My content material and key phrase analysis was restricted to what I noticed on search engine outcomes pages (SERPs) for a very long time, particularly at the start of my content material writing journey. As an example, I’d have a look at the content material rating for a selected key phrase and attempt to emulate it in my content material.

However, as I progressed, I noticed a sample. Along with being much like current high pages, the content material wanted extra experience and distinctive views. It shortly turned clear that I wanted to create content material with authority and a voice of its personal to face out.

So, I ventured out to search out extra research methods to deal with this challenge. I turned extra energetic on LinkedIn, engaged with business consultants’ posts, and browse the most recent traits for distinctive insights.

On this article, I’ll clarify 4 analysis strategies that assist me establish distinctive takeaways and fill gaps in present rating pages. These are yours to steal now!


Word: The concepts I share on this article aren’t restricted to the writers alone. You possibly can apply these techniques to any analysis that you simply conduct, whether or not it’s viewers, subject, or key phrase analysis.

Why solely SERP evaluation would not lower it anymore

Here is what’s incorrect for those who restrict your analysis to analyzing top-ranking pages.

You may find yourself creating copycat content material

In case you search the key phrase digital advertising and marketing, you may see rating pages discussing advantages, approaches, and methods, however no distinctive angles or tackle the subject. Scanning these pages will restrict your creativity.

In consequence, you may create comparable content material, which Ryan Regulation, CMO at Animalz, describes as copycat content, a bunch of articles with lookalike titles, headers, and examples.

You will not be capable to establish content material gaps

As a reader, I usually discover articles, notably informational long-form ones providing generic and non-actionable info. As an example, if an article talks about influencer advertising and marketing development, it must again it up with statistics, insights from consultants, and related knowledge factors. If these should not addressed, the reader will bounce from the web page.

So, for those who’re top-ranking articles as a information in your content material, your eyes will skip these gaps. It occurs as a result of top-ranking pages provide you with surface-level understanding. You could increase your analysis past these pages to serve these gaps.

Furthermore, suppose you find yourself rating for the specified key phrase creating such an article. In that case, there’s yet one more challenge, which Erin Balsa, Founding father of House of Bold, places properly, “Rating for key phrases and driving visitors to a web site is pointless if readers are turned off by what they see.”

You will not be capable to fulfill the algorithm.

Google’s latest E-E-A-T (expertise, experience, authoritativeness, trustworthiness) replace emphasizes creating content material by these with real-life expertise in that subject. Merely curating insights from top-ranking pages is probably not sufficient to have your content material acknowledged by the algorithm.

Contemplate whose content material shall be extra helpful when searching for info on utilizing Notion, a venture administration instrument, to construct a to-do checklist. Wouldn’t it be somebody who compiled an article utilizing already ranked pages or somebody with hands-on expertise with constructing to-do checklist templates or has talked to those that have? The latter particular person would probably present extra particular and useful info.

So, to fulfill the search algorithm, you could present dependable, reliable, and distinctive info to the reader. You possibly can’t create an algorithm and anticipate to rank on the high. Finally, the worth your content material delivers to the reader issues, not simply appeasing the algorithm.

To summarize why you might want to diversify your analysis course of, Nebojsa Savicic, Founding father of Plainly, made a superb level, “Google as a search engine acts as a filter for related content material, it is smart to see the place the standard bar is. However I by no means focus an excessive amount of on it as a result of I really feel it could lock me in a mindset of simply creating barely higher content material whereas my purpose is to supply nice worth to my readers.”

4 techniques to degree up your analysis course of

On this part, I’ll share with you 4 analysis strategies that I’ve began utilizing, which helped me discover subject concepts, distinctive angles and insights from material consultants. Let’s dive in.


Finest for: Discovering arguments, case research, and questions associated to a selected subject.

LinkedIn has become a popular platform prior to now few years, with many individuals publicly sharing their experiences, information, and insights.

Easy methods to use it

Step 1: Go to LinkedIn’s search bar and enter the key phrase you need to seek for.

Step 2: To slim down and fasten your analysis, use superior filters akin to business, recency of the content material, firm identify, as proven within the picture under.

LinkedIn advanced search dashboard

Step 3: You possibly can see related posts when you apply the filters. Flick through them and choose essentially the most useful to you.

Generally I bear in mind seeing an fascinating put up by a selected creator, so I normally seek for posts from that creator. So, for this text, I looked for Ben Goodey’s profile for the key phrase search engine marketing.

And LinkedIn didn’t disappoint, as I discovered this interesting post by him.

Ben Goodey’s LinkedIn post snapshot

His put up made a powerful level that search engine marketing is and shall be essential. In case you’re writing an article about the way forward for search engine marketing, this put up can be a superb addition.

LinkedIn’s remark part can be stuffed with distinctive insights. Once I scrolled by way of the remark part on Ben’s put up, I discovered an fascinating dialog on Google’s new AI interface for result pages that was strong enter for that article.

