The Topic-First Content Strategy Explained

Goal of today's session is to discuss about how to build basically a content strategy around topic around topical authority right I guess

we all know that it is important not only because of AI search already before AI search uh it was important that your website cover

if you speak about one topic you need to cover subtopics or different aspect of this topic with different articles.

This article can follow the customer journey, can answer all the questions that your audience will ask over time and we know that it's getting more and

more important uh since AI overview since um charg because when these tools when this AI search when this LLM are

searching you might know that they're breaking down um your queries your prompts your question into sub sub uh

queries sub questions. So from one prompt or from one question they will basically do several searches based on related questions. So again here you can

related questions. So again here you can show you that they will the LLM the search will the AI search will again try to find the right information in

different um topics and so it proves even more that having this kind of topical authority or covering um a topic

in a wall is even more and more important but well I'm not here to do some some some theory I guess you know that And this why you are here just want

to know how you can do that in a better way. And also I will show you how

way. And also I will show you how through can help you to achieve that and especially with a new feature that has been released uh less than one month

ago. Um I think early November I even

ago. Um I think early November I even don't know when I release feature. Uh

but yeah, I think it was less than one month and um I will show you the new stuff that can help you to create better

content strategy for next year. Let me

share my screen and we can get started. Also um I

published an article. Maybe you have um seen it, read it already.

It's an article about SEO keyword mapping. Uh it's a stepbystep guide. We

mapping. Uh it's a stepbystep guide. We

will go through this one today because I think it's quite complete and it shows you all the steps to basically uh define uh content strategy to notify topics and

also to notify articles uh that you should create and the one that you should optimize. So

should optimize. So I I'm proud of this article. So let's go through this one and we can directly

jump um to the steps. So at the end you can also review this article and just redo the steps on your own. So we will

go through the main steps together and I will explain a bit what you should do uh

to build a great content strategy.

All right. So the step number one is to get a list of keywords, a list of questions, a list of prompts. Basically

we need a list of potential queries that user can enter in Google in uh other

tools. So here um my suggestion and is

tools. So here um my suggestion and is always to use my favorite tool which is Google search console and search for um

different keywords. So

different keywords. So one thing or few tips when you go into search console or basically what uh I

try to do so don't first don't export like this main list of keywords because this is too broad you need to focus on

on a certain uh type of or on a category already of your website and to to identify um queries related to a category or to a set of pages you can do

different things. You can uh have a

different things. You can uh have a filter on a specific page or on specific pages. For instance, I know that on my

pages. For instance, I know that on my website I have um many pages that contains a keyword keyword cluster in

the URL. So there is maybe I don't know

the URL. So there is maybe I don't know like 10 pages or more that contain this keyword. And so here I already know just

keyword. And so here I already know just by applying this filter that I will get only keywords related to this uh topic.

Right? So if I want now to set up a content strategy or to um reconsolidate u articles around topic cluster here I

have a good set of keywords. I have

almost 572 keywords. Uh not almost I have 572 keywords here. So this is a good practice I think to filter down

based on specific pages. Also what you can do is to have other type of of uh of filter. You can also filter on queries

filter. You can also filter on queries and use maybe a red regex and put like I don't know I want to have a no I want to have all the pages that all the queries

that contain content brief or outline because another category on my website and here I will have all the all the

keywords not a lot here that speak about uh content brief uh or outline.

So like this you can see uh it's a good practice I think to uh when you want to collect your keywords try to make good filter here and also you can make

several exports um and then reconsolidate all the the the

all the queries in one single Excel file also obviously you can apply other um pattern if you want to maybe focus on on questions you can also So use this

pattern that will only extract questions from the search console. Um yes and of course you can also use any other tool.

What you need is it's a list of queries, a list of questions. Um

um and there is also a way to by the way to get um a list of questions with through uh from a list of keywords. So I

will show you that at the end of this webinar. But so the step number one is

webinar. But so the step number one is to get this list of keywords. So then

obviously uh you export your list and um you should end up with something like this with a list of keywords and with a list of and with a volume um you will

see that through uh you can upload that later on because we will use obviously through and the keyword clustering tool to group these keywords together for the key for the volume when I'm using search

console I use the volume I use impressions so the impression metric or data I use them as a volume. It's a kind of um yes you can correlate because more

impression more more volumes. It's not

exactly the volume but at the end what you need to do with the volume is it helps you to to prioritize uh which uh cluster you want to focus on. So is only

thing you need is a way to prioritize.

So impression or clicks are good.

