Ways To Make Web Content More Rewarding And Less Daunting

The online marketing world is aflutter over contenLauren Hall-Stigertst. Content writers. Content for websites. Content for blogs. Content strategy. Content marketing. Content amplification. Content curation. At times it appears as though you could put content in front on any word and have it make sense, given it’s popularity (Content Frappuccino, anyone?)

But while it’s clear content is popular, it’s not so clear that business quite know what to do with it, as many rush to measure, tweak and replicate without first asking themselves “What are we really trying to do here?”

To help us make sense of it all, I invited Lauren Hall-Stigerts a Kirkland, Washington-based Internet marketing consultant specializing in content strategy and social media, to weigh in on the topic for our In The Beaker series.

Hall-Stigerts is a writer and thinker I admire greatly, having read her work for more than a year and always finding her ideas clear, thoughtful and compelling. After reading her thoughts below, where she illuminates how businesses can wrangle the wild content horses, I’m sure you’ll agree.

RS: When I think of most of the writing I view on the web, I do more wincing than clapping. It’s as though the quantity is through the roof, but the overall quality is not what it should be. Why do you think that is?

LH-S: I’m over the moon that content is finally getting the attention it deserves. However, I think content publishers are getting addicted to the benefits of frequency and losing sight of quality in the process.

Search engines are rewarding sites for publishing fresh, relevant content. Site managers see a new spike in traffic every time a blog post is published. The marketing team get excited that the brand is getting in front of its audience regularly. IT’S JUST SO ADDICTING!

But like most things in life, balance is key. Don’t get sucked into obsessing over quality. You’ve got to find the balance that works for you and your audience. Some pieces you’ll invest in heavily deserve that magnifying glass and those white gloves. Others will have a diminishing rate of return the more time you obsess over it, such as a time-sensitive blog post alerting your audience to a recent announcement.

RS: Blogging, as a whole, seems to get far more attention than rank and file copywriting. But when you look at where businesses really have an opportunity to close the deal, it’s web content aside from blogs that rules the day. This is why it drives me crazy to see bad landing pages, About Us pages and poorly worded product descriptions. What area of web content gives you the heebie-jeebies, and how would you fix it?

LH-S: Like you said: make sure your home is in order before you start going crazy with content elsewhere. Shiny objects are always hoisted upon businesses: blogs, social media, flashy videos. But ideally all that content is driving traffic back to your website, and if your website does not meet let alone exceed their expectations set by that content, you could lose trust and customers.

I prefer to see a well-formatted website that answers customers’ questions and provide a way to contact the company rather than a popular Twitter account. (Not to mention content created on any web property other than your own is subject to the whims of that website. But if the content is on your domain, then you are the master of it.) Make sure you put your best face forward on your website before any other online content activity.

RS: I’m on record as saying businesses who outsource content production should (a) find a way to produce at least a small percentage of their own content and (b) have a member of the internal team who in-depthly understands content. How can businesses that outsource content creation ensure they’re getting what they need?

LH-S: Most will verify they’re getting what they need by looking to the end product. But here’s a secret: how you start the engagement with your content creator (before any content is created!) makes all the difference in the end.

Know who you are: Establish your magnetic north before setting off on the content trail.

Before outsourcing your content creation, understand why you’re producing it. Revisit your business objectives and goals. These are your magnetic north. These help guide your content marketing strategy in the right direction.

In addition to the top-level business strategy stuff, be sure to collect resources that will get your content creator up to speed on your organization. Dust off that brand guide: it will help the hired talent put the best foot forward. Share competitive overviews. Describe the target audience and—better yet—personas. Walk the content creator through the customer journey.

Know where you want to go; plan your route and define the final product.

In the words of the late Stephen Covey: “Begin with the end in mind.” This doesn’t necessarily mean envisioning what the content piece looks like. Think about what your customers will do as a result of reviewing your content. Are you producing it to help a customer through a certain part of his or her journey? Is brand awareness top of mind? Want to earn trust with key influencers? Each question requires a different content marketing strategy—that’s why it’s important to define it early on.

Establish your target audience’s content preferences. What type of content do they prefer? Where do they like to consume that content? What do they do with the content? This will inform what the content creator is producing.
Now establish (with the help of your friendly content creator) what success looks like. Define the metrics that will help you measure success and improve over time. Establish the tools that you’ll use to collect that data.

Make room for creativity by setting structure.

