bold"},{"type":"link","attrs":{"href":"https://en.ryte.com/wiki/Navigational_Request","title":null}}]},{"text":", ","type":"text","marks":[{"type":"bold"}]},{"text":"transaction","type":"text","marks":[{"type":"bold"},{"type":"link","attrs":{"href":"https://en.ryte.com/wiki/Transactional_Search_Query","title":null}}]},{"text":" and information.","type":"text","marks":[{"type":"bold"}]}]},{"type":"paragraph","content":[{"text":"1. Navigation describes situations where the user already knows what they are looking for, but does not know an exact URL. For example, the user is looking for white sneakers from Nike, but does not know the URL and therefore enters “white sneakers Nike” in the search bar. Google will reliably provide them with the appropriate URL and the user can navigate to their destination through the search result.","type":"text"}]},{"type":"paragraph","content":[{"text":"2. Keywords used for ","type":"text"},{"text":"transaction","type":"text","marks":[{"type":"bold"}]},{"text":" represent the intention to make a purchase, registration or reservation. These keywords are also called “Money Keywords” or more technically “Commercial Intent Keywords”. Examples include “buy sneakers” or “Macbook Pro price”. These commercial intent keywords are naturally most effective in a marketing process, since the user has already shown an intent to make a purchase. In campaigns, advertisements and call-to-actions, one tries to reinforce this buying intention of the customer by making use of signal words like: Free shipping, discount, sale, buy, etc. In addition, products or brands can be included in the keyword to increase the incentive to buy. Naturally, the competition for money keywords is the most intense.","type":"text"}]},{"type":"paragraph","content":[{"text":"3. There are also keywords that are used purely for finding ","type":"text"},{"text":"information","type":"text","marks":[{"type":"bold"}]},{"text":". Without a doubt, these keywords are the most common, because the search for information and answers to unsolved questions are the most common uses of search engines. Users are looking to expand their knowledge or to find a solution to a problem. The character of a search term (if it is not unique) can be easily looked up on Google. The search results indicate whether the majority of users have a commercial or informative interest.","type":"text"}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"Big is beautiful – The Role of the Search Volume","type":"text"}]},{"type":"paragraph","content":[{"text":"After user intention, the ","type":"text"},{"text":"search volume of a keyword","type":"text","marks":[{"type":"bold"}]},{"text":" is an important factor and therefore an indispensable part of your keyword research. The search volume specifies how often a keyword was searched for within a given month. Using this value, you can weigh how relevant the keyword is in the overall market. However, a high search volume does not always mean that this keyword is the best way to reach your marketing goal as quickly as possible. Wherever there is a high search volume, there is most likely a high level of competition.","type":"text"}]},{"type":"paragraph","content":[{"text":"Many content providers focus on the keyword. In addition, a high search volume indicates that a term is more general. The user intention can therefore be very vague, as with the search term “Cheap flights”, for example. Although this has a high search volume in the United States with over 4 million average monthly searches, it is by no means clear which flights are sought.","type":"text"}]},{"type":"paragraph","content":[{"type":"image","attrs":{"alt":"Screen-Shot-2018-06-15-at-1.55.25-PM Yoast keyword research keyword analysis ","src":"//a.storyblok.com/f/117064/e8044d0dfd/screen-shot-2018-06-15-at-1-55-25-pm.png","title":null}}]},{"type":"paragraph","content":[{"text":"Figure 1:","type":"text","marks":[{"type":"bold"}]},{"text":" \"Cheap flights\" - high search volume, but unspecific.","type":"text"}]},{"type":"paragraph","content":[{"text":"As is so often the case in online marketing, it is a matter of balancing relevance and reach. In my experience, it makes more sense to favor the relevance over the reach, at least up to a point. This strengthens user satisfaction and therefore the effectiveness and sustainability of your online marketing measures.","type":"text"}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"Long tail vs. Short tail Keywords","type":"text"}]},{"type":"paragraph","content":[{"text":"In keyword research, the ","type":"text"},{"text":"scale of the keywords","type":"text","marks":[{"type":"bold"}]},{"text":", measured by the number of words used, also plays a role. With