Thread by @darth_na

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:: Crowded Content ::

In many cases, there are competitors for topic(s) you want to target

You have several options:
1) Find terms that aren't competed
2) Find terms that are weakly competed
3) Provide more value
4) Produce multiple inter-supporting pieces

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#SEO #Content

https://twitter.com/RahulMarthak/status/1670423848783691777

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: Non-competed :
This is often harder than it sounds.
It's also complicated by semantic-clustering.
(the "exact" phrase may not be competed, but there are likely umpteen variations that are!).

Further, in the vast majority of cases,
these will be (very!) low volume

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: Weak competition :
The problem you'll often find here is that they are often a mix of both low-volume and low-value terms.
(It's logical - it's not like people will ignore high-value, high-traffic terms :D)

You'll have to cover many to make it worth while.

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: Greater value :
If you're going to compete, go in swinging!
(No! - I'm not advocating copying competitors and throwing in a few extras!)

You can:
* go deeper
* go broader
* provide more data points/info
* more suitable language
* easier consumption
* diff. medium

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: Multiple pieces :
Fight smarter (and harder :D).
Build up a topical/relevance stack - produce content for different stages of the journey, cover from multiple pain points, produce for different "roles" and tasks etc.
Interlink and maximise topicality!

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Sadly - there is no single "best" approach,
it depends on the market/SERPs and your resources (inc. topic knowledge/content creation skills).

But - the more of those things you do,
the greater your chances of winning "something"
(be it higher or newer rankings/traffic)

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But you do need to factor in costs.
Sometimes, the "low hanging fruit" is actually cost-inefficient (the time/effort/cost to target those terms doesn't really pay off (for a long time!)).

So prioritise based on value/return to the business,
and balance against "ease".

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Also factor in what strengths you already have
(stronger ranking pages/terms, with higher quality/converting traffic, that produce more revenue (margin or ad-views/affil.clicks etc.)),
and see if you can leverage those more/better,
and build upon those foundations.

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And don't forget - stacking isn't uni-directional.
You can stack with different mediums
(text, image, video, audio, slides etc.),
and with different content formats for different audiences
(interviews/perspective/news, data/research edu/guide, comparison/review etc.)

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If all of that is a bit of a muddle for you,
try picturing a fruit tree.

Big, juicy fruits at the top,
lower down tends to be smaller, less juicy.
One side of the tree produces more than the other.
Some pieces are withered, bug-eaten etc.

Pick with care :D