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Beacon Spotlight #6 – Content Rules

Jeff Riddall Beacon Spotlight, SEO Leave a Comment

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There is likely no more overused industry catchphrase than “Content is King,” but there is also no denying content’s current position at the top of the marketing food chain. Whether your leveraging owned, earned or paid strategies, its all about creating relevant content and messages your target audiences want to engage (read, like, share and click) on. A recurring theme with gShift Beacons is focus and this is likewise the case when it comes to content. The aim of the Beacons noted below is to help marketers discover and focus in on content they already have some level of momentum/authority for (similar to the approach outlined in a previous Keyword Discovery spotlight) or to follow, build authority, visibility and discoverability for those pieces of content they deem to be critical to their content marketing success.

Discovered Content

gShift Discovered Content Data Beacon

Data Beacon Type – Content

Question answered – What on-site content am I not currently following which is receiving traffic, maintaining keyword positions or has backlinks to it?

On-site and off-site content can be followed in gShift to obtain detailed info related to keyword positions, optimization recommendation via the Content Optimizer, traffic and conversion data, social signals and backlinks. However, we generally don’t recommend following every piece of content, particularly on-site, but rather those pieces which (as noted above) maintain some degree of authority. This Beacon provides ongoing updates on which content should followed and optimized as time and resources warrant. You may be surprised to find out which pieces of content you maintain require your attention by virtue of the fact they’ve caught the same of Google, your audience or an external referral source. Content can be followed directly within this Beacon.

Top Content by Visibility

Top Content by Visibility

Data Beacon Type – Content

Question Answered – Which are my top and bottom performing pieces of on-site or off-site content?

Once you’ve followed on-site and off-site content in gShift, you will be able to assess the relative strength of each piece of content via this Beacon. All content is scored and given a grade of Strong, Average or Weak based on the number of positions maintained and where those positions lie (from position 1-50) for the kluster of keywords being followed and the search engine selected. You can drill down on each piece of content to identify which positions are maintained for which keywords and then determine what actions need to be taken to maintain or improve the relative strength of the content. You may decide some content is ranking well, but for the wrong keywords or, in some cases, the wrong content is associated with the most important keywords. The latter is often the case with organizations who put too much emphasis and have built too much authority for their Home Page, rather than more specific product or services content pages, which would better and more directly answer a searcher’s query. Generally speaking, the Home Page is the last place you want someone conducting a search for your brand’s products to land because they are unlikely to be able to navigate to the “right” piece of content on your website (just as the search engine was unable to deliver them there.)

In order to execute an effective and successful content marketing strategy, you need to be able to identify and focus your attention on the right content. This may seem to be an obvious assertion, but understanding which of your content deserves to be King is often less so just as ideal keywords and true online competitors are not always easy to distinguish. And rather than manually scouring search results across multiple search engines week after week, these Beacons can help provide the answers and direction in a flash.

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