increase your domain’s visibility on Google, thus bringing as much traffic to your site as possible? I’m a Content Marketing Manager at Senuto, and I’ve put together this article to show you why you should use the Senuto Platform for your daily content work. Here we go!
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That’s the job!
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On a daily basis, you manage the content creation process and ensure that content is published systematically. You conscientiously track your customers’ steps to match content to their purchase path, maybe even plan content according to demand and current supply (Damian Salkowski wrote about this on our blog).
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Surely also once in a while you update older texts to squeeze the most out of your resources. Oh, and data, after all, all those decisions still need to be based on data!
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Pufff, that’s a lot of it… In fact, if you take into account all of the above elements when managing content, you are truly perfect!
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Check your current position in Google
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Well, but okay, we’ve already established that you deal with content of all kinds. Only as you know yourself, creating and publishing is one thing, and analyzing whether these activities translate in some way into business is quite another. The good news is that you can make this seemingly complicated process easier for yourself by using Senuto.
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I’ll start by showing you the visibility analysis module. In it, you will check how the website you are dealing with is visible in organic results. This will give you an idea of its situation in Google.
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– For what keywords is your site already visible in Google?
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Let’s start with a fundamental question – for what phrases is your site already visible in the search engine? When creating content, you can’t predict all the phrases an article will rank for in Google. Nonetheless, it’s good to be aware of the entire inventory of developed keywords. It makes you feel good to see how widely Google promotes and appreciates your content :).
source: new.senuto.com, Visibility Analysis.
You can check all the keywords for which your content is visible in Google in the Visibility Analysis module in the Position report.
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But before you get there, stop by the Visibility Analysis main view – there you’ll find a graph that shows how your site’s visibility has changed over time (we’ve been collecting data since 2015). Has the graph gone up sharply since you were hired? 🙂 .
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The Visibility Analysis contains a whole lot of information about the visibility of the researched site – in addition to the list of phrases, the Positions report also contains details about the..:
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the number of phrases in each position in Google (be sure to compare yourself with your competitors!)
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positions occupied by your site in search results and their history on a daily and monthly basis,
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average monthly number of searches,
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the CPC cost,
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the difficulty of the keyword,
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Remember that you can analyze the visibility of any domain -your own or your competitors’.
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-Which parts of the website are most visible in Google?
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You would probably also be interested in knowing which sections of your site are most visible in Google. You can check this in the Visibility Analysis module of the Sections report.
Sections report in Visibility Analysis module.
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We have divided the report into three parts – subdomains, paths and URLs. You can find the following information there:
the percentage of estimated monthly traffic that is directed to a given subdomain (Visibility %),
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number of phrases in TOP10,
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visibility of a given subdomain along with its change from the previous week.
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Here you can, for example, analyze the visibility of individual posts on company blog.
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– Who are your direct competitors on Google?
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In Visibility Analysis, you will also perform a quick analysis of your competition on Google.
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First of all, you will find out who it is, because competition on Google will not always be the same as business competition. To find out your competition in the search results, enter your domain address in the Visibility Analysis and go to the Competition report.
Competitor report in Visibility Analysis module.
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In addition, you will also check in Senuto:
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common keyword phrases with competitors,
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keyword phrases for which your competitors are visible and you are not,
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and vice versa – keyword phrases for which your service is visible and your competitors are not,
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To do this, use the Competition Analysis tool in the Visibility Analysis module.
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Plan your content marketing strategy
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Are you looking several months ahead when planning content? Rightly so – content marketing efforts should start with planning a long-term strategy. Then patiently implement it, optimize it, deploy it and optimize it. But it’s hard to plan strategically if you don’t have the data to help you make the right decisions.
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The key data you need to plan your content marketing strategy can be found in Senuto. Below, I’ve listed examples of the metrics you’ll find most useful in planning your content marketing strategy.
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– Check the seasonality of phrases
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Keyword Database, Filter: Seasonality.
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Find out which topics related to your industry are popular (most searched on Google) in a given month and effectively plan your publication calendar.
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Use Keyword Database to check the seasonality of your chosen phrases. Just enter any phrase in the search field, and filter the results using the Trends + selected month filter.
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– Match category and tag names
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Begin your content marketing efforts by defining the scope of your planned publications – select appropriate subject categories and tags with which to build an SEO-friendly content architecture.
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Know what you want to write about? Great! Now all you need to do is check how often the different language variants of categories and tags are searched in Google. Pick the ones that are most popular on Google. Content order and its proper grouping on the page are key to achieving high rankings in search results.
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Example: Comparison of the average monthly number of Google searches for the phrases Dr. Dabrowski’s diet and Dabrowski’s diet:
Source: new.senuto.com, Keyword Database.
– Based on the data, find topics worth covering
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Are you creating content based solely on intuition? Unfortunately – this way you have a low chance of achieving high positions in Google. If you’ve ever wondered why, despite publishing exhaustive articles your rankings in Google stubbornly stagnate, the answer may be simple – when creating content, you don’t enlist the help of data, which is actually at your fingertips after all.
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What data is worth considering when planning content topics? Find:.
