Content Guidance provides topic- and page-specific suggestions to help you and your team create and optimize high-value content for your audience. Using Conductor's engine for generating recommendations, you can review insights based on the content in the top-ranked pages in search engine results.
Where to find it
Click Here ↗️ or follow the path Research > Content Guidance in Conductor.
Overview
Get guidance for your content
- In the fields at the top of Content Guidance, enter:
- A topic about which you want to write or optimize content.
- An existing page you want to optimize.
- A topic and an existing page you want to optimize for that topic.
- Select a search context. To review the available search contexts, refer to this article.
- Click Get Guidance.
Review your insights
After Conductor loads its research from the top-ranked pages for your topic, you can review and overview and insights about the topic and page you entered.
See an overview of your topic and page
You can view a holistic overview of:
- Your organic search competition. Rank here reflects the results' standard rank.
- Traffic predictions.
-
Health Check scores for highly-ranked pages.
Discover recommendations for your content
Insights are based on and grouped by findings related to the following aspects about content on those ranked pages. The supported languages for insights depend on the type of insight:
- Related keywords
- Title tags
- Meta descriptions
- Header tags (h1-h3)
- Image alt and title tags
- Readability
- Questions
- Body copy
- Content Length
- Cannibalization check. Note: If you do not see a cannibalization check insight for a topic you enter, it means Conductor did not find the page on your site to be ranking for the topic.
- Schema markup types
- Health Check factors (including Canonical, Title, Meta Description, Headings, Hreflang, HTTPS, Image alt, Links, Sitemap, URL, and Page Speed)
Insights are grouped by related aspects such as title tag or meta description. To see all of the insights related to a particular aspect of the content, use the button on each insight.
Each insight shows:
- A Strength indication, which measures how likely it is an important factor to people searching for your entered topic.
- The Predictive Factors Conductor used to generate the insight.
Related keyword insights also include background information about why it is important to your content's performance in search.
Metadata and header tag insights include information about the pages from the results that generated these insights. This information includes the pages' ranks and relevant page data. For example, for insights related to h1 header tags, you can see each h1 tag for each ranking page:
Review these results to get an idea of how these high-ranking pages use the topic across different aspects of their pages—without having to open each in your browser to compare. Is there anything you can learn about how these pages use the topic that you can apply to your content?
Take action on your guidance
If you want to learn more about a page, you can use the three-dot menu to:
- Visit the page.
- Research the page in Explorer.
To quickly pass this information to your content team through Conductor Actions, you can also add individual keywords and pages—or even entire insights—to an Action.
To consolidate and share all the keyword and content insights for a topic and page, you can click Download to generate a .doc file you can send to the relevant stakeholders:
Using Content Guidance
- Create a content brief with Content Guidance
- Using competitive insights to guide content briefs
- Draft new and existing content with Writing Assistant
FAQs
From where is data in Content Guidance sourced and how frequently is it refreshed?
Conductor gathers search engine result data in Content Guidance from our data partner Semrush. Semrush refreshes this data as frequently as daily and no less frequently than monthly.
However, each time you perform a query, Conductor crawls the pages identified in the search engine results and generates insights on-demand, regardless of when Semrush last refreshed that result data.
What is the Health Check score?
The Health Check score—a figure between 0 and 100—indicates how prepared a page is to achieve high visibility in organic search results. A high score means a page is more likely to rank well.
The exact calculation for the Health Check score is proprietary. However, Conductor uses the following factors related to a page's content and on-page elements to calculate the figure:
- Canonical
- Title
- Meta Description
- Headings
- Hreflang
- HTTPS
- Image alt
- Links
- Sitemap
- URL
- Page Speed
What are Question insights in Content Guidance?
Question insights give you an idea of how other top-ranking pages use (or don't use) the relevant questions your audience frequently asks about the topic you explored with Content Guidance.
Conductor gathers question insights from the People Also Ask results that appear for relevant searches and from other questions posed in some header tags found on the top-ranking pages.