the increasing “intelligence” of search engines, which now understand ever longer inputs and voice commands, the use and significance of longer keywords or phrases, so-called ","type":"text"},{"text":"long tail keywords","type":"text","marks":[{"type":"link","attrs":{"href":"https://en.ryte.com/wiki/LongTail","title":null}}]},{"text":", also increases.","type":"text"}]},{"type":"paragraph","content":[{"text":"The”long tail” is a model introduced by Chris Anderson and portrays niche themes and products on the internet. The internet is expanding markets and making it lucrative to take up existing niche themes and utilize them for business activities. Long tail keywords are those that concern niche topics that go beyond the mass markets. However, there is less competition, so a site can be optimized and a good ranking can be achieved.","type":"text"}]},{"type":"paragraph","content":[{"text":"Short tail, on the other hand, describes a keyword that consists of just one word or a general search term. It can either be a word or a combination of words, for example “England football team”. This means that you can expect a high search volume, but you do not know exactly what the user is looking for. The high search volume also increases the intensity of competition, making good rankings for short tail keywords difficult to achieve.","type":"text"}]},{"type":"paragraph","content":[{"text":"When the user enters a long tail keyword, however, you get much more information. Although the reach is more limited as the search volume is not as high, the user can be addressed more directly. It is therefore better to target more long tail keywords than short tail keywords. This means there is more effort required in creating and optimizing the content because the more words that are used within the search query, the lower the linguistic and grammatical degrees of freedom. However, online marketers must become increasingly flexible. Meanwhile, 60% of all search queries consist of at least 3 words, less than 3% use only one word.","type":"text"}]},{"type":"heading","attrs":{"level":2},"content":[{"text":"Keyword Marketing Strategy","type":"text"}]},{"type":"paragraph","content":[{"text":"Before you select a specific keyword, you should define a strategy. The starting point of the strategy should be your objective. A blog generally is about reach, while an online shop is about sales or contribution margins.","type":"text"}]},{"type":"paragraph","content":[{"text":"As the next step, you should describe the target group or, even better, the target group segments. This is best done by describing different user groups with the help of personas. These models also help to design the keyword selection. Demographic characteristics such as education, age, gender and the native language should play a role. However, the context of the keyword selection can also be decisive. Is the search query done when out and about, or at home? All of that will have an influence on how the keywords will be formulated. The time context, such as vacation time, also plays a role.","type":"text"}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"Which tools help to determine the keywords?","type":"text"}]},{"type":"paragraph","content":[{"text":"Once the strategy has been defined, it is just a matter of selecting one or more keywords. For this, you will need access to a keyword database. The most extensive source for keyword analysis is Google’s keyword database, which can be accessed in various ways.","type":"text"}]},{"type":"paragraph","content":[{"text":"If you only want to know which keywords exist for a topic, you can type a generic term into Google’s search bar. Google Suggest is an auto-complete function that then shows which search queries might exist for the term. In addition, the lower part of the search results page shows which related search queries from the so-called Latent Semantic Index exist for a particular topic. To get information about keywords, you can also use ","type":"text"},{"text":"Google Trends","type":"text","marks":[{"type":"link","attrs":{"href":"https://en.ryte.com/wiki/Google_Trends","title":null}}]},{"text":". With the help of trends, you can compare different keywords and see which ones are more relevant because they are used more often. Furthermore, with the help of Google Trends, you can better schedule your content, because some keywords work better at certain times of day or seasons.","type":"text"}]},{"type":"paragraph","content":[{"text":"The best insight into keywords is offered by the ","type":"text"},{"text":"Keyword Planner","type":"text","marks":[{"type":"link","attrs":{"href":"https://en.ryte.com/wiki/Keyword_Planner","title":null}}]},{"text":" from Google. To