As a content marketing intern at 97th Floor, a large part of my job is to write optimize existing client articles. To do this, I first get keywords that have been proven to preform well from the SEO specialist on my team. Then I conduct a semantic analysis and SERP analysis for those keywords comparing competitors to the client.
The semantic analysis gives me an idea of which terms competitors use most in their related articles. The SERP analysis looks at the top 10 pages that appear for the keyword I'm researching. From these results, I look at the types of articles that are preforming well, how many keywords are used in them, and their total word count. Each of these data points guides edits that I make to the articles.
For this article, the client is a crane and rigging company. The keyword is "crane rental seattle". After conducting the research, the first thing I did was open the page source to see the existing URL, title tag, H1, and meta description. I took the existing copy and make adjustments for grammar, keywords, and user experience.
Then, I started editing the article and weaving in the different keywords and terms that I found from my research. When the optimization is complete, it is sent to the client for implementation.
If you would like to see the behind-the-scenes research and optimization, view the PDF here. You may have to request access to view this document.
