Rethink your approach to content.
The way search engines (and people) evaluate content has changed. Has your process?
Content success is no longer predicated solely on links.
On-page factors play a greater role in the successful outcome of content. Content strategy needs to account for this new reality. Difficulty in the age of content takes into consideration:
✅ Internal and external linking
✅ Schema for content structure
✅ Advanced SERP features
Keyword Difficulty in its current form no longer works as originally intended. Using it puts content plans at risk of underperformance.
Traditional keyword metrics are poor predictors of success.
They treat every site equally even though that’s not the case. Plus, they don’t account for the success of the individual site, its content, and the competitive advantage that it provides. That lack of personalization negatively affects any content strategy relying on those metrics.
High-performing content teams can predict ROI (and allocate resources better).
It’s much easier to demonstrate ROI when one can predict it with reasonable certainty. High-performing strategies prioritize cluster topics based on ROI and personalized success metrics.
Success factors extend to your site as a whole.
In the age of content, one page is no longer enough to rank for the most valuable topics. Building content clusters that win search traffic and create content-driven customer journeys are the way forward. Working in this manner requires up-to-date content inventories and audits with the ability to analyze content quality and topic authority at scale.