Plug any topic into Explorer in Conductor Searchlight, and you’ll get great content ideas you can filter by audience intent, search volume, and level of competition. Explorer is your source for research data across the search performance spectrum. You can view content ideas, domain-level insights, competitive research, and more—all from just one place.
Explorer in Conductor Searchlight discovers keyword searches for you to track based on topical areas and content your audience has shown interest in. Finding these keywords can help to focus your content strategy using the language your audience uses to talk about a particular topic.
Here are 12 different ways you can take advantage of search insights about what your customers want.
1) Get a lifetime’s supply of great content ideas.
Never run out of valuable long-tail keywords and related topics.
Tip: Type a term like “Dog Collar” into Explorer and “What” into the Search field. You’ll get great long-tail ideas like “What Dog Collar to Get For Chihuahuas” and related topics like “What is the best dog harness?”
2) Vet your content ideas for success.
Is your latest content idea really what customers are looking for? Do a quick check in Explorer to back your content decisions with data.
3) Know exactly what makes your competitors’ content tick.
You’re doing a big piece of content on an important topic. Take the number one URL and plug it into Explorer – you’ll see exactly what keywords their content is visible for, so you can create something better.
4) Translate internal-speak into customer speak.
Make sure everyone who creates external communications -- marketers, analysts, sales, the PR team – double checks that the language they use will resonate with the outside world. You can align every piece of your content with your customer voice.
5) Talk like you’re local.
Opening operations in another country? Planning a new product line? Plug in URLs or topics, and get a powerful lens into how your audience thinks and communicates in different locations and industries.
6) Get smart about naming your products.
Your new product name might sound good to you, but do your customers understand it? Once JanSport used Explorer to rename their products, they saw a spike in traffic.
7) Use search as a proxy for consumer demand.
Your finance team can get a picture of consumer demand in just seconds. Get quick snapshots of market potential.
8) Discover any competitor’s strengths and weaknesses.
Instantly analyze any site’s organic channel performance. Survey top traffic driving pages, identify what keywords they rank for, see recent gains and losses, and more.
9) Increase your rankings with associated terms.
You’ve probably heard SEO experts talk about how using synonyms and related terms (LSI keywords) on your page helps increase rankings. Explorer makes it easy to find and enrich your page with a cluster of relevant terms.
Tip: Which keyword would you choose -- term A with 10,000 MSV or term B with 1,000 MSV? Term A, right? Not so fast!
Explorer can help you think in terms of clusters: you might find there are 100 related terms for B and only 5 related terms for A. So the math means the potential reach for A: 10x5=50,000 MSV. The potential reach for B: 1x100=100,000 MSV) If you are looking for volume, B is the better choice.
10) Split up big content into more focused, smaller posts.
What’s better than one piece of content your customers find and love? FIVE pieces of content your customers find and love. Plug your own URLs into Explorer to spot opportunities to desaturate your content and increase your visibility.
11) Find high-value paid search terms.
Don’t just think organic: think about your net ROI impact. Supply your paid search campaign with high-volume and low competition keywords that Google Adwords overlooks.
12) Respond to current events like you saw it happen.
Did something happen at one of your business locations? Was there a major event in your industry? Tap directly into the conversation about it: Explorer gives you critical insight into what people are talking about and the terminology that’s important.