Hi, my name is Phillip Stemann, and I’ll be learning you how to succeed with your website.
Content research is the next step in creating blog posts. If you didn’t listen to the last episode about doing a keyword research, you should go back and listen to that episode first and then come back to this episode. It will make a lot more sense.
So in the last episode, we talked about finding your long tail keyword to focus on or multiple keywords. In this episode, we’ll go to the next step and talk about content research. I always recommend you doing your original research where you reach out and gather data yourself, but your article should consist of more and there are many ways of doing it.
What I mean by original research is that let’s imagine that you are writing an article about a specific craft man will then try to reach out to these craftsmen of this specific type. Maybe try to reach out to 10, 20, 50, depending on how thorough you are, and then ask them a set of questions. And if you find any similarities in the answers, well, this is gold for you and this is what you can use in your article.
It’s very important to do this step because this is the step that’s going to set you apart from your competitors. If anyone can redo your article in twenty minutes or less, you’re not going to rank on Google. When doing content research I recommend you using a tool like MarketMuse or Frase.io if you want to avoid doing it manually. Of course, you can always do it manually, but this will save you a great amount of time. What you need to do is you need to Google your chosen long tail keyword.
If you want to do it manually, then you need to analyse the top 10 or 20 search results on this long tail keyword. We need to find out what do they have in common, what do they focus on and what is the type of content they do. You need to see these websites as your competitors and with a tool like Frase or MarketMuse. What they do is that they analyse all these websites for you to find similarities. This is a great help, but it’s not enough.
You should yourself go through these websites to see what they do in order to rank on Google. I know this is a manual step, but it’s not the thorough manual step. This is an overview to see what they do. Do they use any videos? Have they made any infographics or maybe a guide, which is just on point? Maybe. You see they have done neither. And if so then it’s your chance to outrank them by doing so.
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It’s important to understand that in order to rank higher than your competitors, you need to bring something to the table that they don’t. If you just rewrite one of their articles and you don’t bring any extra value, then neither Google nor your readers will like it. So back to the tools. When you use any tool like Frase or MarketMuse, they will give you a lot of different elements to work with. As mentioned earlier, they analyse the top ten or twenty search results and what they give you is that they give you average word count, average headings used by your competitors, links and images.
These are just to tell you what your competitors do. It also shows you a list of the competitors with their headings and each body text per heading. So you can easily dive down into these things. If you find it tough to find content, this is a great way to get inspired. One of the more important features is the topics tab. It shows you what secondary keywords your competitors use in their content. Remember, you write your blog post to rank for a specific long tail keyword, but your blog post will rank for probably more than one thousand other keywords, which is a great thing.
But in order to do so, you need to focus on these secondary keywords as well. And using a tool is a great way to do those things. Furthermore, when you run your long tail keyword through a tool like Frase, you get questions and related searches. The questions are very important and you should also use the free tool. Answerthepublic.com because it is important that you blog post answers the search. Of course, if the search intent is transactional, you shouldn’t even bother to make a piece of content about this unless you sell the actual product of course.
The questions tab shows questions asked on Google, Reddit, Quora and PeopleAlsoAsk, you don’t have to cover all these questions and do not make an FAQ where you just go through each question and make an answer. It’s important that you blog post answered these questions in a natural language in sections and do not do a question per section. Do a natural blog post where you blog post, basically answer these questions by reading the blog post.
And don’t try to answer all the questions, but you will often see that a section can answer multiple questions. So just to sum up the content research part, do original research use a tool to make your life easier? Still go through the search results to see what do they have in common to rank on Google? And what can you bring to the table that your competitors does not bring? Write your piece of content based on this, which we will dive into in the next episode.
Thank you for listening. I would really love for you to leave a review wherever you are listening to this podcast. And remember, consistency is key to success. Let’s catch up on the next one.