Mais conteúdo relacionado Semelhante a Lana Burgess — Brighton SEO 2019 — Killer competitor content research and strategy (20) Lana Burgess — Brighton SEO 2019 — Killer competitor content research and strategy2. Hi, I’m Lana! Freelance writer & content
strategist.
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4. ● Identifying search intentions.
● Researching competitor content.
● Analysing competitor content —
why does it perform so well?
● Content strategy/creation.
● Writing to outshine competition.
● Measuring success.
6. How do search intentions evolve?
Trigger
event
Need
Search
intent
13. ● Google Ads Keyword Planner.
● Yoast Google Suggest Expander.
● Answer the Public.
● Search Intent.
16. In an incognito browser:
● Google.com/ncr.
● Set required country in settings.
● Type in your search intention.
● Analyse top five results.
20. What is it about this content that Google
loves?
21. What’s the page title and meta
description? Does this show that the
content meets the search intention?
22. What’s the H1? What are the H2s?
How do these show the search
intent is being met?
23. Does the piece get to the point
quickly and concisely?
Have a look at content that has
answer box queries present in
SERPs.
26. What’s the tone of the content?
Is it emotionally appropriate to the
search intention? What does this
tell you about searcher mind-set?
31. ● Title.
● Search intention.
● H1, H2s, H3s.
● Key points.
● Tone/searcher mind-set/persona.
● Formatting considerations.
● Key sources.
● Call to action.
33. Want to write killer content that
outperforms competitors in SERPs?
35. Do your own search intent research.
Have a look at competitor content
yourself.
36. Plan a piece that does everything the
top five pieces do… and more.
37. 11 ways to write better content than the
competition
41. 4. Use an even clearer structure and
formatting.
43. 6. Expand on the topic as you
progress through the piece.
54. Each series addressed groups of long-tail
search intentions around specific topics
relevant to their audience.
56. … and wrote a series of articles, using the
competitor content research and
writing process explored today.