GROWTH Framework - Step 5 : Tune

I've been in SEO and online marketing for over 20 years and I'm here to share the wealth of knowledge , hints and tips I've amassed over that time . Hello and welcome back to SEO is not that hard .

It's me here , ed Dawson , hosting , as usual , and today we're on to step five of the growth framework , which is the tune section , or the tune step of the framework . So hopefully you've listened to the earlier about the growth framework , because this won't make much sense if you're just coming straight into this one .

The growth framework is the framework that I developed . That's been my process for over 20 years in how I develop websites , how I decide content , how I build that content and then how I tune , hone and optimize that content . And it's an acronym .

So growth stands for gather , refine , optimize , watch , tune and then hone and repeat in brackets to make it fit the , the growth acronym , um , and it does what it it says . You know it's there to help you grow and build growth into your content , into your websites , into your traffic .

So we've already done all the other steps in previous podcasts and , as I'm building these podcasts up , this is actually me documenting , actually , how I'm creating a resource which looks like some kind of small kind of book that shows how to use this process , creating a resource which is kind of it looks like some kind of small kind of book , um , that shows how

to use this process and how to use the tools to implement this process . But you don't have to use the tools although I will say this episode , it really does help if you have a tool . Um , this is something that can be done manually , but it's really quite slow and ponderous to do manually . Had to do it in the past manually , but now there

are tools that can help you do this and do it at a much greater sort of speed . Now I am putting all this into a google doc that there's a link to it in the show notes that you can look at it . I'm open for any feedback on this and thank you for those that already have provided feedback as we've been going along . Um , so you can look at it .

I'm open for any feedback on this and thank you for those that already have provided feedback as we've been going along , so you can go and actually read this and read the whole document in one by following that link in the show notes . Now I'm going to read through the section that I've added for this podcast and , yeah , we'll just dive into it .

So this is step five . This is the tune section , the tune step and let's go . So step five tune refining content based on data insights . So now that we've got our content live and are monitoring its performance , the next crucial step is to tune it for even better visibility and engagement .

In this phase , you use data from Google Search Console , integrated through keywords . People use search analytics and content optimizer tools to pinpoint opportunities for improvement .

This chapter explains how to compare search performance data with your on-page content , identify areas where your content can be enhanced and apply actionable tips to boost your rankings and visibility .

So , using search analytics to identify growth opportunities Keywords People uses a search analytics tool connected directly with your Google Search Console data to pull comprehensive insights for each of your properties . Here's how you can leverage it Integration with Google Search Console .

After signing in with your Google account , the tool retrieves data for all sites linked to your account , unlike Google Search Console , which can be limited in the volume of data it shows . This means you can view up to 50,000 rows of query data , which gives you a much more complete picture .

Analyzing key metrics the dashboard displays critical metrics such as clicks and impressions , so you can understand which queries are driving traffic . Click through rate , your CTR . Evaluate how compelling your search snippets are . Average Position , see where your content ranks for targeted queries .

Filtering Options you can easily sort and filter data , for example , by specific pages , queries containing certain keywords or queries from a particular country , and Google Updates you can toggle to show major Google updates , like core and spam updates on the graph , so you can see where these have caused traffic changes .

Now identifying patterns using these metrics to spot trends . For instance , if a page is receiving many impressions for a query but has a low click-through rate , it may indicate your title's many refinement . Similarly , tracking changes over time can help you determine if recent content updates have improved performance .

So , leveraging the content optimizer for on-page analysis . The content optimizer tool takes the tuning process a step further by examining how well your page content aligns with the queries driving traffic . Here's what it does and how you can use it Crawling and content analysis .

The tool crawls your indexed pages using Google Search Console data and downloads their content . It then uses machine learning

to compute a cosine similarity score for each query and page pair . So the cosine similarity this score , ranging between 0 and 1 , measures how closely the content of a page matches a particular query . A score closer to 1 means the page content is highly relevant to that query and query mentions . The tool also tracks how often a query is mentioned on the page .

So if a page is showing visibility for a query yet lacks sufficient mentions of the key phrase , that's a signal for potential improvement . Filtering and sorting data .

You can filter the data to show , for example , only queries where your page ranks on the second page , because they're the ones that are most easily optimisable , or where the similarity score is below a certain threshold . This helps you quickly identify pages that need content adjustments .

Timeline of content changes One of the powerful features in tracking content changes over time , so the tool can highlight when content changes were made and how these changes have impacted your rankings . This historical view lets you see what improvements have worked in the past , identifying opportunities to improve existing content .

So , using the insights gathered from both the search analytics and content optimizer tools , you can pinpoint specific opportunities for enhancement . High impression , low engagement queries Look for queries with high impressions but low clicks or low similarity scores . These indicate , while users see your page , it might be fully addressing their query .

So , for example , if your broadband speed test page gets thousands of impressions for check broadband speed but has a lower similarity score and few mentions of that page , consider adding a dedicated section that naturally incorporates the phrase missing query mentions

Identify queries that your page is visible for but not explicitly mentioned in the content . Adding these key terms in a natural , informative way can boost relevance and improve rankings . Content gaps and outdated information Use a tool to review whether your page content fully covers the subtopics reflected in the query data .

If users are searching for specific details that your page doesn't currently include , update the content to fill those gaps . Performance fluctuations over time Analyze the timeline data to see if recent content updates correlate with improvements or declines in performance .

