When it comes to content curation, relevancy is of utmost importance. Relevant content goes a long way and can bring in more qualified traffic to your website, when compared to irrelevant traffic that is not targeted. Relevancy also depends on the context, nature and the audience of a website, so you have to be careful with what you write and what you don’t, if you want to drive targeted traffic to your websites in the bigger picture.
Let us understand the big deal of relevancy with a short example.
Relevancy In Content Curation: Why it is Important?
Let’s say you have a website on gardening tips and one of your friends has a generic website, where he writes about random topics. He is also a gardening enthusiast, he writes about gardening once in a while but not as regularly as you do. Your website has a 100 pages on gardening tips while your friends’ website has a 100 pages on all topics – gardening, soccer, music, technology, fashion and health.
Now assuming that the size, age, reputation (in terms of links and authority), uniqueness and quality of content of both the websites is of the same standard and comparable, the one thing which will differentiate your website from your friend’s website is relevancy. Your website is more focussed on one topic and it has more potential of driving quality traffic related to “gardening”. In time, if you keep adding high quality content that is relevant to your audience; it will be much easier to convert this traffic and make profit. How you utilize your traffic is totally upto you – you can monetize by renting ad space, you can sell ebooks, you can use affiliate links. Many possibilities.
The takeaway message is that it is much easier to convert an audience which is targeted. Targeted traffic can only be gained if your website is focussed and relevant.
Relevancy In a Niche – Making Conversions Work
Now you may wonder how to create relevant content when you are already operating in a single niche. Let us again take an example.
Let’s say your gardening blog has more than 500 pages of high quality content. Your blog is generating good traffic but it is failing to make conversions. For example, let us assume you are using Google Adsense to monetize your website. Your website is getting good traffic from search engines but it is not generating revenue to that potential.
Relevancy in a niche is a little critical. If you want to improve conversions, you have to create relevant content in terms of what converts and not just what you want to say. Relevancy in this context is the intersection of what your audience wants and what you have to say. Long story short, if you want to drive more conversions, you have to first figure out what your audience is demanding and then curate high quality content that meets their demands, solves their problem and impacts their life in a profound way. When you curate content that your audience actually wants, you are one step closer in driving more conversions from your website.
I will elaborate this through another example.
Let’s say one of your blog post on “gardening tips” has gone hugely popular. It gets thousands of hits everyday from search engines, it has more than 400 comments and good social mentions. You wrote a lot of tips, techniques and blog posts on gardening but none of the ohter posts were as pipular as this one. There is something in that post which made it so popular, you have sketchy idea on the “Why?”
Using Site Analytics Tools To Create Relevant Content
In order to find why that particular post is so popular, you have to use site analytics tools to find the keywords for which that specific page is ranking and getting found in search results. When you have a list of words and phrases in place, you will have a 360 view of the demands and needs of your audience.
I have been using Google Analytics and Google Webmaster tools since the day I started blogging and creating content for the web. Google Analytics is great for analyzing and tracking the performance of your content but when it comes to tailor made suggestions, it is far more complicated and cumbersome to use. There is just too much data and often times, I do not see long tail keywords and phrases that my website visitors actually typed to find my page from Google and other search engines.
Of course I can export the whole list of keywords and search terms as PDF or an excel workbook but the end result is not very focussed or convenient to use
HitTail – The Long Tail Keyword Research Tool
Then I found HitTail, a brilliant keyword tracking tool which can be used to create relevant content, which in turn will help me drive targeted traffic in the long run. In contrast to Google Analytics and other keyword tools that I have used before, HitTail tracks keywords and search terms in real time and gives you an actionable list of keywords and search terms you should be targetting. The user interface has no clutter, is absolutely focussed on the keywords and search terms that brings traffic to my website.
Getting started is easy, head over to the HitTail website and signup for a free trial. During signup, you will be asked to enter your credit card details but you won’t be charged a dime for the first 21 days. See HitTail’s pricing plans for more details.
Once you have added the code, sit back and relax. HitTail will accumulate incoming search terms and keywords in real time. Here is how it looks like:
Here, I can filter organic and paid keywords or download the whole list into an Excel workbook. The most promising thing about HitTail is its sophisticated algorithm which analyzes more than 1.2 billion keywords and offers you tailor made suggestions for content creation. In the suggestions tab, you will have a list of phrases and keywords highly relevant to your existing content. Like I have said before, relevancy is the key; and HitTail’s long tail keyword research tool gives you the words and phrases that are highly relevant to the existing content of your website.
The Long Tail of Search
Now why is it important to focus on the long tail of search? The answer is competition.
Simply put, it is better not to rationalize a page for short and generic keywords. Instead, you should go for the long tail of search and create content in such a way that you get found for a variety of long tail search terms.
For example, let us assume you are selling an ebook on “Email marketing”. If you obsess about one term – “email marketing ebook” and try to rank for it, you might get disappointed because there is just too much competition out there for that phrase. A better idea here is to focus on the long tail of search and try to rank for alternative words and phrases e.g email marketing tips for new marketers, email marketing techniques and best practices, email marketing for small businesses and so forth.
HitTail helps you sort out long tail keywords very quickly. After a week or two, you will get to know your most promising long tail search phrases, an example is shown below:
Using HitTail, you will actually know which long tail keyword phrases and bringing quality leads and highly targeted traffic to your website. When you have a list of keywords and phrases in place, keep adding them in the “To-Do” section and work over it to create relevant content around those search terms.
If you’re too busy and think you do not have the time to create content, you can order a content for a specific keyword from HitTail. Personally, I would prefer to write my content myself (or get it written from someone I know) but if you have time constraints, you can order a keyword targeted article from HitTail and get a unique copy written for your website or blog.
On a closing note, HitTail helps me focus and work on most relevant search terms that are working and driving traffic. I get keyword suggestions and can immediately start creating content around keywords that are highly relevant to my website.
Give HitTail a try and let us know your thoughts in the comments section.