So at the end of this of the of the step number one you should have a list of keywords. Now the step number two I mean

keywords. Now the step number two I mean it's perfectly in your list of keyword here the point is that before going into through I recommend that if you do

several exports still try to clean your list of of keywords. Um for instance in our example we will work with this list

of keyword about marketing automation tools about marketing automation uh related topic and here I don't need to have my competitor let's say I'm I'm a

marketing automation company and uh I want to create articles maybe I don't need to have this keyword because these are really navigational terms uh that makes no sense they will just uh create

some noise in in my list. So this is one example but there is other keywords uh in your list that might create noise. So

my advice is also spend sometimes few minutes to just clean your list and remove the noisy keyword let's say uh from your list. The goal is that you

have a a clean list uh focus on one specific topic on the why when I say topic is on the let's say on the

overarching topic right um um that you want to cover and then the next step will be to grouping uh your keywords

into cluster. Okay. So here we start

into cluster. Okay. So here we start using through. So if you're not familiar

using through. So if you're not familiar with um through has several features and like you can analyze the competitor analyzing SERs you can create content

briefs you can cluster grouping keyword together this is what we will do today you can also optimize meanings auditing a page and you will also have a look at this today but also we will have a look

at everything more or less uh because in the workflow you will see that we go go through all the different features you can also monitor AI overview. We won't

discuss that today. There there were a webinar by the way. Um few weeks ago I can send you the replay or you can check on the YouTube channel. You will find

the replay of the AI overview monitoring tool and also the API and bulk tool. We

won't discuss that today but you can also use an API and you can also run create briefs in bulk or analyze SER in

bulk. All right. So um now the point is

bulk. All right. So um now the point is that we have our list of of keywords. I

I will show you my list. So it's this list is it's about marketing automation as I said. So it's a list of keywords about

said. So it's a list of keywords about marketing automation and we are a company. I took a company as an example.

company. I took a company as an example.

Uh I will took active campaign. So let's

say I'm the CMO or I'm the SEO expert of active campaign. Active Campaign is a

active campaign. Active Campaign is a it's a marketing automation tool. So a

tool to send email, to send automation, right? So you all should know these kind

right? So you all should know these kind of tools. Um it's like Mailchimp, it's

of tools. Um it's like Mailchimp, it's like Salesforce, it's like uh uh RB campaign. I mean you can you can name

campaign. I mean you can you can name it. There are many tools. Hubspot

it. There are many tools. Hubspot

obviously. I mean I forgot Hubspot but yeah it's a tool in this category. So

let's say I'm I'm working for them now and I need to uh review their content strategy and so this is why I um deal

this list of keywords and now we will start to use this list of keywords to group them together into cluster because the goal I mean is we notify topics and

we will see that maybe two several keywords might return the same topic right it might have some similarity on the SER and this

is why we use a clear keyword clustering tool to again uhify the topics and not focusing on keywords.

Okay, so you get the context. Now let's

get started. I click on the cluster here. I will upload my um list of

here. I will upload my um list of keyword and it's here.

Then then I need to put a name. Just put

the name like marketing automation uh etc. Active campaign.

You select where your keywords are. So

they are in the column keyword in my list. The volume where is it in the

list. The volume where is it in the column volume. You can name your column

column volume. You can name your column can be named anything but here you just have to say where keyword and volume are.

You continue. You say which you want to analyze. Here I keep the USR.

analyze. Here I keep the USR. This is something uh important to understand number of result per keyword.

So through will also analyze the ranking and if you select only 20 result per keyword. So through will stop analyzing

keyword. So through will stop analyzing after the position 20. So you you won't get any data after 20. You can go up to

50 up to 100. So this has an impact on the number of credit by the way. So you

can check this you it will cost a bit more credit if you go for uh for more result per keyword I mean so up to you

if you have um here a little tip if you have let's say brand new or green field content you know you are not ranking you don't care about ranking so go for 20

because here what you need to do is really notify new topics but if it's a list of keyword where you're already ranking um you will need maybe to get

some ranking information. So go to 50 or 100. 50 can be enough to be honest, but

100. 50 can be enough to be honest, but 100 you get a full picture. So up to you to to decide um the level of granularity that you need in your ranking

information.

Okay. Then you go next. Here you put your domain. So here you put active

your domain. So here you put active campaign. I don't know where is it here.

campaign. I don't know where is it here.

Active campaign. And then the last um the last metric is SER similarity. So as

I said um um through is basically comparing keywords um two keywords and and the SER on the top 10 or on page one and for

instance if two keywords have four URL in common on the page one or 40% of the URL in common they will be grouped together if you put here 10 uh it means

that all the URL should overlap so here you have perfect match so this makes not really sense unless you really want to have perfect match for some reason. But

here you can also define the again threshold how. So if you if you will put

threshold how. So if you if you will put four you you will have bigger cluster because you have more keywords that are

similar because four is only 40% right of the SER. If you put six, seven, eight, yeah, you will have smaller cluster but more yeah more maybe precise. I don't like the term precise

precise. I don't like the term precise because I don't think it's it's about being precise here. You have to basically also do some test maybe with a small set of keywords when you start to

work on a specific niche to see which settings uh works the best for you. Uh

previously before this um parameter has been introduced because this is new this has been introduced like one month ago before the previous parameter was four.

