Why Ranking Content Quality Analysis (RCQA) Sharpens Your Keyword Research – Here’s Why #207

Which keywords should get first priority in your SEO campaigns? Which will bring the quickest wins (and which will be the biggest challenges)?

In this episode of the award-winning Here’s Why digital marketing video series, Eric Enge explains how a Ranking Content Quality Analysis can help you answer those questions and shows you how to perform one.



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Transcript

Mark: So Eric, what is a ranking content quality analysis or RQCA?

Eric: Boy, that’s a mouthful.

So, the basic concept is to actually see what Google thinks of your site by going through the process of pulling all the keywords that you currently rank for and doing an Ngram analysis around the words in those keywords. That sounds like a mouthful too! But you might actually end up seeing something like this.

N-Gram Analysis Results from Keyword Analysis for Search Ranking Purpose

Mark: Okay. So why is that helpful?

Eric: It tells you what types of queries you’re most likely to rank for based on the words that you see in these queries here, and you can use this to prioritize your SEO campaign efforts going forward.

So, let’s say you have a sports site, and you want to rank for some specific college basketball related terms. I’m just making the example up here. If you’re currently ranking for many pro basketball related terms but not many college ones, achieving your goals might actually be pretty challenging.

Mark: How do you do that analysis?

Eric: You take your Ngram analysis below, and you look through that to see what phrases you rank for, and actually each of the individual words in those phrases.

In this particular example we’re showing right now, the analysis shows a high volume of keywords ranking with the word “green” in them. I’m obviously not doing a college basketball example. But note the far smaller number of instances that contain the word “blue” in them.

This suggests that it will take far more effort to rank for new blue-related terms–just because Google hasn’t quite bought that for your site yet–than it will be to rank for new green-related terms. And if you’re looking for easy wins then this can actually tell you where you should focus.

Mark: So does that mean you don’t pursue those blue-related terms at all?

Eric: No, not necessarily. It might be strategic and very important for you to consider chasing those terms anyway. But the big insight from an RQCA analysis is a better appreciation for how much work it will take you to win on those terms.

Mark: Thanks, Eric.

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