Discover Unexplored Content Opportunities with In-depth Keyword Analysis

March 20, 2017
By Special Guest
Jack Dawson, Content Writer

If you’ve worked with a single client or site for an extended period, you understand the difficulty that comes with trying to keep things interesting. Even though things are always changing, certain things about SEO remain consistent, such as the importance of good content. It comes down to giving users important, useful and accessible content.

This is where keywords are important, because every strong SEO content strategy starts with keyword analysis. Keywords are useful for understanding the way your target audience searches, so that you can be sure you’re meeting this need. We’ve always applied SWOT analysis to many areas of business, but have you ever thought about using it for keyword analysis?

SWOT analysis is about identifying strengths, weaknesses, opportunities and threats, and it can be applied to keywords as well. Let us break it down to more practicable tips:

Step 1: Collect and analyze keyword performance insights

As an SEO expert, you’ll have a set of themes under which your keyword phrases are placed, depending on how closely-related they are to audience search needs. Take these keyword sets and use a tool like SEMrush to find out where your pages are currently ranking for those keywords. This should give you insights into your best-performing pages, content types attracting highest traffic and any content gaps that exist. This is the first step in understanding strengths and weaknesses.

Step 2: Analyze landing page performance

Using the data above, break down every page according the respective target terms and the positions they are in. This data should help you to see the pages that are best targeting your core key phrases and also matching user intent. This goes beyond looking simply at rankings. From the analytics data, you can find out:

  • The pages driving the most conversions
  • The pages that are driving people to other pages on the site (low bounce rates)
  • The level of organic traffic going to the pages
  • The bounce rates for all pages

At this time, take note of pages which are ranking highly for multiple terms but not driving conversions equivalently. You will need to think about changing your approach and/or targeting.

Step 3: Analyze the search result landscape

Next, you want to take a look through Google search results to see the kind of content Google provided for different search terms. Delve further

Image via Pixabay

to other result types: Shopping, Images, Maps, Answer boxes etc. This helps you to better understand the type of content you’ll need based on Google’s interpretation of search intent.

Some factors to consider include:

  • Types of sites (blogs, business sites, news, e-commerce sites)
  • Types of results (images, answer box, knowledge graph etc.)
  • Types of content (news articles, blog posts, product pages etc.)
  • Site strength (domain strength, link profile, brand equity etc.)

Knowing the kind of content related to particular key phrases will help you to know whether you have the right content, the right type of content and whether to create new content or simply optimize existing content to rank higher and convert better among others.

Step 4: The real SWOT analysis

Just as other analyses, how data makes sense depends on how you’re looking at it. Using all the data above, ask yourself the following questions:

  • Best points – What target phrases are you performing well for? What pages are converting well? What wouldn’t you change at all?
  • Improvement – Find the important terms you’re not ranking for and where the page rankings aren’t the absolute best – pages with high bounce rates, for instance. Such pages rank highly but then the customer leaves because it isn’t exactly what they need
  • Opportunities – Think about old blog posts ranking highly for important terms. You can refresh it by removing outdated content, improving its structure, adding call-to-actions and internal links, etc.
  • Trends – What seems to be repeating itself, good or bad? How can you change it to your advantage? E.g. Do you have more of a certain type of content ranking higher than others?
  • Foreseeable threats – Will your high-performing pages keep performing well? This is especially important if you have a major change within your sites, such as a site migration. For this, you want to make sure your redirects are set up. Consider effects of algorithm updates and rollouts, current and future. Will you maintain your rankings?


You now have a ton of actionable information to get working on if you’ve done everything properly. Start with the opportunities and threats that will have the biggest impact, working your way down. 

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