Data Zen SEO Content Strategy

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Data Zen SEO Content Strategy

Data Zen SEO Content Strategy

Keyword Research

Data Zen Keyword Research

This section is an introduction to, and overview of, our keyword research – presented in the Keyword Research Google Sheet linked above, and embedded to the left (if you’re on desktop).

We’ve narrowed our keyword research to a little over 500 keywords and search terms (including variations). These are less than 10% of the search terms that your competitors are ranking for. We believe the remaining 90% were not relevant to Data Zen, so we didn’t include them.

We’ll explain why your competitors are ranking for so many irrelevant keywords further down.

I’ll also briefly provide some conclusions and suggestions for the best approach to SEO for Data Zen. However, the bulk of my suggestions will be covered in the

SEO Content Strategy Roadmap⁠

You can watch the video guide to the research below (also included on the Google Sheet).

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Key Takeaways

Data Zen is not ranking for any keywords yet. Significant work is needed to change this.

The BI content space is crowded, but competitors are all following an outdated, “quantity over quality” approach to B2B content.

There are opportunities for Data Zen to break through by doing something completely different. Focus on personality, thought leadership, and unique content to stand out.

Local SEO tactics (ie, a Google Business Profile) will provide a huge boost to Data Zen’s overall search presence.

There is $2m+ ARR potential from SEO, but it will require aggressive investment. Even conservative SEO investments could generate $300,000+ ARR.

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Current Keyword Status

The current version of Data Zen’s website does not rank for any organic search terms. Obviously, this will change as you invest in SEO, content, and other channels. However, some technical errors and page structure issues may be contributing.

Expect to see keywords populating in the first 1-3 months of an SEO campaign once the technical errors outlined in the

Technical Audit⁠

are addressed.

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Screenshot from Ahrefs

Screenshot from Ahrefs

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Keyword Opportunities

Our keyword research and revenue projections show that Data Zen is entering a highly competitive SEO landscape.

However, there’s good news:

All your top competitors are following the same tired B2B SaaS content model: lots of ToFU, educational content, publishing at high frequency to index for as many keywords as possible, written by anonymous freelancers (or AI).

There’s almost no differentiation, personality, or meaningful investments in thought leadership and branded content.

This has left significant gaps to create more interesting BoFU content and indepth industry analysis.

The potential ROI from SEO and content is significant. We estimate an additional $300,000+ in ARR for Data Zen at the low end, and $2M+ at the high end.

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Screenshot from Keyword Research

Screenshot from Keyword Research

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Below is a sample of relevant keyword clusters we feel Data Zen can target and rank for, potential approaches to content for each, and the potential return from pursuing these keywords.

Keyword

Monthly searches

Difficulty

Notes

what is business intelligence

5,000+

Create lots of ToFU content, focusing on long tail variations (marketing, e-commerce, etc.)

“business intelligence consulting” & similar

7,000+

11 (avg)

Use local SEO, directories, and Google Business Profile to rank for related keywords. On-page SEO and content will help too (ie, about section, services pages, etc.)

”BI tools" & similar

25,000+

Rank for keywords, creating listicles and similar content. Use as lead gen by demonstrating complexity, software bloat, and price of all these tools combined vs. Data Zen dashboard

power bi blog

1500

Create a Power BI-focused company blog; lean into domain expertise and passion to position Andrew and the team as relatable experts within the Power BI community; funnel readers in sales pipeline, email, etc.

power bi dashboards

4,000+

Product and landing pages

Total Monthly Searches

42,500

Total Annual Searches

510,000

Potential ARR (Conservative)

$550,800

There are no rows in this table

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Competitor Analysis

Initial competitor analysis identifies some trends:

Competitive: The business intelligence and analytics space has lots of players with big budgets to invest in content marketing. Data Zen will need a unique angle to stand out.

Quantity vs Quality: Most competitors are following the typical B2B SaaS content model. They’re publishing content on anything vaguely related to BI in the hope of ranking for 1,000s of search terms and converting tiny numbers of visitors into leads.

Examples:

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https://www.knowi.com/blog/data-visualization-for-effective-communication/⁠

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https://www.polymersearch.com/blog/looker-vs-tableau⁠

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https://supermetrics.com/blog/ga4⁠

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https://blog.coupler.io/how-to-export-data-from-instagram-insights/⁠

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Outdated: B2B buyers and internet users are aware of this approach, and according to many surveys, tired and distrustful of it. They’re looking for some fresh, thoughtful, and more focused on their needs than gaming Google’s algorithms.

Generic: There is very little to differentiate one competitor’s content from another. They’re all writing the same content and trying to rank for the same keywords. Very little of the content they publish has unique insights, personality, or voice.

Takeaways:

Data Zen should focus on MoFU and BoFU content, thought leadership, founder-led blog posts, interviews, and other interesting content.

These can easily be repurposed across social, email, and other channels.

Build a unique brand with a strong personality and voice, possibly connected to Andrew at start, that stands out from the typical B2B SaaS business intelligence approach.

Create “build in public” style content to strengthen that brand and further differentiate.

Publish unique white papers, reports, and similar to attract audiences, links, and digital PR. Your competitors won’t be able to replicate that content without directly copying you and stealing you content.

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How to Use the Keyword Research

Keyword research is more than just a bunch of search terms you assign to blog posts and hope for the best.

You can use it to design your website, plan budgets, and much more.

With that in mind, here’s how to get the most from your

Keyword Research Doc⁠

Revenue projections: Adjust the financial figures based on your internal metrics, and decide how much budget you can allocate to SEO and content based on the potential ARR.

Keyword sheets: Use these to plan content clusters, blog post topics, product & landing pages, copywriting, and much more.

Collaboration: Your team can manage and deploy every keyword across your website, comment, and updat statuses. No need to build another environment.

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Methodology

Initial Research: We took insights from our Content Strategy Workshop, Data Zen's team, existing content performance, and competitor analysis to identify initial keyword ideas.

Keyword Expansion: Using Ahrefs, we expanded our initial list by exploring related search terms, synonyms, and questions your potential customers are inputting into Google.

Search Intent Analysis: Each keyword was then categorized based on volume, search intent, sales funnel depth, and other metrics to ensure we identified keywords across the buyer's journey.

Competitive Analysis: We analyzed the keywords your competitors are ranking for, identifying gaps and opportunities to differentiate Data Zen's content and SEO approach.

Keyword Prioritization: Keywords are color-coded based on the opportunity each one presents to rank in front of your ideal customers, and the most appropriate content to maximise ROI.

Revenue projections: We used some basic search performance and internal revenue metrics to assess to the value of the entire organic search environment, to guide your decisions on prioritisation, budget, and resource investments.

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Key Takeaways

Current Keyword Status

Keyword Opportunities

Competitor Analysis

Takeaways:

How to Use the Keyword Research

Methodology

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