The process for creating this document is very similar to the Cluster Analysis Document. However, groupings are based on audience target, intent, and semantic analysis.
Choose the Scope of Your Analysis
First, choose the scope from the list of available options. Scope influences what MarketMuse analyzes and what it recommends, so it’s an important choice.
- Page: Use this when you need insights on how to build out a cluster of content to support a specific page. Topics with high Personalized Difficulty benefit highly from this — they’re the ones that require more than just page optimization.
- Pages: An ideal scope to use when you have multiple related pages and need to build out a cluster to support them.
- Site level: Great when you’re new to the site and it has a lot of content. Or you just need a fresh set of eyes.
- Topic: This scope provides recommendations for building out a cluster around a specific topic. Used primarily for brand new sites.
- Topic with site: Get recommendations for building out a cluster, taking advantage of your existing content. Ideal for an existing site that has some authority on the topic.
- Topic with page: This scope restricts the analysis, prioritization, and recommendations to a topic and a single page. Typically used when you need recommendations for additional content to support a powerful page.
- Topic with pages: Unlike the previous scope, this one provides recommendations supporting multiple pages. Useful for when you’ve built out a partial cluster and want recommendations to complete your work.
- Word list: Use this for turning a list of keywords into clusters along with recommendations on building out the content.
- Word list with site: Turn a list of keywords into clusters. Get recommendations based on your existing content.
Select the Prioritization
MarketMuse provides recommendations on your best opportunities. Choosing the prioritization is where you define what “best” means. You have multiple options, depending on your chosen scope. Here are all the available ones:
- Highest Traffic Clusters: Use this when your goal is to attract traffic. It shows clusters with the highest estimated monthly traffic. Suggestions will support building them out.
- Highest Market Share Clusters: Use this when your goal Shows those with the most market share, using a combination of both percentage and total traffic.
- Highest Opportunity Clusters Inventory: Shows those with the highest total traffic gain potential, using inventory data.
- Highest Coverage Clusters: Shows the most pages in the cluster and rankings, breadth and depth.
- Highest Total Traffic Potential Clusters: Shows the clusters that have the highest total traffic potential.
- Quick Win Clusters: Shows the clusters that have the highest total traffic gain potential, presence of rankings between 3-20 in the cluster and low personalized difficulty. If no inventory data, standard difficulty will be used.
- Most Relevant Clusters: Uses similarity and authority data.
Modify the Document Subtype (Optional)
The default (All Topics) will be suitable for most situations. To capture specific nuances, you can set the subtype for one of these common content situations: New/Events, Local or Geo Targeting, Product/eCommerce.
In the case of Local, you’ll also need to identify the specific location you’re targeting. For example, Athens, Georgia is specific while Athens is not.
Finalize
Submit the information and within approximately 15 minutes you’ll receive your analysis, based on the information provided.
Review
Export the document (coming soon) to Google Docs or MS Word to share with interested stakeholders. Use this insight to create a plan in MarketMuse. Here’s what to do next.