Content Identification Strategy
Content Consumers Search For
I developed a Search Behavior Model that showed how consumers searched for information, products and services in their industry, and this is what I found.
- There were 12 million searches a year for over 30 distinct types of content.
- There were 20 million searches a year for information about 75 different types of projects.
- There were 24 million searches a year for two very strong informational topics. Top of the funnel content.
- There were 5 million searches a year for specific information about products.
There were many more opportunities, but these were the highlights. They had some of the content I identified during the analysis. However, the analysis provided significant new opportunities for new Video content, How To primers and Plans. Bottom line, there were over 60 million content related searches a year identified in the analysis.
This gap analysis made it possible for the TV show to develop a longer-term content strategy for their website that will improve their future organic search footprint. Make no mistake – content is the fundamental building block for a successful website. In real estate it’s Location, Location, Location. In search it’s Content, Content, Content.
If you would like to know more about Content Identification Strategies get in touch with me at Mark@MSprague.com or call me at 781-862-3126.
You can also check out my LinkedIn profile where you can find more information about Search Behavior Models, and a case study that you can down load.