11 Ways To Do SEO Content Research Beyond Competitor Analysis

Early search engine optimisation milestones could be straightforward, however scaling the outcomes wants an upgraded method.

What might that appear like?

Like startups that give you a strong area of interest concept and compete considerably with bigger corporations, we search engine optimisation professionals and content material strategists must work tougher to develop distinctive, recent, area of interest methods.

Nevertheless, at any time when we consider creating methods, we begin what rivals are doing. We begin feeling that we will win this sport by outperforming our rivals.

Keep in mind: we win when our focus is on profitable the sport and never on how you can make our rivals lose.

So, right here comes an upgraded method to our search engine optimisation technique – going past competitor evaluation.

Nevertheless, since our search engine optimisation methods closely depend on content material, we’ll focus on content material analysis past competitor evaluation on this weblog.

Now, What Is Content material Analysis Past Competitor Evaluation?

Most of us analyze our rivals to develop content material concepts. It’s straightforward and fast.

However…

What in case your rivals are rating within the high positions however should not serving customers’ intent?

What in case your rivals won’t be yielding sufficient visitors regardless of higher rankings?

What in case your rivals are driving large natural visitors however not sufficient conversions?

Additionally, there could also be some rivals which are doing extraordinarily effectively concerning content material KPIs serving search engine optimisation progress.

You could really feel that if the rivals can obtain such leads to one yr, you may obtain them in six months by copying their methods.

However that’s the place you restrict your self in progress. Your rivals’ search engine optimisation and content material groups may additionally be struggling; who is aware of?

That is why your content material analysis should transcend competitor evaluation.

On this method, we don’t have a look at what content material rivals have written.

We don’t need to copy them or repeat their errors. We need to work in ways in which actually resonate with our goal audiences, geographies, enterprise fashions, and industries.

So, the “content material analysis past competitor evaluation” method helps us carry distinctive and recent views to our content material analysis, creating unimaginable worth for our viewers and shoppers and scaling our search engine optimisation outcomes extensively.

11 Methods Of Content material Analysis Past Competitor Evaluation To Scale search engine optimisation ROI

We have now 11 methods to make use of this method. Let’s uncover them one after the other with step-by-step processes and examples.

1. Use Semrush

That is our fundamental step of content material analysis since most of our preliminary objective is driving natural visitors.

And since Semrush is helpful for many of our group members at Missive Digital, we log in instantly to begin our content material analysis as a substitute of rivals.

We put seed, precise, long-tail, and extra key phrases to do our content material analysis, relying on the search quantity, key phrase problem, and search intent.

For instance, now we have put “diamond jewellery” into Semrush and can add the filters in accordance with our search engine optimisation technique.

One other content material analysis characteristic of Semrush that we use extensively is Matter Analysis. We select the content material matters primarily based on which of them relate straight or not directly to our web site.

Screenshot from Semrush, August 2024

2. Use Ahrefs

To do the content material analysis on Ahrefs, we observe the identical steps as Semrush, however right here, we additionally use Content material Explorer.

We filter primarily based on the Web page Visitors and reference domains to determine queries that may carry us visitors and conversions.

Screenshot from Ahrefs, August 2024

Then, we additionally look at the frequency of republishing, which provides our group an concept of when to schedule it subsequent for content material optimization, contemplating the efficiency.

Screenshot from Ahrefs, August 2024

3. Use Google Information

Whereas auditing the content material, if we notice that the shopper is already writing plenty of content material, we strive researching content material concepts via Google Information.

Additionally, for some D2C industries like jewellery, the development additionally comes from celebrities carrying them – so we hold an in depth eye on Google Information.

Screenshot from seek for [diamond necklace], Google, August 2024

Typically, we choose masking the information relying on the matters, whereas different occasions, we’ll examine if these matters have any search quantity and will be evergreen to proceed driving us some worth all through.

For instance, the screenshot under reveals a ‘B’ necklace worn by Selena Gomez in reference to her boyfriend.

Screenshot from seek for [diamond necklace], Google, August 2024

We instantly examine if there’s any search quantity for “b necklace” on an search engine optimisation device and see the screenshot under:

Screenshot by writer, August 2024

Bingo! Now, now we have to debate with the shopper’s group for our subsequent content material piece.