All of the planning you and your content professional have done up to this point will help him or her unleash their creativity during the creation stages. Set a schedule to review drafts. A few pairs of eyes reviewing the work before publishing will help see it from different angles and catch anything that needs changing.

Plan on circling back with your content producer a week after the content has gone live to review the performance, metrics, and discuss improvements to future content to better meet the business objectives. These meetings can become less frequent as the content producer becomes more familiar with the brand, business objectives, and performance of the content pieces.

RS: What are some guidelines businesses can put in place to make that process replicable and thus easier to manage?

LH-S: Editorial Guidelines: How content is presented when representing the organization. This includes a formatting checklist for works published to the website.

Voice and Tone: How the written and spoken word reflects the brand. Mailchimp’s team has created an excellent example of how a brand describes voice and tone.

Templates: If you’re creating visual assets, have a folder of pre-rendered and pre-approved graphical elements that can be dropped in. If you’re writing, create blog templates per brand standards with formatting coded in. This will help speed along blog formatting, too.

SEO Checklist: Are all your tags closed and your keywords researched? Provide a checklist that covers your SEO bases, making it easier for your audience and search engines to find you. (Make sure to include “test links” on the list!)

Quality Check: Create a list of who can be called upon to review content before publishing. It’s helpful to have another pair of eyes to catch what the creator might have missed.

Promotion Checklist: Know which social networks you’re posting to. Create your IFTTT recipes that will help spread the word automatically. List what you’ll need to promote through each channel: graphics? Preview text? A shortened URL?

RS: For businesses that lack the resources to outsource content creation, what are some tips you can share to help them manage this process and ensure the quality is what it needs to be?

LH-S:

  • Know what resources are available to you: subject matter experts, writers, media creators, and your resources’ bandwidth to create the content.
  • Finding the right talent for the job is essential. Locate someone who is passionate about the content topic, and if not passionate, then at least knowledgeable. Enthusiasm is infectious. If they aren’t good writers, pair them with a natural editor at your company. If they say they’re too busy, play journalist and record a 15-minute interview with them. You’d be amazed at the content you’ll uncover when you just let someone talk.
  • Understand what content would entertain your audience or make their lives easier. Take some time to search your Twitter followers’ profiles for interests. See what competing websites’ visitors are reading. Mine Google for trending topics related to your product.
  • Know where your audience consumes content and create content that fits. Don’t fit a square peg in a round hole: if your audience isn’t on Twitter, don’t waste your time talking to the wall.
  • Set up a process that works for your business. This is important. Unless you have a dedicated content team, creating content internally is hard work. You’ll have to convince others to take on work that’s not necessarily their job. You’ll be doing work that’s not necessarily your job. Understand your “content team’s” motivations and limitations – and be flexible to make it as easy for them as possible

RS: When you look at web content as a whole, what do you see as (a) the biggest missed opportunity and (b) the biggest opportunity for quick wins? Please elaborate.

LH-S: The biggest missed opportunity I’m seeing is a concerted effort to promote excellent content. Not every piece of content demands its own campaign – but select pieces that have talent and funding behind them often fly under the radar. Why? The ball is dropped after hitting the PUBLISH button. It was so much work to get to that point that many companies stop there.

No – your work has just begun! Pick your biggest content efforts and organize a marketing campaign around it. I recommend reading Buzzstream’s Advanced Guide to Content Promotion.

Biggest opportunity for quick wins? If your “win” metrics are organic links and social shares: request influencer input early in the content production. Quote them and link back to their site if it’s appropriate for your content piece. The benefits are far reaching:

  1. You’ll get a unique perspective for the piece.
  2. You’ll get expert input from a trusted source.
  3. They will benefit from the mention and link, making it more likely they will share your content with their audience and link back to you in return.

RS: Finish this sentence for me: “Businesses who commit to blogging regularly can expect…”

LH-S: Well, that depends on the quality of content, too. Assuming quality is moderate: Businesses who commit to blogging regularly can expect a loyal audience. (Eventually. Patience + persistence.)

We Are Making Online Marketing More Difficult Than It Has To Be

frustration

One of the quotes I fell in love with in college is attributed to Albert Einstein: “Make everything as simple as possible, but not simpler.” To my ears, the sentence called on everyone, from scientist to laborers, to express their ideas and thoughts as simply as possible, which serves to aid the examination and application of the best ideas.

Sounds simple enough right?

