- Hi everyone I'm Alex,
Head of SEO here at Koozai,
and I'm gonna talk to you about
how to create a content strategy that delivers.
So here at Koozai
we work through a number of different documents
that basically underpin data to understand
whether content is definitely gonna work or not.
So for example one particular document we work through
is a competitor content gap analysis
and we look at all of the key words
that are targets for not just our clients
but also closely-aligned competitors.
We look at their ranking positions for those key words,
associated search volumes
and even the amount of back links
that are going to the specific URLs
for a particular keyword.
Now, actually understanding all this data
allows us to gain insights
that we know how a particular piece of content
can be structured in a way that works,
how it can engage links,
and which particular keyword targets can we go for
that we can understand if they will be realistic or not
based on their ranking positions
and how strong they are in terms of search volume.
So that's one thing we look at.
We also look at a content audit
across our client's site specifically,
so taking it away from competitor sites
and looking specifically at the existing content
that's already there.
So as part of our content audit we look at analytics data.
We understand you know, what is the organic sessions
for a particular landing page.
We look at the bounce rates
we even look at the crawl areas
that may be coming up for those URLs.
For example, if we are looking at a top performing page
that is not being crawled effectively
then we can prompt SEO recommendations as well.
However, the analytics metrics that come back
from this content audit
will also allow us
to basically understand
you know, if there is a high bounce rate,
then why are people leaving
this particular piece of content.
Or you know, if it's a well performing page,
we're not sending enough internal links to it.
So by actually kind of understanding the data
around content performance,
we will know that our recommendations will work.
As we've seen that happen
when looking at competitors for example.
But now we can apply that to the current site
for our clients.
Something else we can look into as well is
actual social listening.
So social listening reports we can carry out
we can understand if there's a particular content theme
we want to focus on as part of our campaign.
Or any key words around that.
We can understand the social noise.
We can understand if there's positive, neutral, negative
sentiment around that.
And if there are actually these topics of conversation
or content are getting the shares that we require.
So we don't just know from an SEO data point of view
what works and what will deliver in terms of content.
We also can understand what will go viral.
Which is what social listening can tell us as well.
So we can look at various insights
that prompt recommendations around content
but how do we know it's gonna work?
Well it's through measurement.
So in terms of our measurement,
we make this a key part of any content campaign
that we do.
And how we actually measure the impact
of a successful content campaign
is through a number of metrics.
So, all your typical engagement metrics
in Google analytics or any other analytics platform.
Also monitoring ranking performance.
Any associated back links and social noise
which I previously spoke about as well.
Typical example in analytics for example,
so if we've hosted a particular landing page
or a content piece on the website.
We can measure the pick-up for that landing page over time.
We can measure the pick-up for the category URL over time
to see if that piece of content has added authority
to the overall category.
If we've associated any target key words
in our content campaign
we can start to track those
and see if there's performance.
Similarly with back links,
we can see if there is a particular spike in back links
to a new landing page we've created.
And it's coming back again
to when I talked about social listening.
So we can basically see if the key words
and the content type that we've talked about
on a particular new landing page or asset
has received the positive sentiment we want.
So, yeah,
very much we don't just know what content will work
from a strategic point of view.
We also measure this to inform and
solidify that going forward for our clients.