Keyword SWOT analysis: Finding your content opportunities
Columnist Casie Gillette shows how regularly evaluating your keyword rankings and associated content can be a great way to stay on top of a long-running SEO program.
If you’ve been working with one client or one site for a long time, you know it can be challenging to keep things fresh, both from an idea perspective and also an interest perspective. After all, it’s no secret that one of the common reasons people love this industry is the constant change.
That being said, while change keeps us on our toes, there’s also an element of consistency I love. Yes, the search results change and strategies evolve, but at the end of the day, search really comes down to creating something that’s accessible, useful and important to your customers.
I’ve talked about keywords plenty of times, and guess what? I’ll probably talk about them after today as well. Why? Because keywords are the foundation of any SEO program. They help us understand how our customers are searching and help us ensure we give those customers the information they want.
Yeah, yeah, Casie. We get it. We know why keywords are important. Why are we talking about this?
A client of mine who I’ve worked with for several years is launching a new site. A new site with a new design, new content, new URLs and more. While there’s always quite a bit of prep work that goes into a site transition (namely, not messing it up), it also presents a great opportunity to look at what’s currently there, what’s working and what opportunities exist.
Which takes me to the concept of a keyword-focused SWOT analysis.
Back in college, we had to perform a SWOT analysis for a business class — and to be frank, that’s really the last time I thought of it. Until I started really breaking down the client’s site and realized exactly what it was I was doing — I was analyzing their keyword Strengths, Weaknesses, Opportunities, and looking at potential Threats that could result from the site updates.
It really helped show me where the site was performing well, where we needed to adjust and where we needed to focus in the coming months. So, let’s break it down.