Authority Content Marketing – Part 1
Watch the next lesson: Lesson Four: Authority Content Marketing – Part 2
Hello and welcome to lesson three of module three.
In this two part lesson, I’m going to share with you one of the key secrets to SEO success for your business. Authority content marketing. This has been foundation for many of clients’ SEO success over the years, and I’m going to explain what it is, why it’s so important, and how you can do this for your business regardless of the industry that you’re in.
During the next two lessons, I’m going to show you several examples of authority content marketing, using both my own agency clients and other examples that I found online across a wide variety of different industries. And I’m going to walk you through the entire process from start to finish. So get your notepad and pen ready, as this is where we start out muscle and outrank the competition, so it’s really important.
So, what is authority content marketing? Remember I have previously said that in order to rank top, you must deserve to outrank the competition. Well, you can only achieve this by placing your business as the authority on a given topic, or industry. And you can only accomplish that by demonstrating your expertise, your knowledge, and your experience on your website.
Simply put, authority content marketing is the process of researching and finding the best content online for your topic, key word, industry, or niche. And then establishing how you can add value, how you can make something a better resource. And then creating something at least twice as good as the best piece of content there exists on that topic. And then once you have it live, optimising and promoting it to make Google aware of your new, improved resource.
Sound simple enough? Don’t worry, I’m going to walk you through this entire process, step by step, and show you various examples throughout this and the next lesson. For now, I want to quickly explain why authority content marketing works so well.
Nowadays, it seems almost every industry is super competitive. It’s become extremely easy, quick, and cheap to set up a business website. And because of this, hundreds of new business websites are popping up almost every day. It seems to me that you can search almost anything, and tens of thousands of websites are returned. And this can make it seem really quite daunting for your small business to get online, establish itself, and gain some visibility.
Well, what if I told you that the majority of these people set up their business website, and then never both with them again? Others may promote their website by doing a little bit of link building or blogging, but I promise you that very few of these will be setting their website up to show their expertise, their knowledge, and their experience, and therefore establishing their business as the authority in your space.
Even better, those businesses that are sharing their expertise, their knowledge, and their experience, well they are only serving to be your benchmark of where you need to improve upon. All they are doing you is showing you how high the bar has been raised so far, so that you know how much higher you then need to raise it to place yourself, your business, as the authority within your space. This is authority content marketing.
So how do we do it? Well much like with local content marketing, it all starts with a Google search. You’re going to need your keyword group lists to hand, so much sure you have them, and I’m going to hop onto my computer right now and walk you through this entire process.
So to quickly recap the process we’re going to cover, first we have to research and find the best content that’s already out there and ranked top in Google. I’m going to share with you a whole bunch of ways to do this in just a moment. Then, once we’ve found this best in class content on your topic, keyword, niche, or industry, we need to establish how we can add value and make something more impressive and more useful. And then once we have those ideas, we’ll then look at creating something that is far superior, a much better resource, and then we’ll optimise it, and amplify it.
So, this all starts with researching your authority content ideas. And I’m going to use, as a live example, I’m going to use the pest control industry. I’m going to pretend that I run a pest control company, and I’m looking to create some authority content marketing. Now, you’ll have your keyword group lists to hand, and they are a great starting block. So I’m going to say that I am a pest controller, and I’m going to say I’m based in Birmingham. It really doesn’t matter. You’re going to use your business and potentially your location, or if it’s just your business and you’re based online, then it would just be your core business.
Now, a clear distinction that you need to make is the difference between commercial or business keywords, and content keywords because there is a real difference. And I’m going to show you want I mean on Google. If you hop onto Google, and you can just start to search from you own … those keyword terms that we established earlier in this course. So if you start putting them in, I’m going to put in pest control, Birmingham. You should search that. What you’ll see for any commercial or business term is you’re going to see a lot of ads, so you can see here we’ve got four ads straightaway. You’ve then got this map stack here, which again, is all based around the other companies, effectively these would be your competitors. And as you move into the top spots, you’re going to have some very popular and very authoritative companies that are probably going to be in your industry, some of the bigger players that are going to be in your industry that it’s going to be very, very difficult to outrank.
So this is a good example of a commercial term, which we could target as an overall strategy, but when it comes to authority content marketing, you’re going to avoid the commercial terms and instead we’re going to be targeting the content keywords. And I’m going to show you how we find them right now. And this is what you will base your entire authority content marketing campaign on. You’re going to take your business, and then you need to break that down into the different areas within your business. So it could be the different services, it could be the different products, whatever the case may be. And you need to define each of those.
