Creating content that is valuable and offers unique insights is a challenge.

In addition, you cannot expect to create a single content creation method that can be customized for all industries and audiences.

In this area you have to adapt and learn how to develop new techniques depending on the audience, industry and individual profession.

This is a puzzle that many SEO professionals face: what's the best way to create valuable content for my industry?

How do you identify content that offers added value in foreign industries in which you have little or no experience?

1. Content offers value and unique insights

The identification of content that offers value and uniqueness can only be done through a thorough analysis of the competitors.

This can also be done with other methods, e.g. B. with Python to break down the SERPs. However, this would go beyond the scope of this article.

I suggest doing this check manually.

How to check

Enter your keyword on Google and review the 10 best organic competitors you will find.


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Provided that Screaming Frog is not blocked, we can identify this type of content through quick Screaming Frog reviews.

Drag Google's competitors and add them to a list in Excel.

Perform a screaming frog crawl on each site and export the CSVs.

Scroll right in Excel to identify the content-intensive pages and log all word counts for the top 20-50 pages.

Track all of these results on a single tab per site in a new Excel spreadsheet and identify the content that offers value and unique insights.

Drag Google's competitors and add them to a list in Excel.

Perform a screaming frog crawl on each site and export the CSVs.

Scroll right in Excel to identify the content-intensive pages and log all word counts for the top 20-50 pages.

Track all of these results on a single tab per site in a new Excel spreadsheet and identify the content that offers value and unique insights.


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This has to be assessed on a case-by-case basis and by competitors.

2. Contact us page

It is a good idea to identify a contact page on the website and ensure that it has appropriate contact information.

What to check

Watch the website and see their contact information.

If it's thorough and matches the WHOIS information, it's probably good.

If not, you probably want to highlight this point in your exam.

3. Site architecture

Website architecture or the organization of your website will help Google crawl and organize your content better.

There are different schools of thought on this topic.

Some SEO experts believe that a flat site architecture is the best (if you don't have more than one click to get to internal pages from the homepage).

Others believe that isolated architecture is best.

In a silo structure, content is isolated and organized according to content topics.

Some SEO experts have found that a silo structure tends to improve current focus, which in turn improves Google's understanding of the site's architecture.

How to check

In Screaming Frog, check the window on the far right.

Click the Site Structure tab.

Problems with the top 20 URLs on site can be identified here.

At first glance, you can determine whether too much content is too deep for the user or the search engine.

You can use this check to identify URLs that may need changes to determine where they may be within the site structure.

Screaming frog - site structure

4. Identify pages that are not optimized

If the pages are not sufficiently optimized, pages can be created that are not strong enough to achieve a high rank in the SERPs.

Even worse, they can only achieve third page rankings.

These sites are usually also candidates for cannibalizing keywords, as they already target keywords that are optimized locally.


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What to check

You want to review pages that are missing:

  • Pages with missing keyword targeting (content without an obvious keyword target), basically standard content that looks as if it was written and placed there without being optimized.
  • Pages with missing headings like H1s, H2s, H3s.
  • Pages on which no meta tags are optimized.
  • Pages with zero outgoing or internal links.
  • Pages with a text structure of zero.
  • Pages with zero Highlighting tags.
  • Pages with zero external incoming links.
  • Pages with images with a file size of 100 KB or more.
  • Pages with a page file size of 100 KB or more.
  • Pages without alternative text, title text or image width and height.

If you have pages that have only some of the attributes listed above, you will experience serious optimization problems.

If you have sites that do all of the above, but still have ranking issues, it's time to look at the length / coverage of content, technical SEO issues, and your link profile.

5. Make sure that the page can be shared

For each website, you want to ensure that the content can be shared using social sharing plugins or other features.

This is a simple check that you can do to significantly improve the functionality of a site (if there is traffic already).

What to check

Simply check the pages on the website for functional release buttons to share the article on Facebook, Twitter, LinkedIn, Digg, etc.


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6. Site has rampant interstitials and offensive advertisements

Barry Schwartz first reported that:

“Google has officially confirmed that yesterday the pushy interstitial punishment for mobile devices began. Google warned us that this would happen almost half a year ago, and it was introduced on January 10, 2017, as Google promised.

Google's John Mueller and Gary Illyes confirmed that the penalty was introduced yesterday.

This penalty only affects intrusive interstitials that occur immediately after switching from a mobile Google search result to a specific page. After that, this will not affect or punish pages. So if you have an intrusive interstitial that will later appear in the click path of your website, this has no effect: it only searches for the intrusive interstitial after clicking in the Google search results page.

Google said this means that "Pages where content is not easily accessible to a user when moving from mobile search results may not be rated as high."

Google explained what types of interstitials will be problematic, including:

  • Display a pop-up that covers the main content, either immediately after the user navigates to a page from the search results or while browsing the page.
  • Display a standalone interstitial that the user must close before accessing the main content.
  • Use a layout where the part of the page that is above the fold resembles a separate interstitial, but the original content has been inserted below the fold. "


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What to check

This is a visual review of the website. First, you want to search for ads that meet the criteria above.

If you have widespread interstitials on your site in this way, you must remove and otherwise redesign them so that they are not offensive or otherwise considered widespread interstitials.

