Content Optimzer Tool
Content Tool from inLinks

Today inLinks have released a major new SEO Content Optimization tool, built entirely from the ground up around topic analysis. As modern Search engines like Google move towards understanding audiences, semantics and the intent of their questions, so traditional keyword-based copywriting has suffered. the new inLinks SEO Content Optimization tool understands topics first and foremost, before creating a content structure that gives content writers the freedom to remain creative, whilst addressing user intent and solving the user’s challenge and aligning closely with the SERPs content returned by Google and other search engines.

Modern Day Copywriting for Search

Ranking in Search organically was traditionally dependant on clever copywriting that created content based around specific keywords. In recent years, however, search engines have first analyzed the content on a page and broken it up into topics (predefined in Google’s Knowledge Graph) which a machine learning algorithm can better understand. The search engine then similarly analyzes the user query, to understand the topics sought by the user and the user intent of the query. The search engine then matches results based on these topic groupings rather than keywords alone. Of course, SEOs still wish to use keyword research to help focus their blog or page, but if the content is first analyzed semantically, the chances of answering the user’s query can dramatically increase.

Highlights of the Content Optimization Tool

All these features are in the launch release of the SEO Content Analysis tool:

  • Creates a knowledge graph of the content already ranking
  • Maps that knowledge graph against your content’s knowledge graph
  • Shows what topics are common and the topic density
  • Provides a gap analysis between your content and the ranking content
  • Shows which topics are overused and underused
  • Shows how long the ranking articles are and SERPs orientation
  • Predicts user intent
  • Shows where topics are overused or underused within the corpus of results
  • Shows the main topics used in each of the top resulting URLs, together with the links in the body content to other pages on the same site and the number of links to external content
  • Offers a Gap analysis on the topics you are missing
  • Shows Long tail keywords
  • Suggests a proposed content structure
  • Shows questions being answered
  • provides a WYSIWIG onscreen text editor to help you improve your content.

Let’s show you how it all looks and works. For some SEOs, it might change your life.

How to Optimize Content for SEO

1: Decide on a Keyword, Key Topic or Question

You set your own user query to optimize content against

Even though Search is moving towards answering user intent, that intent still has to start (for SEO) in terms of user input. Customers and SEOs alike are still keyword focused, but your query could be a question such as “How does the Knowledge Graph work”. In this case, we selected the more generic phrase “knowledge graph”. Note that the keyphrase will be checked against a specific market/country, as defined by the user’s project. You select the query when you create the brief and from here, inLinks uses the Google API to return the top results. These are then crawled and a knowledge graph of the combined topics is created.

2: Note the SEO score (and its limitations)

The SEO score shown as a percentage and is based on all the combined analyses in the SEO Content Optimization tool, but does not address the overall quality of links into the site, or take into account how Google might change the results for the user depending on (say) their location, age or past search history. Trying to add these metrics into the score would be unfair to the copywriter who will be aiming to perfect their content based on these steps, as these are factors beyond their ability to influence.

3: Understand the Serps Orientation

The Serps Orientation pie chart gives an overall idea or what categories the topics talked about fall into when answering the query. That is to say, a third of the topics mentioned in the resulting Serps are around technology-based topics in this example. This should be helpful in helping to decide who would be best to write the content and what overall approach they should take. Technology heavy SERPs may require someone with an engineering or problem-solving style, whilst a category like “society” might require a more flowery writer.

(You may also see “User Intent” there… this is in beta and we’ll discuss this later. contact me if you are interested in this and would like to blog about it.)


4: Address the Low-Hanging Fruit

In the example here, the content analyzed in the Serps is compared to the content you have created. If you have not yet started on content, the recommendations will be a little less specific. Note that inLinks looks at the average length of body-content all the URLs currently ranking. Whilst the length of an article is not necessarily a ranking factor, this may give you an idea of the workload involved in creating better content than the top-ranking pages. Also, note that there are a LOT more topics to consider than just the one you started with. The Key recommendations will either prompt you for the most commonly discussed topics or give you a list of the most significant topics missing from your content if you have specified any content.

5: Note the Topic Filtering

The Topic Analysis tab shows the total number of topics inLinks has built into the knowledge graph used to answer the query. 167 in this example. To the right is an arrow allowing you to filter the results. This may be very helpful if the search query has several competing concepts. The concept of “Gold” might be relevant in design or investments, but you may not want to concentrate too much on topics in the wrong category. A very useful filter, here, is the “Gap Analysis” filter, which will only focus on the topics others have written about, but you have not.

The other descriptions map onto the pie chart in step 3. So Technology is at the top. This also lets you break down the “others” listing in the pie chart.

6: Drill into each Topic

It will be important not just to use the words used to label each topic! If you click on the topic label, inLinks will drill into what it means. It will bring in the underlying concept from Wikipedia and also show related topics to the one under analysis. By way of demonstration as to why you cannot just look at the label, this example shows the word “holiday” twice! Whilst this may look like a bug, it, in fact, relates to two unique Wikipedia articles… one for “holiday” and another for “Vacation”. It might be an important distinction, because, in this example, only one of these concepts has been addressed… “holidays”. If the audience is entirely British, this may be fine, but if the audience is also the US, then this may be a factor to consider.

