“But where do I start?”
This is a question I hear quite often as a Customer Success Manager here at Conductor, after my clients get their first look at the organic possibilities in our Web Presence Management platform, Searchlight. There are so many ways within the technology to identify potential content opportunities. So many, in fact, that sometimes data paralysis ensues. That’s where I come in.
My job as a Customer Success Manager here at Conductor is to be the link that connects my clients’ web presence management goals to Searchlight so I can help them leverage the platform to reach said goals.
The first step to achieving any organic goal is to figure out where you want to begin. So if you find yourself sitting screen-to-nose, recklessly sorting through data with no rhyme or reason because you just don’t exactly where to start, keep reading and rest assured that there is a better way.
In fact, after speaking with a number of my clients, I found that data overload is one of the items that my clients struggle with most often. The top 3 pain points that I hear most include:
1) Data overload
2) How to identify actionable insights
3) How to automate processes and save time
So that’s what I needed to help my clients do: Create an automated content workflow that identifies actionable insights. Challenge accepted.
Creating Your Content Workflow:
Streamlining a process for analyzing data to identify actionable insights is key. Searchlight has a feature called Workspaces that allows you to do that. Workspaces in Searchlight are dynamic reports that are extremely customizable (have you heard of the custom widget?) and can be an asset to helping you in your content creation journey.
I’ve included real-life examples below from a workspace that I created that touches on all three aforementioned pain points. It has helped my clients strategically choreograph the way they derive actionable insights from their data, ultimately saving time.
I’m going to take you through this step by step process, and showcase how streamlining data can help keep you become more focused and efficient as you work towards your search initiatives.
Step 1 – Review your keywords for content ideas.
I created a table of unranked keywords, sorted by highest to lowest monthly search volume, to help identify new opportunities for new content/landing pages. Because these keywords have no visibility in the SERPs, they’re great candidates for new content.
Step 2 – Look through the keywords in Step 1 and identify which keyword, or group of keywords, would make the most sense to write about.
The highlighted example below, “design a room,” has strong search volume and no URL on Bed Bath & Beyond’s website that is associated with this theme.
Writing a blog post or creating a new landing page dedicated to this theme would help get their domain more visibility for this term and ultimately move this keyword to a better ranking position for their site.
Step 3: Look at the selected keyword through a competitive lens.
By seeing who else is ranking the top 5 positions in Google for this keyword, you’ll be able to gather valuable insights. You can determine if they’re a business competitor, how their page is structured, etc.
If you’re a Searchlight user, you can click through any keyword within the platform to easily access this Keyword Summary page to find this information; if you’re not a Searchlight user, you can search for the term on Google to see what URLs populate for this keyword.
There are other tools out there that can be helpful in this process as well, like TagCrowd.com and Ubersuggest.org. They can help you as you brainstorm content ideas around a certain keyword, and are included in the Step 3 widget below.
Step 4: Create the content.
This is where the magic happens. Once your content is created, you can check it in outside sources like TagCrowd.com to ensure that it’s well-optimized for right keywords.
Step 5: Push your content live and track your progress.
Keeping a list of the pages you added and the associated keywords with these pages is crucial to help you track your wins. I also advise annotating the date of when these pages go live so you’ll be able to review the cause and effects of your new, captivating content.
When I began embedding this content workflow into some of my content-hungry client accounts, success stories began rolling in. My client’s found this ‘paint-by-numbers’ approach much more manageable than trying to create a masterpiece with a bucket of finger-paint.
Keeping your processes organized does not only increase efficiency in your daily routine, but it also allows you to showcase the cause and effect of your efforts by systematically tracking your results.