So before through the default parameter that was four. Uh so if you're already using through and you have all cluster understand that the parameter was four

so now you can play with that personally I use five or four still I'm used to that so yeah I guess you get the point then you continue and then you just have

the final view to finally check number of keywords you can check the credit that that it will cost um and you can again do a final check in your list if you can still remove some keywords if

you don't like them and then you can start the process. Okay. So this the process takes let's say one two minutes 3 minutes 5 minutes max uh to create

your cluster and then I will show you the result.

So we are here and if I go back to my article so now we grouped keyword into cluster. Okay. So I

started the process here everything is explained. All the things I was saying

explained. All the things I was saying is here. By the way, I will drop the

is here. By the way, I will drop the article before I forgot in the chat. So,

you can also uh open it and uh bookmark it.

Yes, it's exactly the same example. I

really want to do that today because then you can really after this webinar or or if you watch this video on YouTube, you can you can uh you can follow the article step by step and read

what I'm I just did. This what I just explained. Now you start the process and

explained. Now you start the process and now let's explore the keyword cluster.

Okay. So

this is the result now. So we uploaded 400 keywords. It has created 200 almost

400 keywords. It has created 200 almost 300 clusters.

Uh these are some stats about our visibility. Uh number of times our

visibility. Uh number of times our website is display in a cluster only 9% of the cluster.

um in the mixer. I will explain what's in mixer later on because you can rank for a cluster but you're not in the let's say top articles of the cluster and see also you have some statistic

about your page one keyword visibility.

So uh I'm not ranking really well here for this for this uh uh I'm only ranking for 10 keyword into page one. So yeah,

Active Campaign, you if you're watching me, you should maybe rework your content strategy. But lucky you, I will do a

strategy. But lucky you, I will do a free uh a free content strategy for you.

Um and then what is getting uh the most important the most important view is is this view, the cluster view. And here

what you can see in this card here is basically a keyword cluster.

Uh it's a group of keywords, right? with

here you have the main uh topic and here you have all the related keywords. So

there is 16 keywords in this cluster and they're all more or less the same. Okay,

when I say more or less the same I repeat but it's based on SER similarity.

So all these terms basically when somebody type in Google uh search for that you will see more or less the same SER. This is a good practice because

SER. This is a good practice because again we speak about intent of search intent and uh we group them by similarity. So basically different

similarity. So basically different search will end up on the same results in Google. So you don't need to create

in Google. So you don't need to create 16 article here but if you need to create an article it's only one. It

could be about what is marketing automation. And obviously we we will see

automation. And obviously we we will see later on in the webinar that he can speak about what's marketing but also how it works and so on. But we will analyze our competitor to understand how

to structure this article and this will come later. Now I just explained the

come later. Now I just explained the view. So you have the topic, you have

view. So you have the topic, you have the main topic, you have the ranking. So

on average over this keywords it's ranking at the position 30 uh 32.5 and there is new uh information as well.

Uh this is displayed now. It was already available in but was not well displayed to know directly. You can see your best page. So you can you were able to see

page. So you can you were able to see the best page already before but now you can see it directly in this card. This

is your best page for this cluster.

Um you can see also this is new. You can

see the intent. Uh this is informationational. Um this is a

informationational. Um this is a category. I will speak about that a bit

category. I will speak about that a bit later on. Um

later on. Um or I can speak it now. Uh in fact it's also categorizing your um your cluster

and this is not done this is done by AI by the way. So by looking at the topics and there is setting up automatically

categories for you and if you go the hub view you will see the categories and all the cluster that are related to this category. So here it can give you also a

category. So here it can give you also a sense of content structure and for instance you can see here that all the uh alternative or ecommerce marketation

related topics are classified or categorized under the same uh main topic. So this can give you also an idea

topic. So this can give you also an idea if you want to create some pillar pages or some category pages on your website.

Then you have the number of keywords.

Okay. So, nob brainer. The volume, the volume is the volume of the main leading keywords. Um, before it was an

keywords. Um, before it was an aggregated volume information. Uh, we

changed that. So, now is the main leading keyword. So, there is different

leading keyword. So, there is different keywords here and one of these keywords the leading one uh as uh this volume.

So, um we took the main leading keyword as volume information.

Average PR. PR it's means page rank it's a metric in true that is basically the domain authority so let's say it's domain authority also here you can see

your domain authority here is 65 and then you can see on average what is the domain authority of of cluster so this will also help you identify cluster with

lower authority than you also here to select later on uh cluster where maybe the competition is not that strong Even though I think here the competition is

try quite strong everywhere but you can still find out maybe cluster with a weaker competition.