Take the pages with the interstitials you have discovered and take screenshots that identify each page that is experiencing the problem.

7. markup is available on-site

Nowadays, it is considered a best practice to have at least some kind of markup on your website.

Most optimization should be applied on most websites, and you can see as you browse the code.

What is

In SEO, refers to microdata markup on the website. refers to the actual vocabulary used on

There are several vocabulary words that you can use to mark up to describe the data that is actually on the page.


Read below can be complex and cause many profound problems related to things like syntax and most recently Google's implementation of spam penalties for

As if that wasn't enough, you also need to know and handle JSON-LD, a JavaScript-based implementation of markup.

Also, some of the categories are subtle and have different meanings depending on how you use schema. Some others may be out of date. is used to tag data on a page with a certain context type – usually names, addresses and contextual information.

It provides meaning behind your data and not just what it says. This type of contextual information should be marked with the markup.

It is used to increase the likelihood that you will appear at the top in search results that contain schema-based results.

Different types of content use structured data, e.g. B .:

  • Restaurants.
  • Events.
  • Items.
  • Regional companies.
  • All kinds of reviews.
  • Product ratings.
  • Many other types of contextual information.


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There are enormous opportunities and a large amount of structured data that you can use on the website.

Let's take a look at examining some of the most common SEO exam scenarios that affect today:

Check that the basic Schema.Org markup is present

This is a relatively simple check. Simply use Screaming Frog to search for instances of

  • Step 1: Just click on structured data.

Screaming Frog Structured data

  • Step 2: Click Filters> All> Contains Structured Data.


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Screaming Frog - Contains structured data

Check whether JSON-LD is present

This is also a relatively simple check. Just click Filters> All> JSON-LD URLs.

Screaming Frog - JSON-LD URLs

You can also search for missing structured data:

Screaming Frog - Missing Structured Data

You can then copy all the data into an Excel spreadsheet for transmission to the client and to create additional reports / audits if necessary.

Check that the Schema.Org markup is not used by Google Tag Manager

For some reason, SEO experts have developed a process where using Google Tag Manager is an acceptable way to include markups.


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I believe that the more methods you use to include data that is not on the original page, the more likely that something will affect the implementation of that data – be it indexing, google tag manager down , What ever.

I very much prefer to keep things where they should be, in one implementation.

This makes troubleshooting a lot easier, and you know that your problems won't be caused by the failure of Google Tag Manager.

However, Google itself has reversed the subject and has clouded the water considerably.

You said Google Tag Manager should not be used.

You also said that Google Tag Manager can be used.

Oh Google! Why, oh, why do you have to complicate things so much?

Because of this duality, I recommend testing and evaluating what happens when you use either of the two methods to include structured data.

It is important to check that your structured data is displayed and indexed. For security reasons, however, I recommend inserting the markup only on the page itself.


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This reduces the likelihood of a problem with your implementation and less likely problems with external software that cause major technical problems and bottlenecks.

8. All major sites with low clickthrough rates

What the hell is a click rate and why do I have to worry about it?

This is a calculated metric that explains how many people clicked on your search result out of the total number of people they actually saw.

With organic search, this means the number of people who actually saw your search result and the number of people who physically clicked on your page.

Larry Kim at WordStream has some outstanding examples of how you can improve your click-through rates.

How to check

First, in the new Google Search Console, click Performance> Pages> Average CTR.

GSC Performance - Average Click Rate

A new column appears on the right, showing pages with a low click-through rate.


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You can then simply export this data to an Excel spreadsheet.

9. Information to verify facts in your content

With the advent of the fake news paradigm and the ease with which false narratives can spread, it has become necessary to follow your ABCs. Always check the facts behind the claims in your articles.

If you haven't integrated fact checking into your processes, now is the time to make sure of it.

Google has not only created fact checks in search results, but also some fact checking tools for SEO experts and content publishers.

The best thing about these tools is that it makes it easier for you to filter through some of the information you provide in your articles and ensure that they are largely correct.

It is not out of the question for them to check the latest algorithm updates for facts.

Part of the expertise is to review facts and information about what is stated in your articles and to make sure that it is true.


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You don't want to create articles and find that they contain a high percentage of incorrectly stated or completely incorrect "facts". Enter the Google fact check tool.

How to check

Google Fact Check Explorer:

Google fact check

10. Check the visual appeal

Regardless of what some expect from you, the visual appeal of website design is important.

It's not just about pixels moving around the screen, trying to get a visitor's attention.

Context and creativity are important as these values ​​separate your website from the rest of the package.

In the case of a website audit, it is an important part of search engine optimization, which is reflected in the user experience, although there are no major issues that could be affected by a penalty (which we are aware of).


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In turn, if your user experience is adversely affected by bad design in any way, it will badly affect you and your website.

Conclusion: It is important to have an attractive website that is tailored to the needs of your users, as this leads to a better user experience.

What to check

Perform the following visual checks on your customer's pages.

Check to see if they have the following attributes and create an Excel spreadsheet or Word document that shows what is happening if necessary.

  • Accessibility
  • stability
  • user friendliness
  • reliability
  • Functionality
  • flexibility

Image credits

Selected picture: Paulo Bobita
All screenshots made by the author


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