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Content analysis

The right content in the right place

On this page

A website’s structure and technology create the conditions. Content affects whether the website ranks and whether visitors convert.

The content analysis reviews every important page on the site to make sure that

  • The content matches search behaviour and search intent
  • Each page has a clear focus and purpose
  • The content shows experience, expertise, authoritativeness and trust (E-E-A-T)
  • No pages compete internally with each other
  • The content is deep enough to be useful

The result is a content strategy in which every page contributes to your organic visibility without getting in the way of other pages.

Each page has its own search term

Clear pages help both users and search engines

Every important page on the site should have its own primary search term. It is one of the most important principles of successful SEO.

Two pages should not compete for the same phrase, and one page should not try to rank for 20 different searches. Each page gets one main phrase, plus natural variants.

Why should each page have its own search term?

When a page has a clear focus, you can

  • Create content that answers the search intent for that particular search
  • Optimise the title, headings and text for the right search term
  • Build an internal linking strategy that strengthens the page for that particular term
  • Give Google clear signals about what the page is about

When several pages compete for the same phrase, you leave it to Google to choose which page to show. It may not be the right target page, because you have not helped Google understand which page is the right one.

In the content analysis, we identify

Internal competition is a common problem

When your own pages fight each other

Many sites have pages that compete internally for visibility.

What happens

If the site has three pages that all mention “web design Stockholm” with similar content

  • It becomes unclear to Google which page is the main page for the topic
  • The pages can drag each other down compared with one strong, clear page
  • Internal links are spread across the pages
  • Users are confused by repeated content

What internal competition typically looks like

E-commerce
Individual products compete with category pages for visibility.
Problem
A “Winter jackets” category page competes with 15 individual product pages that all mention “winter jacket” in the product description.
Why it is a problem
Products come and go (sold out, new seasons), but the category is permanent. The category page should be prioritised for category-related searches.
Solution
Optimise the category page for “winter jackets” (plural, broad category). Optimise the product pages for specific variants: “men’s winter jacket black”, “Tommy Hilfiger winter jacket”.
WordPress sites
Posts, pages, categories and tags compete for the same search terms.
Problem
A blog post about “SEO tips”, a static page about “SEO services”, an “SEO” category page and three tags that all mention SEO.
Why it is a problem
Google chooses for itself which page to show, and it is not always the one you want.

Solution

  • The static page becomes the main page for the “SEO services” offering
  • Blog posts give specific tips, for example “10 SEO tips for local businesses”
  • Categories become overview pages with collected content
  • Tags are used sparingly or not at all (they often create more confusion than benefit)
Large organisations
Different departments create similar content in different parts of the site.
Problem
Five different pages about “sustainability”: one under About us, one in the CSR report, one in the annual report, one in the investor section and one as a blog post.
Why it is a problem
All five pages may rank weakly instead of one strong page that brings together all the sustainability information.

Solution

  • Choose a single main page for “the company’s sustainability work”
  • Other pages link to the main page when sustainability is mentioned
  • If some parts require separate pages (for example a sustainability report), give each part its own focus: “this year’s sustainability report” instead of the general “sustainability”
Service companies
A general service page competes with industry-specific service pages.
Problem
A “Management consulting” page and a “Management consulting for tech companies” page, and both mention the same term repeatedly.
Why it is a problem
They have different purposes (a broad overview versus a niche service) but can end up competing for the same searches.

Solution

  • The general page is optimised for “management consulting” (a broad search)
  • The niche page is optimised for “management consulting tech” or “tech startup consulting” (a specific search)
  • A clear connection through internal linking: “Read more about our specialisation in the tech sector”

How we resolve internal competition

1. Identify competing pages

We analyse which content overlaps by reviewing

  • Which search terms different pages are trying to rank for
  • How similar the content is between pages
  • Which pages Google actually ranks for the same searches

2. Choose a main page

For each important search term, we choose the best page based on

  • What purpose the page has
  • How well it matches the search intent
  • Where it sits in the site hierarchy

3. Strategies for the other pages

Option A: Merge pages If the content is too similar and the pages do not have unique purposes, combine them into one strong page.

Option B: Give the pages a new focus Rewrite pages to give them more specific niches. Go from two pages about “web design” to one about “web design e-commerce” and one about “web design B2B”.

Option C: Delete pages If a page adds no value and only creates confusion, remove it (with a 301 redirect to the relevant main page).

Option D: Rewrite the content Make the differences clear. If two pages have to exist, make sure they have completely different angles and content.