And something also new now we also display uh the most prominent or dominant search feature for a cluster because a cluster is still a group of

keywords and these keywords they have search feature like related searches pa videos AI overview images

forum etc. And you can see now that um for this cluster the dominant so related searches it means that here 100% all the

keywords have a related searches uh AI overview here only 60 56% as AI overview images only 6%. So you can see that

images is not really a strong feature here because we will also speak about that later in the webinar. Now you can even go beyond let's say uh just text.

You can also figure out where video is key. So here video 69%. So maybe you

key. So here video 69%. So maybe you should create a content but also video on YouTube. So you can identify cluster

on YouTube. So you can identify cluster where video might be needed and put that in your content strategy. And also AI overview and forums can also guide you.

Maybe you want to avoid AI overview and focus on cluster where there is no AI overview to increase your clickthrough rate because we know that AI overview will have an impact on the click. So or

you want to figure out AI overview and play with them and also maybe check forums to also start conversation and

put your brand message into forums. We will have a look at this but now I'm just explaining basically um the structure and let's say the yes the

information that you can have because all this information will help us to build uh our content strategy.

All right. So if I go back to the article you can see that everything is explained here. Uh you can read that

explained here. Uh you can read that again. And now we'll speak a bit about

again. And now we'll speak a bit about the the filtering because I remember I mean we need to explore the cub cluster

and the goal will be to select uh the best cluster. So before selecting them

best cluster. So before selecting them understand how to explore uh the tool

and to explore there is some filtering.

So here you have the ranking filtering so you can see where you already rank.

Okay, where you not where you don't rank. So here I don't have to explain

rank. So here I don't have to explain uh content here you can analyze uh each cluster. So uh you can figure out the

cluster. So uh you can figure out the one you already analyze. If you want quickly to find out the one you already analyze, you can click on analyze or not analyze. Also you can create brief with

analyze. Also you can create brief with it for each cluster. So you can easily find out the one already with a brief.

Now intent is quite cool because you can also filter by intent. So you can focus on maybeformational. Okay, why not?

on maybeformational. Okay, why not?

Maybe better commercial. So all the cluster with a commercial intent. Uh you

can focus on that category. This is a category that has

category. This is a category that has been predefined by the AI. You can also maybe select one specific category.

top domains also quite interesting here that um I mean also through is extracting from all the keywords all the

domains and for instance Reddit here is quite strong as you can see uh upspot obviously quite strong here and when you click on on one competitor

you can see for which clusters they're ranking so you can also see where they are strong at if you if you want to do some competit competitive analysis is here. Obviously, HubSpot I guess is one

here. Obviously, HubSpot I guess is one of the leading one with Salesforce clearly. I mean that's the two main

clearly. I mean that's the two main market automation tool and Reddit we know why they are here because I mean forum are quite dominant uh right now in

in in the search. So here you can figure out

the search. So here you can figure out your main competitor and then here from top domains you can also then check where um where your competitor are. So

Salesforce here you will figure out all the cluster where Salesforce is at the top position. Uh so like this as well

top position. Uh so like this as well you can maybe select again uh some cluster where your competitor is ranking and to uh to compete them uh on on this

specific term. Then I let you define you

specific term. Then I let you define you can maybe find a strategy where you're not ranking but your competitor is ranking and then start to focus on this

new topic because your competitor is there, you are not there. Let's do

something. You get the point. You need

to come with your own let's say filtering strategy. I give you today

filtering strategy. I give you today some tips but obviously based on your on your challenge on what you need to achieve you will have different filtering. We will go through some of

filtering. We will go through some of them now.

Um one thing also that is quite cool um it's a search feature um filter because now um we notify the SE features for every cluster and here it's really cool

uh because you can maybe check where there is a forum that is quite strong and you have all the cluster with forum then maybe you want to see where there

is a video that is quite strong and you will find all the cluster of video is very strong so like 100% I can share if you want to know which where you need to create a video uh if

your company if your clients is willing to create video next year you can tell tell him these are the topics where you should focus if you want to be displayed

at the top of Google with a video coming from YouTube also you have the local pack if you do local more local SEO and so on so you can filter that and finally the ranking

position the volume the page rank which is domain authority I repeat the cluster size and so on.

So you understand now the interface and everything is explained here. Now the

step is to select the best cluster because again we need to se I could have named that se the best topics. In fact, it could have been

topics. In fact, it could have been a better term. Select the best topics because now what we need to find is topics that we will cover. And later on

we will see that we might have already an article ranking for this topic. So we

have to optimize article or create a new one. But now it's let's say selecting

one. But now it's let's say selecting the best cluster. And here there is some strategy. We can select the one with

strategy. We can select the one with high volume and long low competition.