Well, lately I’ve been thinking the same thing as it regards SEO, content and social media. We need to return to simplicity.

We get so wrapped up in the newest, shiniest toy that we forget we cannot all be everywhere at all times; neither can our businesses execute every idea or concept simultaneously. And you know what, simplicity is what our audiences crave as well. I believe our online communities are saying to us what Omar Little said to Prop Joe in The Wire: “[We] like it simple.”

Whether you agree or not, isn’t it time we experiment?

Shouldn’t we try shorter, punchier content? Doesn’t making a commitment to one social media platform before you jump to all the others seem like a logical, worthwhile idea? Wouldn’t it serve everyone’s best interests if we stopped obsessing over Google penalties and start creating content and user experiences that the algorithms reward, not punish?

If you’re ready to give this approach a try, I have three simple (of course!) ideas to get you started.

Quit over-thinking content

Do what you can with what you have. That might mean one blog a week or two blogs a month. The key is focusing on what you have the resources to do well, then executing that plan. Once you have your keywords and personas in hand, spend some time brainstorming content ideas and content types. But spent even more time thinking about content outreach and amplification, for not even the best content does your website any good if it remains hidden from the folks who need it.

Make social media a priority, not an obsession

I get it. I get it. You cannot help but jump on the latest platform, eager to be an early-adopter. That’s a lofty goal, and one that very well may help you down the road. Right now, however, you need to simplify your plans and focus on which platform can help you most in the next 90 days, then go from there. Have your social media and SEO folks pull the latest data from Google Analytics to discern which platforms are sending your website the highest quality referral traffic. Don’t obsess over goals, metrics and such, yet. Put your eggs in the basket that’s proved most consistent. You can re-asses and reassign later.

SEO isn’t synonymous with table salt

In the restaurant industry, the bromide goes that “salt makes everything taste better.” In the online marketing world, a similar line of thinking revolves around SEO. Don’t fall for this ruse. While important, SEO won’t iron your clothes, make you dinner or rescue your business from the likes of poor content or bad overall strategy. My advice: Keep SEO at the center of your digital marketing plans, but not to the extent that you neglect other, no less significant areas of your business, including content strategy, user experience and email marketing.

This is a post that has been rolling around in my head for some time, primarily as a result of seeing business owners neglect the little things, which ultimately become the big things.

I’d love to hear your thoughts on this topic.

How Mr. Rogers Can Improve Your Marketing (And Maybe Your Life)

I honestly never thought I’d be a father. After we were married, my wife and I had decided that we were both pretty self-centered 20 somethings and wanted to explore the world before re-evaluating that option. Let me tell you, just because you plan something doesn’t mean it’s going to turn out that way. Yeah.

noelle-and-me

Me and  my little monkey on the Nashville Bridge – Photo by: Michelle Rivera

Having our daughter changed my life in so many ways it’s impossible to count. I packed up my nauseous, pregnant wife, a cat, the dog and drove across the country to live and work in Nashville. Stoked to be working with Raven Tools, and completely unaware that I’d fall in love with this crazy town.

While I’m definitely not one of those “no screen time” parents, we pick and choose what she watches and  I’ve probably seen more children’s television than I ever thought I would. The series that seems to hold my daughter’s attention is called Daniel Tiger’s Neighborhood. It’s so delightful guys. And, the animated successor to my childhood staple, Mr. Roger’s Neighborhood. Set in the “Land of Make Believe”, once you watch it, you won’t be able to shake the little jingles  that are repeated throughout each episode that deal with issues like frustration, anger, and using the potty. The same values that Mr. Rogers focuses on, Daniel carries forward to a new generation of kids who want to spend time with their kind neighbor. Like I said, delightful.

Fred Rogers Lives On Through Daniel Tiger

The curious learning spirit of Fred Rogers lives on through Daniel Tiger.

Mr. Rogers? Daniel Tiger? WTF?

You might be wondering what the heck this has to do with SEO. Bear with me, there are some awesome core values that are often overlooked in our world of technical jargon & algorithms. Over a hot cup of semi-enjoyable coffee one morning, I found myself connecting with these concepts again. Here are some excellent ways Daniel Tiger, in the spirit of our beloved Mr. Rogers, can improve your marketing (and maybe even your life):

When Something Goes Wrong, Turn It Around and Find Something Good

Authorship has gone PING into the corner. It’s dead. As Matt Cutts once said “Stick a fork in it, it’s done”. Despite all of the the time, effort and energy put into applying proper authorship markup to our blog posts, the powers that be at Google decided it wasn’t worth it. Boo.