4. Steer internal linking

Make sure all links for a term point to the same target page. If 20 pages mention “SEO”, they should all link to your main page for SEO services, not to five different pages.

Match the search intent

Does the page answer what the user is looking for?

Having the right keywords on the page is not enough. The content has to match what the user expects to find.

There are four common types of search intent

1. Informational search intent

The user is looking for knowledge, not to buy.

Example searches

What the content has to deliver

  • A clear, educational explanation
  • In-depth knowledge
  • Answers to related questions
  • No aggressive sales messages

Common mistake: Someone searching for “how does SEO work” (informational) lands on a sales page with nothing but “Contact us for SEO services” and a form. The visitor bounces straight away.

2. Comparative/investigative search intent

The user is evaluating options.

Example searches

  • “Best web agency Stockholm”
  • “WordPress vs custom CMS”
  • “Compare SEO tools”

What the content has to deliver

  • Objective comparisons
  • Pros and cons
  • Different options presented
  • Help with making a decision

Common mistake: A page that only lists “Why we are the best” without comparing options.

3. Transactional search intent

The user is ready to act: buy, hire, get in touch.

Example searches

  • “Hire a web agency”
  • “Buy a domain name”
  • “Book an SEO consultation”

What the content has to deliver

  • A clear call to action
  • An easy path to conversion
  • Trust signals (reviews, certifications)
  • Minimal friction

Common mistake: Long informational text without a clear call to action or a way to get in touch.

4. Local search intent

The user is looking for something nearby or in a specific place.

Example searches

  • “Web agency Gothenburg”
  • “Accountant near me”
  • “Hairdresser Vasastan”

What the content has to deliver

  • A clear location
  • Address and map
  • Opening hours and contact details
  • Local relevance (for example “We work with companies in Gothenburg”)

Common mistake: A generic service page that mentions “Gothenburg” once but gives no local context.

In the content analysis, we match

  • Each important page against its primary search term
  • The search intent behind that search term
  • Whether the content delivers what the user is looking for

If the content does not match the search intent, we recommend rewriting it.

How we strengthen E-E-A-T (experience, expertise, authoritativeness, trust)

Google wants to show credible sources

E-E-A-T is a concept from the guidelines for Google’s quality raters. The raters do not affect the position of individual pages, and E-E-A-T is not a ranking factor in itself. Google’s systems try to capture the same qualities with a range of signals and give them extra weight in YMYL (Your Money or Your Life) topics. These are topics that can significantly affect people’s health, financial stability or safety, or the welfare of society.

In other topics too, these signals can affect rankings.

Experience

Ask yourselves: Does the author have experience of what they are writing about?

Concrete signals

  • Personal experiences described
  • Case studies with real results
  • Before/after examples
  • Specific details that only someone with experience could know
Example
A guide to “How to build an e-commerce platform” from someone who has built one themselves, compared with one from someone who has compiled information from other sources.
How we improve it
Add concrete examples, results and insights based on experience.

Expertise

Ask yourselves: Is the author or the website an expert in the field?

Concrete signals

  • Clear author information with background
  • Qualifications and education (for YMYL topics)
  • Long experience in the field
  • Recognition from other experts
Example
An article on tax advice written by an authorised accountant with 15 years’ experience, compared with an article signed “The editors”.
How we improve it
Add author profiles, expert background, certifications and qualifications.

Authoritativeness

Ask yourselves: Is the website or the author recognised as an authority in the industry?

Concrete signals

  • Mentions from other authoritative sites
  • Links from industry leaders
  • Citations in the media or research
  • Awards and recognition
Example
An SEO guide from an agency that is never mentioned anywhere, compared with a guide from an agency regularly cited in Search Engine Journal.
How we improve it
Build relationships, create content worth citing, PR work, guest posts on authoritative sites.

Trust

Ask yourselves: Can users trust the information?

Concrete signals

  • Transparent company information (about us, contact)
  • Clear sources and references
  • A secure site (HTTPS)
  • Up-to-date content (update date)
  • No misleading claims
  • A clear privacy policy
Example
A site about investment advice without company information, sources or an SSL certificate, compared with a site with clear company information, sources for its claims and a secure connection.
How we improve it
Add transparent information and sources, update old content and use HTTPS.

In the content analysis, we review every important page for E-E-A-T and recommend concrete improvements.

Is the content deep enough, or too thin?

Content should be deep enough to be useful

Google wants to show content that helps users. Thin content is shallow, generic or adds no value, and it struggles to rank.