7: See Each Topic’s Importance and presence

However you filter the results, the green bars represent topics you have mentioned and the blue bars represent gaps in your content. The length of the bar also gives you an idea of how important each topic is in the ranking content. Generally, a long blue bar means there’s an important point to be made, but often that point won’t be clear until you revert to the drill down in step 6. In general, the more important topics appear at the top of the list, but since inLinks is displaying results against a combination of factors, this is not always the case.

8: Avoid too much of a good thing!

InLinks is pleased to be able to demonstrate when you (or one of the competitors) might be over-emphasizing a topic. The numbers represent the low, mean and high usage in the ranking results. The circled number shows how your content compares. This metric allows you to see not only whether a topic is discussed, but also how heavily the content focuses on each topic. This, in turn, allows individual suggestions or recommendations around topics. In the example shown, the first topic is already mentioned 6 times in your article, but on average, your competitors focus on the idea 17 times! Perhaps a little more focus needed here. Then again, the third line shows one competitor using a topic some 80 times, but inLinks deems that your 8 occurrences is probably OK.

9: Going Deeper and editing content

Whilst there is a lot on the first screen, there is plenty more to discover and use to improve your SEO Content optimization. The tabs surface more ideas and help you to put them into actionable context. Starting with a simple but powerful view of the SERPs…

10: See the Serps in a whole new way

Say what you like about Neil Patel, he’s currently outranking Yoast and Search Engine Land for this query! The article on his domain is not only longer, but also has several more topics than peer articles on the internet. Google, it would seem, has deemed that this content better answers the user query than other content. Interestingly, his article also links out 53 times to external webpages – a much higher out-link rate than the others and this supports comments from Google representatives that linking to good content is good practice.

11: Add Long Tail ideas

Still not able to crack the SERPs? The long tail tab looks at some of the many other tangents your content might move towards. Main keywords get broken down into related keywords and where you see small numbers beside words, this shows the occurrence count amongst the competitor cohort.

12: Develop a content structure

The structure tab may not be for everyone but is especially useful when starting to create content from scratch. It gives a suggested hierarchy to your ideas. This may not be appropriate for your use case but is excellent if you are outsourcing the writing and do not want the copywriter to stray too far from the core concepts.

13: Edit your content in a safe environment

Optimizing your content SEO based on Topics, rather than just keywords will significantly increase the variety of content that you might create. This handy text editor allows you to edit the content in a sandbox without the need to continually update your page or blog. Initially, when creating a brief, there will be no content to score against – just the competition cohort. You may choose to start writing here and as soon as you do, the tool will be able to analyze against your draft content. On the other hand – if you already have live content, then this editor can automatically bring in the live content, allowing you to edit it in the safety of the inLinks platform. As soon as you edit this content, the system reverts to the local version. When you make that content live, simply update the article URL to revert to analyzing the live content.

Some Concluding Thoughts

Are links less important now?

Not at all. Wikipedia describes the Internet like this:

The Internet (portmanteau of interconnected network) is the global system of interconnected computer networks that use the Internet protocol suite (TCP/IP) to link devices worldwide. It is a network of networks that consists of private, public, academic, business, and government networks of local to global scope, linked by a broad array of electronic, wireless, and optical networking technologies.

Citation from Wikipedia.

Links form the very fabric of the Internet. Not only do they link devices, but they link websites. Not only do they link websites, but they also link web pages. Now, with topic centred optimization, links also connect topics and ideas. They allow machines to more easily find related concepts and in doing so, so Google would have you believe, increases the ability for machines to better understand your content. Indeed, from the examples in this post, the pages on the web that seem get the most visibility are the ones that link out the most. We also know that PageRank was the foundation of Google well before topical PageRank or semantic analysis was in the public consciousness. Reputable links INTO a web page help give the content authority and context.

Can I share with my Bloggers and Writers?

You may have noticed a “share link” button in the screenshots. This generates a read-only URL which you can share with anyone. Here is the current state of play for THIS article.

How to get started

1: Log in or sign up for a free account at if you have not done so already.

2: Find the Content button (top right)

3: Click “Create a new Brief”

The free account limits the content brief creation, but starter plans won’t break the bank.

Is this tool affordable?

Of course! Whilst there is a free version of inLinks for up to 20 pages, this module becomes useful when users are on a paid plan which starts at thirty-nine bucks a month. Other comparative tools start in the thousands and do not contain this level of sophistication.

Author: Dixon Jones.

Check this out by @Inlinksnet

About Dixon H Jones, FRSA, MBA, BA(Hons).
A world renowned speaker on search engine algorithms and information retrieval and holder of the Lifetime Achievement Award for services to the search community. Dixon is a moderator on Webmasterworld and has spoken or been published at Search Engine land, State Of Search, WordTracker, Authoritas, SE Roundtable, Brighton SEO, Tedx, Pubcon, and many more.

Comments (4)

  1. Reply

    This is very cool. I’m working on a big project where we want to take a more deliberate approach to content structuring. I.e. thinking like an information architect. It’s complex stuff, but if this module delivers on its promise, then I’m sold.

    • Reply

      That’s great to hear! We’re still developing every day. Right now we are working on a way to search the pages on your projects, which is specifically designed for larger projects. We look forward to your patronage, Nick 🙂

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