We’ve covered the main use cases for keyword research. But there’s still a type of content that doesn’t necessarily need to be driven by traffic potential: industry insights and studies.
The beauty of SaaS businesses is that they often have tons of data that can be analyzed and interpreted into industry insights. For example, one of my latest data studies is about the way Google handles title tags after one of its controversial updates:
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The study isn’t supposed to drive any organic traffic. But it is a great opportunity to get more links that can help our regular title tags article (and others) rank better on the SERPs, thanks to the backlinks it got (and will get).
We’ve published quite a few of these studies and insights. They’re without a doubt the best type of link bait content on our blog:
It’s no surprise. Claims with data or interesting findings are pieces of information that find their way into many articles.
As with the free tools, this is a type of content that a writer can’t usually produce alone. You’ll probably need help from your data science team. Just make sure that the hypotheses and potential findings truly stand out; this will help you achieve your desired SEO outcomes.
One more thing. Content distribution plays an even more important role here (as compared to content distribution for your standard articles). In the end, if there’s no search volume, then you need to actively push the content in front of people’s eyes to get clicks. Here are a few tips for that:
Plan an outreach campaign to get backlinks and/or exposure from prominent people in your niche
Promote the content using social media ads on top of the standard organic social posts that usually have limited reach
Share it with your email subscribers
Repurpose your content into social media posts, answers on Quora, newsletters, etc., and then share repeatedly
Update your internal links so readers of your other articles can click through and pages can pass their link equities