Yes, why not? for small business you can target page rank max 45 exactly so and is exactly what I I will do um right now so let's say now you play with a filter

so page rank but active campaign is already quite strong so you know usually what I try to do is at least my page rank a bit below maybe but if you have a

small domain go below 50 yes and here you can find um all the cluster with very weak competition uh but also here you can see in my example There is only

one clust one keyword so not really let's say a good cluster because basically just keyword here also you can hide the singleton so now you have

nothing but I will move it up so here I have like something that maybe can be quite good for active campaign below 60 below 60 these are let's say maybe

reachable uh cluster if I have to select them and then what you can do You play with the filter and then you start clicking on the on this icon to add them

to your favorites. So right now you are let's say in the phase where you need to select the best cluster the best topic and you you have to do your your your shopping list basically. So apply these

different strategy high volume or or low volume uh with high competition also based on the average position you can

also um filter uh your your your um let's say uh your list sorry I go here because also you can say okay the

one where I'm ranking in the top 10 honestly I don't care or top 20 uh I I do nothing here so you can maybe focus only where you're ranking between uh

50 and 100.

Here I have nothing but yeah you know you get the point. So play with the filter. Um and also obviously one that

filter. Um and also obviously one that is u uh important is for where you're not ranking at all. So here where here

you're not ranking means that here for this article spot versus mechimp at campaign there's no content about that.

Okay. So they have not yet an article or maybe they are but it's not in the top 100. So this is even worse but it's not

100. So this is even worse but it's not in the top 100 here. So here they should maybe clearly create a new content.

So you get the point. Um select the best cluster and as I said so let's review maybe some some some stuff from the article. Oh there is a typo here. I will

article. Oh there is a typo here. I will

correct that later on.

Um so some strategy so yeah I mean if your article is already ranking the top 10 article ranking well don't touch it.

So here just or maybe you can make an export and send that to your client to show him look we already ranking well well for this topic here we are not ranking uh no article ranking create a

new one. So it is clear uh no brainer

new one. So it is clear uh no brainer you can select it and later on I will show you how to create content directly with true and then you have the most complicated case it's not really complicated but

it's more here you need more let's say brain power to figure out what to do you might rank for clusters but not really well and there is two case

um what is marketing automate what is marketing automation here you can see that my best article is about marketing market marketing automation. I I I need to check it but

automation. I I I need to check it but I'm pretty sure that this URL speak about what is marketing automation. So

the intent is correct here. I my content answer the right intent but it's not ranking well. So I need to optimize it

ranking well. So I need to optimize it here. Salesforce market information

here. Salesforce market information alternative. So and my article speak

alternative. So and my article speak about parot alternative.

Parot and sales smart information is not really the same search. I can I will come to that later on. But so here the intent is not correct.

So here you need to create a new article. We will come back to that

article. We will come back to that again. Uh but this is basically the uh

again. Uh but this is basically the uh you see I will show you later. There is

a diagram also explaining this concept when you should create when you should optimize. So stay uh until the end. So

optimize. So stay uh until the end. So

we will come to that.

But basically now the point was that selecting uh selecting um um the best the best article. Okay. And I

have now if I click on my favorites I have now only two favorites here. So I

can see my list of favorites.

Sorry because I click not ranking. So I

have more. By the way there is also table view. If you prefer the table view

table view. If you prefer the table view here you have only the topics. you have

some information. If you prefer this view, feel free. Um yes. So

now the next step is to prioritize as well um your keywords here. So far directly through there is

here. So far directly through there is no way I mean you select your keywords but through doesn't have yet let's say

intelligence to tell you which one you should do first it's coming by the way uh there will be a feature that will basically do all the things I've done

now filtering uh selecting telling that you should create optimize there will be a feature that will do that for you um this analysis and you

will have like say a suggestion of what topics you should cover.

But in until this feature is ready, I did um I did a little Excel file and a formula that you can use and apply on

the export also. So I will explain this.

Um understand that you can also download the report and if you click here you will download the cluster report.

And I will open the report and there is different tabs but the main one is topic cluster tab. I will zoom it a bit. So here you see all the

a bit. So here you see all the information that were on the view. You

have the same here even more. The

category the main topic all the related keywords the size the main keyword volumes aggregated. Here is aggregated

volumes aggregated. Here is aggregated volume as well. If you want average position also if you sele or not it's here the best URL the average competitor

the intent also you have all the features like and the percentage of visibility per cluster so you have all the data here and um you can download

this report and apply little uh formula that are available in the article here so I won't explain how to add uh columns to Google sheet

But basically at the end you will end up with something like this. Um with two columns where it tells you which article you can you should create and which one

you should optimize. Again it's based on Excel uh formula. Okay. So it's not uh AI based here but you can play with the

formula. you will see that basically the

formula. you will see that basically the formula use uh your average position if you're ranking and other information to tell you if you should create or not. So

play with this formula but it's a base for you to maybe accelerate your priorization process because you might have selected

20 50 100 topics you cannot create all of them at once or maybe you can I don't know but you might uh need to set some priority and like this this uh formula

can help you to to set some priority um on your different topics.

