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Analyze Competitors

This article explains how to use heatmaps with topic models to analyze the content quality of your competitors. Watch how to do this in the first part of the video.

What is a Heatmap for Content Analysis?

A heatmap is a visual tool that helps you compare your content to your competitors based on a topic model.

What is a Topic Model?

A topic model is a list of important concepts related to a specific subject. It’s created by analyzing a large number of webpages on that topic.

How Does the Heatmap Work?

  1. Input Your Topic: You’ll provide the main subject of your content, such as “content marketing.”
  2. Analyze Competitors: The tool will analyze the top 20 search results for your topic.
  3. Topic Model Mapping: The heatmap will display your topic model on the left side.
  4. Competitor Content Breakdown: You’ll see the top 20 ranking URLs and their content scores across the top of the heatmap. You can even click on these URLs to view the content directly.
  5. Colored Squares: The heatmap uses colored squares to show how often each topic is mentioned on each competitor’s content.
    • Red: No mentions (opportunity to differentiate your content)
    • Yellow: 1-2 mentions
    • Green: 3-10 mentions
    • Blue: 10+ mentions

Benefits of Using Heatmaps

  • Identify Content Gaps: By sorting by gaps in competitor coverage (red squares), you can find topics they haven’t addressed. This allows you to create unique content that covers these angles.
  • Refine Your Content Strategy: You can use the heatmap to ensure your content covers the “must-have” topics (frequently mentioned topics in blue and green) to comprehensively address the subject.

By using heatmaps with topic models, you can gain valuable insights into your competitors’ content strategy and identify opportunities to differentiate your own content.

Updated on June 11, 2024

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