My content material and key phrase analysis was restricted to what I noticed on search engine outcomes pages (SERPs) for a very long time, particularly at the start of my content material writing journey. For example, I might have a look at the content material rating for a selected key phrase and attempt to emulate it in my content material.

However, as I progressed, I noticed a sample. Along with being just like present high pages, the content material wanted extra experience and distinctive views. It shortly turned clear that I wanted to create content material with authority and a voice of its personal to face out.

So, I ventured out to seek out extra research methods to deal with this subject. I turned extra lively on LinkedIn, engaged with trade consultants’ posts, and skim the newest developments for distinctive insights.

On this article, I’ll clarify 4 analysis strategies that assist me determine distinctive takeaways and fill gaps in present rating pages. These are yours to steal now!


Observe: The concepts I share on this article aren’t restricted to the writers alone. You possibly can apply these techniques to any analysis that you simply conduct, whether or not it’s viewers, matter, or key phrase analysis.

Why solely SERP evaluation does not minimize it anymore

This is what’s incorrect when you restrict your analysis to analyzing top-ranking pages.

You will find yourself creating copycat content material

Should you search the key phrase digital advertising, you may see rating pages discussing advantages, approaches, and techniques, however no distinctive angles or tackle the subject. Scanning these pages will restrict your creativity.

Because of this, you may create related content material, which Ryan Regulation, CMO at Animalz, describes as copycat content, a bunch of articles with lookalike titles, headers, and examples.

You will not be capable to determine content material gaps

As a reader, I typically discover articles, significantly informational long-form ones providing generic and non-actionable info. For example, if an article talks about influencer advertising progress, it must again it up with statistics, insights from consultants, and related information factors. If these aren’t addressed, the reader will bounce from the web page.

So, when you’re top-ranking articles as a information on your content material, your eyes will skip these gaps. It occurs as a result of top-ranking pages offer you surface-level understanding. It’s worthwhile to increase your analysis past these pages to serve these gaps.

Furthermore, suppose you find yourself rating for the specified key phrase creating such an article. In that case, there may be another subject, which Erin Balsa, Founding father of House of Bold, places properly, “Rating for key phrases and driving site visitors to a web site is pointless if readers are turned off by what they see.”

You will not be capable to fulfill the algorithm.

Google’s latest E-E-A-T (expertise, experience, authoritativeness, trustworthiness) replace emphasizes creating content material by these with real-life expertise in that discipline. Merely curating insights from top-ranking pages will not be sufficient to have your content material acknowledged by the algorithm.

Think about whose content material shall be extra helpful when in search of info on utilizing Notion, a venture administration software, to construct a to-do record. Wouldn’t it be somebody who compiled an article utilizing already ranked pages or somebody with hands-on expertise with constructing to-do record templates or has talked to those that have? The latter particular person would possible present extra particular and useful info.

So, to fulfill the search algorithm, it’s essential to present dependable, reliable, and distinctive info to the reader. You possibly can’t create an algorithm and anticipate to rank on the high. Finally, the worth your content material delivers to the reader issues, not simply appeasing the algorithm.

To summarize why you must diversify your analysis course of, Nebojsa Savicic, Founding father of Plainly, made a superb level, “Google as a search engine acts as a filter for related content material, it is sensible to see the place the standard bar is. However I by no means focus an excessive amount of on it as a result of I really feel it will probably lock me in a mindset of simply creating barely higher content material whereas my objective is to supply nice worth to my readers.”

4 techniques to degree up your analysis course of

On this part, I’ll share with you 4 analysis strategies that I’ve began utilizing, which helped me discover matter concepts, distinctive angles and insights from subject material consultants. Let’s dive in.


Finest for: Discovering arguments, case research, and questions associated to a selected matter.

LinkedIn has become a popular platform up to now few years, with many individuals publicly sharing their experiences, data, and insights.

Easy methods to use it

Step 1: Go to LinkedIn’s search bar and enter the key phrase you need to seek for.

Step 2: To slim down and fasten your analysis, use superior filters corresponding to trade, recency of the content material, firm identify, as proven within the picture beneath.

LinkedIn advanced search dashboard

Step 3: You possibly can see related posts when you apply the filters. Flick thru them and choose essentially the most useful to you.

Typically I bear in mind seeing an attention-grabbing publish by a selected creator, so I often seek for posts from that creator. So, for this text, I looked for Ben Goodey’s profile for the key phrase search engine marketing.

And LinkedIn didn’t disappoint, as I discovered this interesting post by him.

Ben Goodey’s LinkedIn post snapshot

His publish made a powerful level that search engine marketing is and shall be essential. Should you’re writing an article about the way forward for search engine marketing, this publish could be a superb addition.

LinkedIn’s remark part can also be filled with distinctive insights. Once I scrolled by way of the remark part on Ben’s publish, I discovered an attention-grabbing dialog on Google’s new AI interface for result pages that was stable enter for that article.

