[COMPANY]

Content Audit & Recommendations

July 2021

Methodology Overview

The following opportunities and recommendations are based on findings from:

• Analyzing existing content and website performance
• Analyzing competitors
• Analyzing current keyword volume and search trends in your industry
• Insights from the [COMPANY] team

Challenges and Findings

Some of the challenges and findings that informed our audit and recommendations are:

Reactive

Team

SEO

• Content strategy has not always been fully fleshed out

• Many new team members; wondering where to focus

• SEO has not always been tracked properly; focus has been on high-volume keywords rather than conversions

• Churn rate has increased, and the number of users who convert to trial has decreased

Churn

Content Opportunities

Our content audit uncovered 5 primary areas for focus...

• Get more out of existing content; increase the impact of YouTube videos

• Drive more qualified leads and traffic to the website by creating content around high-potential keywords on Google and YouTube

Conversion Content

• Content to help educate prospects, handle objections, and close more deals

Email Sequences

• Build out and update nurture sequences to lead prospects through the sales cycle

Organic Traffic

Content Optimization & Repurposing

Website & Conversion Optimization

• Take advantage of opportunities to capture leads

Funnel - Content Purpose

Awareness

Consideration

Decision

Help potential buyers find [COMPANY] and become brand aware.

Help potential buyers become aware that they have a problem that needs to be solved.

Help potential buyers learn about [COMPANY] products and how they can help their business succeed, as well as alleviate pain points & challenges.

Help potential buyers validate their decision to purchase [COMPANY] software.

Funnel - Content Type

Awareness

Consideration

Decision

Broader industry & educational content with high search volume keywords

Buyer’s guides, solution pages, explainer video, content that addresses objections

Social proof such as customer testimonials, case studies and reviews, and sales collateral such as competitor comparisons and product sheets

Content Opportunities

1. Organic Traffic

Top 10 Pages - Organic Traffic

See all data here.

Top 10 - Keywords (Traffic)

Total list of ranking keywords here.

Most traffic coming from branded or TOFU keywords.

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This means that people later in the buying journey aren’t finding you.

Monthly Organic Traffic vs Competitors

See all data here.

Although [COMPANY] has a good hold on some TOFU keywords, competitors still have a much greater presence in the SERPs — meaning prospective customers are more likely to find them.

Competitors Are Ranking for MOFU Keywords

[COMPETITOR 1]’s product page ranks for “amazon product research tool”

[COMPETITOR 2]’s product page ranks for “amazon inventory software”

Competitor Keywords

See all data here.

Content Topics for [COMPANY]

Amazon Inventory

Amazon PPC

Amazon Agency

Amazon Selling

Amazon Reviews

Amazon SEO

Competitor Comparison

eCommerce General

Keyword Clusters

See all data here.

[COMPANY] Topic Clusters - Amazon Selling

For example...

How to Sell on Amazon in 2021: Everything You Need to Know

Your Step by Step Guide to Amazon Listing Optimization

How to Become an Amazon Marketing Pro in X Steps

What to Sell on Amazon: Make a Profit with These X Items

Shopify VS Amazon: How to Decide Which Is Right For You

Update

Update

New

New

New

Keywords by Topic

See all keywords here.

Keywords by Topic

See all keywords here.

Keywords by Topic

See all keywords here.

Keywords For YouTube

• [COMPETITOR 1] and [COMPETITOR 2] have a large YouTube presence
• We recommend creating videos to accompany the blog content you’re creating
• That way you can rank on YouTube as well as adding them to blogs to help those rank

Creating New YouTube Videos

To find additional keywords, we recommend:

• Downloading VidIQ — it’s a free plugin that will help you optimize your YouTube videos by providing additional analytics
• Checking YouTube Autosuggest
• Checking competitor videos
• Using Keywords Everywhere, the paid Chrome extension shown on the right

2. Content Optimization & Repurposing

Optimize Existing Blog Posts

Optimize for search:

