It should be pretty clear by now that Google has moved on from the keyword as a way to optimize search even if many SEO professionals haven’t. A lot of search vendors talk about content relevance and content performance, but their products still focus on raw SERPs.
Searchmetrics has always been a thought leader when it comes to SEO and content marketing. We saw a long time ago that keywords were becoming obsolete. We anticipated the trend towards content performance and began incorporating innovations into the Searchmetrics Suite to exploit that trend.
Today, as Google reaches further into the expanding digital universe, it rewards deep, highly relevant content. Digital marketers want the ability to understand that universe. That’s why we’re so excited about our Content Performance feature. And you should be too! It’s just another way that we keep our partners and customers ahead of the digital marketing curve.
Content Performance leverages the Searchmetrics Research Cloud and is available for use in 30 countries and is available to Suite Business, Enterprise and Ultimate customers. It resembles a powerful telescope constantly trained on the universe of online data. Content Performance helps answer the two questions that all digital marketers should be asking:
- Which of my URLs are really important to my business?
- How can I improve their performance?
These questions are critical to any company that seeks to drive traffic to its website. Especially, if you have a large online presence with thousands of URLs. Along the way, Content Performance also informs SEOs what pages already perform near their maximum potential. So, they don’t waste valuable resources on those pages.
From a competitive perspective, Content Performance can show brands their competitors at the page level—not just by domain. Individual product pages have individual competitors and Searchmetrics can identify them on demand for at least 1.5 billion landing pages—no time consuming set up required. No other content optimization platform does this. In a world of often unwarranted hype, Content Performance really is a game changer.
“Searchmetrics’ new Content Performance tool can save hours of work each day. By just entering a URL, this powerful feature can immediately show what content I should update, and most importantly, how I should update my content.”
Micah Fisher-Kirshner, Senior SEO Manager at Zendesk
Top Performing URLs
When you analyze a domain in Content Performance, the first thing you see are its top performing URLs, not keywords. This answers the first question: What URLs are important to my business? Brand managers can see which, among those pages, have potential to generate even more traffic. You can also uncover how many keywords rank for each URL, the traffic each page generates, and the SEO value of its traffic . Whether you’re driving traffic to generate purchase revenue or monetizing traffic for ad revenue, this information is essential. You can also use URL analysis to identify internal cannibalization. For example, a collectibles page may be cannibalizing traffic from a general merchandise page.
Because you can do analysis at the page level for any domain, Content Performance also completely rewrites the book on tracking competitors. You can compare a specific product page URL with competitor URLs for similar products. You have eight metrics to use for comparison, including:
- Number of keywords
- Traffic index
- Average position
- Average CPC value
- Total search volume
- Referring domains
- Social links
- SEO value
This holistic approach puts an entirely new spin on where to apply resources in terms of refreshing and maintaining content. Now you know where to focus for maximum leverage.
With Content Performance competitive analysis, you can pin point the real reasons page competitor pages outperform yours in the SERPs.
Benefits at a Glance
- Determine content quality – Discover the quality of your landing page content, missing keywords and determine which topics and keywords are most relevant
- Identify overlap – Locate the pages and topics where content overlap exists to help avoid performance cannibalization
- Transition to topics – Find semantically related topics with a single click using an advanced page-based approach that goes beyond simple keyword research
- Reveal SEO Value – Explore the financial impact that keywords have on your URLs by comparing organic traffic with its relative cost if bought through paid search and seeing the gap between current and potential value of your top URLs
- Redefine Competitive Analysis – See all competitors at the page level on-demand and uncover where the gaps are in your content strategy