Snapshot of comments on Ben Goodey’s LinkedIn post

2. Google Alerts

Finest for: Discovering the most recent reviews, traits, or business information.

Google Alerts give a wide range of sources which may not be rating however nonetheless have worthwhile content material.

Easy methods to use it

Enter the key phrase you need to get alerts—for instance, content material advertising and marketing, influencer advertising and marketing, search engine marketing, and so forth. As soon as achieved, Google will ship you curated content material for the chosen key phrase in your inbox at your most popular frequency.

Google Alerts dashboard for influencer marketing, ChatGPT, content marketing, and SEO alerts.

I received this e-mail alert for influencer advertising and marketing key phrases and located some fascinating hyperlinks, akin to reviews and business information. With these alerts, you’ll be able to establish and save related hyperlinks in your swipe file and return to this throughout your analysis course of.

Snapshot of Google alerts for the keyword influencer marketing

3. Communities

Finest for: Determine questions, arguments, and associated assets.

Easy methods to use them

Becoming a member of relevant communities and conserving a tab on the conversations has helped me discover some distinctive angles. For this, be sure you are a part of energetic communities in your business. Some advertising and marketing communities you’ll be able to be part of embody Superpath, Email Geeks, and Demand Curve.

Then, I seek for the key phrase and immediately get an outline of questions and insights provided by group members.

Right here’s one fascinating query I received from the Superpath community after I looked for the key phrase content material metric.

Cierra Loflin’s question in the Superparh community

Eric Doty replied to the reply, which was fascinating and distinctive because it comes from his expertise. Additionally, he shared the screenshots too! (It isn’t straightforward to search out such takes amongst top-ranking pages!)

Eric Doty’s reply to Cierra Loflin’s question in the Superpath community

So, you’ll be able to simply quote this in any article relating to content material metrics. (Be certain that to ask the particular person politely earlier than you quote them.)

One other means to make use of communities is to show to your community. If you’re energetic on social channels and have constructed an engaged viewers, they are going to be your supply of knowledge.

Sam Hembree, Chief Inventive Officer of Beam Content, shared this open-ended tweet that received superb insights. The replies have been then become a four-thousand-word article.

This strategy is relevant throughout all channels, be it social media, communities, or boards. Interact along with your viewers by asking them questions and sharing their perspective as insights from which your readers can profit.

4. Newsletters

Finest for: Understanding a subject in depth with fascinating visuals. Getting a snapshot of what’s occurring on the net. (Relevant for those who sign-up for a publication that does roundup content material)

Easy methods to use them

Signal-up for and browse related and industry-specific newsletters – and if potential, assign classes to every publication based mostly on its sort and content material. It is going to assist the analysis course of be tremendous easy.


Professional tip: In case you use Gmail, create labels to categorize newsletters into completely different teams.

As an example, I’ve a content material advertising and marketing label; inside that, I’ve sub-labels for every creator. This categorization makes it tremendous straightforward for me to analysis as I can seek for a subject shared by a selected professional.

Inbox preview with labels and sub-labels

The analysis course of is analogous. Kind the key phrase within the search bar and flick through the publication that reveals up and choose concepts and examples from the related ones.

I usually go to a selected label, say search engine marketing, if I’m writing about subjects associated to it and search inside that to search out extra related concepts.

For this text, I looked for the key phrase ‘persona’ and received a useful publication version of the MKT1 newsletter. Whereas scrolling, I discovered a useful hyperlink that led me to a extra detailed publication on the identical subject. (How useful!)

Search of MKT1 newsletter for the keyword 'persona'

One other means I exploit newsletters is to search out examples.

Virtually each publication presents one thing distinctive, akin to job postings, fascinating tweets, distinctive business insights, or referral hyperlinks.

So, after I needed to write an article on newsletter ideas, I immediately browsed by way of the publication and located just a few examples so as to add to the article, certainly one of which was a referral hyperlink for Aleyda Solis’s publication, SEOFOMO.

SEOFOMO referral link example

Energy up your analysis course of

Bear in mind, the standard of your enter determines the worth your content material will ship. I’d encourage you to transcend the highest rankings pages and faucet into social media channels, newsletters, Google Alerts, and communities.

Listed below are just a few suggestions from my finish to ease this course of much more:

  • Save hyperlinks everytime you come throughout them. Higher even drop them into your swipe file and set up it properly.
  • Construct a community of individuals you’ll be able to attain out to ask for quotes and curate insights.
  • Maintain your self up to date concerning the rising traits and updates in your business.
  • Bookmark just a few favourite assets (web sites, podcasts, webinars) that you simply usually confer with. Organizing related hyperlinks into teams in your bookmarks is a good higher resolution. This fashion, you’ll be able to entry all of the hyperlinks in a bunch with only one click on.

Lastly, keep in mind that analysis is rarely a one-time occasion. You’ll discover fascinating concepts so as to add at each stage of your content material writing journey. So, permit your self the pliability to do this.

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