Welcome to another insightful week with The SEOs Diners Club newsletter. Leveraging over a decade of SEO expertise, I aim to distill the week's most critical developments into a concise read that won't take more than ten minutes of your time. Let's dive into the insights that matter.

1️⃣ The Power of Content Gap Analysis in SEO

Discover the importance of content opportunity analysis in SEO strategies; learn how to outperform your competitors.

This week, we will cover the importance of doing content gap analysis, a fundamental part of our SEO strategy, and how to do it. This is one of the keys to stand out in a competitive market and better meet the needs of your target audience.

What is Content Gap Analysis?

Content opportunity analysis is a process used to identify areas of existing content on your website that are missing or underperforming compared to your competitors or market standards. This analysis helps you improve your content strategy to increase your SEO visibility and meet the needs of your target audience.

Best Tools for Content Gap Analysis

Tools such as Semrush, Ahrefs, and Google Search Console stand out for this analysis. Semrush offers insights into competitors' content strategies, while Ahrefs' Content Gap feature helps you discover keyword opportunities. Google Search Console allows you to identify topics that may be weak or missing in your existing content.

How to do Content Gap Analysis?

Doing the analysis is simple: Enter your URL and the URL of one or more competitors and run the analysis. The more complicated part is choosing the right competitors and interpreting the results. For e-commerce sites, this method is particularly effective.

The Importance of Content Gap Analysis

In 2024 and beyond, content opportunity analysis does not mean copying your competitors or stealing their strategies. A practical content opportunity analysis will help you develop your content and keyword strategy to meet the needs of your target audience and improve search engine results.

1. Helps You Create Better Content

Evaluating the market helps you identify content ideas you may not have considered and assess which ones will be most successful. This saves time and effort and enables you to create content that delivers results.

2. Continuous Improvement

Regularly reviewing your content compared to the articles or pages your competitors publish or develop will help you make changes over time.

3. Better Meets Needs and Intentions

By analyzing keyword gaps and missing topics, you can discover where you are overlooking the needs or intentions of your potential customers.

4. Demonstrates Your Expertise

The more you write about a topic, the better you can demonstrate your depth and breadth of knowledge and expertise.

5. Build Stronger Content Clusters

Covering a topic in more detail across multiple pieces of content can help you keep users on your site longer and cover different user needs in your sales or lead generation funnel.

Content opportunity analysis ensures you don't miss meaningful opportunities and traffic. By using it wisely, you can create content that enhances already ranking content and showcases your experience and expertise.

Consider how content opportunity analysis can affect your SEO strategy and discover how to improve your content using this method.

2️⃣ Google's New SGE & Generative Summaries Patent for Search Results

Explore the implications of Google's SGE and the US11769017B1 patent on content marketing and SEO strategies.

I want to share Google's US11769017B1 patent on "Generative Summaries for Search Results" and its implications for SEO professionals.

What is the US11769017B1 Patent?

This patent describes a method of generating summaries of search results using large language models (LLM). By understanding the context and content of web pages, these models can generate concise and relevant summaries. By redesigning the search results page, it offers AI-powered overviews and links to more information for more complex queries.

Relationship with Google SGE

Using LLMs, Google SGE can create AI-powered snapshots for queries. This gives users ways to understand and dig deeper into a topic immediately. These snapshots are supplemented with links to high-quality web sources to provide credibility and breadth of information, not just pieces of information.

Key Takeaways for SEO

• Adapting Content Strategies:

Integrating generative AI into search signals a shift towards more nuanced and contextually rich content. SEO strategies should prioritize content that aligns with these AI-powered summaries.

• Comprehensive Content Production:

Create content that covers topics comprehensively and answers users' most important questions. This holistic approach increases your chances of being featured in AI-generated summaries.

• Explicit and Contextualized Content:

Easily digestible and contextually rich content may be preferred by LLMs for summarization.

• Speech Queries and Voice Searches:

Optimize your content for conversational queries and voice searches beyond keywords and phrases.

• Reliability and Authority:

With SGE's emphasis on trusted sources and E-E-A-T's latest updates, it is vital to increase the authority and credibility of your content. This includes citing reputable sources and providing factual accuracy.

Follow Generative AI and Search Trends:

Keep up with generative AI and search developments, test the latest updates to SGE's Labs, and evaluate how these changes may impact search behavior. Adapting quickly to these changes can provide a competitive advantage.

• Multiple Content Formats:

Creating multiple content formats, including text, audio, video, and images, can increase your visibility across different generative search experiences.

• Understanding the Intent Behind Search Queries:

Align your content with the likely intent of search queries, as the SSI will prioritize content that best matches user intent.

Google's US11769017B1 patent and ongoing experiments with the SGE signal a shift toward more AI-driven, contextually aware search experiences.

