Search engines are increasingly focusing on semantics, intent and the context in which a user performs a search. This is in order to offer the most relevant content possible.
Consequently, we must adapt our digital marketing strategy to understand what interests the user at each moment and create the right content to offer in the appropriate channels.
The way to do this is through semantic analysis and semantic content creation, as described in our previous articles.
On this occasion, we detail the methodology to be used to implement semantic analysis in a content strategy oriented to satisfy the user’s needs as the main and, we could say, almost exclusive objective.
Because by fulfilling this objective, other benefits will automatically appear: better SEO positioning, a better brand image, more relevant and profitable advertising, greater diffusion in social networks, among others.
Ultimately, all elements of a successful Inbound Marketing strategy will benefit from working on semantic analysis.
The methodology to implement semantic analysis consists of several phases that we will detail below.
The Methodology to be implemented and its different phases
As a preamble, we will highlight the importance of putting ourselves in the shoes of our “Buyer persona”, i.e. our target audience.
What are their intentions, how they approach a product or service, what is their buying process are key elements to know.
In terms of semantic analysis, we will focus on the questions that are asked at any given moment, how they are asked (in writing or by voice), where and in what format they expect the answers, in parallel to the initiatives they expect from our brand.
As we can see, we are far from the old robot-style “buy red shoes” language that was used when searching and did not return valuable content for the user.
Phases of Semantic Analysis implementation
In a process that extends over nine steps, the methodology for implementing semantic analysis ranges from the first choice of topics to be developed to the creation of the editorial plan and the measurement of results.
Below, I will explain each of these steps so that you can start integrating semantic analysis into your editorial strategy.
Step 1. Identify issues
The first thing to do is to identify the main themes we will work on. These themes will be given by the nature of our company, its products and/or services.
For example, if our company is a digital strategy agency, the main topics will revolve around digital strategy and online marketing.
It is a matter of finding, not defining, and starting to align content with our core business. Subsequently, throughout the different steps we will define and adjust the best content for the user.
Step 2. The purchasing process
As we mentioned in our previous article Semantic Content and Customer Journey, throughout the purchase journey we find different phases through which the user passes. From the moment they discover our brand or product until they become our ambassador to other users.
These phases are:
- Discovery
- Consideration and research
- Purchasing and loyalty
This will allow us to develop the right type of content and plan its dissemination through the appropriate channels, favored by the user.
Step 3. Keyword research
At this stage of the methodology, we will perform a keyword audit of the different topics we are going to develop. For this we will have to carry out a study containing the following type of keywords:
- Generic and sector
- Short tail
- Long tail
The most accurate way to obtain the necessary information is by analyzing the long tail keywords used by users and all queries and questions related to our topic.
Step 4. The competition
We will carry out a study of the competitors in the sector, their keywords and the keyword gap between our company and the rest of the competitors.
To do so, we carry out an organic competition study. That is, competing companies in search engines such as Google or Bing.
The study will focus on the following tasks:
- Organic competence of the sector
- Keywords of each competitor
- Long tail keywords of each competitor
The objective of this step is to acquire to our keyword strategy all relevant long tail keywords from the competition.
The most accurate way to obtain the necessary information is by analyzing long tail keywords. long tail keywords keywords used by users and all queries and questions related to our subject matter.
Step 5. Categorization of keywords
In this step, we will classify the keywords found into several categories and associate them with the type of pages (transactional or informational) that we already have, or that we will develop. We will begin to outline the evolution of the contents and the structure of the site.
The implementation of new pages will allow us to:
- Increase keyword volume
- Responding to product searches with an informational or more commercial message
- Appear in organic positions where, currently, you would only have a paid position.
- Reduce costs of paid campaigns (by relevance and quality of landing pages)
- Lose dependence on one keyword for all products
- Improve global positioning
Step 6. Keyword and content selection
After the detailed analysis of all the keywords and their categorization, we will define precisely all the keywords + long tail keywords on which we will work and to which step of the buying process they belong.
Then we can define the Content Matrix, including the type of content (from storytelling to videos, articles, photos, podcasts…), the channels (web, blog, social network), the type of promotion and the necessary material.
In parallel, we will draw the impact it will have on the structure of the web: new contents in commercial pages, new informative pages, links between pages…
Step 7. Editorial Calendar
As in any content strategy, the preparation of an editorial calendar is essential to define and plan the type of content to be produced, its category (discovery, informational, inspirational…), the channel through which it will be disseminated (blog, rrss…) and the publication date.
From the content matrix, we will transfer all the defined content to the editorial calendar for its correct management.
Step 8. Content promotion
Giving the widest dissemination to the content must be a priority. The greater the reach, the greater the possibility of attracting and converting leads.
We can promote content organically, through paid media or through organic or paid referrals.
Depending on the strategy, objective and budget, the promotion of the content may be totally different. In the end, the important thing is that the content strategy is aligned with that of the company.
But above all, what must be taken into account is that the work does not end with the creation of content; dissemination is a fundamental part that will require significant involvement.
Step 9. Measurement
Measuring the results of the content will give us the vision of the success, or not, of our strategy. Measurement is of utmost importance to evaluate if our decisions have been the right ones.
In the digital environment, measurement can be done in real time, which is essential to instantly carry out improvement actions , optimizations and corrections.
We must understand the main metrics of those platforms through which we promote the different contents.
Implement Semantic Analysis Methodology in your strategy
As you have seen, the implementation task must follow precise steps. It may seem laborious, but the benefits you will obtain are worth the effort. The main one is that your content will provide precise answers to your users’ questions. Additionally, your website will benefit from a better SEO positioning due to its structure and organization.
For any questions or if you want to implement semantic analysis in your company, you can count on the experts at EMD!
