Find gaps in keywords

You’ll see a summary of metrics like the number of keywords they rank for and how much organic traffic they receive each month.

For more detailed data on keywords, head to the ” Positions ” tab.

You’ll see the keywords they’re ranking for, their ranking position, and the estimated traffic for each keyword.

You may see a lot of results for branded keywords. Chances are you don’t want to target them, so you’ll want to remove them from your list.

Do this by using the “ Advanced Filters ” option , where you can exclude relevant keywords. Such as those that include variations of the brand name. Then click “ Apply .”

You’ll then see a list of non-branded keywords with the same metrics as before.

You can drill down by clicking the icon next to each URL to open the page that ranks for that keyword.

Then you can analyze how they use the keyword.

For example, is it a blog post, a video, a landing page, or something else?

Do this for each of your competitors, and mobile phone numbers you’ll have a solid list of keywords to target with your SEO campaign. And an understanding of the types of content you need to create to rank for those keywords.

Finally, perform a keyword analysis to find the keywords your competitors rank for but you don’t. This will help you identify opportunities you may be missing and come up with new ideas.

And it’s easy to do so with the Keyword Gap tool .

Add your domain and up to four competing domains. Then click ” Compare .”

Next, scroll down to “All keyword details for:” and select the ” Missing ” filter.

This will show you the keywords that all of your entered competitors are ranking for, but you are not.

You can now use these keywords to fill in the gaps with useful content to improve your visibility in search engine results.

Step 2: Plan content around topic clusters

Thematic clusters are groups of related pages on a website. And they can help you improve your ranking more effectively.

One of the best ways to do this is to use groups that each contain a pillar page that provides an overview of a broad topic and group pages that cover more specific topics.

And then add internal links between these pages. This helps users navigate your content and Google understand how your pages are related.

The more quality content you publish on topics, the more keywords you can rank for.

Over time, this helps you rank for more keywords and build more topical authority , which demonstrates expertise and credibility.

Google wants to rank pages that demonstrate Expertise, Authority, and Trustworthiness (EEAT ), a framework that Google Quality Evaluators use to rate search results. So demonstrating EEAT is important even if it’s not a direct ranking factor.

Find topics using the Topic Research tool .

Simply enter a broad seed term and click ” Get Content Ideas .”

The tool will provide you with a list of related subtopics, along with the monthly search volume for each.

Click ” Show more ” below a subtopic for more information.

You’ll see volume, difficulty, and topic effectiveness metrics at the top (high topic effectiveness means high search volume and low difficulty), along with top headlines, questions, and related searches to guide your own content efforts.

It can be a great source of ideas for your pillar page and topic cluster pages. And it can give you ideas for headings to use within your content (which we’ll talk more about in a few steps).

Step 3: Create quality content

Quality content is relevant, engaging, and this gave a positive result useful to your audience. This can lead to better rankings in search results, more traffic to your website, and more conversions.

Here’s how to create great content that aligns with these goals:

Create the right type of content

There are numerous formats to choose from, and the type you create will depend on your own goals and where your target audience spends their time online.

For example, you could create blog posts, YouTube videos, or social media posts.

For complex or lengthy topics, like SEO best practices, you’ll probably need to write a few thousand words to cover everything. Or record an in-depth video (for more information, check out our guide to SEO on YouTube ).

But a simple guide on how to set up fax lead an email marketing segment within a particular tool might only need about 1,000 words to cover everything.

And sometimes, you shouldn’t create long-form content at all.

For example, an infographic may be the best way to help readers understand a complex topic. And the best place to share it may be on social media.