SEO

SEO: 9 Content Optimization Tools

Contextual relevance in search engine optimization refers to how the content on a website aligns with searchers’ words and phrases. It is one of the strongest ranking factors. However, figuring out what the content should be relevant to and then optimizing that content is difficult.

Fortunately, technology can help. The nine content optimization tools below will take you from keyword research to written word to optimized copy.

Holistic Content Tools

seoClarity, Searchmetrics. These two leading enterprise SEO platforms offer extensive content and optimization features. Each uses its own proprietary, artificial-intelligence-based algorithm to understand searcher intent based on a keyword or set of keywords.

Both platforms are available on a monthly subscription, which varies in cost according to the number of domains and a couple of other data points. But you can expect to spend in the low thousands per month.

The tools offer a complete solution. It starts with identifying which pages on your site need to be optimized for the keywords and phrases you’re trying to target.

Both platforms offer a suite of SEO tracking features — from rankings and visits to revenue — assuming you connect your web analytics. Then, based on their SEO performance tracking tools, the platforms identify the pages to optimize first.

Optimization begins with keyword research. Instead of using the Google Keyword Planner, both tools incorporate keyword data directly into their toolset. Each keyword is assigned an intent and a universe of contextual phrases that contribute a broader meaning based on analysis of competitors already ranking well for that keyword.

The most helpful part, however, is the writing interface. For seoClarity, the interface is called “Content Fusion.” It’s included in the monthly subscription. seoClarity offers a free, two-week trial.

“Content Experience” is the interface in Searchmetrics. It, too, is included in the monthly subscription. Searchmetrics does not offer a free trial, however.

Both tools offer a space to optimize your page of content or to write something new — visualize a slimmed down Microsoft Word document with light formatting features, such as font size and bold text.

The tools compile a list of keywords and phrases alongside your writing space so that you can choose to incorporate them if they flow naturally in your text.

As you use the keywords in your copy, the tools count the number of occurrences for each keyword and give you an indication of whether you might be under- or over-using them based on the competing ranking pages. They even include measurements of your writing quality.

Content Data Tools

Content data tools provide info about what’s on your site, but they don’t provide assistance on the hardest piece of the puzzle: the actual optimization of the content.

They do, however, identify data that can help you determine which content requires your attention based on the keywords and phrases you want to rank for and the pages tied to those keywords.

Moz Pro On-Page Optimization is included in the Moz Pro subscription, which starts at $79 a month. Moz also offers a free trial.

BrightEdge ContentIQ is included in the BrightEdge subscription cost, typically in the low thousands per month. BrightEdge does not offer a free trial.

SEO Writing Tool

Copywritely. Concentrating on measurements such as uniqueness, grammar, readability, and rhythm, this writing tool includes a measurement for keyword stuffing. However, the measurement is apparently a guess of what the keywords for the page might be, and “stuffing” seems to be defined as pure repetition.

In addition, Copywritely’s “SERP Checker” pulls a list of basic metrics and keywords from pages that rank for the keywords that you specify. Again, these are based on pure repetition of words and phrases on the pages that rank versus the AI-based, deep-learning methods of seoClarity and Searchmetrics.

However, the price is much smaller. Copywritely is available as a standalone tool for a one-time cost of $45, or on a monthly subscription starting at $17 for basic features and $79 for the full product.

Copywritely offers a free trial for five users.

General Writing Tools

There are a host of tools that improve spelling, grammar, style, and tone. These tools improve your overall writing skills, beyond SEO.

Ginger integrates with Chrome and Safari to optimize browser-based email, instant messaging, Google Docs, and social media — all for free. Upgrade to Microsoft Office integration for $10 per month.

Grammarly is similar to Ginger. It offers a free integration with Chrome as well as iOS and Android keyboard apps. You can upgrade Grammarly to include Microsoft Office integration for $15 per month. Grammarly is more polished than Ginger. It includes a plagiarism checker and stronger documentation.

WordRake is an automated copy editor for Microsoft Office and Outlook. WordRake does not offer a browser-based version. With a traditional copy-editing markup feel, WordRake offers the spelling and grammar features already found in Microsoft products. Pricing starts at $129 per year, with a one-week free trial.

MindMup. Sometimes we all need help dumping everything out of our brain and into a clean space, to organize. MindMup — yes, “Mup,” not “Map” — provides a visual, interactive space to do that. Type in some thoughts and then drag and drop to connect ideas, add images, and create relational groups and outlines. Or just experiment until ideas pop to the surface. The basic tool is free. This one is a must-try.

Jill Kocher Brown

Jill Kocher Brown

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