Predictive SEO is about analyzing data to find topics that will potentially grow in popularity in the future. As an SEO practitioner, you can use the analysis to figure out which content to refresh and what kind of new content you should create. If the content is written well, you can almost guarantee a ranking in SERPs.
Benefits of Predictive SEO
Using predictive SEO you will be able to achieve the following things:
- Profile and visualize user behaviour.
- You can target the right user at the right time.
- Implement better content creation strategy.
- You can anticipate and meet user needs quickly.
- Boost rankings for relevant search terms.
- You’ll be able to generate more traffic and conversion for your website.
So, you can choose topics that are predicted to perform well in the future and drive traffic. Therefore, you should plan to write and refresh content in advance before it becomes popular. Predictive SEO basically helps you gain an edge over competitors by providing updated content that is valuable to users.
How to Find Content to Improve
1. Conduct Content Audit
The first thing you need to do is conduct a condensed content audit to help you determine whether you are achieving your goals with the content you have. With this analysis, you can begin improving existing content.
Plus, a content audit will help you get insight and actionable ideas to inform future content. There are several tools to use for a content audit, like the SEMrush content audit tool.
2. Assess Your Content Assets
Once you have a list of existing content, you then need to start assessing the pages you think should be updated, those that need to be left alone and pages that need to deleted. Your content needs to achieve the following goals:
- Rank for high search volume keywords.
- Offer the best user experience.
- Increase audience engagement.
Good content should be able to achieve all three of these goals. If any of your pages don’t achieve at least one of these goals, then you should think about either deleting the content or optimizing it.
3. Review Content That Once Performed Well
It’s quite likely that if content performed well before it can perform well again. The first thing you need to do is search for the keywords that the page was ranking for to see if people are still searching for those terms.
If those search terms are still popular then look at recent blogs and pages from your competitors to see what new information you can add.
4. Conduct Predictive Analysis to Find Opportunities
Opportunities to update your content may not always be obvious. There may be conversations around a specific topic that you may not be aware of. So, predictive analysis tools can scan a lot of websites to give you an idea of what people are talking about at the moment.
You may get topical ideas concerning the content you already have. There may also be new information that may make your content relevant again.
Restoring Traffic vs. Protecting Traffic
There is a difference between restoring traffic and protecting traffic. Restoring traffic refers to traffic that you have already lost. So, when you restore traffic you are fixing issues associated with the drop.
While protecting traffic refers to restoring traffic that you have not lost yet. Protecting your traffic provides you with the ability to protect or increase your traffic before you need to restore it.
When you protect your traffic, it means you are taking action sooner than later to leverage your content for good SEO ranking in the future. It’s easy to see a drop in rankings through content performance than to react to it.
How to Predict Falling Traffic
The best way to predict falling traffic is by using SEO tools like SEMrush and Serpfox. Look at the keywords your pages are ranking for then assess their position. Follow their trendline to detect whether the rankings are dropping or not. When you pay attention to the trend of keywords you may be in a better position to protect your traffic before it drops off.
Tools to Use for Predictive SEO
1. Google Analytics
You can use Google Analytics with Search Console to monitor how your site appears on Google. When you use Google Analytics and Search Console you can be prepared to project your traffic by identifying trends by seeing what has been working and what has not been working. You can also see what has continued to work.
2. Exploding Topics
This keyword research tool will provide you with topics and keywords that are rapidly growing but haven’t become popular yet. The tool finds trending topics and helps you develop content based on those topics. This allows you to stay ahead of the competition by addressing a topic first.
This tool helps with studying what users are searching for and provides you with top-performing content from your competitors.
4. Moz Pro
This tool helps with providing a comprehensive report of your site’s performance. You can also see where your website ranks and what your domain authority score is.
Morphio predicts SEO trends by identifying search abnormalities (exceptions). You will also be able to see your daily rankings compared to your competitors.
6. SEMrush Content Audit Tool
This tool helps you see which pages on your site are performing well and which aren’t. It directs to content on your site that you need to rewrite, optimize or delete.