Influencing Search Performance Through Content Marketing Opportunities


Content marketing is a key element of any marketing strategy and, if done correctly, can have a major influence on search performance.

Content marketing can take a number of forms, such as blogs, videos, social media posts and brochures. Crucially its intention is to educate and guide readers, rather than to explicitly promote a product or service.

The importance of content marketing is its audience reach. It has to supply useful information that is relevant to them. Search engines look at this the same way users do so regardless of the format, content marketing promotes your webpages to the users you want it to.

This blog is aimed to help you identify and take advantage of the content marketing opportunities available to you. Let’s begin.

Current content

As its name suggests, content marketing is dependent on a regular supply of informative, useful and relevant content. This can, however, seem daunting and it can be difficult to regularly come up with new ideas. So the good news is that you don’t always have to.

Step one of identifying how content marketing can influence your search performance is to review your existing content and make sure you have fully utilised it. For example, if you have a blog post or page that performed well on your site, consider reposting the content on other reputable sites with links back to your page.

While content may need to be tweaked to make it work better on different platforms, this is much easier than creating something new every day. Remember: create less, promote more. You can also use this approach to identify areas that need improvement. For example, you can review your organic traffic by utilising Google Analytics to see how your current pages are performing. Then in line with these results, identify pages that need improvement.

Finding opportunities

Google Search Console is the place to start when finding opportunities on your current webpages. Analysing keywords/queries that show up for your website along with their performance in regard to clicks and impressions can give you clear examples of areas to focus on.

Comparing these pages to the keywords/queries that perform best can answer important questions such as ‘are your better pages not showing up in Google Search Console?’. This could highlight areas that need attention, allowing you to promote an existing page that isn’t ranking well or isn’t being linked properly to the most important keywords.

Utilising programs such as Moz, Ahrefs and SEMrush can also help identify pages that are underperforming by offering ways to analyse the current content on each page. Using these tools will aid you in finding the best content to push your pages further up the rankings. It may only take a small tweak to your webpages, such as altering titles, alt text and header tags, to get them ranking on page one. Focusing on your current pages is the easier and quicker option to try to find opportunities and quick wins to get your pages ranking higher.

Implementing existing content correctly

Once new content marketing opportunities have been identified they need to be implemented.

The pages will need to be reviewed, updated and reformatted. It could also be that the pages are already well produced but are underperforming. These may need some on-page optimisation such as more links.

Refreshing Content

It is important to regularly review past pages or poor ranking pages to keep the content up to date with recent information and depth.

Updates could include:

  • Updating outdated sections
  • Including more information on key topics
  • Adding relevant external links
  • Fixing broken links
  • Including new fresh images

Refreshing content can be a quick win as it is not as time-consuming as producing new ideas and creating new content from scratch. It will also help strengthen your current pages and get them ranking high again.

Reformatting Content

Along with refreshing content, another process to improve rankings is reformatting your pages.

Current content can be converted to a new format which can help your content produce better search results. Researching how your targeted keywords are performing in search results may show videos are showing up. Incorporating videos into your website may help improve the pages rankings. Other ways to reformat include:

  • Producing original and high-quality images
  • Including infographics instead of long-form text
  • Including interactive elements such as games, quiz’s etc
  • Restructuring your page to include definitions and bullet lists at the top.

Reformatting can refresh your page and improve its performance, in particular organic searches, if it creates a better user experience.

Researching current targeted keywords and reviewing the top search results can identify formatting trends that you can utilise yourself to improve your rankings.

Content Creation Opportunities

Whilst a quick win, optimising existing pages can only take you so far. For the long-term, new content needs to be created for success, particularly in organic searches. Finding new content can come from a variety of areas but to get the best results you should focus on keyword research and competitor research.

Keyword Research

It is important to understand how your audience searches for information linked to your business. Identifying queries and search terms along with their search volumes and then optimising your content to match these queries will improve your page’s visibility. The image below shows two search phrases. The difference between the two is 800 searches per month.

I honestly would have chosen business logo design without any research. This example shows how important it is to research keyword phrases and queries whilst understanding the language your potential leads use; 800 searches is a huge difference. Implementing these researched keywords and utilising them within the reformatting will go a long way to strengthening your pages and helping them rank higher.

Competitor Research

Reviewing and researching your competitors is also an important strategy when it comes to improving your search results; those competitors who rank highly on page one will do so for a reason.

Understanding why they rank highly is important if you aim to compete with them. SEMrush is the best program to use to gather results on the performance of your competitors’ pages. Taking pages from each competitor and comparing them can help you identify trends and provide you with opportunities to create new content.

Trends are important to identify as they will tend to relate to what your audience is searching for or interested in. Along with finding trends it is important to take note of the quality of content on display within your competitors’ pages. If these are better than the quality of your own content, then this would give insight into the areas that need to be improved.


Opportunities for content marketing will be present on every page. Locating them is easy when you know what it is you are looking for. First look into your existing pages and highlight any areas that need SEO improvement. Sometimes it’s only small tweaks that can give your webpage a huge boost in rankings.

Once your existing pages have been reviewed and optimised where possible, start researching keywords and investigating your competitors high performing webpages. Take the results of these findings and implement to improve your content.

These simple processes can quickly improve your rankings when applied correctly. If you are consistent with these your website will continue to rank well, helping your website generate organic traffic.


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