You can, however, still benefit from your investment into authorship. First off, not all markup was removed from the results page of the search engine. Secondly, if you’ve been developing a trusted G+ profile it will still be an authoritative source of connection.

It’s simply the nature of our industry that search engines will change the rules. We’ll be left holding the bag and we’re going to make mistakes. Just because things don’t happen the way we expected or planned (every time) doesn’t mean that we can’t make the best of it. I had the pleasure of speaking to Meg Trahan, online marketing maven, about the nature of the industry and she had this to say:

Every effort, whether it’s right or wrong, is a learning experience.

To a certain extent, all SEO work is guesswork. Yes, there are educated guesses based on extensive data and research, but the Google gods aren’t straightforward with their practices. As such, marketers are left making educated guesses. The data can inform us about what sorts of SEO practices are good, but there will always be guesses and gut feelings that come into play for us. And as we all know, with guesswork comes some margin of error. In that error, we learn.

When working with a client who was falling in rankings for key search phrases that, by all accounts, should’ve been working, it caused me to go back to the drawing board; to essentially begin at the ground level and work up, researching each step along the way. What I discovered was a lesser-known Google algorithm update that not many people picked up on because it seemed to be a regional testing of a new algorithm.

From this experience I learned a lot about regional shifts. Despite the feeling of having a global, all-access Internet, there are still strong regional elements and it helped draw my attention to how much local search is being favored.

My general rule of thumb: Look to the industry for help. Anytime I’ve done something that (by all my current knowledge) should work and it doesn’t, I immediately turn to industry news and research. There’s no way you can do that and not learn from it.

Word.

When You Do Something New – Talk It Through With Someone

It’s said that people learn more about a subject when they teach it to someone else. There is something about the process of taking the ideas that you’ve absorbed from your own  experience & putting them back out there for someone else. When implementing a Schema Review Markup or writing a blog post on an un-familiar topic it can really help to talk through the concept with a 3rd party.

This is why I think that SEOs like A.J Kohn and Matthew Barby are so widely respected. They take their knowledge and build up extremely thorough descriptions & walk-throughs of their process. Of course, doing so also generates amazing content that can then be found via search & attracts a community that will share said content and extend their influence.

This isn’t just limited to the SEO industry. When you’re doing something new, talking to others can be a great way to develop content & learn even more about the subject. This is the stuff that grows a business.

Comparing Yourself To Others

It’s really easy to look at your keywords & open up someone else’s website that you think is total crap but its ranking. You scratch your head, you dig around for hours trying to figure out why the heck this crap is still out ranking you. I mean, it feels like you’re doing doing everything right and they have to be every thing wrong. It’s easy to compare ourselves to others and feel the pang of jealousy when it comes to online marketing.

Putting things into perspective can be majorly helpful. If you feel jealous, talk about it with someone who knows what you’re experiencing and ask for a solid reality check. Seriously, some perspective is all you need. There are some great online resources including the big SEO community on reddit, just get a thread going. Chances are good you’ll get some solid input or  find out that you’re in your head. Whatevs. Ask and learn.

Using Empathy in Your Marketing

If you’re not thinking about how your potential audience’s emotions come into play, than you’re missing an opportunity to reach them effectively. Empathy, unlike sympathy, is an effective way to relate to others’ needs. Which is sorta what we do.

You need to understand not just what the product or service your companie provides but the feelings that someone who might want or need your product. For example if you’re selling coffee makers then you should understand that people don’t just drink their coffee. They love it. They photograph it. They make it more than just a beverage into an artform.

Dragon Foam Latte Art

There’s a lot of fiery passion about what makes a good cup of coffee. This can help shape the way you go about marketing.

The trick is bringing those emotions into consideration when you’re planning out your online marketing. Think about how you can share images that mesh with their love of coffee. Think about what you can create to engage that enthusiasm.

Using Community to Succeed

“If you can’t do it alone, work together! Things are better when you work together.”

Trying to tackle all of the marketing needs of a website is a daunting task, especially for a large brand. It’s important to ask for help from others to make it work. I think a lot of SEO professionals suffer from “jack-of-all-trade-itis” and don’t harness the skills of other related marketing experts. Get those killer graphics, find out how an email marketing campaign could compliment your efforts and please bee sure to talk to whoever is doing customer support/sales to prevent missed opportunities!