• Check search intent for keyword
• Add “People Also Ask” questions as headers
• Keyword in page title
• Keyword and related secondary keywords naturally in the article
• Keyword in H1 Tag
• Add image and use keyword in alt text
• Add video
• Keyword as URL slug
• Keyword close to beginning of metadescription

A couple of great resources on SEO:

• Webinar on SEO best practices
• Slide share on SEO best practices

Optimize Existing YouTube Videos

Optimize for search:

• Keyword in video file name
• Keyword in video title
• Long video description
• Keyword in description
• Keyword in H1 Tag
• Add three relevant hashtags (related to topic and industry)
• Add closed captions
• Add custom thumbnail
• Add end screens and cards

Additional resources:

YouTube SEO: How to Rank YouTube Videos in 2021

YouTube SEO: How to Optimize Videos for YouTube Search

Improve Ranking With Link Building

Link Building

• Internal link building – references to that keyword(s) on the [COMPANY] website should link back to the post
• External link building – identify roundups to which your product could be added, or websites that discuss similar topics to yours that could link back to you

Improve Traffic With Link Building

By adding links to your content to the description of your Youtube videos like Jungle Scout has done, you can increase the traffic and visibility of your related blog posts.

Repurpose Existing Content

Update pillar post

Social media post

Social media post

Short video

Save to PDF download

Short social media video

Longer Youtube Video

Share charts on social media

Repurpose existing content into different formats - pillar posts, blog post, infographics, short videos

Image of content

Image of content

Implementing an Internal Content Tool

• Team mentioned that there were some gaps in the buyer journey
• Recommend implementing an internal tool like Airtable to easily keep track of all the content you’re creating

3. Conversion Content

Create a Research Report

Putting together an industry and trends report like this report from Teikametrics or this one from Jungle Scout can help increase email captures as well as attracting social media shares and backlinks.

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This type of report can also easily be atomized into blog posts, social media posts, short videos, and a webinar — providing you with a whole campaign’s worth of content.

Create a Free Tool

Consider adding a free portion of your product (for example, allowing people to do keyword searches) to your site in order to drive additional traffic and trials.

• This page from Jungle Scout ranks for almost 2K keywords, has 440 domains linking to it, and gets 21K visits monthly
• This page from SellerApp ranks for 1K keywords, has 249 domains linking to it, and gets 1K visits monthly

Content Opportunity: Perception of Value

The team noted that many prospects don’t convert or accounts churn because they don’t feel the pricing is worth it / they’re not using the whole solution. To address this:

• Create content to show positive ROI
• Create case studies focused on monetary savings (ie: “This Seller Saved X$ / X amount of time by using [COMPANY]”)
• Distribute Knowledge Base educational content as part of trial email nurtures and XXX (add links)

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Image of content

Competitor Comparison Content

Create competitor comparison pages or blogs like these for top competitors:

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There’s also an opportunity to rank for keywords such as “keepa vs camelcamelcamel” in which [COMPANY] isn’t explicitly mentioned, but which your target audience might be searching.

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https://mofluid.com/blog/XXX/

https://mofluid.com/blog/XXX

Image of content

Image of content

Case Study: DIY vs [COMPANY]

• Your team highlighted that another big “competitor” was people choosing to do it themselves
• To counter that, create a case study with a customer who was previously doing it themselves and saw great results with [COMPANY] instead
• Can be added to nurture tracks and stats used for social media posts

https://www.teikametrics.com/wp-content/uploads/2020/12/Prescribed_for_Life_Case_Study.pdf

Social Proof: Reviews

[COMPANY]’s profiles on review sites are currently not optimized, nor are there as many reviews as your competitors

• Need to update profiles so it’s clear [COMPANY] is the only product
• Then, focus on growing the number of reviews on G2 Crowd + Capterra
• Use positive reviews to highlight on your website and sales collateral (existing testimonials on website are great too - having some third-party logos, star ratings can go a long way with social proof too!)