For SEO professionals, adapting to these changes is critical. We need to make our content more comprehensive, clear, and authoritative to adapt SEO strategies to the new structure of Google's search algorithm.

We should also optimize our content based on users' conversational queries and search intent to increase visibility and engagement in search results in Google's SGE (Search Generative Engine) era.

3️⃣ Google Improves Search with Organization Metadata Support

Google is expanding its support for enterprise metadata to enrich businesses' knowledge dashboards with more accurate business details.

Google is expanding its organization's structured data fields to improve search results. This update will allow businesses to provide more information about themselves in search results.

Main Changes:

• Expansion of Structured Data Fields: Google has started supporting more organizational structured data fields, such as address and contact information. This allows for more organizational details in knowledge panels and search results.

• Improvements to Knowledge Panels: With this update, companies can showcase company details in knowledge panels and visual elements of search results.

• Logo and URL Markups: Since 2013, sites have been able to use "logo" and "URL" markup to display and link to their logo in search results. Google will allow sites to add more information, such as name, address, contact information, and business identifiers.

Improvements Needed for Websites

• Existing Logo Markups: Sites with logo markup don't need to change anything; Google will continue to recognize them. However, Google recommends adding new corporate domains if appropriate.

• Local Businesses and Online Companies: Local businesses should use both local business and corporate markup. Online-only companies should use the "OnlineBusiness" subtype of the business markup.

Looking Ahead

These additions aim to help businesses and organizations help users find the correct details in Google Search results. Additionally, as Google expands its structured data capabilities, previously unsupported markups may become eligible for custom search features.

This update also demonstrates why it may be beneficial to implement structured data markup so that sites can take advantage of future enhancements as Google's search systems gain the ability to process and display new types of structured data.

4️⃣ Marketing with Artificial Intelligence - Planly

In the webinar we organized with Planly this week, we talked about marketing with artificial intelligence.

On November 30, 2023, at 17:00 Turkey time, we organized a webinar titled "Marketing with Artificial Intelligence" with Toghrul Samad from the Planly team, which was founded by a young and successful Azeri team and is a serious alternative to social media sharing tools. I wanted to share my presentation at the webinar for those who missed it. You can access it via this link.

5️⃣ ContentGo AI: Content Revolution with Artificial Intelligence

ContentGo AI is a new AI-based platform that saves time with bulk content generation and SEO optimization.

ContentGo AI, developed by ContentGO, is a new platform that offers AI-based content production services.

This service, which provides excellent convenience for professionals working in the field of SEO, offers a practical solution, especially in accelerating content production and increasing quality.

The services and integrations offered by the platform are designed to make users' content creation processes more efficient.

Highlights of ContentGo AI

• Diversity: It offers a wide range of content, from blog posts to product descriptions.

• SEO Compatibility: SEO-compatible templates help you rank higher in search engines.

• Bulk Content Production: It helps you produce multiple content quickly and efficiently simultaneously.

• High Quality: It can produce high-quality content even on technical and niche topics.

• Keyword Analysis: Analyze your content with effective keyword and SERP analysis.

Platform Integrations of ContentGo AI

ContentGo AI can integrate with the following e-commerce and content management systems:

- BigCommerce

- Shopify

- Square(up)

- SquareSpace

- WooCommerce

These integrations allow you to publish and manage your content directly on these platforms, making your content production and publishing process more effective and efficient.

I highly recommend using the trial version of the tool, which does not require a credit card:

6️⃣ Book Of The Week: “The Art of SEO” - Eric Enge, Stephan Spencer, Jessie Stricchiola

Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy.

Complete with an array of effective tactics from basic to advanced, this fourth edition prepares digital marketers for 2023 and beyond with updates on SEO tools and new search engine optimization methods that have reshaped the SEO landscape, including how generative AI can support SEO and SEO-related tasks.

Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements.

Learn about the various intricacies and complexities of Internet search

• Explore the underlying theory and inner workings of search engines and their algorithms

• Understand the interplay between social media engagement and other factors

• Discover tools to track results and measure success

• Examine the effects of crucial Google algorithm updates

• Consider opportunities for visibility in mobile, local, vertical, social, and voice search

• Build a competent SEO team with defined roles

• Identify options for using generative AI as part of an SEO program.

• Gain insights into the future of search and internet discoverability.

I hope you enjoyed this week's SEOs Diners Club.

See you next week for a new episode of SEOs Diners Club full of new information, tactics, and strategies...

Have a great week and goodbye!

Best,

Mert Erkal

👋 Hey there, SEO enthusiasts! Enjoying the insights from my newsletter? Why not fuel the creativity behind the SEO magic? ☕ Click here to 'Buy Me a Coffee, and let's keep the SEO wisdom flowing! 🚀