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phrases searched on Google by your potential customers,
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phrases that your competitors are positioning themselves for,
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When looking for article ideas that will be searched for on Google, also use the keyword databasein Senuto. There you will find phrases searched by your potential customers in the context of your business. Pay attention especially to those phrases that have the highest average number of searches.
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PS. In the article “How to write a blog article using Senuto?” I’ve added some tips on how to write. Send your copywriters, I’m sure they will find it useful :). Here, in turn, you will find specific tips What to blog about? 9 sources of topics and 34 article ideas.
Topical Authority
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Remember that according to the Topical Authority concept, Google prefers to refer users to complete knowledge sources. This implies the need to cover all topics on a selected topic with content on the site.
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It also means that you can’t limit yourself to just searching for long-tail phrases (long-tail keywords). You must also find semantically related phrases to your keywords. You will generate such lists of thematically related phrases just in the keyword database.
Example
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Your company sells diet catering. If you, as a content writer, want to attract customers to your site, you should publish great quality content that addresses not only the different types of diet offered, but also answers other questions such as:
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– Find out what your competitors are writing about that you are not
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Use the Competition Analysis report mentioned above for this purpose. This will ensure that in addition to the phrases found in the Keyword Database, your list will also include words that your competitors are showing up for in Google and you are not.
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In addition, the report will equip you with data on average monthly searches, positions occupied by the analyzed sites and CPC. This lets you know whether the phrases are worth beating for.
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For detailed instructions on how to use the tool, see our Knowledge Base.
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Check the results of your actions
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First you plan your strategy, then you publish your content, and finally you check how much traffic they’re collecting on Google so you know what to improve and how to improve. And then all over again – planning, publishing, verifying results and optimizing.
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But are you really going through all the steps of this process? Are you really basing your decisions on data?
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– Monitor site positions for selected keywords
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I have written about the importance of planning a long-term strategy before. But let’s move on to the penultimate stage of the content production cycle, which is to verify the results. Are you checking how your content is performing on Google? If not, it’s a good idea to start doing so as soon as possible! This will allow you to optimize your content on an ongoing basis so that it shows up in Google for the phrases that are most important to you.
Summary of overall view in Senuto Monitoring.
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Monitoring a site’s position for specific keyword phrases, however, is different than checking a site’s overall visibility in the Visibility Analysis module..
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In Monitoring, you will check how a selected site (yours or a competitor’s) is visible in Google for the phrases you care about and for which you are optimizing the site. These may also be phrases for which the service is not yet visible..
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The visibility analysis, in turn, will show you all the phrases from the Senuto database for which Google already displays your service in the search results.
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You have a group of words that you particularly care about? Add them to Senuto Monitoring so that you can check daily the positions achieved in the SERPs by your site. What’s more, you’ll also get a sneak peek at how visible your competitors are on the same keywords!
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For instructions how to set up your first project in Senuto Monitoring, visit the Knowledge Base.
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– Analyze overall site visibility
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If you’re creating and publishing new content, keep checking how it translates into your overall visibility on Google. As in step one, when we checked your Google situation, again use the visibility analysis in Senuto. The main visibility graph will show you how your visibility in Google has changed over time.
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Also use the Gained/Lost Words tool to know the phrases for which you managed to position the site during the selected period thanks to your content marketing efforts.
Acquired/Lost Keywords tool in Visibility Analysis module.
In addition, take a look at the Direct Answer report, which will tell you if your site (or selected competitor sites) is visible in Google in the so-called zero position. If so, you’ll check what those phrases are.
Direct Answer tool in Visibility Analysis module.
The icing on the cake and the crowning achievement of your long-term efforts will be a high category ranking, which you will approach in the Visibility Ranking report. Check out the Ranking of Top 100 Most Visible Marketing Sites, which is based on data from this tool.
Visibility Ranking report in Visibility Analysis module.
Visibility Ranking in Senuto is a feature that allows you to check the websites enjoying the highest visibility in Google’s organic search results in a selected topic category. For detailed instructions on how to use Visibility Ranking, see the Knowledge Base.
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Data for reports and whitepapers
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Senuto is also a mine of data that can serve as the basis for your content marketing reports, ebooks and whitepapers. You’ll find information that allows you to observe trends, build rankings and draw conclusions about the market situation in various industries.
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Here are examples of reports based on Senuto data:
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Wanting to rise to the top of the SERPs, you need to constantly reach for new solutions. Let Senuto be one of them, where you can find the data you need to optimize all stages of your content marketing efforts.
Start slowly, going through the stages listed above. Use this data for tasks you’ve done before based on your internal gut feeling, and hook us up with a chat if you have any questions or concerns – we’ll advise and support! 🙂
I look into Senuto every morning – this way I keep my finger on the pulse and know my goals. I encourage you to do the same!
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Lingwistka, copywriterka, online marketerka, ale przede wszystkim – fanka dobrego content marketingu. Z contentem związałam się zaraz po studiach, z Senuto i SEO – w 2018 roku.
Karolina Matyska 
Published: 17.05.2019 
12 minute 
