- 1. Deeper topic research in keyword research
- 2. Uncovering topic potential with organic rankings
- 3. Uncover topic potential through URL analysis
- 4. Uncover topic potential based on SEO visibility
1. Deeper topic research in keyword research
To research identified topics in more depth, in this paragraph we look at Keyword Research > Keyword Discovery and Keyword Rankings to research our identified topics further. With these features, we can identify similar keywords and set priorities for our content.
Here, we learn which topic clusters are most relevant and which elements to include in our content – if users would like to see images and videos for the topic, for example.
The automatic clustering identifies relevant topics in 3 ways:
Word Match: If you search "health healthy", both words will be considered separately, which lets you see clusters that include both terms. In this way, you can analyse several keywords in one search and find all the relevant clusters.
Phrase Match: If you search "apple cider vinegar", keywords are included that contain all of these terms, but in any order and with other words between them, e.g. "apple vinegar cider". You will receive an exhaustive list of keywords that are relevant for your chosen word combination.
- Exact Match: If you search "apple cider vinegar", you will only see search queries in which the three words are used in exactly this order, making this more specific than the Phrase Match option. This function is suitable if you want to exclude all other word orders.
You can also use the filter function to search the keyword results. Entering "what ", for example, will filter for searches with what-questions. (Make sure you leave a space after “what” to avoid false matches.) In this way, you can search within the "apple cider vinegar benefits" cluster for relevant what-questions.
Let's move to Keyword Rankings: This feature shows you the search results page (SERP) for the respective keyword, i.e. the ranking competitors and SERP features, such as videos, images and answer boxes. You can also view past versions of the SERP by entering the desired date.
For the keyword "apple cider vinegar weight loss", the SERP mostly contains informative content from publishers and YouTube, as well as a Featured Snippet and related questions. If we look at the seasonality of the keyword, we see that it’s searched most often in spring, peaking in May.
For our content, we derive elements from the top-ranking pages, set an educational focus including answers to the related questions, and schedule it to be published in time before May.
2. Uncovering topic potential with organic rankings
Usually, optimizing existing content requires less effort than researching new topics and creating new content. However, the result of good implementation is similar - good content is a precondition for achieving good rankings and generating valuable traffic.
In order to find potentials for content optimization, this presents different approaches. Discover topic potentials based on their...
Uncovering topic potential in the organic rankings
Let's take a look at the organic keyword rankings (Research Cloud > Organic Search > Organic Rankings) and how potentials can be quickly identified from it.
You will find the most important KPIs such as the SEO Visibility and the rankings of organic long tail keywords here. This is the perfect place to find high-potential topics within your organic rankings. Here’s how:
Either use our quick filters or follow these short steps with the advanced filter:
Exclude brand keywords: Use the filter function to exclude all keywords that contain your brand name. This allows you to concentrate on search queries from users who aren’t familiar with your brand yet.
Filter by ranking: Use the filter function to focus on keywords which you don’t (yet) rank in the top positions for. There’s a lot of potential here!
- Sort by search volume: Sort the table of your filtered keywords by search volume. This will put the most promising topics at the top.
3. Uncover topic potential through URL analysis
In addition, take a look at your Content Performance > High Performing URLs and directly display the URLs with high potential. There you will see all URLs and the additional keywords that the respective URL ranks with. These URLs are excellent for optimization.
Clicking on a specific URL will take you directly to the URL details. If we scroll to the lower part of this page, we have an insight into all keywords with which this URL ranks.
In the example, it is clear that our page with "mangos" is already ranking in 7th place and the traffic index is over 9,000. At first glance, this is acceptable. However, we can also see that the Traffic Index can increase by over 74,000 if our URL were to rank first with this keyword. So it would be worthwhile to optimize the content for this keyword.
View this Workflow in the following videos:
Identifying High-Potential Content
Discovering Core Content Topics:
4. Uncover topic potential based on SEO visibility
Find a data point where the visibility dropped and hover over it to find out the exact date.
In this example, our domain lost 15.2% SEO Visibility on 5/17/20. A downward trend is also visible before and after this date.
Let's take a closer look. Navigate to Organic Search > Winner & Loser Keywords and scroll down to Organic Losers Keywords. Here, select the date when the drop was recorded. The list below shows all keywords that lost positions and traffic at the selected date.
From the position trend we can see that our domain has been displaced from the first position for all keywords. Even if the new positions are not bad, this can register significant differences in traffic. It is now necessary to optimize the loser keywords to regain the lost position.
Take also a look at our how-to webinar, where we run through every feature in detail.