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Brighton SEO 2019 | How to find content gaps when you don't speak the language
The document discusses strategies for identifying content gaps in markets with language barriers, emphasizing the importance of understanding market dynamics and competitors. It highlights tools and approaches, such as market research, competitor analysis, and content audits, to help identify and fill content gaps. Localization rather than direct translation is also emphasized for better market engagement and visibility.
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Brighton SEO 2019 | How to find content gaps when you don't speak the language
- 1. How to findcontent gaps when you don’t speak the language Catherine ‘Pear’ Goulbourne // Oban International SLIDESHARE.NET/OBAN- IDForum @copyranting | @ObanIntl
- 2. What we willcover Why you need to know your market first Who are you up against? How to find the gaps How to take your work one step further Final Recap @ObanIntl
- 3. What we willnot cover @ObanIntl
- 4. obaninternational.com4 Why you need to knowyour market first
- 5. @ObanIntl Preferred search enginesmay vary in each market Understanding the search engine split allows you to decide what kind of content to create!
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- 7. @ObanIntl How you seeyour competitors Perceived Competitors
- 8. @ObanIntl How you shouldsee your competitors Perceived Competitors (4 max) SEO Competitors (4 max)
- 9. @ObanIntl How to findyour SEO competitors
- 10. @ObanIntl SEO competitors varyin each market Perceived Competitors SEO Competitors USA JAPAN
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- 12. First know whatyou already have @ObanIntl Identify content gaps Produce content Publish content Add to content inventory Report on content
- 13. SEMRush to seecompetitor keyword equity @ObanIntl Tools to help you find the gaps
- 14. AHrefs to seecompetitor keywords @ObanIntl Tools to help you find the gaps
- 15. Screaming Frog to crawlcompetitor websites @ObanIntl Tools to help you find the gaps
- 16. Excel to sort and addextras @ObanIntl Tools to help you find the gaps
- 17. You! Look atthe content on your site and on competitor sites. Look at content types, where the content is, what the content themes are, etc. Tools to help you find the gaps @ObanIntl
- 18. What you shouldhave by now @ObanIntl Market Research (Document or Power Point) Competitor Research (Excel) Audit your own content (Excel) Content Gap Analysis (Power Point)
- 19. Your content gapanalysis should have @ObanIntl Overview SEO competitor section Perceived competitor section Other recommendations section Next Steps @ObanIntl
- 20. obaninternational.com20 How to take yourwork one step further
- 21. Get yourself someLIMEs @ObanIntl (Local in-Market Experts)
- 22. @ObanIntl Localise, DON’T translate USDairy Association’s Mexican campaign: ‘Got milk?’ ‘Are you lactating?’
- 23. Localise: why bother?@ObanIntl Client example: 125 menu items creating 650,000 extra searches a month when localised rather than translated
- 24. Localisation implementation and impact @ObanIntl Implementinglocalised keywords and keyword usage resulted in an increase in visibility in the German market continued over time
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- 26. What can youdo? @ObanIntl CAN’T understand the language Market Research Competitor Analysis Content Themes Content Gap Analysis CAN understand the language Produce content Provide market insights Localise content QA localised content
- 27. How to findcontent gaps when you don’t speak the language Catherine ‘Pear’ Goulbourne // Oban International SLIDESHARE.NET/OBAN- IDForum @copyranting | @ObanIntl