"I am conducting keyword research for a client in the ESG industry, looking at terms like ESG reporting software and ESG reporting solutions. As I analyze the search engine results pages, I notice a variety of intents among the top ranking pages. There are product pages, 'Top 10 ESG Software' blog posts, FAQ pages, and image packs in the top 10 results. I currently have a product page, but I am considering creating a 'Top 10 ESG Software' blog post for this keyword. How would you decide which type of page is most suitable to target this keyword?"
To determine the most suitable page type for a mixed-intent keyword like “ESG reporting software,” consider the following factors:
1. Analyze Search Intent:
- Informational: If a significant portion of searches are driven by users seeking information (e.g., “What is ESG reporting?”), a blog post providing comprehensive insights could be beneficial.
- Transactional: If users are actively searching for solutions, a product page showcasing your offering might be the best choice.
- Navigational: Users looking for specific resources (e.g., “ESG reporting software comparison”) could be targeted with a landing page comparing different options.
2. Competitive Landscape:
- Examine the Top Ranking Pages: Identify the dominant page types (product pages, blog posts, etc.) and the specific content they offer.
- Assess the Strength of Competitors: Determine if you can create content that surpasses the existing offerings in terms of value and authority.
3. Content Strategy Alignment:
- Existing Content: Ensure the chosen page type aligns with your overall content strategy. If you already have a blog with established authority, a blog post might be a logical extension.
- Target Audience: Consider the specific needs and preferences of your target audience. Are they primarily looking for information or solutions?
4. Keyword Variations:
- Long-Tail Keywords: Explore specific variations of the keyword, such as “best ESG reporting software for small businesses,” to understand the underlying intent.
5. Data-Driven Insights:
- Search Console Data: Analyze search query data to understand the specific terms users are using and the intent behind those queries.
- Analytics: Monitor the performance of both your existing page and any new page you create to measure their effectiveness.
Ultimately, the most suitable page type depends on a combination of these factors. While a “Top 10 ESG Software” blog post could be a good approach to attract informational searches, a product page might be more effective for capturing users actively looking to purchase a solution. By carefully analyzing the data and considering the factors above, you can make an informed decision that aligns with your overall business objectives.