So for an example, using the pest control industry, I’m going to say that I’m a pest controller, and as a pest controller you’re going to work across all manner of different types of pests, you’re going to work maybe in residential, you might work in commercial. There you’re starting to build out your different sectors and your different services. So we might specialise in doing pest control within … against rats, and then mice, and bird pest control, and wasp pest control, whatever the case may be. So I’m going to use that last one. So I’m going to use wasps.
So what I would do, again, a commercial keyword term would be, say, wasp pest control. So again, if I put that in, that is a very commercially led term. And this is where I just want to cover so you make that distinction. This, you can see again, you’ve got four ads, you’ve got a huge RENTICO in this space. I’m sure you’ve heard of RENTICO, very, very authoritative website, and then this is obviously localising it to me, I’m based in Oxford, so it’s basing it to me here. And then you’ve got the British Pest Control Association, so some very, very authoritative listings, which are going to be nigh on impossible to beat for this exact term.
However, when we are looking for content keywords, what we do is we use what I call my keyword enhancers, and this is where it opens the floodgates to being able to find great content ideas. And I have five keyword enhancers that I use. They are how, what, where, when, and why. Those five keyword enhancers coupled with your keywords, which is per service or per product, are going to open up so, so many ideas. And I’m going to show you what I mean.
As I say, I’m going to use wasps within the pest control industry. So I’m just going to put in wasps, and then what I’m going to do is I’m going to use the first of those keyword enhances, I’m going to put how. And what you’re going to use, in the first is we’re going to go through several ways in which we come up with and we find ideas, and the first of these is Google suggests, which is what you’re seeing right now on your screen. When you put in search strings, Google will suggest other terms that are related that previously have been searched and therefore recorded. So just by putting in wasps and how, you’ve got wasps, how to get rid of them, how to keep them away, how to get rid of wasps nests, how to deter. So straightaway we’ve got some great ideas there, that potentially I could click on these, I could have a look at what’s ranking, and then start to see if it’s a topic that I felt, you know what, I could add more value there. I could write something great about that, if there’s not something already great out there and written.
And we’re going to click into these, and we’re going to actually look at some of these live. But before that, I want to show you the power in just moving your cursor around the search box. Just by moving it to before the word how, space bar, look at the different results we get. So you’ll get into the wasps nests, how to get rid of them, wasps in the attic, wasps nests in the ground, wasps nests, how to destroy wasps nests. So, so many different search terms. We take that out, and you put the word how before your keyword. You’re getting different terms again. So Google is just handing you so, so many ideas where you would look through this, and obviously this is going to be based on a specific service or product that you have, and you’re going to look at these terms and think … and certain ones are going to jump out at your straightaway and you’ll think, “That’s something I could write on, that’s somewhere I could add value. That is right up my street, that is exactly right for my business, or … whatever,” you know, for you. You will click into it, and you’re going to see what’s going to be ranking.
Now I’m just going to quickly show you the power in these other four keywords enhancers. If you put wasps and then what, what do they do? What use are they? What is their purpose? What are they good for? Now you’re going to get some false positives along the way, of course you are, but this is just to show how many suggestions Google will have for you in this. It’s so, so easy and yet not many people actually know how to effectively do this. And how easy is it? We’re just on Google and we’re just letting Google hold our hand and let us tell us everything that we need to know.
So again, I would go back, I would put the word, the second keyword enhancer before my term wasps. What do wasps eat? What do wasps do? What are wasps good for? What is their purpose? So some of these aren’t necessarily going to be right, but some of them may well be. If we go to where, where do they go in winter? Where do they live? Where do they come from? Now, if I’m a pest controller, and I want to rank for all manner of wasp terms, and get found more prominently for wasp related pest control, I need to create content around wasps.
So you may be looking at this, and you may be thinking, “Well, some of this isn’t necessarily related.” No, it isn’t, but if I can provide value and create resource and information and educate people, in whichever way, by providing content on that topic under the umbrella of what my business is about, I’m going to rank. Because if someone is based locally, if I’m based in say Birmingham, and someone is searching for … they’ve got a problem with their wasp nests, and they want some information, or they want some sort of guidance, and I have written some content, what they are going to search is most likely going to be very, very over spoke, it’s going to be very unique to them, it’s often going to be long tale terms, it’s going to be, “I’ve got a wasp problem in my garden,” or, “I’ve got wasps, how to get rid of wasps in the attic.” It’s going to be something quite long, multiple words and very, very specific.