One of the really great things about the SEO community is that we really do understand how difficult certain aspects of our industry can be. That’s why, if you go about things the right way, you’ll find that other marketers are really happy to help you even if it doesn’t help them right then and there.

 

Google Doesn’t Think Your Title Tags are Good Enough

For several years now, Google has been changing some title tags in the SERPs. Some of these changes are to be expected, such as when a title tag is longer than what can be displayed in the results. Other changes are a result of differences in how Google views the page content vs. title tag, links pointing at the page, and the query they are displaying the result for. Something I get asked on a regular basis is “How many are actually being changed?” I decided to use our Partner API to find out.

Mining Search Results & Title Tags

I started with a list of a few random keywords, pulled the top 100-120 results for each, and looked over the data. Tori dropped the results into Excel and built a few charts to show what the initial set looked like so we could decide whether to go bigger. We continued this process a couple times to confirm that results looked the same as we added more keywords and results into the mix. The final data set for this ended up being a little over 111,000 results.

As the search result data came in, I would run each URL through our web insights queue, which can be used to crawl pages and parse them into clean, structured data. This allowed me to quickly grab title tags off each page without having to deal with potential slowness of loading each page myself through my own crawler. Our web insights queue can grab thousands of pages in parallel if needed. (more…)

3 Tips For Putting Worries About Google Penguin Behind You

Peguins of Madagascar

I spent most of the weekend thinking about and laughing at penguins, after seeing a promo for Dreamworks Animations’ Penguins of Madagascar (shown above), a hilarious animated comedy set to debut in November. However, on Sunday, when I saw it was confirmed that Google had launched the long-anticipated Penguin 3.0 Update, there wasn’t much laughing to be heard throughout the Internet marketing world.

In fact, for SEOs and digital marketing firms, news of the update likely made for a bad weekend, as everyone prepared for a rough week ahead when they’ll certainly hear from client’s who fear their sites were nailed by what many consider the most punitive of Google’s penalties.

These Penguins Are Anything But Funny

The Penguin algorithm is Google’s way of punishing unscrupulous link builders for spammy, typically bought, links. Getting hit by the algorithm is bad enough, but the difficulty of recovering from the penalty is what makes it so dreaded.

“When you get hit by a Penguin, you are done. Toast,“ says Stone Temple Consulting’s Eric Enge. “Not only that, if you go through a link cleanup project to try and position for yourself for recovering in the next release, and you miss it, when will you get another chance?”

It’s very common for SEO and content strategists to work with clients who’ve purchased links. The links and link networks are quite easy to spot, and if the client hasn’t been hit by Penguin yet, you don’t so much count yourself lucky as much as you see yourself working against the clock to remove as many of those spammy links as possible.

It can be a scary time, especially when you’re working with a clients who are desperate for links and who, because they have yet to be nailed by Penguin, are reluctant to remove as many links as needed. The same can apply to client’s who have been hit by the update, for often they don’t truly understand the difficulty involved in getting the website back on its feet—if it happens at all.

Focus On Building The Right Links Through Quality Content And Outreach

I’ve worked with clients on both sides of the aisle, and I can say firsthand that avoiding the penalty is a hell of a lot easier than recovering from it for all but the luckiest of companies.

The sanest and most effective approach I’ve been a part of worked primarily because it entailed the SEO and content teams working closely together to right the listing ship: SEOs handling link removal, link disavowing and Reconsideration Requests; content team members working to prepare, produce and share quality content, while at the same time expanding the brand’s outreach and honest link building efforts.

Working alongside some great SEOs, and through having clients who were willing to be open-minded, forward-looking and, most of all, patient, I developed a strategic approach that’s easily replicated:

1). Identify quality sources for links: Many of the links I’ve seen get companies into trouble weren’t bought. They were crappy, low quality and totally unnatural for the brand. Take the opposite approach: Look for link building opportunities in and around your category and from high quality sources.

Let’s say you’re a lawn care company based in Fort Worth, Texas. Since the region is gripped by drought, and because of it entire communities are struggling to deal with water restrictions, why not contact the local and regional newspapers with a pitch of being interviewed for their online edition on how to smartly water lawns, the best plants to select or how to re-sod a lawn under such conditions? Better yet, ask about penning a monthly column for them. You could make a similar pitch to national websites, offering free advice to their audience while gaining a link and enhanced authority in the process.

