Dissecting the Competitive Content Analysis

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Do curso por University of California, Davis

Optimizing a Website for Search

517 classificações

University of California, Davis

Optimizing a Website for Search

517 classificações

Curso 3 de 6 em Specialization Search Engine Optimization (SEO)

Learn the ins and outs of optimizing a website, from conducting an initial audit to presenting your findings and recommendations. Hands-on activities include learning how to select and apply appropriate keywords throughout a website, incorporating keyword research in a content marketing strategy, and optimizing a site for local search. You will also learn strategies for setting goals and client/stakeholder expectations, building effective analytics and reports, and communicating SEO improvements.

Na lição

Advanced On-Page SEO

Welcome to week 2! While keywords help users locate relevant web pages, it’s the content itself that determines whether a click converts to a sale or increased site traffic. In many corners of the SEO world, the expression “Content is King” is a generally accepted rule, and in this module we’ll examine content from many perspectives: how to analyze it, organize it, create it, make it great and build it into our strategies. You’ll also learn how to conduct effective competitive content analysis and internal content audits. And finally, you’ll learn how to create a site-wide content strategy building on the data we uncover in our study and analysis of content.

Advanced On-Page SEO1:13

Benefits of a Competitive Content Analysis3:47

Dissecting the Competitive Content Analysis3:29

What Kind of Content Will Resonate with Your Customers?4:58

Conducting an Internal Content Audit2:36

How to Begin Your Content Analysis5:24

Organizing and Evaluating Content6:17

Creating a Strategy for Optimizing Content3:42

Domain Level Content Strategy7:30

What Makes Content Great?7:33

Different Types of Content and How to Use Them8:10

Creating Impactful Content6:52

Conheça os instrutores

Rebekah May
SEO Manager & Lead SEO Instructor, Lead Qual
UC Davis Division of Continuing and Professional Education

Welcome back.

Now that we have a good sense of what a competitive content analysis is and

how it can identify competitors, let's take this knowledge to the next level.

In this lesson, we'll expand and

refine the competitive content analysis spreadsheet we created in the last lesson,

giving you an effective tool for analyzing your competition.

By the end of this lesson, you'll be able to gather important data and

enter it into your spreadsheet.

When I analyze competitor sites, I make a list of resources and

content pages that they have available.

I'll also make notes about a couple things as I go along.

I'll note the URL of the page the content exists on.

This way I can reference the content later if I need to.

I'll create a column called Content, and what I mean here is whether or not

this type of content is a static page, an infographic, a video, or something else.

I'll also note the content type.

This way I can easily remember what it is when I reference it later.

I'll also make any notes that I have about the content as I go along.

I include a column for links.

I'll generally track links by the number of domains

linking to the individual pages.

You can get these metrics from Moz's Open Site Explorer, or

other tools like Atrex or Majestic SEO.

Then I track a variety of social media signals.

This allows me to see how the target audience is interacting with the content,

if they are at all.

You can download the spreadsheet I'm using in this presentation and

view the spreadsheet as I go along.

Alternatively, you can download it for use later as a template.

I went ahead and filled out Chegg's site as an example.

They have a variety of different content types,

more than any of the other sites listed here.

So there's a lot of information to be gathered, and

this is the best example to use.

I found content that was blocked behind a login, which I colored gray for

my own reference.

The content colored in green was hidden behind a paywall,

requiring a monthly subscription to access.

In addition,

I noticed that all three of these pages are nearly identical to one another.

So from an SEO perspective, there's a lot of room for improvement here.

I also found that two great resources, their blog and

a page dedicated to music, were on subdomains.

This means that the main domain isn't getting

all of the authority from inbound links and

social shares that the subdomains are getting, which is a lot in this case.

This is a huge missed opportunity from an SEO and content standpoint.

You should now have an idea of what you should pay attention to when

analyzing content on competitor sites.

You should also have an idea of how to keep track of your findings in Excel.

Feel free to use the example provided or

create your own Excel file that makes the most sense to you and your process.

That completes the video portion of this lesson.

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