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Hi, I’m Lana! Freelance writer & content
strategist.
@Lana_Burgess_
lanaburgess.com
lana@lanaburgess.com
Killer competitor content
research and strategy
@Lana_Burgess_
lanaburgess.com
lana@lanaburgess.com
● Identifying search intentions.
● Researching competitor content.
● Analysing competitor content —
why does it perform so...
Identifying search intentions
How do search intentions evolve?
Trigger
event
Need
Search
intent
Mind map search intentions across
buying cycle.
Attraction — meeting intentions
triggered by life events.
Consideration — learning about
solutions and benefits.
Preference — why should they trust
you and how are you different?
Conversion — why buy now?
Now use tools to confirm your ideas.
● Google Ads Keyword Planner.
● Yoast Google Suggest Expander.
● Answer the Public.
● Search Intent.
Researching competitor
content
Easy, effective approach — incognito
browser and heuristic assessment.
In an incognito browser:
● Google.com/ncr.
● Set required country in settings.
● Type in your search intention.
● Analyse ...
Analysing competitor content
— why does it perform so well?
The top five perform well for a reason...
...make it your mission to understand
why.
What is it about this content that Google
loves?
What’s the page title and meta
description? Does this show that the
content meets the search intention?
What’s the H1? What are the H2s?
How do these show the search
intent is being met?
Does the piece get to the point
quickly and concisely?
Have a look at content that has
answer box queries present in
SERPs.
What’s the format?
Are images and videos crucial to the
search intention?
What’s the informational content?
Identify all the key points covered.
What’s the tone of the content?
Is it emotionally appropriate to the
search intention? What does this
tell you about searc...
Content strategy, planning,
and creation
Use your research to form content pillars.
Use search intentions to plan content.
Use your analysis to create content briefs.
● Title.
● Search intention.
● H1, H2s, H3s.
● Key points.
● Tone/searcher mind-set/persona.
● Formatting considerations.
...
Writing to outshine the
competition
Want to write killer content that
outperforms competitors in SERPs?
Interrogate the brief — what search
intentions are you targeting and what
happens next?
Do your own search intent research.
Have a look at competitor content
yourself.
Plan a piece that does everything the
top five pieces do… and more.
11 ways to write better content than the
competition
1. Meet search intentions faster and
more concisely.
2. Tell readers exactly what you’ll
cover.
3. Write for a lower reading age.
4. Use an even clearer structure and
formatting.
5. Give clear definitions of key terms.
6. Expand on the topic as you
progress through the piece.
7. Let your brand voice shine through.
8. Use more authoritative, primary
sources.
9. Quote experts. And include social
proof.
10. Link to related content on your
site.
11. Tell readers what to do next.
Measuring success
Measure success against SMART
objectives.
Case study
Search intentions around “women in
tech” and other long-tail terms were not
being met effectively by competitors.
Learning People decided to work with
freelance writers on several series of
content.
Each series addressed groups of long-tail
search intentions around specific topics
relevant to their audience.
Lana Burgess was commissioned to
work on their “women in tech” series...
… and wrote a series of articles, using the
competitor content research and
writing process explored today.
Thank you!
@Lana_Burgess_
lanaburgess.com
lana@lanaburgess.com
Lana Burgess — Brighton SEO 2019 —  Killer competitor content research and strategy
Lana Burgess — Brighton SEO 2019 —  Killer competitor content research and strategy
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Lana Burgess — Brighton SEO 2019 — Killer competitor content research and strategy

This presentation will teach you how to research competitor content that performs well for specific search intentions. Discover how to analyse competitor content to inform your content strategy, planning, and writing. Understand how to apply your learnings to outshine competitor content and gain traction in organic search.