Also, reach out to current and potential vendor partners, offering to share content, deliver presentations or be a part of sponsored activities, all of which would earn your business a link, either as part of a directory or on each vendor’s website.

The key here is looking for natural opportunities for links.

2). Step up outreach efforts: Many businesses dove into content marketing without much hesitation, but also without much instruction of how to properly build links. What that led to was a lot of content being produced without having any clear objective.

To build links effectively and sustainably for your business, you need to think of any piece of content you produce as being potentially link-worthy, in addition to being share-worthy.

If not, why create it at all?

This quote from Moz’s Rand Fishkin says it all.

To make this work for your business, use a tool like BuzzSumo to see what types of content in your vertical are (a) being shared and are (b) popular. Most important, use Twitter, Facebook, Google Plus and the like to identify who is sharing the information, and what others are saying about it.

Use social media to reach out to some of the most active, engaged participants on the topic and either ask them to be a part of the content you’re in the process of creating, via interviews, or ask them if they’d help you share the content across multiple social platforms.
Those who take part in creating the content will assuredly throw you a link to their site, and the rampant promotion increases exponentially the likelihood of the content getting additional links.

3). Focus on creating quality content. One of the best ways to ensure sure spammy links are a thing of the past is to make quality content a frequent arrow in your quiver. Content quality is synonymous with link-worthy content, and a sizable percentage of the content you produce should fall under both umbrellas

If your business creates four blog posts per month, make one of them a long-form, meaty piece that tackles a hot topic in your vertical. For example, a realtor might do a simple Google search for the “biggest concerns for first-time homeowners,” then peruse the top three pieces of content in the SERPS.

She could then set about creating a more thorough, nuanced piece of content than those she found, taking the time to add visuals and to massage the text until it’s as polished as it can be. Once the content is posted to the site, she could begin the outreach process, including sharing the information with magazines and websites in the vertical, in addition to reaching out to engaged active communities on social media to enlist their help with sharing the content. (Hopefully, she’s already a member of these communities.)

And because she’ll have at least one of these meaty pieces per month, it increases the likelihood that link building becomes a part of her mindset and the frequency of links to her site should continue to increase over time.

I’ve seen these techniques work firsthand.

What I’ve come to love about this strategy is it forces business owners to think of links as an outgrowth of delivering quality to prospects and existing customers, which results in more shares and links, but fewer Penguin visits.

Plus, once a business owner adopts the quality content-links mindset, it’s far less likely that they’ll fall back into the old habits of buying links or attaining crappy, low quality links

How does your business keep Penguins away?

Image courtesy of MoviePilot.com

Now Provided Report From AuthorityLabs Quickly Finds You More Keyword Opportunities

With the majority of keywords being “not provided” these days, solid information on which ones are driving traffic to your site has been hard to come by. As a keyword rank tracking tool, we see how important it can be for people to understand which keywords are the most important to focus on when planning an SEO campaign. That’s why we created our new Now Provided reports.

These new reports are pulling together our ranking data, Google Analytics data, and a few other data points to show you how many pages are receiving organic traffic and a list of the keywords that those pages rank for. The initial report gathers a full year of data, so it can take some time to generate, but once it’s set up you’re going to love the insights.

Landing Page Report

Once we have the ranking and landing page data, we start looking for keyword opportunities. These are keywords where you’re not already ranking at the top but there is potential for traffic and lower competition. We use that data to generate a list of top keyword opportunities. If there is anything in the list that you aren’t yet focused on, and those terms could drive valuable traffic, start tracking them and put efforts toward improving those rankings.

Keyword Opportunities

Individual Landing Pages

After you’ve checked out the possible quick wins that are available in the keyword opportunities list, you can start digging into individual landing pages. Any landing page in the report that we have keyword data for will be linked and can be expanded for deeper insights. Click on the landing page you want to view details for and you will see a list of keywords, current ranking position, and several other metrics that will help you determine the best keywords to spend time on. If a keyword has high search volume and low competition, it is probably worth moving up your list of priorities. Keep in mind that you want to focus on terms that convert to leads or sales, so if you’re comparing keywords that are close together in volume and competition, take a look at the CPC data to see which ones are likely more valuable.

Landing Page Drilldown

As of today, everyone with an active AuthorityLabs account has access to this new report. If you don’t yet have an account or haven’t checked out our interface in a while, sign up now and start your free 30 day trial. If you already have an account, login now and follow these instructions for getting set up.