Now Google is going to go out, look for content, it’s going to localise content more often than not, and just by creating that informative content, my pest control company is going to rank, and then I’m going to be … the company’s going to be seen, and we’re going to be able to gain extra visibility online, which we wouldn’t have been able to do if we had just gone after wasp pest control in Birmingham, because that’s the easy way to do it, as in that doesn’t take much thought, but the long term is that’s much, much harder to do. And this is where the whole premise of authority content marketing. And of course, we’re going to take this further, this is all based on the next few steps we’re going to cover over the next five, 10 minutes, are going to show you how we can be as confident as possible that there isn’t much good content ranking, and that are going to be able to rank if we take the time and energy to create something.
So we’ve got where. If we put the word where back here, where do wasps go in winter? Where do wasps go at night? Where do wasps hibernate? All interesting ideas. We can take this back and use the last, why. Why do wasps sting, why do wasps exist, why are wasps aggressive, why do wasps build nests, so, so many different questions that people are asking out there, that I would be looking through and thinking, “That appeals to me, I’d like to write something on that, I’d be interested in that.”
And often, when I’m doing this, and this is the exact process I do for my agency clients week in and week out, and when I’m doing this process, I will rattle through lots of ideas and see which jump out at me, and which don’t. So I’m going to go back to the first keyword enhancement which was wasps, and how. So we’ve got wasps, how to get rid of, now that doesn’t read very well, but you’ve still got that idea of how to get rid of wasps, that’s essentially what this is about. So if we search that, and we have a look at what’s ranking. So we’ve got our first result here, which is seven natural ways to get rid of wasps. What we’re doing at this stage, when you start searching these, is there’s a two pronged attack here. Firstly, we’re looking for additional keyword ideas off the back of this to take us further down, or further into this idea of how to get rid of wasps, and this is just one of multiple ideas as you’ve seen.
In addition to that, we’re looking at what ranks, could we do better? Would we, if we created something that was at least twice as good, would we be able to rank with a degree of confidence that before we even created something, if we put that out there, we’re going to be quite confident. And you can judge that by looking at the quality of the results. So I’m just going to hold down control and I’m going to open up a couple of tabs of the types of content that is ranking. We’ve got Best, that one, I’m going to click that, we’ve got a Wiki How and this looks like another pest controller. So let’s just have a look.
So we’ve got seven natural … oh, I’ve got the same one up here twice, I’ll close that. Seven natural ways, best plants to … seven natural ways to get rid of wasps. So, this, that’s my re-targeting, nice to know it’s working, we’ve got here seven ways, so this is a typical case of kind of a top five or top seven, it’s a blog post, you can see someone’s probably created this very, very quickly. It’s not a hugely prominent … it’s not a fantastic resource, I’m sure you’ll agree. It’s something that’s ranking almost by the first, probably got some good links going to it. But this certainly, if you saw this, you wouldn’t think, “Blimey, I couldn’t improve upon that.” You could quite easily.
And what you could actually do is force this into a wider topic on wasps. Because I wouldn’t necessarily create a post on … okay, well I’ll just go to 10 natural ways, what I would do is I would create more of a wasp ultimate or a definitive guide, and potentially natural ways to get rid of wasps could form one small part of it. And this is where you’re thinking bigger, we’re at the moment where ideas are gathering, and we’re thinking how could these slot into the bigger, the grander scheme of things?
So let’s have a look at what else we’ve got. How to get rid of a wasps nest this time. This is Wiki How, now Wiki How is a very authoritative site, they have a lot of informative content that’s genuinely pretty good. So as we scroll down the page, we’re just looking to see the quality of these resources, are they good, are they not. And you would do this, you would just have a look through the websites. This clearly looks like quite a good resource, there’s a lot of content here, they’ve gone to the trouble of making these images. That’s something that I’m going to think most likely, Wiki How, I’ve got this how to get wasps nests, they’ve got that covered.
Now remember that there are 10 results per Google search result page by default. So even if you find one or two, that still means there’s eight or nine other spots on that page if you aren’t finding anything beyond that first one or two good results. There’s still an opportunity there. But we’re looking to go to the very, very top.
So here is a pest control company that they’ve clearly created a piece of content, interesting video I’d have a quick look at. They’ve created something here that’s not bad. So you’re going to do a little bit of research to see what type of content is ranking, and essentially ask yourself, “Could I create something better?” If it’s yes, then you’re noting these ideas down, if it’s no, if you think, “Blimey, that is just too competitive, someone, everyone has already covered that,” then move on, go back to your keyword enhancers, take that out, and try again.