So use this and let me know what you think because basically there will be something uh inside through uh hopefully in Q126 that can do this for you. This

it won't be an Excel file. It will be directly a new feature that will analyze for you all the clusters.

All right. So now

let's say I set up my priority and I identify that I want maybe to have a look at what is marketing automation

because yes it's a key topic for us we are not ranking well and let's have a look at at um at this this cluster and it's also quite

important in through to understand is that you can analyze clusters means you can analyze the competitors. So click on the analyze feature

and it will open a new view. Uh that is basically uh cluster analysis. If you already did if you did already the SER analysis the

view is very similar. It follows the same let's say logic. You have some information about your competitor world average page rank image average last

update. And what you need to understand

update. And what you need to understand is that well first remember there were 16 keywords in this cluster.

Okay.

And here we have a view of the competitor. This is an aggregated view.

competitor. This is an aggregated view.

So through is taking the 16 SERs and we are making a new ranking based on the 16 SERs. So these are the most let's

say dominance uh page for this 16. So you can see who are the best players right now and based on this we will make some analyszis. You

can see number of words images you can see more data here.

You can click on one and start to analyze on page data.

You can also then click at the third features and have a look. So there were nine times an AI over overview for the 16 keywords. So 50% basically of the

16 keywords. So 50% basically of the keywords have an AI overview. And if you click more, you can see all the AI overview. So you can see for every

overview. So you can see for every single keyword with an AI overview, what is AI overview? So also it can give you some h ins about maybe what you should optimize in your article because you can

take some inspiration from the AI overview.

If there is a forum we'll see that later on. You can see if there is video images

on. You can see if there is video images and so on. So you can see all the different data. You can also see for

different data. You can also see for every single keyword what feature is available here. Maybe this is too much

available here. Maybe this is too much data but some people likes to really deep dive into data. So if you are this kind of person feel free. We have data here.

Keywords is basically just a list of keywords. So there are 16 keywords and

keywords. So there are 16 keywords and also you can see that our in fact my page is not ranking many times. I can

see here one and the second time. So my

page is only ranking for two keywords.

So it's really poor. Also here you can see what kind of keywords my page is not ranking. Maybe it can give you some

ranking. Maybe it can give you some hints about what to optimize in your article. Maybe we don't speak about how

article. Maybe we don't speak about how market automation works. I don't know.

But it really it gives you some hints about what kind of things to optimize.

Um the domain also important uh report because it gives you information about your domain. And here you can see my

your domain. And here you can see my visibility in the top 10. So I'm not ranking in the top 10 for my keywords because I'm ranking as you can see on

average position of 30 32 30. So and I'm only ranking for these two keywords with this with this page. And so what you can do you can directly audit a page uh with

true. So basically it will audit this

true. So basically it will audit this page here and uh you click on that it will start a report and basically the result of the report is something like

this. It will compare your page versus

this. It will compare your page versus your competitor and tell you like where you are. So you have a lot of words

you are. So you have a lot of words maybe be more um let's say to the point.

Um you see then you have to drill down here that this tool can give you again some insights about your competitor.

The title here is crazy. I don't know why they put meta description like this, but something is wrong with with active campaign, but it's not a ranking factor, but it's funny that they put 4,000

character in the meta description. Um,

here also you can see your outline versus the competitor's most frequent headings and many things are missing.

Uh, I guess in the H2 here um you see they use what smart automation is H1 but not in the H2. Why not adding it in the H2? How does smart automation works? I

H2? How does smart automation works? I

don't speak about that. So things are missing. You can see clearly that things

missing. You can see clearly that things are missing. Uh so here I will clearly

are missing. Uh so here I will clearly rework the edings and maybe refresh some some uh some content here. So the audit

can tell you uh can guide you on on what to to do the term that are might be missing. there's only one in this Corin

missing. there's only one in this Corin maybe some terms to review but overall I think in this case it's more the the heading structure that that might be inconsistent

also don't rely only on the audit tool analyze yourself the SER um continue the the navigation you see all the competitor domains you can see also here the summary of the search intents again

to tell you what is search intent and also what kind of format are the most prominent so maybe you can adapt the format of your article. Uh here I don't think it's the

article. Uh here I don't think it's the case but it can give you some hints about what is the best format. Uh

and also you can see a summary of every article and analyze the summary to again get some nuggets to improve your content. You can also see the full

content. You can also see the full article here directly if you don't want to click on the website.