Review site image

4. Website and Conversion Optimization

Lost Opportunity to Convert: Top Banner

• This banner could be used to drive email captures directly rather than just directing to a different page
• Alternatively, it could be switched out whenever you create a new post that you want to draw additional attention to
• Could also be used to drive interest in new product launch like the example from [COMPETITOR]

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Lost Opportunities to Convert: Blog Posts

• Whenever tools are mentioned, should be linking back to feature pages and adding a CTA to start a free trial right away
• Also add a CTA to the chatbot like [COMPETITOR]

Blog post screenshot

Creating Personalized Landing Pages

• This callout is on a blog post about Amazon SEO, but the landing page it links out to talks about [PRODUCT] overall
• Consider linking to the feature page for [PRODUCT] instead or creating a landing page that’s personalized for each feature you might link out to

Screenshot of callout

Screenshot of landing page

Blog Navigation

Make it easier to explore your content:

• Add topics to the top of the blog page so it’s easier for visitors to discover the ones they’re looking for
• Add YouTube to the social icons so that it can also be discovered

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Screenshot of blog navigation

Screenshot of social icons

Updating Blog Jump Links / Table of Contents

• Currently jump links are on the sidebar below the fold; not all blogs have them
• By the time someone sees them, they’ve already started reading (or given up)
• Adding the links to the top like [COMPETITOR] has in this screenshot provides a better navigational experience

Optimize Resources Navigation

• Case studies and webinars are both hard to access
• Should be added under Resources to make them more accessible
• “[COMPANY]” section is more “About Us” than a resource
• Should be part of the top navigation
• Knowledge Base and Product Tour should remain under Resources

Screenshot of website navigation

Optimize Resources Page

• No clickable links above the fold; visitors may not want to scroll and might drop off
• Case studies should be directly accessible from this page
• Webinars are also only accessible through clicking on “webinars” on the resources page; should have examples of webinars that people can click directly on the page as well

Screenshot of resources page

Add Product Screenshots to Features Pages

• People want to see what your product looks like and how they can use it
• Cartoon images may not generate as much interest in product; unclear whether images like the one on the right are screenshots or illustrations
• Change to screenshots with main features highlighted like example from [COMPETITOR]

Feature page screenshot

A/B Testing Free Trial Form

Consider removing payment info and only asking for it once the free trial is finished — this could improve the conversion rate.

Screenshot of free trial form

A/B Testing Free Trial Form

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Another option to test out — email form fill directly on the homepage like [COMPETITOR] and [COMPETITOR] to see if it improves conversion rates.

Creating a Streamlined Free Trial Experience

• The messaging once someone enters the free trial should be more specific like the example from Helium 10
• Consider using a tool like Gainsight to add a walkthrough in the product

5. Email Sequences

Update Existing [PRODUCT] Onboarding Sequence

• Emails that prospects in trial are receiving are more salesy and less educational
• Focus on showing product value rather than just talking about it
• Share links to tutorials (like this one from Helium 10), key resources, steps that the prospect needs to take, and case studies to showcase value
• Highlight key steps that prospects who convert take in trial

Update Re-engagement Nurture Sequence

• Re-engagement sequence is also quite salesy
• Focus in second email is “we’re more than [COMPETITOR]” but not clear that it’s segmented for people who were only using [COMPETITOR] before
• Focus should be on how features were updated
• Segment emails depending on which product they were using to start
• Third email is focusing on how customers help [COMPANY]/ discount rather than providing examples of how the product has improved or how they can use it
• Focus should be on new benefits or case studies about customers who churned and came back

Nurture email screenshot

Nurture email screenshot

Re-engagement Nurture Sequence Messaging

This could potentially also be applied to creating a sequence for the agency side of things if reps were interested.

Email Sequences

Roadmap

2021 Content Roadmap

See the full Content Roadmap here.