4. Use Folks Additionally Ask, AlsoAsked

Since most B2B IT and SaaS shoppers are extremely technical, we generally wrestle to know the subject and create a content material technique.

Folks Additionally Ask on Google Search and AlsoAsked.com by Mark Williams-Cook dinner works like a savior throughout our content material analysis.

Screenshot from seek for [kubernetes architecture], Google, August 2024

The one limitation now we have with Folks Additionally Ask is that it offers a couple of Q&As for a subject till you click on on one, whereas AlsoAsked offers a whole checklist in a single go, which saves you time.

Screenshot from seek for [kubernetes architecture], Google, August 2024

We now have an excessive amount of to find out about a subject and create content material on, proper?

5. Test Google Traits

It doesn’t matter what {industry} you’re in, you’ve received one thing or the opposite trending.

In our search engine optimisation {industry}, SearchGPT is trending.

Screenshot from Google Traits, August 2024

So it’s value writing about it to take the early benefit and seize the visitors share.

See, lots of people are writing about it:

Screenshot from seek for [searchgpt], Google, August 2024

It’s not nearly writing; individuals are sharing it on social media, too.

So, it’s value continually watching what’s trending by way of Google Traits.

6. Hop On ChatGPT Or Gemini

Keep in mind, we’re right here to do content material analysis on ChatGPT or Gemini, not to decide on the titles they recommend.

Here’s a pattern content material analysis immediate that now we have put for a contact middle software program firm on ChatGPT:

Screenshot from ChatGPT, August 2024

And listed below are the responses under:

Screenshot from ChatGPT, August 2024

For the reason that matters should not up to speed contemplating the viewers (“BPO” on this case), primarily based on the above content material concepts, we’ll decide up the seed key phrases or matters reminiscent of:

• Classes from a Legacy Contact Heart Software program Firm.
• The Contact Heart Software program Market In The BPO Section.
• Optimizing Your Contact Heart Operations.
• The right way to Drive Innovation in Your Buyer Help Division?
• And extra.

7. Monitor Social Media

Sure, we’re all energetic on social media, so we will use it for our content material analysis. Nonetheless, we aren’t contemplating rivals on social media in the meanwhile.

This viral X thread impressed us to write down a weblog:

Screenshot from X, August 2024

Equally, this text on content material analysis was impressed by my current put up on LinkedIn:

Screenshot from LinkedIn, August 2024

These are examples of self-created social media content material that may be became blogs.

Nevertheless, you may hold monitoring the forms of content material that get probably the most visibility and engagement on social media – be it LinkedIn, Instagram, X, or another platform.

Flip them into your blogs or webinars, however don’t neglect to say them because it’s their unique content material concept.

8. Dive Into Business-specific Analysis Research

Probably the most distinctive approach to analysis content material concepts is to learn your industry-specific analysis research extensively. And there’s no one approach to do it.

For instance, for one of many ecommerce consulting corporations, we will get numerous content material concepts from HBR’s eCommerce pricing check:

• Why Ought to Ecommerce Manufacturers Cease Providing Free Delivery?
• X Advantages of No Free Delivery or Conditional Delivery.
• Free Delivery vs. Conditional Delivery.

Picture from HBR, August 2024

Within the under examine by Broadridge on Digital Transformation, the under can develop into the subject clusters, and every can have its personal spoke-like content material matters.

Picture from examine by Broadridge on Digital Transformation, August 2024

For instance, if we take Unleashing Synthetic Intelligence, we will decide up so many matters out of only one graphic:

Picture from examine by Broadridge on Digital Transformation, August 2024

9. Test Business-Particular Boards/Communities

Most of our clientele contains IT corporations, and now we have used IT boards and communities like StackOverflow for content material analysis.

For instance, we will give you the under subject clusters when masking Flutter for the non-technical and technical goal audiences:

• Flutter animation widgets.
• Flutter dependency administration.
• Why add Firebase to your Flutter app?
• And extra.

Screenshot from Stack Overflow, August 2024

Equally, there will probably be many such boards or communities of your shopper or employers accessible to peek into for such content material concepts, aside from aggressive evaluation.