So yeah, I'm not here to to go to go deep dive into the analyszis. There were

all the webinar for that, but you can see a lot of information, outlines, questions and so on. So all of this information can help you to optimize your article, right? Uh answering the

most frequent question because yeah, this is quite cool. In fact, there were 16 keywords remember and through is also grouping together the people also ask and you can see that what are the most

frequent people also ask. So you can see that uh how does market automation work is four times. So if we don't speak about that in our content maybe something missing. So again here this

something missing. So again here this give you hints about the most frequent questions and answer maybe this question in your content. You don't need to have

the right uh question and and sorry you don't need to have to have a question like this in a heading but provide the answer. I think this is really key.

answer. I think this is really key.

Provide answer of those questions.

Okay. So um yes, so this was one thing I mean we cover the main aspect of of the tool of the cluster analysis story. What

you need to understand is this view is an aggregated view. Okay.

Uh here you see all the features. We

will see that in a few minutes in a bit more detail. This one is key the domain

more detail. This one is key the domain one because it will tell you for your domain what is the best page.

Okay, you can start an audit and also not only the audit check your competitor and then add improvement your existing article.

Okay, what's next?

So yeah I said that analyzing here I speak about the aggregated SER I explain the domain here audit the page right. So

let's come back to this point now because this is really where I think where most of you are struggling. When

you have selected your cluster so you have no article ranking nobrainer create a new article when an article is ranking already. So as you can see here for

already. So as you can see here for market information it was ranking but the intent is correct because my article speak about what is market automation but not optimized in a good way. So

optimize article and now the other case is or the last case is I have an article ranking but it's not the correct intent.

So here we should create a new article.

Okay. So

let's go um back here and we can look at this this one.

Um this is the main keyword is Salesforce market automation alternatives. self form market

alternatives. self form market automation alternative for free for small business. So we can we can already

small business. So we can we can already see some maybe subtopic that you can cover in the article and you can see that our best article is part alternative.

So here you you have to be a bit an expert to understand that but in fact Salesforce market automation it's parardot

in fact um parard dot is another name for sales force market automation this is a bit tricky to understand but it's like this so they're not really wrong

when they do this article um I will share the link nj on YouTube and feel free to uh to to

subscribe to the YouTube channel also.

Let me do a quick break and I will share you also the the the link to the YouTube channel. So guys,

please subscribe. My goal is to reach 1,000 subscriber for end of the year. I

have one month to go. I count on you. So

please all subscribe now uh to the YouTube channel and also to the tool by the way. Um

the way. Um um yeah. So here what I want to say is

um yeah. So here what I want to say is that so people are typing in Google sales market information alternative. So

people wants to look for alternative about sales mark salesforce market information which is a tool here what you have to understand is that

par dot is a nickname let's say of uh of of this tool. So here they speak about parot and basically they should create

another article that speak about salforce marketing cloud right it's like let's say I have this you might have the same case in your in your website I will explain with another example

in true I have I have article about topic cluster okay what is topic cluster okay I have one

about that but also I have a an article about content hub what's a content hub basically if you

are familiar with SEO content hub and topic cluster it's the same thing to be honest it's the same concept yeah some people will say there is difference but no there is no difference it's the same

thing but thus people use different terms right to find this so this is a bit in this case people might use parardot which the name of the tool but

the new name is sales marketing cloud you get it so here in this case they need to create two page no questions no questions they need to create two page so here is a case where the intent is

not correct because people are not searching for parot but for salesforce marketing cloud so here in this case okay you as a SEO expert you need to

this is where your brain is needed I mean AI can help you but AI might do some mistake And here you know that you need to op to create a new article right and not to optimize

um and then again so here you need to create new article what you can do with through is that you can directly move to the brief creation process create click here and from a cluster you can create a

brief you take the template I don't explain template uh it's explained on the YouTube channel but basically you can define different layouts different templates for your brief I say this one

I create a brief And uh now I end up in a new interface that is for let's say brief strategies the people at your company in your team

in creating a brief he will have to create a brief and you can see some stuff are predefined uh some notes

the intents the article title here you can have a focus with you on the competitor. You

can generate with AI your title. So

yeah, all different helpers. Again, I

I'm we don't have time to deep dive into the content brief tool. I just give you some uh highlevel overview and really fast overview, but you can basically

build up your outline, your brief. You

have all the data that need to be filled. So you miss nothing. The key

filled. So you miss nothing. The key

part is the outline. You can also again see the competitor. You can see all the headings. You can click on them to add

headings. You can click on them to add them to your brief. You can use AI to generate a brief. It will analyze the SER. It will

SER. It will understand your competitor to basically come with suggestion.

