For online content creation. The best and only way to conduct keyword research and research in general. Is to be cognizant of what has worked for others in your niche. Not only what’s worked. But why it’s worked and who it has worked for. With this in mind, we have come up with our own step-by-step approach to getting content noticed on social networks. Which we will describe below.
We’re included this last caveat because promoting a piece of content on Social Media and Content Networks is fine. But it’s inherently topical. Meaning that when you stop promoting the piece. It’ll stop generating views. Ranking on Google however is more evergreen or consistent way of generating views for your content. And should be seen as the medium term solution to gaining visitors to your site through your chosen content. Assuming that you've completed your page speed optimizing work which is especially important for earning engagement on content networks. You can move on to the next step of content creation. Indeed because online content creation and ranking on Google is such a consistent method of generating page views and backlinks from other sites. It’s seen as being superior to simply going viral online over the short term. Example for the Smartphone Tour. Taking as our example – the Rebel City Tour of Cork by Hahamarketing.com. We want to create topic clustered content based on the things to do in Cork topic. To start with, we look for keyword search volume around the search term War of Independence Cork city. We find some interesting results. Which we’ve ranked by search volume below… Let’s do a quick search for user intent on Google… We can see from the image above. That user generated content ranks at the top of page 2 for the search term Michael Collins. And that Michael Collins is the head term for the topic War of Independence. Since any content piece we produce is going to have 2 goals. One being to get noticed on Social Media and content networks. The other being ranking on Google. We’re going to create a dual-purpose post. Since we’ve decided on a topic that has a chance of ranking in Google. Our next step is to maximize its pull on the various media sites out there. And to give this online content creation the best chance of earning engagement. Let’s have a look at Buzzsumo and find out what kind of stories about Michael Collins draw the most attention… After playing around with search operators and filters, we arrive at the above Buzzsumo results. The first thing this results page tells us is that we will have to distinguish our Michael Collins post from Michael Collins the astronaut searchers on Google. We can see that the top ranked article "The story behind Michael Collins’s Wolf Slippers" is more of a human interest piece than a dry history commentary. Although history commentaries also feature. When we do an analysis of the Buzzstream results post. We arrive at this data… We can derive a number of findings from the Buzzstream analysis. Including…
Choosing a post title for online content creation. Initially what springs to mind is a post entitled ‘Michael Collins Trail: Walk in his footsteps in Cork.’ This would tie in nicely as a cluster post along the thing to do in cork city topic. This has the advantage of being distinguishable from the astronaut Michael Collins due to the presence of Cork in the title. And it makes for an interesting roundup post of all the Michael Collins sites in Cork city and county. So back to Google we go for a list of said sites… We’ll need something a little more interesting though. Than just a dry listing of bridges and statues associated with the Big Fella. Our next port of call is to try to find as many stories as possible about Michael Collins in Cork city. For this we’ll contact local historian Kieran McCarthy. Who directs us to his website CorkHertiage.ie. Using this method, we can begin to etch out an idea for a Michael Collins themed post. Finally, we can check out what our friends on r/IrishHistory are consuming in the Collins field. If i was to create a piece of content for r/irishhistory on Reddit. I would definitely go with personal Collins stories from history. Below you can see a short FaceBook post I created featuring a story about Collins. I might try to flesh this story out a little more. And keep the picture of the gun. This post would have a reasonable shot at engagement on /r/irishhistory if it was posted. As long as I kept the promotion to a minimum to avoid a Reddit backlash or getting banned. As FaceBook groups are generally more tolerant of promotion than subReddits are. Or better yet, message the mods first before posting to the subReddit. Finally As you can see. To create content for content networks and social media. The most important step is to reverse engineer the content already posted on the forum/group/platform. Only by using this method, and combining it perhaps with tools such as BuzzSumo and others. Can you hope to build a picture of the kind of content that gets engagement from users. Combining that with a careful monitoring of the stats. As well as some organic and paid promotion on the side. You have a recipe for creating popular online content. Throw in a little Google keyword research and you might create a content piece that attains the Holy Grail of both Google ranking and engagement on content networks. If you'd like to learn how to conduct research for Google optimization simply follow this link. Happy Hunting! Attribution:
Rand Fishkin at Sparktoro: https://sparktoro.com/blog/there-are-four-kinds-of-keyword-research-make-sure-youre-doing-the-right-ones/
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