And as you can see, I’m already thinking well, that could form one nice idea. So what I’m going to do, is I’m going to use this spreadsheet. Now, this is downloadable below this lesson, and what you have here, I’ll just give you a quick run through, you’ve got your primary keywords, your secondary keywords. Your content type, which we’re going to discuss more in the second part of this lesson. Word count, title, URL, and benchmark results, and then a notes section as well. Now this is something that I use all the time, and it’s just a nice handy way to as you’re going through and doing your research, if you find a topic that you like, you can just pop that into here. So I’m going to use this wasps, how to get rid of wasps. I like that, I think there might be something in that. How to get rid of wasps. And I’m going to add that into there.
And then you can see, just by clicking back into the search results, Google’s given me even more ideas, so it’s taking that how to get rid of wasps, and it’s actually going even more descriptive on that, it’s going further down the rabbit hole, if you will. It’s now saying how to get rid of wasps in cavity walls, in roofs, in the garden, all sorts of other ways. And you can also see, because you can click on one of these, in fact, I’m going to do that, just to see how to get rid of wasps in cavity walls. Let’s see if we’ve actually got anything that’s ranking, so that’s interesting, the very first result is from 2011, so it’s six years old, and it’s a question, that is MoneySavingExpert.com, it’s a forum, and that’s ranking number one. So that will be ranking purely on the website’s authority, nothing to do with the content that’s created. And that second result that’s ranking is that same one we just looked at, how to deal with wasps.
So it’s not really … it probably just has a quick mention of cavity walls within the piece. We’ve then got a YouTube video from 2013, another forum post from 2010, that is telling me, and this should be telling you if you’re doing this same thing, and you’re clicking on … you’re finding one search term, and then you’re clicking again to go further into that topic, if you’re seeing this kind of thing where it’s old content, it’s forum posts, it’s … stuff that doesn’t really make much sense, alarm bells should be going off, you should be thinking that is a great, great opportunity. Because if I was a pest controller and I wanted to create some content around wasps to get that part of my business more visible, that already, without taking us any further, and we are going to delve much further into this, I can instantly see that that’s a great opportunity there, because there’s absolutely nothing that’s ranking, particularly that’s optimised for that. We’ve got posts from 2009 ranking on the first page. That just means that Google has not got any content that’s any better. Any more relevant.
So going back to this, you can click here, you can also … same thing, you can move the cursor around. And this is interesting, we’ve got ground … I’m assuming these are types of wasps, so ground wasps, digger wasps, who knew there were so many types of wasps? But these are all the suggestions that you see, so you could take your guide and you could build it out to different types of wasps. So that again is interesting, I would note that down in here and I’d be thinking, “Right, I’ve got different types of wasps that I could potentially discuss in my guide on wasps, my ultimate, definitive guide to wasp pest control.”
Okay? We then … so I’m going to click back to this and get back to the search results, we also have this section. And now you may see this, you may not, but whether you do … if you do, it’s just an added bonus, it’s another suggestion tool from Google, which people ask. So you can click into this and it shows you, Google is pulling in the answers from other websites. But again, this just gives you a lot of other good ideas, how to get rid of a wasps nest, how do I get rid of wasp nests in the roof, how does soapy water kill wasps. It’s not to think that for these to appear, someone has actually searched, or not just one person by many people would’ve searched exactly these terms, it’s crazy.
In addition to that, you can go down the bottom, and then this is a little treasure trove of additional search terms here. Searches related to what you’ve searched. So down here you’ve got another load of keyword ideas. Through each of these you could hold down control, and you could click into these, and again, it’s about taking that idea and now we’re just expanding on it, we’re just taking it further, and further, and we’re just getting more and more ideas. So now we’ve got how to get rid of wasps, and so now I’m starting to think we’ve got how to get rid of wasps, and you could almost go specific now, I’m actually thinking … this how I built it out, it’s like I’ve got this, I go plus room, because you could break that down into … the different rooms of the house or to the different areas. Because then you know you could then do some research on okay, it’s roofs, it’s fireplaces, it’s lofts, it’s extensions, it’s all those sorts of things. So you could just start to build that out.
You can see on here again it’s about taking a look, what’s ranking, you’ve got the Wiki How, which as I said is a good website. And then it’s have a look, what other content is ranking, we’ve got posts from 2013, if you’re seeing content that is older than a year or two old, that is a good indicator that people … there just isn’t good quality content out there. So again here, look we’ve got a forum post from 2011, we’ve got another forum post here from 2010. That means Google’s only got one or two good resources. It’s only the one actually same resource, for around this specific term.
