When it comes to SEO nowadays, content is everything. Google’s aim is to provide searchers with the most relevant answers to their questions, and that means that if you want to rank, you have to be producing content that answers a searcher’s question. This is where having a tool like Searchmetrics Content Experience is worth its weight in gold as it uses data and AI to help you make the most out of your content. So, let’s take a look at Content Analysis, which can be found in Searchmetrics‘ Content Explorer, and how it can help shape you give your existing content a new lease of life.
Repurposing content
You don’t always need new content to rank well, which is why repurposing existing content is so popular among SEOs. Sometimes, all it takes are a number of easy edits and a once unranking page can turn into something that brings you plenty of conversions. It also means that you don’t have to write a page from scratch which saves you lots of time, and also means that your previous content efforts haven’t been in vain.
You also don’t have to stick to „dead“ pages. You can use Google Analytics to help you, and you can take a look for evergreen pages that have been ranking and bringing in visitors for a long period of time. You might be wondering why we’d repurpose something that’s bringing visitors, but you might find that the page is not driving conversions, attracting the right people, or it simply might be out of date and not what you offer anymore. When this is the case – don’t scrap it! Simply repurpose it to make it more in-line with your current brand offering and what your competitors are doing.
You can also use content repurposing to help you turn long blog posts into different types of content like videos, infographics, and much more. And you can do this with the help of data!
Using Content Analysis to help you
Now that we’ve taken a look at the theory, let’s take a look at how to use Content Analysis, which can be found in Searchmetrics‘ Content Explorer, to repurpose your content. It’s quick, easy, and will make the world of difference to your content efforts!
First things first, head to content analysis. Before you do that, though, what you will need is a list of URLs you’d like to repurpose. Once you’ve got that ready, open up Content Analysis and Start New Analysis. You will then see a box pop up that looks like the one below. All you have to do is choose your country (where it says GB), the area which you’re looking to rank in, e.g. used cards, and then you just have to copy and paste the first of your URLs you’re looking to repurpose. Once you’ve done that, click save, and head to step 2!
You’ll then be taken to a screen a bit like the one below. What the software has done is analyze the top 30+ URLs ranking for used cars, and compared the content on the page. The first graph shows the keywords used in all the pages, and will show how you compare to your competitors. You will be able to see if you need to reduce some of the words you use, and most importantly, what words you need to add to your content. You will also be able to see how your word count compares, too.
You can then scroll down and you will see the URLs which you’re competing against and their position and wordcount. Although Searchmetrics will give you all the data you need to optimize your content, nothing beats heading to your competitors‘ websites and seeing what they’re up to!
Next, you will be able to see the must-have keywords, reccomended keywords and some aditional keywords. As this is all generated by AI, you might have to take a couple of the suggestions with a pinch of salt, however you will get plenty of good ideas to add to your content.
Now, all you have to do is repeat this process for all your URLs you’re looking to repurpose! Once you’re done, you will have plenty of data-backed insights which will allow you to make the chances you need to your content so that you can get ahead of your competition without any guess-work at all.
So, as you can see, repurposing content can be quick and easy if you have the tools to help! If you’re a Searchmetrics user and you’d like to learn more about Content Analysis, get in touch with your Customer Success Manager and they will be happy to walk you through.
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