Ashley Segura - Advanced Search Summit Napa 2021

Using Data Analysis to Generate
100s of New Topic Ideas
@AshleyMadhatter

@AshleyMadhatter
@AshleyMadhatter
ASHLEY SEGURA

CoFounder of
 
TopHatContent + TopHatSocial

VP of Operations

TopHatRank

Contributing Writer

Search Engine Journal | Semrush | Search Engine Land
@AshleyMadhatter @AshleyMadhatter | TopHatContent

@AshleyMadhatter @AshleyMadhatter
There’s a Lot of Content Types to Use

And Just As Many Ways to Distribute

If You Don’t Have the Right Topic…

Store Your Future Content
Topics and To-Dos
@AshleyMadhatter

@AshleyMadhatter
@AshleyMadhatter
You’re Going to Get
Lots of New Topics

- Add Them to a
Calendar
ashley@tophatcontent.com

@AshleyMadhatter
@AshleyMadhatter
Add Topic, Goal, and
Persona First >>> Then the
Content Type, Length, Etc

Content Gap Analysis to
Determine Topic Ideas
@AshleyMadhatter

@AshleyMadhatter
@AshleyMadhatter
Identify Keywords
Competitors Are Ranking
For = New Topic Ideas

@AshleyMadhatter
@AshleyMadhatter
Export of Semrush’s
Keyword Gap Tool
Filter the results by:

• Search volume

• Branded keywords (remove them!)

• Keywords ranking within top 2-5 pages of serps (biggest opportunities!)

@AshleyMadhatter
@AshleyMadhatter
Repeat For Multiple
Competitors
Competitors are:

• 3-5 defined by client

• Brands they want to become

• Brands you identify that are ranking over them

@AshleyMadhatter
@AshleyMadhatter
Group High Volume
Keywords
• Remove the competitors

• Filter by search volume high-to-low

• Don’t throw out the low-to-medium volume keywords

@AshleyMadhatter
@AshleyMadhatter
This Becomes Your New
Topic Idea + Keyword

@AshleyMadhatter
@AshleyMadhatter
Create Topics Out of
These Keywords
• Add column, “Suggested Topic”

• Create topics that make sense for the brand

Next Step…
 
See What People Are Asking!
@AshleyMadhatter

@AshleyMadhatter
@AshleyMadhatter
Identify WWWWW

Semrush’s Topic
Research Tool
1. Copy and paste a keyword from the
Content Gap analysis into Semrush’s
Topic Research tool

2. Add geography data if relevant

@AshleyMadhatter
@AshleyMadhatter
Identify the Similar
Keywords / Topics
Baked Pork Chops =
High search volume +
has to do with oven
temperature

@AshleyMadhatter
@AshleyMadhatter
See what people are
ASKING

Topic Ideation
New Topic Ideas From Questions:

• What are some ways to bake frozen pork chops? >>
60-Minute Baked Frozen Pork Chop Recipe

• How to cook boneless stuffed pork chops? >>
 
Boneless Stuffed Baked Pork Chop Recipe

• Which is healthier: pork chops or baked chicken? >>
High Protein, Low Fat Baked Pork Chop Recipe

@AshleyMadhatter
@AshleyMadhatter
Check what has
already been done for
any patterns > Juicy

Topic Ideation
New Topic Ideas From What’s Been Done… #JUICY

• What are some ways to bake frozen pork chops? >>
 
60-Minute Baked Frozen Pork Chop Recipe That’s Actually Juicy

• How to cook boneless stuffed pork chops? >>
 
Juicy, Boneless Stuffed Pork Chop Baked Recipe

• Which is healthier: pork chops or baked chicken? >> High Protein,
Low Fat, Juicy Baked Pork Chop Recipe

@AshleyMadhatter
@AshleyMadhatter
VISUALLY see how

the top articles

are formatted for
content structure
 
ideas + formatting

@AshleyMadhatter
@AshleyMadhatter
Add the new topics to
your calendar and
repeat with another
keyword from the
content gap analysis

Then… Conduct a Competitor
Analysis For Even More Topic Ideas
@AshleyMadhatter

@AshleyMadhatter
@AshleyMadhatter
#queenofspreadsheets

@AshleyMadhatter
@AshleyMadhatter
Data Columns:

URL → Competitor URL
 
Page Title → Competitor page title
 
Topic → Focused keyword
 
Volume → Keyword volume
 
Wordcount → Article's or page's total wordcount
 
Backlinks Data → Referring domains and backlinks
 
Similar URLs on *Client Site* → Links to similar
articles on the client's site (if any).

@AshleyMadhatter
@AshleyMadhatter
Identify if You Have a Similar
Article Published
• After you have the data for the
competitor, check to see if you’ve already
published something on this topic and
add the URL.

@AshleyMadhatter
@AshleyMadhatter
Most Important Column =
Recommendations
• New topic ideas the competitor has
published that you don’t, YET

• How to update an existing article based on
competitor’s tactics

• Or identify topics you’re outperforming the
competition with - publish more like this!

@AshleyMadhatter
@AshleyMadhatter
Add Posts to Revamp to
Your Calendar

@AshleyMadhatter
@AshleyMadhatter
Add New Topic Ideas
From the Competition

@AshleyMadhatter
@AshleyMadhatter
Repeat The Topic
Research Steps For
New Topic Ideas

@AshleyMadhatter
@AshleyMadhatter
Repeat See What
 
People are Asking

Topic Ideation
New Topic Ideas From Questions:

• Is pad Thai gluten free? >>
 
Easy and Delicious Gluten Free Pad Thai Recipe

Address Everything There
is to Know About the Topic
@AshleyMadhatter

You want to be the authority
on a topic - that means
providing everything there is
to know about a specific topic.

