[Podcast] 'Inbound & Down' S05 E09: How to Ensure Your Content Is Complete

Sage Levene

Sage Levene
Published November 06, 2019

How to Ensure Your Content Is Complete

On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito discuss methods of creating complete and comprehensive content with strategist Joe Whearty.

Complete content.

We're referring to whether all proper strategies have been employed and if this content answers searchers' questions.

When building a piece of content—be it a blog or pillar—there are central keywords you plan to target and address. When search engines crawl the content, they're not looking specifically for just that keyword, but also others within the article supporting it. This ensures the content is helpful and the best result to be delivered. For example, if a piece written on restaurant glassware doesn't mention the words "beverage," "glass" or "plastic," it's probably not the most comprehensive, and unlikely to rank.

Here are a few tools to add to your content routine that assist in your goal of creating complete content:


The term frequency-inverse document frequency or TF-IDF tool from Seobility helps, "identify important terms and keywords that are of high relevance to search engine ranking for specific search terms and compare your own content with your competitors."

With this free tool you can input your keyword and it will scan pages that are currently ranking for the given term. It then provides other terms that appear frequently in those results. See it in action below.

GIF of TF-IDF Tool Search for Restaurant Glassware

Google Image Search

This is an unorthodox but very creative method. When you search in Google images for a term, it will provide you with related terms or filters to narrow your search down further. For example, searching for restaurant glassware returns filters of bar, acrylic, glasses, style, and more. This can serve as a good indicator of what answers searchers are looking for when they use a specific keyword.


Moz Keyword Explorer

The Moz Keyword Explorer is another great free tool that helps you identify keyword volume, difficulty, related suggestions, and much more. See it in action below.

GIF of the Moz Keyword Explorer Tool Searching for Restaurant Glassware

SEMrush Gap Analysis

The keyword gap tool is a more top-level, site-wide look at what keywords you may be may be missing. If a competitor is ranking for a term appropriate to you that you should be ranking for, it shows the spots where a content push is needed.

Screenshot of SEMrush Keyword Gap Tool

So will using these tools make your content complete?

We can't give a definitive yes. We can say, though, that using these tools and putting thought into optimizing your content will make it the most complete it's capable of being. Remember, the goal is to be helpful to searchers and answer their questions. The benefit is twofold: When searchers are happy, search engines are happy.


This Week's One Thing
  • Danielle's one thing is her homeland: Queens.
  • Mike's one thing is his remaining kidney. His other was happily donated to his daughter, and both of them are recovered and healthy.
  • Sage's one thing is Joe, but...
  • Joe's one thing is the Fall and pumpkin picking.
  • Jon's one thing is the Question of the Day, and all the fun programs and lead generating ideas we get to work on at Morey.

 Show Notes:

Do you have your own complete content tips? Send them in to inbound@moreycreative.com.

Don't forget to subscribe to the 'Inbound & Down' Question of the Day for a daily email containing a multiple-choice question on topics such as Inbound, SEO, design, agency life, and more!

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