10. Google website:reddit.com “my subject”

One such distinctive concept by Kunjal Chawhan is to Google website:reddit.com “my subject,” and let’s see what content material concepts appear like for a few matters:

Wanting on the above screenshot, under are the matters that we will undoubtedly create:

• X Most Fashionable Social Media Platforms for Ecommerce.
• The right way to Use Video Podcasts to Drive Ecommerce Gross sales?
• The right way to Enhance Ecommerce Gross sales When Digital Advertising and marketing Appears Costly?
• And extra.

So sure, Kunjal’s method of content material analysis is superb, and from that, you may equally Google:

website:“your {industry}’s main website” “subject”

For instance:

• website:searchenginejournal.com “ai content material”
• website:quora.com “ai content material”
• website:practicalecommerce.com “gross sales”

Let’s transfer on to the final however not the least technique of content material analysis, aside from rivals.

11. See What Competing Websites Have NOT Coated

Now you would possibly surprise, “Weren’t the above content material analysis methods aside from rivals evaluation?”

Sure, they’re the methods to analysis content material concepts aside from what rivals have written.

However right here, I’m attempting to make a degree the place it’s important to see precisely what oblique competing websites are NOT writing about regardless of concentrating on the identical {industry}, key phrase clusters, and viewers.

What’s an oblique competing website?

An oblique competing website is an internet site that ranks for the {industry} and search queries of your audience however will not be precisely your product/service competitor. This is usually a market, publishing website, or product overview website.

Let’s take an internet site, “leadsquared.com,” for oblique aggressive evaluation and decide the queries that rank after fiftieth positions and have a key phrase problem of lower than 29.

Screenshot by writer, August 2024

Choose these queries and search on Google: website:leadsquared.com “gross sales funnel vs gross sales pipeline”.

Screenshot from seek for [website:leadsquared.com “gross sales funnel vs”, August 2024

Now, you’ll see that the web site has no content material on that subject; you may create that if that falls beneath your product/service providing and may goal your viewers and {industry}.

Briefly, you may cowl the under matters:

• Gross sales funnel vs. gross sales pipeline.
• Gross sales funnel vs. advertising and marketing funnel.
• Gross sales funnel vs. flywheel.
• And extra.

Simply guarantee these content material matters align together with your choices to carry most ROI.

How Will Content material Analysis Past Competitor Evaluation Contribute To search engine optimisation Efforts?

While you transcend competitor evaluation for content material analysis, you uncover a couple of advantages:

• You innovate – With progressive content material concepts, you may experiment and construct higher methods that may carry unbelievable outcomes. Additionally, with AI taking the house predominantly, companies are on the lookout for innovation of their enterprise and advertising and marketing. So once you innovate, chances are you’ll get higher consideration and even assets.
• You get area of interest alternatives – As an alternative of simply specializing in what rivals are doing, you go deeper into understanding your audience and discover new content material concepts that your rivals might need missed. In such eventualities, you get higher outcomes since competitors is diminished.
• You create distinctive, audience-specific content material – My LinkedIn put up noticed nice engagement as a result of it resonated with its viewers. This opened us to one thing distinctive and particular to the ache level of SEOs and content material strategists: content material ideation to scale search engine optimisation outcomes with a not-so-usual method. Such content material helps us construct authority out there, which is important at this time to changing into market leaders.
• You capitalize on rising traits – Being an early adopter of one thing has enormous potential for achievement. While you create your content material technique targeted on what’s new or trending in your {industry} earlier than it turns into mainstream, you get probably the most eyes proper from the start and even repeat eyes going ahead.
• You construct higher engagement and loyalty – You possibly can lengthen past blogs, a standard method of driving search engine optimisation outcomes. Movies, whitepapers, case research, user-generated content material, and plenty of extra content material codecs can take the lead in constructing person engagement and model loyalty via search engine optimisation.
• You earn backlinks – Sure, such distinctive content material could require much less effort to construct backlinks since it could actually earn them.

Cease rivals for content material analysis; strive utilizing these recent and distinctive methods to drive higher content material ROI.

Simply keep in mind two issues: Rivals should not at all times proper, and you aren’t essentially required to look upon them when creating your search engine optimisation content material methods.

You possibly can copy and paste your rivals’ methods to realize sure search engine optimisation milestones, however creating historical past requires an upgraded method. What say?

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Featured Picture: Natalya Kosarevich/Shutterstock