How to recognise thin content

Length
No word limit settles the matter. The warning sign is a page that is too short to answer the question it is meant to answer.
Repetition
The same information that appears on other pages, just reworded.
Generic
Content that could be on any site in the industry. No unique insights or perspectives.
No substance
Vague wording without concrete information. “We offer the best solutions for your needs” says nothing.

How to recognise in-depth content

Comprehensive
The content covers the topic from several angles, answers related questions and gives a complete picture.
Practical
Concrete examples, actionable advice and real results.
Unique
First-hand experience, original research or data, perspectives not found anywhere else.
Structured
Clear headings, a logical order and easy to scan.
Visual
Images, charts and examples that clarify the text.

Important: length is not the goal

A 500-word page can be perfect if it covers a narrow topic comprehensively.

A 3,000-word page can be thin if it just repeats itself in different words.

In the content analysis, we identify

  • Pages that are too shallow for their topic
  • Pages that can be shortened (padding without substance)
  • Where you need more examples, more data and greater depth
  • Which content lacks unique value

What is duplicate content?

When the same content exists in several places

Duplicate content means that identical or very similar content exists at several URLs, either on your own site or on other sites. A certain amount of duplication is normal and does not violate Google’s spam policies.

How duplicate content arises on your own site

Common causes

E-commerce
The same product description on several variants of the same product.
Problem
If “running shoe black”, “running shoe white” and “running shoe blue” have identical descriptions, they compete internally.
Solution
Write a unique description for each variant if the variants are to appear as separate search results. Otherwise, canonical tags can point to a main variant.
WordPress
The same content in several places: post, category, tag and archive.
Problem
The same text exists at four URLs, and Google chooses for itself which of them to show.
Solution
Show excerpts instead of full posts in the archives. Archives with no value of their own can be given noindex.
Print versions
A separate URL for a “printer-friendly version” of the same content.
Problem
Two URLs with identical content.
Solution
Use a canonical that points to the original page.
URL parameters
The same page can be reached at several URLs through parameters (sorting, filters).
Problem
/produkter, /produkter?sort=pris, /produkter?sort=namn have the same content.
Solution
Use canonical tags. Otherwise, Google learns by itself how parameters work.

How to handle duplicate content on other sites

Copied content
Another site copies your content (or you copy someone else’s).
Problem
Google chooses which version to rank, and it is not always the original.

Solution

  • If you syndicate content, ask the partner to block their copy from indexing with noindex
  • Report obvious theft to Google as copyright infringement (DMCA, US copyright law)
Supplier text
Product descriptions from a supplier that 50 other shops also use.
Problem
You are competing with 50 other sites with identical content.
Solution
Write unique product descriptions. It takes time, but the text sets you apart from the other shops.

In the content analysis, we identify

  • Where duplicate content occurs
  • How it affects rankings
  • Concrete solutions (canonical, rewriting)

How we review structure and readability

Content has to be easy to take in

We review

Headings (H1, H2, H3)

  • Are the headings logical and descriptive?
  • Do they structure the content clearly?
  • Do they help users scan the page?

Paragraphs

  • Are the paragraphs short enough to read on mobile? (rule of thumb: three to four lines)
  • Are there visual breaks between paragraphs?

Lists and bullet points

  • Are lists used where it is natural, to break up the text?
  • Do they help highlight important points?

Images and media

  • Is there visual content that clarifies the text?
  • Do images have descriptive alt texts?

Typography

  • Is the text a suitable size on mobile?
  • Is the contrast sufficient for readability?

How we move from analysis to action

The analysis becomes a concrete content strategy

The content analysis results in a detailed content strategy in which we recommend:

For each important page

  • Which primary search term the page should be optimised for
  • How the title, H1 and headings should be worded
  • Which content needs to be rewritten to match the search intent better
  • Where E-E-A-T can be strengthened (author information, sources, expertise)
  • Whether the content is deep enough or needs to be expanded

For internal competition

  • Which pages compete and should be merged, given a new focus or removed
  • Which page should be the main page for each important search term
  • How internal linking should be steered to eliminate competition

For content production

  • Which gaps exist (search terms you should rank for but have no content for)
  • Which new pages need to be created
  • Order of priority based on search volume, competition and business value

For duplicate content

  • Where it occurs and how it should be fixed
  • Which canonical tags need to be added
  • Which content must be rewritten to become unique

Implementation: We often help with the actual writing and rewriting of texts as part of our ongoing SEO work.

Contact us for a content analysis →

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