use this, you need an Adwords account, and have to activate Adwords ads and spend advertising budgets. In the Keyword Planner, after entering a so-called seed keyword, you get the keyword suggestions for potential use in Adwords campaigns. For each keyword, the Keyword Planner provides the search volume, the competition for this keyword, and the probable ","type":"text"},{"text":"CPC","type":"text","marks":[{"type":"link","attrs":{"href":"https://en.ryte.com/wiki/Cost_Per_Click","title":null}}]},{"text":" for the Adwords account.","type":"text"}]},{"type":"paragraph","content":[{"type":"image","attrs":{"alt":"Screen-Shot-2018-06-15-at-2.08.08-PM Yoast keyword research keyword analysis ","src":"//a.storyblok.com/f/117064/76338a302c/screen-shot-2018-06-15-at-2-08-08-pm.png","title":null}}]},{"type":"paragraph","content":[{"text":"Figure 2:","type":"text","marks":[{"type":"bold"}]},{"text":" Insights into the keyword market with the Keyword Planner.","type":"text"}]},{"type":"heading","attrs":{"level":2},"content":[{"text":"Choosing Keywords Using the Keyword Planner","type":"text"}]},{"type":"paragraph","content":[{"text":"The number of keywords and the amount of information about those keywords is quite extensive. Therefore, you should download the keyword suggestions as an Excel table and filter them further from there.","type":"text"}]},{"type":"paragraph","content":[{"text":"I use a small formula that helps me to consider the search volume and competition at the same time. The “free market share” indicates which share of a keyword search volume or market is not covered by the competition. With the formula:","type":"text"}]},{"type":"paragraph","content":[{"text":"Free market share = (1 - competitive factor) x search volume","type":"text"}]},{"type":"paragraph","content":[{"text":"you can calculate another characteristic for keywords and use it to further sort through the selection of keywords.","type":"text"}]},{"type":"paragraph","content":[{"text":"Keywords with a high free market share have either a high search volume or little competition. You can also use number filters to select additional keywords in the table for which the competition does not exceed a certain threshold value.","type":"text"}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"The role of Competition in Keyword Research and Analysis","type":"text"}]},{"type":"paragraph","content":[{"text":"Once you have decided on your keywords and created the corresponding content on landing pages, the next step is regular monitoring of the keywords while taking the competition into account. This means you should know which keywords the competition is using and how successful they are with them.","type":"text"}]},{"type":"paragraph","content":[{"text":"While a tool provides a general overview, a keyword analysis is important to further evaluate the competition for a single keyword. Once you have shortlisted a keyword, you should do a Google search to identify the competitors. Make sure you’re not signed in to Google, and search both on desktop and mobile. The mobile search result should have priority in the analysis.","type":"text"}]},{"type":"paragraph","content":[{"text":"In the search results, you can quickly identify which competitors rank for a particular keyword. A review of the URL, titles and meta descriptions quickly shows whether the competitors have consistently optimized for a keyword or whether a related keyword is the focus. Then there is a chance to successfully place new content with the selected keyword. Finally, you should at least look at the page that ranks number 1 in the search results. Ask critically if this site actually fulfills the user’s intention. If this is not the case, or only to a limited extent, then you have a chance to do better and dominate the ranking for this keyword.","type":"text"}]},{"type":"heading","attrs":{"level":2},"content":[{"text":"Keyword Monitoring","type":"text"}]},{"type":"paragraph","content":[{"text":"Analyzing how your keyword rankings are distributed across Google search results is a great way to measure your optimization progress. Ryte Search Success is suitable for this. In the extensive reports, you can easily find out how many keywords rank on which page of the search results and analyze the distribution over time to see if you are on the right track.","type":"text"}]},{"type":"paragraph","content":[{"type":"image","attrs":{"alt":"Screen-Shot-2018-06-15-at-2.11.53-PM Yoast keyword research keyword analysis ","src":"//a.storyblok.com/f/117064/90e1187983/screen-shot-2018-06-15-at-2-11-53-pm.png","title":null}}]},{"type":"paragraph","content":[{"text":"Figure 3:","type":"text","marks":[{"type":"bold"}]},{"text":" Ranking distribution via