So, not sure what to do with this new tool your manager just introduced? We know you hate keywords – and we don’t blame you – but MarketMuse is not a keyword tool. It’s a platform that helps you write topically relevant content, and it’s much more intuitive than you might think.
We’ll walk you through how to create and optimize your posts using MarketMuse in this step-by-step guide:
Before you even start writing, you need to decide what the focus topic of your post will be. Traditionally, when writing SEO content you might have a target keyword instead, but MarketMuse optimizes for topics, so don’t worry so much about keywords with this process. By emphasizing comprehensive topic coverage, keyword use comes naturally.
- Analyze your focus topic
Your focus topic is going to be dictated by your content plan, so once you have the focus topic, enter it into the Content Analyzer. Here, we’ll pretend we’re writing a piece about mini horses:
Once the platform has analyzed the top-ranking pages on the web about mini horses, it will tell you some general stats that indicate the depth of that content, and gives you targets for your own content. The Content Score is a proprietary number that reflects the breadth and depth of topic coverage.
(Note: It’s OK that the URL field is empty here. That comes in handy when you’re analyzing a piece of your own content. We’ll discuss that later in this guide.)
- Get list of topics to cover and terms to use
Now, how does one aim for a high content score? Easy, just look at the list of related topics to the right:
There, you’ll get a full list of the topics you should cover with your content. You can even download the list as an Excel sheet to keep on hand while you’re writing.
Notice the little blue boxes to the right of each term? Click those to find a list of term variants, and aim to use these alternate phrases to avoid repetition and signal a depth of topic coverage:
This gives you an idea of some of the things you should be talking about when writing a post about mini horses. The idea is to write about a subject well enough that the end result has mentioned the related topics enough times to be at or above target.
- Check out the competition
Underneath your list of key terms, MarketMuse shows you a list of all the top-ranking pages for your topic term:
Often, the top results are Wikipedia pages or other pages that might not necessarily be good comparisons for you. Take a look at the list, and choose the post with the highest Content Score that would be your most likely competitor. Unless you’re actually selling mini horses, you’d probably want to read numbers 6 and 10 for this example, and use those as comparisons later.
Now, let’s assume you’ve finished a draft of your mini horse post (or you have an old post about mini horses that you want to optimize, because it’s the same process). You can see how your content scores by either:
Copy/pasting your content into the Content Analyzer, like so:
Or, you can enter the post URL in the top field:
Once you Fetch/Analyze your content for your focus topic, MarketMuse generates a report for you:
The numbers up top compare your scores and word count to competing pages, giving you a bird’s eye view of the breadth and depth of your content.
Here, you’ll really want to look at the Related Topics table, where your Mentions do not match the Target. Go back and revise your copy, adding the topics the platform has identified.
If you want to compare this piece to a specific post, just click Compare next to its URL:
Where the Competitor column is yellow, you’ll want to be sure to hone in on that topic. Also, gray areas in the Competitor column point to topics that they have not covered at all.
Those grayed areas represent low-hanging fruit. When you cover the topics your higher-ranking competitors are missing, you’re likely to eventually outrank them, assuming all other things are equal.
You can repeat this Optimize step as many times as you need until you get your desired results, and no post is ever too old to be optimized.
Congratulations on getting through this guide to optimizing your content! As a reward, here’s a picture of a mini horse, because you’ve earned it:
Need some additional help?
Send an email to Success@marketmuse.com and get in touch with one of our experts.