Does a writer really need software to tell them how to write in order to rank higher in Google? Content analysis software and services provide information about your content that can help you make better content decisions as well as identify potential issues.
The software draws attention to the models. But some programs aggregate the top 10 or 20 SERP positions, leading to inaccurate conclusions.
The reason for this is that search intent can vary within the top ten search results. Different search intent means that a phrase may require different answers. So the keywords for the first two or three positions may be different from the next few positions.
Aggregating content analysis across sites that serve different search intents can result in less useful information.
SERP content analysis software used in local search SERPs can provide useful information. This makes sense since many of these slightly competitive spaces tend to have more homogeneous search results, where the words associated with search intent are fairly uniform.
Correlations and models
Patterns discovered in SERPs, like any other statistical patterns that can be discovered in SERPs, do not necessarily correlate with actionable data.
A pattern of using the title tag in the SERPs for a particular keyword phrase does not mean that the pattern contributed to rankings.
Patterns exist everywhere. It is therefore good not to attribute too much meaning to them. The reason why sites rank in the SERPs is due to several ranking factors.
Useful content that ranks
Content is considered the most important ranking factor. Yet links also play a powerful role. Images, user experience, site speed, all these factors work together.
In my opinion, content analysis software is useful. They can alert you to misuse of words. They can also identify poor grammar or overly complicated sentences. It works together to help make our content more useful. It’s not automatic. You should always look at the stats and suggestions and make up your own mind about it.
Keyword analysis and TF*IDF
Keyword analysis and Term Frequency*Inverse Document Frequency tools can give you statistical insight into your content. They show you what words are used on a web page and how often.
TF*IDF does not, in my opinion and the opinion of othersgives you actionable competitor insights to help you rank better.
This type of analysis can be used on competitor pages to understand competitors’ word usage patterns. But don’t use it as an SEO tool in hopes that mimicking word usage will help you rank better.
For example, if your content unintentionally loses focus and begins to focus on a topic that is irrelevant to the phrase you want to rank for.
Keyword and content analysis software can help you spot patterns of word usage on your own web pages that may be unwanted. These tools can reveal patterns of word usage that are not visible when simply reading.
Staying focused on a topic is especially important for long documents over 2,000 words. Long web pages tend to be repetitive or suffer from topic drift. Topic drift means that an article that discusses one topic begins to encompass other topics.
Grammar checker software
Reading scores and good grammar won’t necessarily help you rank better. But easy-to-understand content tends to be easier for an algorithm to understand, in my opinion. And if the content is easy to understand, you’re more than halfway to satisfying the most users.
Does Content Writing Software Help Rankings?
Some content writing software services use deep learning neural networks to generate content strategies based on the analysis of billions of web pages. That’s not what I’m talking about.
This article is about web page analysis for your own pages and those of your competitors. I don’t believe they will show you patterns that reveal what Google is doing. But they can help you write better content that’s easier for users and algorithms to understand.
When writing content, it’s important to write for users, not keywords. It’s not always about creating the most in-depth content. It’s not about bothering with keywords on a page.
In my experience analyzing keyword phrases and SERPs, it is no longer about matching keywords to a web page. It’s often about understanding the question the user wants answered and writing content that answers it.
Analyzing competitor content can sometimes better help you understand how your own content may be inadequate to meet user intent.
Sometimes it can be useful to think about how the user requests a product. Are users specific about what they want? Do they mention sizes or brands? This is where writing to the user and not the keyword, in my opinion, results in better rankings.