Google SERPs.","type":"text"}]},{"type":"paragraph","content":[{"text":"More information about using Ryte Search Success can be found in ","type":"text"},{"text":"Ryte’s Product Insights Blog","type":"text","marks":[{"type":"link","attrs":{"href":"https://en.ryte.com/product-insights/the-new-ryte-search-success","title":null}}]},{"text":".","type":"text"}]},{"type":"heading","attrs":{"level":3},"content":[{"text":"Conclusion – The Future of Keyword Analysis","type":"text"}]},{"type":"paragraph","content":[{"text":"Keyword research and analysis helps you to create effective content that has a good chance of ranking well in Google. Your goal should not be “more of the same”, but to create new, highly attractive content that better fulfills the user’s intention for a keyword than the competition’s content.","type":"text"}]},{"type":"paragraph","content":[{"text":"Keyword research and analysis are developing constantly as new opportunities are arising. For example, the now established priority of the mobile search and the increasing relevance of voice search are developments that require new ways to analyze and research keywords. With these developments, the top ranking positions are reallocated – with targeted keyword research and analysis you will celebrate new successes.","type":"text"}]},{"type":"paragraph","content":[{"text":"Make your website the best it can be! Fix hidden errors and create great content for free with Ryte.","type":"text"}]},{"type":"paragraph","content":[{"text":"Start now!","type":"text","marks":[{"type":"link","attrs":{"href":"https://en.ryte.com/lp/free-seo-analysis/","title":null}}]}]}]},"excerpt":"Keyword research forms the key basis of your content strategy, helping you to create and optimize content to achieve good rankings in search engines.","category":"e30c4527-a44a-47db-998b-24e5547696c7","component":"post","featured_image":{"alt":"Best Practice Guide for Keyword Research and Analysis","title":"Best Practice Guide for Keyword Research and Analysis","filename":"//a.storyblok.com/f/117064/25bede56de/1500x800-keywordanalyse.png","fieldtype":"asset"}},"slug":"best-practice-guide-for-keyword-research-and-analysis","full_slug":"blogs/en/magazine/posts/best-practice-guide-for-keyword-research-and-analysis","sort_by_date":null,"position":2330,"tag_list":[],"is_startpage":false,"parent_id":114127449,"meta_data":null,"group_id":"18f1ac6b-0603-482e-b2e3-6e528b7f3f0d","first_published_at":"2018-06-15T12:40:57.000Z","release_id":null,"lang":"default","path":null,"alternates":[],"default_full_slug":null,"translated_slugs":null,"_stopResolving":true}],"categories_title":"Magazine Categories","meta_description":"Website, content and search best practice, tips and tricks from international industry leaders and digital marketing experts.","banner_description":{"type":"doc","content":[{"type":"heading","attrs":{"level":3},"content":[{"text":"Ryte users gain +93% clicks after 1 year.","type":"text","marks":[{"type":"bold"}]}]},{"type":"paragraph","content":[{"text":"Own the SERPs with the only Platform using exclusively Google Data.","type":"text"}]}]},"banner_is_centered":true,"featured_posts_title":"Trending Articles"},"slug":"magazine","full_slug":"blogs/en/magazine/","sort_by_date":null,"position":10,"tag_list":[],"is_startpage":true,"parent_id":95074189,"meta_data":null,"group_id":"95965cc9-7025-40b7-aae4-87f84673d1f7","first_published_at":"2022-07-11T06:02:16.000Z","release_id":null,"lang":"default","path":"magazine","alternates":[],"default_full_slug":null,"translated_slugs":null},"currentPosts":[{"name":"Compliance: The Strategic Risk That Could Stunt Your Growth","created_at":"2024-01-05T10:11:55.646Z","published_at":"2024-06-03T10:14:41.000Z","id":424528123,"uuid":"153d3c24-f7ea-4015-b724-4cd383823da3","content":{"tag":"","_uid":"4253cfbb-0db3-421c-b366-31c9564f6130","author":{"name":"Kevin Indig","created_at":"2024-01-05T12:13:28.813Z","published_at":"2024-06-03T10:16:42.000Z","id":424575679,"uuid":"6f6f4d17-1982-4ed5-9127-0cd35ac6e596","content":{"_uid":"3762acaf-87b6-476a-8cf7-58ef38336957","name":"","image":{"id":13648454,"alt":"","name":"","focus":"","title":"","source":"","filename":"https://a.storyblok.com/f/117064/750x999/2766958f3a/kevin_indig.png","copyright":"","fieldtype":"asset","meta_data":{},"is_private":"","is_external_url":false},"xing_url":{"id":"","url":"","target":"_self","linktype":"url","fieldtype":"multilink","cached_url":""},"component":"author","company_url":{"id":"","url":"","linktype":"story","fieldtype":"multilink","cached_url":""},"description":"Kevin Indig is a strategic Growth Advisor, creator of the Growth Memo newsletter and host of the Tech Bound podcast. 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