Search engine algorithms weed through billions of web pages to determine which should feature prominently in the SERPs. The more you can emphasize your content’s relevance, credibility, and usefulness, the better chance you have of getting to these prime positions. That’s why an SEO page content analysis is an integral part of your marketing tool kit. It gives you a rigorous framework to evaluate each piece of content and boost its chances of ranking well.
You can use this approach to optimize new content and bring existing content up to par. In fact, I like to pair an SEO content analysis with a content audit for a snappy one-two punch. A content audit identifies underperforming pages that could use some TLC, and a page-level content analysis shows which parts of the content need improving.
Learn how to apply an SEO content analysis to your site to produce exceptional blog posts, articles, and web pages. This can translate into better search visibility and, more importantly, a superior experience for your customers.
What To Check During an SEO Content Analysis
During a content analysis, you’re vetting your web pages to see if they measure up in several key areas. Ask yourself if each page does the following.
Targets the Right Keywords
Successful SEO begins with the keywords users enter into search engines. When you perform keyword research and pick relevant phrases to target, you’re checking that:
- Your offerings are related to the keywords and the current page surfaced in search.
- Your audiences are interested in the topic, helping attract more traffic.
- Search engines understand your subject matter and can match it to the best user queries.
Aligns With the Keyword’s Search Intent
Users have specific purposes when plugging keywords into search engines. Your content should help them achieve that goal. They may want to answer a question (informational intent), research a product (commercial intent), or make a purchase (transactional intent). If you get search intent wrong, your content will be irrelevant and unlikely to rank.
For example, if your audience wants to know the difference between a cappuccino and an americano, they won’t be interested in a list of features for an espresso machine.
Is Helpful and Provides Value
Keywords should guide your content, but ultimately, you should write for readers and not search engines. This means creating helpful, people-first content that solves your audience’s problems and gives them the sense of having learned something.
Ditch the formulaic, keyword-stuffed pages for content that shines. Try to provide information gain to make your page unique and set it apart from others.
Is Up to Date
Evergreen content is a critical part of SEO content marketing — but just because a topic is evergreen doesn’t mean it won’t need to be refreshed. Fresh content is seen as more trustworthy. This means using recent research when creating new content and updating old content to ensure it’s still meaningful. A regularly updated website shows search engines and readers that your site is current and that your business is a reliable source of information.
Showcases E-E-A-T
Google has extensive protocols in place to help ensure the content it recommends is reliable. This is known in SEO circles as E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Pages that Google’s quality evaluators deem high in E-E-A-T are more likely to rank well.
You can show that your site embodies E-E-A-T by highlighting the overall reputation of your business. Include information such as customer logos, case studies, customer testimonials, author bios, media mentions, and accreditations or awards. Also highlight what makes you an expert — do you have years of experience? Particular degrees? Share those on your about or bio page.
Covers the Topic Well
Provide visitors with an exceptional page experience by addressing the topic thoroughly. Your goal is to provide all the information a reader needs right on the page. If they leave in search of a better answer, you’re likely not digging deep enough into the topic and will rank behind more comprehensive content.
This doesn’t mean you should pad your content with fluff to make it appear substantial, though. Keep your copy focused on the topic and consider the type of information that would best help your reader.
Is Well-Written
Once you’ve nailed down the content of your page, focus on the mechanics of writing. Not only do readers appreciate clear, concise copy, but search engines are better able to process the meaning of your page. Your content should be well-written and effortless to consume. Here are some quick tips:
- Organize ideas logically so readers can understand and find information easily.
- Format content for clarity and readability.
- Proofread for spelling, grammar, and errors.
SEO Page Content Analysis for Existing Content
Now, let’s apply an SEO content analysis to your website and ensure that previously published pages are generating as much visibility as possible. Use the following steps to optimize existing content.
1. Rerun Keyword Research
As search trends change over time, it’s good practice to review your keyword strategy regularly. There are a couple of ways to ensure you’re targeting the most promising keywords for your business:
- Perform a full keyword analysis. Use your favorite SEO tool (i.e., Moz, Ahrefs, Semrush) to find relevant search terms. You might discover some of your current keywords aren’t driving the right audience or that there are new search terms you can target.
- Review Google Search Console data. Log into Search Console to learn which keywords are bringing users to your site. Use this data to identify topics your audience is interested in and expand your content offerings. You can also look at your average search position for different queries and pinpoint low-performing pages that are calling out for a revamp.
2. Assess Search Intent
Once you confirm the keyword you’re targeting for a particular piece, try to understand why someone is querying it so you can create content that aligns with their expectations. Some SEO tools will tell you whether a keyword has informational, commercial, or transactional intent. This is a good start, but I suggest going directly to a search engine and running a query. Look at the highest ranked pages to see what types of content Google is recommending.
