How to Skyrocket Your Blog's Organic Traffic With a Search Insights Report

January 21, 2020

By [email protected] (Aja Frost)

Four times a year, HubSpot’s SEO team delivers a lovingly crafted report to our blogging team.

This report has made a huge impact on our organic traffic and helped us set new records for leads and user acquisition.

In fact, check out the HubSpot Blog’s organic keyword growth over time, as a result of our new-and-improved reporting strategy:

After the blogging team gets the report — which we call a “Search Insights Report” — the writers and editors work like a well-oiled machine to create the recommended content. These posts help the blog rank for tens of thousands of new keywords.

To learn more about the Search Insights Report, how we create it, and most importantly, how you can create one for your own team, read on.

First things first:

Why use a Search Insights Report?

There are tons of benefits to this system, including:

  • Ensuring every piece of content has a pre-defined goal
  • Helping you avoid content cannibalization (since each post is assigned to a specific topic)
  • Keeping your content and SEO teams on the same track
  • Baking SEO best practices into every piece of content you produce
  • Letting you easily track whether you’re ranking for the terms you set out to rank for

How big should a Search Insights Report be?

The optimal S.I.R size depends on A) how much content you can publish and B) how often you’ll release new reports.

HubSpot has a big team of writers and a quarterly S.I.R release schedule, so we shoot for 200 posts per report. If you have two writers, each producing three blog posts per week, and you plan on creating one report per month, every report should have roughly 24 pieces of content.

Target S.I.R size = yearly content output / yearly S.I.R output.

1. Select your focus topic clusters.

Candidly, this step is the toughest one. The topic clusters you pick will form the basis of your entire report — so it’s important to choose the right ones.

Start with your topic gaps, or the “holes” in your content. To identify your content gaps, ask yourself:

  • What are the topics my customers care about that I’m not addressing?
  • What are the questions they have I’m not answering?

Those are pretty broad questions, so narrow things down by looking at your product and/or service pages.

Every product or service you provide should have at least two (and usually more) topic clusters. That typically shakes out to one topic cluster per feature.

Let’s say you provide (among several other things) branding services. From talking to your customers, you know a big question many of them have before they come to you is, “How do I come up with a brand identity? What assets do I need to ‘create’ a brand?”

If you don’t have much (or any!) content on brand identity on your site or blog, that’s a topic gap. It’s important to your audience, …read more

Source:: HubSpot Blog

      

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