So you can also click through to page two. I know that’s a scary place to go, and no one ever does go there, but you can do that, and you can look here and Google again will give you more results that you can just go through and look for ideas.
So once you’ve gone through, and you’re starting to get some ideas, and you’re starting to cherry pick, and I’m already thinking, right, wasps, I’m thinking of creating an ultimate of a definitive guide that addresses various areas all under the umbrella of wasp pest control. Very actionable, very information, and highly valuable content that if I put out there, it’s going to help people. It’s going to advise, it’s going to give great advice that people can act upon. But ultimately, it’s all on my website, it’s all got my branding on it, and I am going to place myself as the authority in that space, and when someone or if someone needs help or they think they need professional help, or they want to use my services or buy my products, I, you, we are putting ourselves in front of those people. The users are loving it, and Google is super happy and Google is going to be only too happy to rank your website for that great content you’re providing.
So you would build this out with a handful of primary terms, secondary terms. As I say, we’ll get into the rest of this in just a moment. Once you’ve done your Google searching, and that process should maybe take 15, 20 minutes, to go through that, to just cherry pick a bunch of ideas. Once you have done that, we’re then going to go, move into the second stage, which is where most people start, and this is where if you think most of your competitors or most people that will be doing this process will have completely gone without, they won’t have done that whole first part. So they will just go on to here, and they will pop in, much like we did in module one, they will look for keyword terms, but most people would just start here, and they would just put in terms like wasp pest control, and they will just then see what’s ranked and they will create a piece of content around five top tips to eradicate wasps, or whatever the case may be.
We already have a bunch of fantastic ideas, so I’m going to just quickly copy some of these in, so I’ve got how to get rid of wasps in the garden, we’ve got how to get rid of wasps in the roof, how to rid of … I’m going to just take this back, how to get rid of wasp nest. So I’m going to copy these four, and now we take them into the keyword planner, you pop those, you paste your terms into there, make sure you have it set to United Kingdom, and everything else you can pretty much leave as is, make sure it is set to Google, which it does by default. And then click get ideas. Now this is where Google will go out and it will get the search volume, and some key information which will tell us more about these specific terms.
You can see here, it will tell us the search volume. Now, this number you can kind of take with a pinch of salt, just use that as an indicator that that term gets far more search than this, which it makes sense because this is more specific. But you need not worry, if you ranked, that is saying that 1900 people searched that exact topic per month to bring in a couple of thousand hits every month if you’re ranked for that. The reality of it is that if you rank number one for that, you would bring in 10 times that at least, because Google ranks now on a lot of synonyms and a lot of variance. So it’s not just those terms, you just use these as indicators.
What I always do, you can review everything here, what I always do is just download the spreadsheet, and all we’re doing in this second stage is looking for additional ideas that we can add in to our spreadsheet here. So I’m going to open this up, and I’m then just going to broaden this out just so we can see what we’re doing. So our seed keywords are the ones that we put in. So I just start to add a couple of line spaces above just so I can see what I’m doing, and then you’ve got your keyword ideas, which is these are all the additional suggestions from Google. So I’m just going to add a couple more line spaces, most of these columns you don’t need, the only one we actually need to focus on is this average monthly searches. So I’m just going to take all of this out, I’m also going to take the currency out, and then I’m going to select all of the search volume numbers for the whole list that Google is suggesting, largest to small. Just so that we get a good sense of the volume, because most of your competitors that do this process will look for the big numbers, they will look for the ones that are the highest volume, everyone just goes after the biggest pieces of the pie.
What we’re going to do is we’re going to be more intelligent, we’re going to go for this middle range here. But in addition to that, and before that, we only want to look for content that is around wasps. So source and filter, add a filter, and then we’re just going to put in the word wasp into this search box here. And now you can see that what we’ve done is we’ve ordered them by numbers, and we have a list of all this additional search things that Google is suggesting. So we can just have it … and sometimes you won’t get very much from here, but other times you will get some good results. So how to get rid of a wasps nest, I’m just going to look on that same idea around wasps, I’m going to look for any additional terms where I could potentially add them in, I think that’s something, that could be an additional part of my guide, that could be an additional term I could target, whatever. You would work through this list, and like I say, I generally avoid the first … I tend to avoid, actually, probably about the first 10, 15, because that’s where most … you can see how the volume decreases dramatically after about the first dozen or so.
