Everybody wants quick wins and in this post we explore three ways of uncovering those possibilities using Saved Views. Here we look at them from the perspective of authority, traffic, and potential.
This post only scratches the surface of what you can do using MarketMuse Saved Views. We’ve compiled dozens of different ways you can use these views in What Should I Write About?
All three views include Top Rank (the highest of your ranking pages for the topic) because it is ideal for filtering. Candidates for quick wins typically rank anywhere from the middle of the first page in the search engine results page (SERP) to the bottom of the third. But you may want to tweak that setting to reduce your shortlist to a more reasonable length.
Rank is not the only metric you can filter on – in fact you can apply a filter to any metric you choose. We’ll look at this in greater detail below as we explore the individual Saved Views.
As the title of this view implies, we’re looking for quick wins on topics for which we have decent authority. In addition to rank, consider filtering on authority – together those two metrics will yield a shortlist of quick win opportunities with high authority.
You’ll notice that Potential Traffic figures tend to be very low for anything that ranks poorly. That’s because of the unfortunate reality that few people look beyond the first page of Google results. This metric takes into account your current position and your authority as can be conservative in its determination. So if you’re currently ranking on page 50, MarketMuse doesn’t expect you to immediately hit page one after an update. Topic Volume, also included in this view, can help give some perspective in these situations.
Using this view is even more beneficial when taking into account Personalized Difficulty. This metric shows specifically how hard it is for you to rank, unlike Difficulty which applies to everyone. Both are included so you can see how much of a competitive advantage you hold. But in reality, it’s reflected in Topic Authority anyway.
If your list is still large, even after applying filters to rank and authority, using Personalized Difficulty as an additional filter can reduce the list even further. Here you’re looking for easier-to-rank situations where Personalized Difficulty is low.
Quick Wins – Traffic
This Saved View is designed to help discover quick wins based on traffic. Some of you may be interested in quick wins with high traffic, while for others it’s low traffic that’s the concern. In either case, we’ve got you covered with this particular view – just apply a filter to Organic Traffic Est.
Topic Authority is also included in this view as it reveals your competitive advantage (higher is better). You may want to apply a filter to this metric well if your list is still too long.
Although traffic is the main criteria here, we’ve also included Topic Volume to help provide some additional context.
Just like the previous view, you’ll want to take advantage of Personalized Difficulty to sort and filter. Again, you’re looking for easier-to-rank situations where Personalized Difficulty is low.
Quick Wins – High Potential
In this view we’re also looking at traffic, but in this case it’s potential traffic that concerns us, as opposed to existing traffic. Potential traffic is what you could get by optimizing that page/topic combination. That calculation includes your current ranking, traffic, and authority. Sorting by this metric is an obvious next step but you may want to apply a filter to it as well if the ranking filter isn’t enough.
Organic Traffic Est. and Topic Volume provide additional context as you evaluate each row in the list.
Topic Authority, Difficulty, and Personalized Difficulty help you to narrow in on those topics where you have the best competitive advantage (high Topic Authority) and are most likely to succeed (low Personalized Difficulty).
Saved Views, in conjunction with filters can take thousands of opportunities and shrink that down to a shortlist of only the best possibilities. You’ll want to investigate those topics further – you can click on any row in the table to do so. As you complete your investigation, add the best ones to a plan, create content briefs for them, and assign those to your writers.
What you should do now
When you’re ready… here are 3 ways we can help you publish better content, faster:
- Book time with MarketMuse Schedule a live demo with one of our strategists to see how MarketMuse can help your team reach their content goals.
- If you’d like to learn how to create better content faster, visit our blog. It’s full of resources to help scale content.
- If you know another marketer who’d enjoy reading this page, share it with them via email, LinkedIn, Twitter, or Facebook.