INTRODUCTION
According to the Content Marketing Institute, more than 70% of B2B and B2C businesses use content marketing as part of their overall marketing strategy. However, it can sometimes be a struggle to come up with fresh, timely content that resonates with your target audience(s) and also ranks highly in the search results.
DinoRANK is an accessible all-in-one SEO suite that can be used for content management, keyword research and positioning, link tracking and more to help you develop and incorporate SEO strategy into your content marketing efforts.
Following are some ways you can use DinoRANK for content marketing.
USE DINORANK TO RESEARCH KEYWORDS
Like many SEO tools, DinoRANK allows you to research keywords that are relevant to your business. Go to the “Keyword Research” section to get started. Then enter a keyword that is relevant to your business (e.g., terms related to your products or services), as well as the country and language.
Click “Search” to see a list of related terms people are using to search for products, services or businesses like yours. DinoRANK will also show you the search volume, relative competition (e.g., low, medium, high) and the estimated cost-per-click for those terms. The latter can be helpful for a paid Google Search ad.
You also can view a trend graph as well as the seasonality of the keywords you choose. This can help you determine when to create content that incorporates those terms. This could be particularly helpful for businesses that peak during certain times of the year, such as a tourism company that specializes in summer excursions.
Incorporate promising keywords into your content or use them to identify new topics to add to your content calendar. Start with some low-competition keywords, as content with these terms is more likely to stand out in the search results.
USE THE CONTENT GAP FEATURE
DinoRANK’s “Content Gap” function allows you to compare your content with that of your competitors. More specifically, it analyzes keywords for which you are ranking against the terms for which your competitors are ranking to show you where your content overlaps and what content you may be missing.
In areas where you overlap, you could create more content pieces related to that topic (and add internal links to your previous pieces) to better saturate the search results and become more relevant in Google’s ranking system. Then, of course, you can create the content pieces you are missing, if they relate to your business objectives.
You may also notice that you serve a niche market your competitors do not, which give you an opportunity to stand out with content that speaks directly to those groups.
In addition to finding opportunities for new content topics, you may also get ideas for new keywords that you did not find in your initial research. You can plug those into your existing content and future articles to help attract more quality traffic to your website.
Navigate to “Content Gap” in the “Competence Analysis” section on DinoRANK. Then enter your domain and enter your competitors to start the analysis. Click “Spying on the competition” to get the results.
EXAMINE THE MOVEMENT AND POSITION OF YOUR KEYWORDS
Within the “Position Tracking” section, you can view how your site ranks for the keywords you select. Next to each keyword, you will see data such as the total search volume and where your site ranks for real searches (1 is the best, 100+ means your site is outside of the top 100). You also can view your best ranking and historical data, such as where you ranked the day before and when you started. In addition, you will see the corresponding URL on your site that produced the ranking. This gives you an idea of how well you are incorporating those terms on your site and where you can improve.
Of note, terms with an extremely high volume of searches, which are usually more general terms, may not be worth improving, as there is typically a lot of competition for those keywords. Instead, focus on increasing your ranking for the terms that are more likely to drive people to your site or get you leads. These are typically “long tail” keywords, or phrases that include more detail. For example, “consulting services for rural hospitals” vs. “consulting services.”
Long tail keywords tend to have a smaller search volume, but they also show more intent.
Make sure to geolocate to view location-specific data. In other words, select the location or locations (e.g., cities, countries) where your company does business to get more relevant information. You can assign locations for specific keywords (vs. all keywords), which may be useful if your business offers specific products or services to different locations. For instance, a B2B business may offer one set of in-person services locally and another set of digital services throughout the United States.
One of the unique features of DinoRANK is its ability to show you separate keyword volume and ranking data for desktop and mobile. In general, it is a good idea to optimize for mobile devices, as they generate close to 60% of all website traffic. That being said, you should examine your own website analytics to see how visitors are coming to your site.