So you would work this list here, and you would cherry pick from it and any that you think are good terms that you could work towards very nicely, copy them out. So I’m going to go how to remove, getting rid of wasps, let’s try that one. I’m going to go back to the search results, I’m going to paste it in, and I’m going to see what is ranking. Now we’ve got a paid result, interestingly we’ve got getting rid of wasps as this same result here, this seven natural ways, which is this result. So we’ve got this, so this is clearly ranking for quite a few terms. So we would have a look, again, and think, “Can we improve upon this, can we raise the bar?” If we can, and I think, “You know what, I’m not scared off by these,” I’ve got 2013 forum posts, and then I’ve got a couple of some other … a fellow competitor, which has quite an average result, and then we’ve got this seven top tips, that doesn’t scare me. So I would think that potentially can go into my list.
And I work through that list. You just work through this. And that will give you a whole bunch of additional ideas. And then most of your competitors will stop at that point. We’re going to take it even further, so I’m going to come out of here, we don’t need that right now. I’m going to take this even further and use another free tool which will generate even more content ideas, and it’s called Uber Suggest. And I have included a link to it down in this research tool section here of your spreadsheet, which as I say you can get just below this lesson. And it’s here, Uber Suggest. And this is a completely free tool to use, and it is a suggestion tool for content marketing. So you would come in here, change it to your language, your country, so United Kingdom, and then take a term, so you need to be quite specific. If you just put in something like wasps into here, much like when you do with Google, it’s too vague, it’s too generic. You’re going to get a real mix up, but if you put in a three, four, five or five or six word string into here, Uber Suggest is going to generate some fantastic additional terms that’s going to give you a whole bunch of other ideas.
So I’ve pasted in wasps, how to get rid of, and then as Google … Uber to suggest some more terms. It only takes a few seconds and then what you’ve got here is it orders them A to Z, and you’ve got, as I say, an absolute treasure trove of additional terms.
So we’ve got … you could just work through this list, and this is going to give you loads and loads of additional ideas that may even create secondary and third ideas that are not even related to … you may see something and think, “Actually that could be a whole piece of authority content in its own right.” And if it is, come into here and maybe just put a few line breaks in, and then start to build out a second idea here. And that’s often what happens in here, I start with one idea, and then I start to actually build out the thing, I think about how to get rid of wasps, and then broken down by the various rooms and the various areas within a house and a garden could be one, but then actually I come back here and I see something else, and I think, “You know what, the different types of wasps, whether you’ve got digger wasps, and ground wasps, and mud wasps, and garden wasps, so actually I think maybe there’s something here in creating an additional guide around the different types of wasps.” What wasps are, how they … what their purpose is, what they do, where they live, how they affect … do they sting, do they not, all that kind of stuff. So you could build out a second idea from that.
But like I said, there is no right and wrong with using Uber Suggest, it’s just a case of working through and it will provide a wealth of additional ideas. As you see, it’s all broken down so you can just go through this, and this is what a lot of professional marketers are using. They’re using this free tool to come up with a lot of ideas, and you’re equipped, you’re going to be able to just go and do all of this, so that you’ll never run out of authority content ideas, because anything you find in here, likewise, anything you find in there, you run it back, and you put it into Google, and you do a check for what is ranking, and then you put your cursor back here, and you look and ask Google to give you additional ideas related on that topic, and you add those in, and you build it out to here.
I hope this is making sense, because it’s such a simple process, but it’s so, so powerful. And I want to share with you just one additional tip. Actually, a couple of additional tips which really make this a very powerful strategy, and it’s something that I do, and it’s kind of my … one of my little Google hacks. And that is once you have a term, so I’m just going to choose … actually, do you know what, I’m going to choose how to get rid of wasp nests in the loft, say. And this one, you could do this for absolutely any of your search strings that you find. Copy that string, once you’ve done the search result, just copy that, and then hold down control, and hit F. Now depending on the browser you’re using, you’ll either get something in the top right hand corner here, it’s a search box, or you’ll get something down in the bottom or along the bottom left hand corner, or something that runs along here.
And what you’re going to do is you’re going to copy this string, and you’re going to put it into the search and find box, and then click the directional arrows to see how many times that exact string appears on the first page. Now we can see we’ve got it in the search box, so the top there, and we’ve got it related searches. That means not one of these top 10 results, not one, is optimised around that string. That means is unbelievably low hanging fruit. If you created, or if my fictitious pest control company created a piece of content that was even in part targeted to how to get rid of a wasp nest in the loft, it would rank. A little bit of optimization, a little bit amplification, a little bit of promotion, that’s going to rank because Google has absolutely nothing else that it can find worthy of value for that.
