Cleaning up your content includes not only removing ROT, but also updating the content you keep. “You have to make what's left really good,” says Marcus. Raster to Vector Conversion What does he mean by “really good” content? It means content that meets people's intentions – content that meets the information needs underlying the keywords and phrases they use. Big Data can help you do that. For example, Marcus points to the site called Answer the Public, which uses machine learning to create an on-the-fly visual of questions related to a given keyword. (If you read this blog regularly, you might remember Raster to Vector Conversion that Wil Reynolds also praised the Answer the Public site in his speech on the ICC.) This passage from this article shows questions that people typed in the search fields on The North Face jackets.
Big Data can help you update the content you want to keep so it meets user intent, says Marcus To ber. Click to tweet response-to-the-public Click to enlarge Try it. Go to the Respond to the Public site and enter a phrase. A dandelion of questions - real questions that people Raster to Vector Conversion have typed into search boxes - appear instantly. Use answer the public to create an on-the-fly visual of questions related to a given keyword. Marcus Tob er Click to Tweet Marcus' Search metrics company also provides sophisticated queries in its suite of services. Questions are cleaned up and filtered so writers can use them right away. Search volume is also shared so users see the demand behind each topic. Here is a screenshot with questions about “content marketing”: search metrics-questions-example Click to enlarge If you want to know what people want to know, a smart research site like this can tell you. Here's how Marcus puts it: When you understand questions, issues, concerns - when you understand what the user really wants - you can become highly successful. You don't have to Raster to Vector Conversion be a well-known brand. Everyone can do it. When you understand what searchers really want, you can become high performers, says Marcus Tober. SEO Click to Tweet HAND-CHOSEN RELATED CONTENT: What are your customers thinking? Search for secrets hidden in plain sight Conclusion You probably already knew that you could improve your site's SEO visibility by doing what Marcus recommends: Develop a content niche, get rid of ROT, and update leftover content to meet people's intent.
Sometimes what you need is not advice but motivation. If this is your case, Marcus numbers may give you just the motivation you need. What type of big data does your team analyze? What do you learn from your numbers? Here is an excerpt from Marcus' lecture: Sign up for our weekly Raster to Vector Conversion Content Strategy for Marketers email newsletter , featuring exclusive stories and insights from CMI's Chief Content Advisor, Robert Rose. If you're like many of the other marketers we meet, you'll look forward to reading his thoughts every Saturday. Cover image by Joseph Kalinowski / Content Marketing Institute Note: All tools included in our blog posts are suggested by the authors and not by the CMI editorial team. No publication can provide Raster to Vector Conversion all the relevant tools in the space. Feel free to include additional tools in the comments (from your company or ones you've used).