Now, we could leave it there. That would give us a pretty solid understanding of where we might be able to get, and it’s far more nuanced than the picture that we might get at first blush. If you want to get a bit more fancy with it, there’s other information that you could pull in to your analysis.
So say, for example, you’re able to pull in the titles of all of the pages that are currently ranking. Say in position four, it’s how to start a business, and position six, it’s buy a business setup, and position seven, it’s 50% off a business setup. Again, if we look at these, we could use some fairly simple formulas, even just in Google Sheets, to try to categorize these into different intents. So “how to” is fairly clearly an informational search, an informational result rather. So we’re not trying to categorize the search.
We’re trying to categorize the individual results. “Buy” is a fairly clear purchase search, and “50% off” again suggests that it’s trying to sell us something. So if we start to look at these results, we can filter them down even more if we want to. So say, for example, we’re working on a site and we know it has to be a product page. If we’re going to target this term, we have to use a product page.
Well, we could do that same filtering process, except this time we’re marking anything where the title is something like how to or top tips or instructions how to, or anything that seems like a blog post, and we remove them as well. So we say, actually, we couldn’t get this either. This is the highest we could get with this product page.
If we do that across all of our keywords, we know that we have to use product pages. We’re saying, okay, for this, we’re position six. Well, say position six actually has a pretty low click-through rate. If we’re looking at position six for this keyword, we’re already at position eight. So maybe the opportunity that we’ve got for this keyword is actually pretty small, and we decide that we want to focus on other things.
So that’s another quick way to filter all of our different opportunities by just removing the kind of results that we wouldn’t want to compete with. Alternatively, if we don’t already have an idea that it’s got to be a product page, we could go through all of our searches and say we know that it’s going to be position four is the best place that we could get.
We can use that same category, we can use that same categorization formula to say, well, position four looks like it’s informational. So as we’re identifying our opportunities, we can quite quickly say when we go to do a content brief for this, for example, this needs to be a blog post. It shouldn’t be an update to a product page.