So it is a little hack that I do when I’m creating any content ideas, and I highly recommend you do it as well, because … and we can see that here, it’s got nothing that’s optimised around it, and then the stuff that is, it has found, we’ve got a YouTube from 2009, we’ve got a forum from 2011, another forum from 2007, we’ve got another forum from 2010, 2010, 2008. Now your results may be similar to this, you may get results … let’s try something a little bit more … a little bit more descriptive. So if we do this, control find, paste that in. So again, we’ve got absolutely nothing, it’s quite incredible. I’m going to try this one, how to get rid of wasps. We search that, control find, paste it in, so now we’ve got one of 12 up here. So you can see, and as you scroll down, I’m using Chrome which is a good browser because it highlights everything in yellow. So that what you enter in will be in orange, and then everything, so we can now see how to get rid of wasps. That’s in the title, that’s in the title, it’s in the title there, it’s in the meta description there. Another in the title there. So you could ignore these. And so here we’ve got one, two, three, and four results, four of the top 10 have how to get rid of wasps in its page title.
So you would look at that and think, “Okay, that’s fine.” If you see four or more, five, then you would avoid it. If you’re seeing three or four, as long as you are very confident you can create something better, then it’s still an opportunity there. But what you would also do is, like we said at the start of this, is you would broaden it out. So you would how to get rid of wasps, and I would then … the best opportunity is going to be taking this a little step further, so how to get rid of the wasps in a given area. That’s more specific, it’s more descriptive, and there’s going to be less content ranking for it. Do the same, control find … absolutely nothing. So we have nothing at all that is ranking in the top 10 results for that term.
So hopefully you can see how this is so informative and so valuable, and can just give you an endless stream of fantastic ideas. So just to quickly recap, you’re going to come onto Google, and you’re going to use those key word enhancers in the first instance to get some initial ideas, just to get your sort of mind boggling and just to get those initial few ideas. Once you’ve got those, you’ll note them down into the Excel file here, you’ll copy and paste, once you’ve built that out a little bit, you’ll cut those onto your keyword planner, and download the Google suggestions to have a look through and find even more idea.s You’re then going to use Uber Suggest to take everything that you found from Google, and that you found from the keyword planner, and you’re going to pop those into here to get even more ideas. And you’ll build this out until you have a list of 10, 15, 20, even more, you can even have 30 or 40 terms across one or two or multiple subjects, or topics for your authority content marketing.
Once you have those, you are then going to cross reference everything with a Google search and a control find, to then prioritise those terms where there is just nothing ranking that would represent the best opportunity. And this process will help define how you then fill out the rest of this. What you then make the title, because you’re going to want to make the title something that’s … where there isn’t much competition, so you stand the best chance of ranking. What you’re going to make the URL. Again, nice and descriptive, but also very, very short, as short as possible. Your content type is something we’re going to cover in more detail in the next part of this lesson, but that is where you would create potentially an how to guide, or a definitive guide, or something along those lines.
And that’s it. And you’ll then build this out, and then you can start actually creating that content. Now, there’s one last thing that you will probably see when you start doing this process, is you’ll probably start seeing the same website ranking again, and again for different keywords, like this site. We’ve seen this resource ranked a couple of times now. So, if you’re seeing that, and if you’re seeing … some I’m seeing Wiki How is ranking again for a few different things, which is the same article we saw earlier, so these two are ranking for quite a few different wasp related searches. If you’re seeing that and you think, “My god, how is this one website ranking for so much content?” What you can do is another little hack, if you go into Google and put in site, colon, and the homepage of that website that’s ranking, then a space, and then the keyword or words that you’re searching for, Google will then be forced to index the website and find all of the content that has a mention of that keyword. So you can see what you’re up against.
So here we’ve done a slight colon search for this, this one website, and specifically around keywords. And we’ve got the different resources, now it looks … insects, we’ve got control within your garden, it looks like the only thing that is actually on wasps is this first article. So we know that this website has only created one piece of content on or around wasps. So it just gives you an idea, because if nothing else, it may give you additional ideas yourself that you can then build out. So I’m going to do the same for Wiki How. Around 429 results, which is huge. So again, you would have a look through here, what types of content are they creating, how varied are they going, how specific are they going, can you take ideas from here, inspiration from here, what types are they, is there a lot of image based content, are they creating infographics, are they … what are they doing? How could you improve on it, could you take some ideas from it? So a little hack there, site, colon, website name, space, and then the keyword.
