Benefits of a Competitive Content Analysis

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来自 University of California, Davis 的课程

Optimizing a Website for Search

504 个评分

University of California, Davis

Optimizing a Website for Search

504 个评分

课程 3（共 6 门，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.

从本节课中

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

与讲师见面

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

Hello.

In the last module you learned how to analyze a competitor's keywords.

And while that's an important element of on page SEO

another important element is knowing who your competitors are.

And which strategies they are using to attract audiences.

In this lesson you will learn how to identify and

analyze your competition using the competitive content analyses.

By the end of the lesson you will know the steps involved

in designing a competitive content analyses and how to analyze the results.

A competitive content analysis will give you a good idea

of what your competitors are doing with their content.

These insights will tell you who your true competition is when it comes to content.

How your target audience responds to that content and ideas for

improving your existing content.

A competitive content analysis will help you answer questions like,

What types of content should I consider?

White papers may work great for

one industry, while infographics may work best for another.

Other questions include, What voice should my content be written in?

How does your target audience respond to the type of voice used by your

competitors.

If one speaks in a very down to earth, friendly manner while the other uses

business speak, check out how people respond to each.

Another common question is what platforms

is your target audience most likely to share content on?

If most people are using sites like Pinterest, for

example, then image heavy content might work best for you.

The first step is to determine who your competitors are.

We already have a really good idea of what we are up against in organic search

during our competitive analysis.

There may be other sites that you are interested in from a content standpoint.

If so, feel free to add any additional sites to your list.

Let's start with the competitive overview we worked on earlier.

We ended up with Chegg, Amazon, Bookrenter,

Valore, Textbook Rentals, Coursesmart, Barnes and Noble, and Bigwords.

The next step is to create a new spreadsheet with different tabs for

each competitor.

You'll also want to list out any areas you want to analyze.

These can vary by site but there's a set of data I usually look at.

Sites like Amazon are going to be more difficult in this scenario.

Because they are very broad focused E-Commerce accounts.

And by nature will have different types of

content than the other sites you are looking at.

In instances like this, I would focus on competitors in your industry first,

as this will provide you with the most actionable insights.

You can download the spreadsheet called competitive content analysis, so

you can reference this later.

You can also use it as a future template if needed.

Let's get started evaluating the content of one of our competitors.

You should now have an understanding of the purpose behind a competitive content

analysis.

And the steps we will take when analyzing a competitor's site.

Next, let's walk through the steps and

fill out a spreadsheet to discover content opportunities.

That completes the video portion of this lesson.

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