Let’s say a business that sells bird feeders is targeting the search term “how to attract hummingbirds.” A quick Google search shows that top-ranking content is about the types of flowers to plant in your yard. This suggests an article about buying a hummingbird feeder doesn’t satisfy search intent, and it’s time to make it more informational and less commercial.
3. Check Top-Ranking Content
I’ve talked a lot about aligning your content with Google’s priorities, but there’s also a wild card at play: your competitors. To gain prominence, your content needs to be more effective than other websites. Analyze the pages that have climbed to the top of the SERPs and figure out what you need to do to join them.
- Who are your competitors? Use an SEO tool such as Surfer to learn more about them or go directly to the SERPs.
- How authoritative are the sites? If a website has a high domain authority with plenty of referring websites, you’ll have to do some work to build up quality backlinks.
- What information do the most prominent pages cover? Determine how much depth the top-ranking pieces go into and how they provide value and information gain.
- How do your competitors demonstrate E-E-A-T? Look at each site’s overall reputation and how it shows that it is knowledgeable, experienced, and trustworthy.
4. Turn a Critical Eye to Your Content
Using the information you gathered, see where your pages fall short. You can use an AI tool like ChatGPT to create an outline for your article and see if you’re missing key content or to compare multiple pages. You might need extra sections to explore the topic more thoroughly. If you do opt for AI assistance, double-check facts as information on AI tools may not be correct or current.
Don’t forget to provide information that other sites don’t have. Do you have a case study to bring concepts to life? Can you provide free downloadables to make your piece more valuable? Create a plan for enriching your content and making it more appealing to readers.
5. Update and Republish Your Content
Revise your web page according to your content analysis and hit publish. Be sure to track the content’s performance so you can see the impact of your updates.
Analyzing New Content
An SEO page content analysis is especially impactful when it’s built right into your content creation process. This enables you to optimize content before you publish it, giving your site the best chance to rank. Start by incorporating steps one through three above into your workflow and create a solid blog outline. As you write and edit your draft, use the following tips to produce an exceptional product.
1. Reassess Top-Ranking Content
You can’t leapfrog competitors unless you do a better job of answering a reader’s questions. Take another look at the highest-ranking pages for your target keyword. This time, compare the quality of these pages to your piece. If you don’t feel that yours is more helpful, compelling, and useful, you’re not ready to publish. Tools such as Surfer and ChatGPT can help identify concepts or ideas that you might be missing.
2. Ensure You’ve Addressed E-E-A-T
Follow best practices for demonstrating your experience, expertise, authority, and trustworthiness. This includes using reputable sources, backing up claims with citations, earning backlinks from authoritative websites, and ensuring your site is secure.
3. Determine Where You’ve Added Value
Remember, Google is sifting through web pages looking for pieces that offer an exceptional user experience. Look at your content from this perspective. Is it purposeful and contributing value to the conversation or adding to the clutter of the internet? Generously share your expertise, use examples to illustrate points, and offer helpful tools like checklists, templates, and infographics. You’ll show off your knowledge and win over customers by making their visit to your page worthwhile.
4. Edit With Your Audience in Mind
While the purpose of an SEO content analysis is to get your pages ranking well, always prioritize your reader. Instead of focusing only on search engines, write in a way that sparks human interest in the topic and compels your audience to keep reading. As you edit, ask yourself:
- Does the introduction capture the reader’s interest?
- Is the purpose of the article clear?
- Is the content engaging to read?
- Are you hitting the right tone and voice?
5. Optimize Around Your Target Keywords
To help with indexing, place keywords strategically throughout the page, including in the SEO title, meta description, body content, H1 and H2 headers, and URL slug. However, don’t overuse or force the keywords. Search engines know when you’re trying to game the system, and readers will be put off by keyword stuffing.
Opt for clarity and readability — keywords should fit seamlessly into your copy and feel like a natural part of your content.
SEO Content Analysis FAQs
How frequently should I do an SEO content analysis?
For optimal results, perform an SEO content analysis before publishing each new piece of content. You should also review existing content a few times a year to ensure each piece is working to its full potential.
Do I always need a content audit before doing SEO page content analysis?
No. A content audit helps you identify pages that can benefit from a review, but you can apply the framework to any page to improve its ranking.
Can specific tools help me do an SEO content analysis?
Yes, there are many content optimization tools on the market that help with keyword research, SERP analysis, ideation, outlines, grammar, style, and on-page SEO. You’ll need to compare features and costs to find a platform that fits your needs. Some popular tools for SEO content analysis include MarketMuse, Semrush, Surfer SEO, Clearscope, and INK.
Quality Content To Support Your SEO Goals
It takes more than a few words on a page to get to the top of the SERPs. You must consider keywords, search intent, and the overall value and quality of your information. An experienced SEO content agency like Victorious can help you craft impressive articles, landing pages, and web content. We ensure your site is optimized to rank well in search engines and draw in your audiences. Schedule a free consultation with our team and learn how our SEO Content Writing services can lift your brand higher in the search rankings and generate tangible business results.
