Round this time final yr, there was a stat circulating round Slack that had the Contently fam completely abuzz: as an mixture, two-thirds of our clients’ site visitors got here from search—considerably increased than {industry} benchmarks.
I wasn’t completely shocked by this discovering; I’d acknowledged this as a sample when analyzing the analytics of particular person accounts. However now I questioned: have been our clients secret website positioning wizards?
Once I began digging deeper by way of interviews with the content material advertising groups that use our platform, I got here to a stunning realization. They weren’t. And most have been nowhere close to reaching their full potential.
Our clients’ website positioning efficiency was primarily attributable to the high-quality, well-reported, unique tales they have been producing by way of Contently, which Google loves and naturally garners backlinks. However from a strategic perspective, there was a lot room for enchancment.
The primary offender? A flawed course of that may look acquainted to you:
1. The content material group would create a narrative with out an website positioning technique in thoughts.
2. The website positioning group would are available on the finish, cram in key phrases, and make the writing worse.
3. The story wouldn’t rank for the key phrases that bought crammed in anyway.
Key phrase stuffing might have labored a decade in the past, however fashionable engines like google are so subtle in decoding language that items edited after-the-fact for website positioning don’t typically drive outcomes.
In 2021, website positioning is strongest when used to offer perception into your viewers. The questions they’re asking. The matters they’re researching. website positioning insights ought to spark your ideation—offering the inventive constraints to encourage your group and spark story concepts that reply your viewers’s largest questions. Once we examined our most profitable and complex clients, this was the method they took.
And so, we determined to construct the most recent and best function on the Contently platform: website positioning Story Concepts.
website positioning Story Concepts is the most recent addition to the Ideation part of our platform. It makes use of a purpose-built algorithm to immediately suggest story ideas more likely to rank effectively in search, based mostly in your content material technique and present goal key phrase listing.
Our algorithm searches by way of billions of key phrase choices so as to ship the goal phrases that make sense for particular person manufacturers, and have the strongest implications for content material items. Every concept comes full with important natural search knowledge, so it’s simple to find out which have essentially the most potential to drive natural search site visitors.
With this function, we’re excited to proceed to spice up our clients’ content material efficiency, whereas taking one other huge step in our mission to fuse the artwork and science of storytelling collectively.
By automating the key phrases analysis course of, website positioning Story Concepts frees up time for website positioning strategists by permitting their content material companions to seek out data-driven story concepts simply and independently, whereas giving editors and writers inspiration for high-impact content material.
website positioning Story Concepts is the most recent addition to the Ideation part of our platform. It makes use of a purpose-built algorithm to immediately suggest story ideas more likely to rank effectively in search, based mostly in your content material technique and present goal key phrase listing.
In only a couple clicks, our clients can flip a narrative idea right into a pre-filled pitch request and ask their freelance group to provide you with distinctive angles on the story. Or they will assign the story and put it into manufacturing. This ensures our clients are creating content material that’s not solely high-quality and well-reported, but additionally more likely to carry out effectively in search.
Optimizing concepts and proving ROI
In fact, this wouldn’t be a Contently publish if we didn’t additionally speak about content material measurement and optimization. We’ve additionally constructed on our industry-leading Content material Worth analytics which now present how a lot the natural search site visitors to every story you create is value, based mostly on how a lot it could value a competitor to duplicate that success. (A few of our best-in-class clients are in a position to display over $50 million in content material ROI utilizing this methodology.)
When mixed with our in-depth story-level engagement insights, these new analytics present a complete view of the efficiency and ROI of each story you inform, so you can also make smarter choices by way of every spherical of publishing.
A few of our clients have already been utilizing this function in beta for months, to inform unimaginable, high-performing clients, and we’re so excited to see everybody mix the artwork and science of storytelling—with slightly sprint of improved course of to make every part hit excellent.
Watch a demo to discover these new options now!