And what you can even do is um is to source a specific format. So you can inject prompt into uh make a specific format. So you can

influence the output and here you can see the influence the output is a bit different. So it's quite cool quite

different. So it's quite cool quite complete. I will stop that. I just hit

complete. I will stop that. I just hit in finish. So you can see uh you can

in finish. So you can see uh you can build uh outline. Obviously you need to add your own stuff or also but usually when I do an outline I always start with

AI one and then I will check my competitor and finish it. you have more data, most question topics to include and so on, competitor

analysis and other blogs about me, about anything. And then you can share that

anything. And then you can share that with your um with your team or with your writer. It will it will it will um you

writer. It will it will it will um you will have um public view of the brief.

And here you see a nice brief that is super complete. I'm going super fast. We

super complete. I'm going super fast. We

only have seven minutes and I still have things to show you but you can see basically with through you have from end to end the process until the brief creation also next year there will be a tool to help you create content directly

from through right now it stop at the brief you can use a brief to feed your uh AI engine or to work with a writer a human writer or both.

All right where are we in the article?

So yeah also when you create a new page obviously for green field content create direct the brief analyze competitor optimizing exiting pages we saw it now

the last point is going beyond uh keywords okay um we saw that we can also filter based on

let's say uh a overview forum we will we will find this we will check this first case repurposing your content into conversation

So now if I go back to the main view, I select AI overview and forum

and I need to reset the filter because AI overview and forum and what was the example? So I just follow the same one. It was how to

create market automation. So here how to create market automation is about I guess workflow.

So here as I said now let's check the conversation around that. If you click on SER features and forum now you will see all the forums that were on the SER

for this different for the set of keywords you will see all the forums that speak about this different topic this topic and you can directly maybe

join a forum discussion and speak about here speak about workflow it was the real related topic right so you can maybe engage naturally in the conversation dropping to some extent

your brand name or explaining how to set up market automation workflow. So you

have directly all the list of forum where you can have an impact. So this is something quite cool I guess because you can go beyond uh that and even reuse

your articles, summarize your article and make it in a way that is really let's say a conversation in in a forum.

Then another case is finding videos. As

I said, creating related videos. I

really recommend and this is something I will do more and more next year is uh coupling an article with a video.

Meaning you create an article and you make the associated video or vice versa.

You start with a video and then you make the article from the transcript. It's

also some strategy that you can do because you will figure out as well um here easily clusters or let's say topics where a video is needed. So now let's

say upspot versus me mark information here. It can be a good a good uh new

here. It can be a good a good uh new content for us. You see I'm not ranking.

I'm not ranking. So it means that it's a green field. No brainer. If I would be

green field. No brainer. If I would be active campaign, I will write something about hub swap. Mailchimp and I will put active campaign inside obviously. But

also I can do a video and uh lead to my website. So quite important because this

website. So quite important because this this um cluster here uh have a video and

if you click on um on the surf features on the video you will see here well there is a little bug with the thumbnail but you can see the top videos here and um and you can see that yeah there

display seven times here the different videos so it's quite important over 11 keywords. So here again joining YouTube

keywords. So here again joining YouTube and your content you it should be something more and more important for AI overview for LLM because yeah they will use you you know that they also look at

these sources and especially AI overview they look at YouTube video clearly.

So yes um these are two little tips. Um

I will show you this article so you can download uh everything and the last three minutes a little tip

if you go back to the step number one where I told you that with through you can also extract keywords and get longtail questions. I will show you how.

longtail questions. I will show you how.

Basically if you go back to your report this is export that I've done few minutes ago there is a tab keywords this is all my

keywords that was the initial input for through okay and for every single keyword through extracting people also ask that you can find under the

questions tab so you can find for every single keywords you will have the related paa and also through it's grouping them So uh you can see what are

the most important PIA. But basically my point is that here we have 400 keywords and we should have at least 1,000 questions related to our topic. Okay, 1,000

questions related to our topic and also related searches which is uh also good because related searches are uh often commercial terms and so here you have a

lot. So what you can do basically you

lot. So what you can do basically you can do a first keyword clustering and expand expand uh expand this list um uh

your initial list with question and and rel searches and then you reccluster again. Maybe I was a bit too fast here,

again. Maybe I was a bit too fast here, but don't worry. There is a video about that

don't worry. There is a video about that as well on the YouTube channel and I will show you uh this video

that is here.

Uh yeah, also way to find prompt basically is this one. Check this class video. I show you how you can basically

video. I show you how you can basically extract longtail and prompt with flu and use them in the clustering or use them

uh in a AI monitoring tool like through because through also provide you AI monitoring tool. So yes.

monitoring tool. So yes.

All right. Um cool. I mean quite packed.

Uh it's one hour now. Uh let me know if you have any questions. Um but we went through everything what I wanted to tell you and I wish you all the best to start 2026

uh and creating great content right to rank on AI search. Have a nice day, evening. Bye-bye.

evening. Bye-bye.