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Tying Content to Search Opportunities3 min read

3 min read

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This is something that I talk about a lot at Croud and in my opinion is an absolute basic of content marketing, which a lot of brands and agencies overlook. This isn’t a new practice and certainly isn’t groundbreaking but it get’s results and you should be using it.

Firstly, a bit of background. Since I got into content marketing back in 2012 there has always been a link to SEO and the impact producing good content has on your search engine optimisation.

Back then is was all about what I’d describe as the ‘swan model’. The elegant head, neck and feathers above the water were the home and landing pages of your website, the place users visit and engage with. The legs meanwhile were the things powering this elegance – the content. The content was deemed to be working hard, propping up these landing pages and giving more and more relevance to your website and it’s landing pages.

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Back then the more content you produced the better the results were for search, rankings and traffic. This is no longer true; panda took care of those spammy type tactics.

In 2014 it’s much more about your Audience. We’ve written a lot recently about using your audience data in both PPC and SEO and I’d like to expand on one of those points now.

SERPS GAP analysis 

Having cool and interesting content ideas is one thing, but we’ve got to consider how we’ll get people reading those articles. You need to answer the questions your audiences are asking, right across the purchase funnel. Be that in content, video or infographic form. Where you can win relatively simply is by identifying content that users are searching for and targeting those terms in order to appear on page 1.

A few key steps to consider;

  1. Brainstorm ideas – what are your audience asking? Use tools like Portent’s idea generator
  2. Use Google’s suggest feature to provide long tail query ideas
  3. Use tools such as Ubersuggest, Soovle or Social Mention
  4. Most importantly GOOGLE IT – is there currently quality content on the issue? If not then this is where you start.

Just to highlight how this works, let’s look at our client KennedyPearce. We started working with KennedyPearce and as part of their corporate makeover in 2012 and launched a new site and implemented a content strategy.

In the 10 months after the site was launched they got 67.38% more unique visitors to the site than the previous 10 months and 73% more visits were made. The biggest contributor was organic traffic which increased 95% compared to previous 10 months.

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On a more granular level the reason for the improvement was the dramatic increase in number of non brand traffic and landing pages that were now ranking due to the expanded content on the website.

One article around ‘salary expectations’ began appearing on page one within days and saw over 13,000 hits in the first two months. Added to that the article continues to get substantial traffic MoM.


Content has always been an important component of SEO but it’s about getting smarter and making your content work harder – rest assured your competitors are. The thing we like the most about this is that no matter how big your budget is you can compete with the behemoths that will continue to dominate the high value generic terms.

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