If a particular update led to spiking clicks and impressions , examine what was changed and consider applying similar updates to other pages . Tips for how to improve content based on the data . Once you've identified the areas for improvement , here are actionable tips to tune your content with better performance . Enhance query relevance . Integrate key phrases naturally .

Add or emphasize phrases that your page is currently ranking for , but not mentioning adequately . Ensure that these phrases are woven seamlessly into your content to maintain readability . Update headlines and subheadings . Make sure your headings reflect the core queries that are driving traffic . This helps both users and search engines understand the focus of your content .

Optimise content structure . Use clear sections and bullet points . Break your content into easily digestible sections , each addressing a specific query or subtopic . Leverage content change insights A-B testing . Consider testing different versions of a page's content to see which ones resonate more with your audience .

Use the data from the content optimizer to guide your hypotheses . Monitor post-update performance After making changes . Keep a close eye on metrics such as click-through rate , average position and similarity scores . This will confirm if the improvements are yielding the desired results .

Bringing it all together , the tune phase transforms raw performance data into actionable insights and drives continuous content improvement . By comparing your Google Search Console data with on-page content analysis , you can identify precise growth opportunities , whether it's integrating missing key phrases , refining elements or restructuring content for better engagement .

Qt People uses search analytics and content optimizer tools to simplify the process by putting in comprehensive data from Google and analyzing your page content at scale . The ability to see Cozum similarity scores and track content changes over time gives you a powerful advantage in understanding how well your pages answer user queries and what you can do to improve them .

In summary , tuning is all about using data to fine-tune your content strategy . By following these tips

and leveraging the powerful tools at your disposal , you can continuously enhance your pages , improve your search rankings and , ultimately , drive more targeted , engaged traffic to your site . In the next chapter , we'll explore how to hone and repeat the entire process to build a sustainable flywheel for long-term SEO success .

So that's the tune section read out direct from the document . Again , this is , as with all the all this . This is just the first iteration with this . I've not put any screenshots in . I've not got any examples . You know the full version will be much more fleshed out .

What I'm trying to do is get across the process and the things that you're looking for within this . Now , this one does heavily talk about keywords people use and they search analytics and content optimizer functionality within it . You can do this without it .

You can do it just by going to using google search console , but you're only going to see , you know , a thousand rows , tops , um , for any kind of page .

Looking at with that whereas with the search analytics now tool we can get you 50 000 rows gives you a lot more data , and also that that looking and seeing whether you are mentioning those queries on pages you know you can do it . You could do it other ways .

You could download a list of all those keywords and then do a diff on the page content if you've downloaded that . But you know this is really a boy , so it's what we used to have to do , but this does it all for you and in moments , um . So yeah , it's really worth looking at if you haven't , if you haven't done it when you get to this part .

So I would love to hear people's feedback , um , so you know to go and look at the document . The link is in the show notes . There's ways to contact me in the show notes there as well . Now , with all of this , I am using you guys listening as my accountability partners to make sure that I move on to the next section .

So I'm now going to set my deadline for I'm going to do that hone and repeat section , which , if I just get my calendar up and look at where we are . So I

am going to commit that by the 7th , two weeks from today , I will have that hone and repeat section done and in the document and we'll go through it on the podcast . Oh no , I've got that wrong , because that's two weeks from today . We did that . It'll actually be friday the 4th , so let's shorten my timeline a bit .

Yeah , it'll actually be friday the 4th that I get it done , because it's two weeks from the last , because this section was split over two episodes , wasn't it ? Yeah , you can see my thought , my working process coming in here , my brain working . Yeah , I will be for Friday the 4th .

I will get that next section done and , yeah , we're cracking through this now . So , yeah , we're soon going to be , we're soon going to have this first draft complete , and then it'll be a case of , yeah , me going through and fleshing out the content and getting all those examples and screenshots , that kind of thing .

Yeah , it's going to be interesting content and getting all those examples and screenshots , that kind of thing . Um , yeah , it's going to be interesting .

So I'm glad I'm getting there , though , and um , yeah , if it wasn't for this podcast and me making this promises to you people listening , then I probably wouldn't have got this far with it because I know my limitations .

So , yes , so , as always , if you want to go to rate this podcastcom slash seo , then you will be able to find links there on how to give us a rating and review . They really help . They really help other people find us , they really help boost the reach and if there's anything you could do for me , that would be the most fantastic thing .

Yeah , and that's it for today . So until next time , keep optimising , stay curious and remember SEO is not that hard when you understand the basics . Thanks for listening . It means a lot to me . This is where I get to remind you where you can connect with me and my SEO tools and services .

You can find links to all the links I mentioned here in the show notes . Just remember , with all these places where I use my name , the Ed is spelled with two Ds . You can find me on LinkedIn and Blue Sky . Just search for Ed Dawson . On both you can record a voice question to get answered on the podcast . The link is in the show notes .

You can try our SEO intelligence platform , keywords People Use , at keywordspeoplesusecom , where we can help you discover the questions and keywords people are asking online , poster those questions and keywords into related groups so you know what content you need to build topical authority .

And finally , connect your Google Search Console account for your sites so we can crawl and understand your actual content , find what keywords you rank for and then help you optimize and continually refine your content with targeted , personalized advice to keep your traffic growing .

If you're interested in learning more about me personally or looking for dedicated consulting advice , then visit wwweddawsoncom . Bye for now and see you in the next episode of sgo is not that hard .