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The next step is to spend time on the psychology of the query. Someone searching for “CRM” might be in research mode and looking for a landscape of options and capabilities, so you should consider content like a buying guide or “the evolution of CRM features.” Meanwhile, a query like “free CRM trial” is much closer to the actual purchase decision, which means more transactional content is a better starting point. Whatever you discern as the intent, have reached the same conclusion in their ranking content. If none of them are, you have an opportunity to stand out. Dig deeper: How to 10x rankings in competitive spaces using the ‘beachhead principle’ Get the daily newsletter search marketers rely on. Business email address Get Search Engine Land in your inbox.
See terms. Work with your DB to Data teams to do audience analysis A deeper source of knowledge than anything you’ll find online: your clients or colleagues in product development and sales. Take the findings of your research to them and ask what they think. You’ll either get your angle validated or get surprising insights that help you produce distinctive content that connects in a way your competitors aren’t. Case in point: one of my clients has a product-related keyword with “precision” in it. It’s a highly valuable keyword for them and a valuable concept for their audience.
Competitive research turned up the usual mix: big sites, direct competitors, and review sites on top of the SERP. But none of the content really addressed “precision” in the context of the keyword. They confused it with accuracy and detail. I met with the product engineers on the client’s team. While they verified that none of the existing content had “precision” correct in context, even they couldn’t come to a consensus on what the word meant. What started as a project to write bottom-of-funnel content turned into a project to write a top-of-funnel piece that focused on the definition itself to establish authority otherwise missing in the space. That piece ranks high in the SERP among giants a couple of weeks after launch, and the client is thrilled.
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