@AshleyMadhatter
@AshleyMadhatter
Create Headers Out of
What Other Questions
People Ask
• The questions that you didn’t make titles out
of become headers and help you outline
what information you need to address

@AshleyMadhatter
@AshleyMadhatter
How to Avoid Overcooking Your Pork Chop

The Must-Have Tools to Tenderize Your Pork Chop

My Family’s Favorite Pork Chop Side Dishes

The Correct Thickness a Pork Chop Should Be

@AshleyMadhatter
@AshleyMadhatter
Ask Your Audience
What They Want to
Know About a Topic

@AshleyMadhatter
@AshleyMadhatter
Organize the
Information So It’s
Easily Found

Wait, Measure + Audit
@AshleyMadhatter

@AshleyMadhatter
@AshleyMadhatter
Content Audit

Checklist

Reuse Your Best Content
@AshleyMadhatter

1. RePublishing Content
B l o g P o s t
S o c i a l
M e d i a
E m a i l
N e w s l e t t e r
Publishing the same piece of content
but updating the info, images, or some
of the content and redistributing it.

@AshleyMadhatter
@AshleyMadhatter
Ways to RePublish
 
Your Content
✓ Re-write paragraphs that are either too long or don’t include
information that is relevant // answers a question clearly

✓ Add the primary keyword in the first 100 words and mention
the keyword in 1-2 sub-headings (don’t over-optimize!)

✓ Add a descriptive image alt text (don’t over-optimize!)

✓ Add bullet points and cut long paragraphs

✓ Add internal links to your relevant content, such as side-dishes
 
✓ Refresh your meta description
 
✓ Bump up the updated post to the front page of your blog or
as a featured post

B l o g P o s t
A u d i o
I n f o g r a p h i c
Using the same topic, publishing a new
piece of content around the same
concept - but in a new content medium.
2. ReCycling Content

@AshleyMadhatter
@AshleyMadhatter
Ways to ReCycle
 
Your Content
✓Identify your top performing content, both in Google Analytics
and via social media
 
✓ Add the topics to your topic calendar
 
✓ Create more content around this topic, but in new formats:
 
✓ Instagram reel into a blog post
 
✓ Blog post into an Instagram reel or longform video
 
✓ 30-second video into a 3-minute video

✓ Blog post into audio that can be listened to while cooking
 
✓ Measure it’s success + repeat or try again

@AshleyMadhatter
@AshleyMadhatter
Don’t RePublish ALL of
Your Content
Only republish content that has done well or really poorly:

>> High user engagement + Page 2-5 ranking position = opportunity for improvement

>> High traffic + High bounce rate

Wait at least 2 weeks before
republishing a new take on the
original content piece.

Give Google a chance to look
around and provide you metrics
to compare against.

NEVER change the URL**

(Unless you absolutely have to)

And don’t change the date without
changing the actual content.

Didn’t Get the Results
You Wanted?
@AshleyMadhatter

@AshleyMadhatter
@AshleyMadhatter
Are All the SEO
Elements in Place?
✓ Title (contains focused keyword)

✓ Meta description (contains focused keyword)

✓ Headers

✓ Content (contains the focused keyword in the introductory
paragraph, main content, and conclusion)

✓ Alt text for images

✓ Interlinks (for relevant posts / content)

@AshleyMadhatter
@AshleyMadhatter
Is the Article User-Friendly?
✓ Are your headings and subheadings clearly organized?

✓ Does the content provide clear instructions?

✓ Do you have social sharing enabled?

✓ Can the content keep the reader’s attention?

✓ Are images used to show details of each step or process?

✓ Have you written a similar post on the topic before?

✓ Is the content using too much passive voice, complicated phrases,
or filler words?

✓ Is the content free from spelling or stylistic issues?

✓Does the content have an excessive amount of ads that distract from
or interfere with the main content?

✓ Does content display well for mobile devices when viewed on them?

@AshleyMadhatter
@AshleyMadhatter
Is the Content Quality
Content or Fluff?
✓ Does the content provide original information, reporting, research
or analysis?

✓ Does the content provide a substantial, complete or
comprehensive description of the topic?

✓ Does the content provide insightful analysis or interesting
information that is beyond obvious?

✓ If the content draws on other sources, does it avoid simply copying
or rewriting those sources and instead provide substantial additional
value and originality?

✓ Does the headline and/or page title provide a descriptive, helpful
summary of the content?

✓ Does the headline and/or page title avoid being exaggerating or
shocking in nature?

✓ Is this the sort of page you'd want to bookmark, share with a friend,
or recommend?

✓ Would you expect to see this content in or referenced by a printed
magazine, encyclopedia or book?

@AshleyMadhatter
@AshleyMadhatter
Is the Content
Authoritative?
✓ Does the content present information in a way that makes you want
to trust it, such as clear sourcing, evidence of the expertise involved,
background about the author or the site that publishes it, such as
through links to an author page or a site's About page?

✓ If you researched the site producing the content, would you come
away with an impression that it is well-trusted or widely-recognized as
an authority on its topic?

✓ Is this content written by an expert or enthusiast who demonstrably
knows the topic well?

✓ Is the content free from easily-verified factual errors?

✓ Would you feel comfortable trusting this content for issues relating
to your money or your life??

Does the content seem to be
serving the genuine interests of
visitors to the site or does it seem
to exist solely by someone
attempting to guess what might
rank well in search engines?

@AshleyMadhatter
www.smxl.it
Thank You!

Ashley Segura - Advanced Search Summit Napa 2021

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