Snapshot of comments on Ben Goodey’s LinkedIn post

2. Google Alerts

Finest for: Discovering the newest experiences, developments, or trade information.

Google Alerts give a wide range of sources which may not be rating however nonetheless have priceless content material.

Easy methods to use it

Enter the key phrase you need to get alerts—for instance, content material advertising, influencer advertising, search engine marketing, and many others. As soon as carried out, Google will ship you curated content material for the chosen key phrase in your inbox at your most well-liked frequency.

Google Alerts dashboard for influencer marketing, ChatGPT, content marketing, and SEO alerts.

I received this e-mail alert for influencer advertising key phrases and located some attention-grabbing hyperlinks, corresponding to experiences and trade information. With these alerts, you possibly can determine and save related hyperlinks in your swipe file and return to this throughout your analysis course of.

Snapshot of Google alerts for the keyword influencer marketing

3. Communities

Finest for: Establish questions, arguments, and associated sources.

Easy methods to use them

Becoming a member of relevant communities and retaining a tab on the conversations has helped me discover some distinctive angles. For this, be sure to are a part of lively communities in your trade. Some advertising communities you possibly can be a part of embody Superpath, Email Geeks, and Demand Curve.

Then, I seek for the key phrase and immediately get an summary of questions and insights supplied by neighborhood members.

Right here’s one attention-grabbing query I received from the Superpath community after I looked for the key phrase content material metric.

Cierra Loflin’s question in the Superparh community

Eric Doty replied to the reply, which was attention-grabbing and distinctive because it comes from his expertise. Additionally, he shared the screenshots too! (It isn’t straightforward to seek out such takes amongst top-ranking pages!)

Eric Doty’s reply to Cierra Loflin’s question in the Superpath community

So, you possibly can simply quote this in any article relating to content material metrics. (Be certain that to ask the individual politely earlier than you quote them.)

One other means to make use of communities is to show to your community. In case you are lively on social channels and have constructed an engaged viewers, they are going to be your supply of data.

Sam Hembree, Chief Artistic Officer of Beam Content, shared this open-ended tweet that received superb insights. The replies have been then become a four-thousand-word article.

This method is relevant throughout all channels, be it social media, communities, or boards. Interact along with your viewers by asking them questions and sharing their perspective as insights from which your readers can profit.

4. Newsletters

Finest for: Understanding a subject in depth with attention-grabbing visuals. Getting a snapshot of what’s occurring on the internet. (Relevant when you sign-up for a publication that does roundup content material)

Easy methods to use them

Signal-up for and skim related and industry-specific newsletters – and if doable, assign classes to every publication based mostly on its kind and content material. It can assist the analysis course of be tremendous clean.


Professional tip: Should you use Gmail, create labels to categorize newsletters into totally different teams.

For example, I’ve a content material advertising label; inside that, I’ve sub-labels for every creator. This categorization makes it tremendous straightforward for me to analysis as I can seek for a subject shared by a selected skilled.

Inbox preview with labels and sub-labels

The analysis course of is comparable. Kind the key phrase within the search bar and flick thru the publication that exhibits up and choose concepts and examples from the related ones.

I typically go to a selected label, say search engine marketing, if I’m writing about subjects associated to it and search inside that to seek out extra related concepts.

For this text, I looked for the key phrase ‘persona’ and received a useful publication version of the MKT1 newsletter. Whereas scrolling, I discovered a useful hyperlink that led me to a extra detailed publication on the identical matter. (How useful!)

Search of MKT1 newsletter for the keyword 'persona'

One other means I exploit newsletters is to seek out examples.

Nearly each publication gives one thing distinctive, corresponding to job postings, attention-grabbing tweets, distinctive trade insights, or referral hyperlinks.

So, after I needed to write an article on newsletter ideas, I immediately browsed by way of the publication and located just a few examples so as to add to the article, one among which was a referral hyperlink for Aleyda Solis’s publication, SEOFOMO.

SEOFOMO referral link example

Energy up your analysis course of

Keep in mind, the standard of your enter determines the worth your content material will ship. I’d encourage you to transcend the highest rankings pages and faucet into social media channels, newsletters, Google Alerts, and communities.

Listed below are just a few suggestions from my finish to ease this course of much more:

  • Save hyperlinks everytime you come throughout them. Higher even drop them into your swipe file and set up it properly.
  • Construct a community of individuals you possibly can attain out to ask for quotes and curate insights.
  • Preserve your self up to date in regards to the rising developments and updates in your trade.
  • Bookmark just a few favourite sources (web sites, podcasts, webinars) that you simply typically consult with. Organizing related hyperlinks into teams in your bookmarks is a fair higher resolution. This fashion, you possibly can entry all of the hyperlinks in a bunch with only one click on.

Lastly, keep in mind that analysis is rarely a one-time occasion. You’ll discover attention-grabbing concepts so as to add at each stage of your content material writing journey. So, permit your self the flexibleness to do this.


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