So I hope that gives you a lot of ideas, and you can go forth, fill this out, and have some real fun with it. Does that all make sense? If not, go back and re-watch the lesson up to this point, as it really is important that you find some great ideas that are related to your niche, and crucially, ideas where you can see what is ranking top, and be confident that you can create something far superior.
Now we have those ideas, we’re going to look at how we can add value, and make a resource at least twice as good. I say resource as, it doesn’t have to be a blog post. Often people think that content marketing is just about blogging. Well, it isn’t. A massive part of content marketing is about creating evergreen content. Yes, that actually is a thing. Evergreen content means content that stands the test of time. It means content that once published will serve as much value in say 10 years, as it does the day it is published. It’s therefore called evergreen, and it is actually a part of the reason for my company name.
Everything we do at the Evergreen Academy and at the Evergreen Agency is about creating quality that will stand the test of time. So a resource is what we’re going to create, whether that be a blog post, or a website page, and regardless of where it’s placed on your website, it needs to serve value now and long into the future.
So, how do you raise the content bar and create something at least twice as good that you can be confident will rank and perform well? Well, it’s really going to depend on what you find when you do your research, but typically here are a few of my favourite ways. Go into more depth and detail, improve the user experience with a better page structure, a better layout. You could fully address the topic, even making a post more visually appealing with photos, images, or banners. Or adding extras, maybe a resource section, or videos from YouTube, links out, things like that. I’m going to go through each in a little more detail now.
Often, businesses and website owners will produce the minimum amount of content. I can’t tell you the number of times I visit a website, review an article or a page of content, and it barely skims the surface of a topic. It’s very frustrating, especially if you have a question and you don’t get the answer you’re looking for. So simply going into more depth and detail is a great way to showcase your authority within your own content marketing.
Next, improving the UX, or the user experience. This is often very easy to do. There are a lot of very ugly websites out there. And as you start researching, you’ll see lots of content that has just been thrown up online. Its structure and layout won’t have been thought about. Huge blocks of text put people off reading. So simply writing your own version of the content, and having a better structure on page with subheadings, shorter paragraphs, is another way to create something superior without having to write substantially more than the existing article. Obviously though, it does need to be unique and your own.
By fully addressing the topic, you will be ensuring that you addressed the search’s query or question. It is very common to see content not only part covers a topic in a few hundred words or less. If you have expertise or knowledge, then write an ultimate or a definitive guide that runs into two, or three thousand words or more. Users and Google will love you for it.
Do the pages or posts you’re looking at have imagery to help illustrate the points being made? Everyone loves images, whether they be stock images for photographs, or banners that you’ve created yourself, having visual assets is great way to create something more appealing for the end user, and provide a better on page experience.
Lastly, you could consider adding extras to make a better resource. This is a favourite of mine, and it’s very easy to do. When I read an informative piece of content, I like nothing more than seeing an additional resource section with links off to further reading on the topic. If you take the time to consolidate a handful of additional reading resources, and include them on your article, it shows you have gone above and beyond to help the user beyond your own content. Google loves this. If what you’re writing about is a very popular topic, and there are YouTube videos on it, for example, if you’re writing a how to guide or something along those lines, including a YouTube video showing what you’re writing about is a very easy way to add value, and create a better resource.
As you work through this lesson and do your own research, you’ll likely come across ideas for additional things you could add in. Make a note of them, and once you have created your own base content, look at adding them in. Remember, it’s about providing as much value as you can in that single piece of content.
Right. I hope that all made sense. A quick word of warning now, and this is probably obvious, but I want to reiterate it anyway, and that is that any content that you come up with and that you create must be 100% unique and your own. You cannot take any content that you find online, even if it’s outdated or if it’s quite poor, you cannot take anything and then change it, or expand upon it. It must be unique. And this is fairly obvious, because the whole point of authority content marketing is to showcase your expertise, your knowledge, and your experience, and you can’t do that if you’re plagiarising someone else’s content.
Remember also that authority content marketing is not restricted to any localised area. So when you create your content, you’re aiming for that to be the very best piece of content on that topic found anywhere online. As we move into part two of this lesson, I’m going to continue teaching you how to create authority content that’s at least twice as good, and I’m going to share with you my proven content blueprints that will help with your content generation. And then we’re going to learn how to optimise, and then amplify that content. I’ll see you there.