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Lana Burgess — Brighton SEO 2019 — Killer competitor content research and strategy

  1. 1. Hi, I’m Lana! Freelance writer & content strategist. @Lana_Burgess_ lanaburgess.com lana@lanaburgess.com
  2. 2. Killer competitor content research and strategy @Lana_Burgess_ lanaburgess.com lana@lanaburgess.com
  3. 3. ● Identifying search intentions. ● Researching competitor content. ● Analysing competitor content — why does it perform so well? ● Content strategy/creation. ● Writing to outshine competition. ● Measuring success.
  4. 4. Identifying search intentions
  5. 5. How do search intentions evolve? Trigger event Need Search intent
  6. 6. Mind map search intentions across buying cycle.
  7. 7. Attraction — meeting intentions triggered by life events.
  8. 8. Consideration — learning about solutions and benefits.
  9. 9. Preference — why should they trust you and how are you different?
  10. 10. Conversion — why buy now?
  11. 11. Now use tools to confirm your ideas.
  12. 12. ● Google Ads Keyword Planner. ● Yoast Google Suggest Expander. ● Answer the Public. ● Search Intent.
  13. 13. Researching competitor content
  14. 14. Easy, effective approach — incognito browser and heuristic assessment.
  15. 15. In an incognito browser: ● Google.com/ncr. ● Set required country in settings. ● Type in your search intention. ● Analyse top five results.
  16. 16. Analysing competitor content — why does it perform so well?
  17. 17. The top five perform well for a reason...
  18. 18. ...make it your mission to understand why.
  19. 19. What is it about this content that Google loves?
  20. 20. What’s the page title and meta description? Does this show that the content meets the search intention?
  21. 21. What’s the H1? What are the H2s? How do these show the search intent is being met?
  22. 22. Does the piece get to the point quickly and concisely? Have a look at content that has answer box queries present in SERPs.
  23. 23. What’s the format? Are images and videos crucial to the search intention?
  24. 24. What’s the informational content? Identify all the key points covered.
  25. 25. What’s the tone of the content? Is it emotionally appropriate to the search intention? What does this tell you about searcher mind-set?
  26. 26. Content strategy, planning, and creation
  27. 27. Use your research to form content pillars.
  28. 28. Use search intentions to plan content.
  29. 29. Use your analysis to create content briefs.
  30. 30. ● Title. ● Search intention. ● H1, H2s, H3s. ● Key points. ● Tone/searcher mind-set/persona. ● Formatting considerations. ● Key sources. ● Call to action.
  31. 31. Writing to outshine the competition
  32. 32. Want to write killer content that outperforms competitors in SERPs?
  33. 33. Interrogate the brief — what search intentions are you targeting and what happens next?
  34. 34. Do your own search intent research. Have a look at competitor content yourself.
  35. 35. Plan a piece that does everything the top five pieces do… and more.
  36. 36. 11 ways to write better content than the competition
  37. 37. 1. Meet search intentions faster and more concisely.
  38. 38. 2. Tell readers exactly what you’ll cover.
  39. 39. 3. Write for a lower reading age.
  40. 40. 4. Use an even clearer structure and formatting.
  41. 41. 5. Give clear definitions of key terms.
  42. 42. 6. Expand on the topic as you progress through the piece.
  43. 43. 7. Let your brand voice shine through.
  44. 44. 8. Use more authoritative, primary sources.
  45. 45. 9. Quote experts. And include social proof.
  46. 46. 10. Link to related content on your site.
  47. 47. 11. Tell readers what to do next.
  48. 48. Measuring success
  49. 49. Measure success against SMART objectives.
  50. 50. Case study
  51. 51. Search intentions around “women in tech” and other long-tail terms were not being met effectively by competitors.
  52. 52. Learning People decided to work with freelance writers on several series of content.
  53. 53. Each series addressed groups of long-tail search intentions around specific topics relevant to their audience.
  54. 54. Lana Burgess was commissioned to work on their “women in tech” series...
  55. 55. … and wrote a series of articles, using the competitor content research and writing process explored today.
  56. 56. Thank you! @Lana_Burgess_ lanaburgess.com lana@lanaburgess.com

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