You can use these insights to better ask and answer the most relevant questions your audience asks when they search about the topic.
Language Support
Conductor supports Question insights for all the languages it supports for Content Guidance.
Where does Content Guidance pull meta descriptions from: Google SERPs or page HTML?
In Content Guidance, Conductor always uses the meta description that appears in the HTML of the page in question.
However, there may be times when Google customizes what appears in SERPs under the page's title, in place of a page's HTML meta description. Even in this case, knowing the HTML meta description is still important because of its value as a ranking signal to Google.
For which languages do keyword-related insights appear in Content Guidance?
Conductor supports all the languages for Content Guidance that it does for other discovery tools in the platform, with the exception that Conductor supports only English for Readability insights and Health Check and Content Length insights are language-agnostic.
Note, however, that you may notice higher-quality insights when exploring the following types of keyword-related insights in languages listed below:
Keyword-related Insights:
- Related keywords
- Title tags
- Meta descriptions
- Header tags (h1-h3)
- Image alt and title tags
- Body copy
- Questions
Languages with highest-quality keyword insights:
- Arabic
- English
- Danish
- Dutch
- French
- Finnish
- German
- Greek
- Han (Traditional)
- Hungarian
- Indonesian
- Italian
- Japanese
- Korean
- Norwegian
- Portuguese
- Romanian
- Russian
- Spanish
- Swedish
- Turkish
- Ukrainian
How does Conductor measure potential cannibalization?
For topic-only queries, Content Guidance discovers any pages on your site that ranks in the top 100 positions for the same keyword.
For topic and page queries, Content Guidance discovers any other pages on your site that rank in the top 100 positions for the same keyword
What is schema markup and how does Conductor support it in Content Guidance
What Is Schema Markup?
Schema markup is snippets of HTML code you can add to a page to help search engines better understand your content’s structure—rather than requiring the search engine to deduce this on its own. Schema markup can also help make it easier for search engines to parse your content for rich search result types. Note, however, that it does not guarantee that your page will be shown as a rich result type.
What Support Does Conductor Provide in Content Guidance?
Review the schema types listed below and find links to Google and schema.org content about these types.
Article
Adding Article structured data to your news, blog, and sports article page can improve how your page appears in search results.
Link to Google's schema documentation
Book
Book structured data lets users quickly buy or borrow books directly from search results.
Link to Google's schema documentation
Breadcrumb
A Breadcrumb trail on a page indicates the page's position in the site hierarchy, and it may help users understand and explore a site effectively.
Link to Google's schema documentation
Carousel
A Carousel is a list-like rich result that people can swipe through on mobile devices. It displays multiple cards from the same site.
Link to Google's schema documentation
Course
You can mark up your Course lists with structured data so prospective students find you in search.
Link to Google's schema documentation
Event
The Event experience makes it easier for people to discover and learn about events through search results or Google Maps.
Link to Google's schema documentation
FAQ Page
A Frequently Asked Question (FAQ) page contains a list of questions and answers pertaining to a particular topic.
Link to Google's schema documentation
Image
Image may appear with a “Licensable” badge on the image thumbnails in Google Images when you specify license information for the images on your website.
Link to Google's schema documentation
Job Posting
Adding structured data for Job Postings enables the page to appear in a special Jobs experience in search results.
Link to Google's schema documentation
How-to
A How-to walks users through a set of steps to successfully complete a task, and can feature video, images, and text.
Link to Google's schema documentation
Local Business
With Local Business data, you can tell Google about your business hours, different departments within a business, reviews for your business, and more.
Link to Google's schema documentation
Offer
To show price decreases on your products, add an Offer to your Product structured data.
Link to Google's schema documentation
Organization
Organization structured data is used for organizations that people don't physically visit. It shows an organization’s logo, website address, social media profiles, and contact information.
Link to schema.org's documentation
Person
The Person schema type describes a person. It's often used in relation to defining an author of an article using the Author schema type, but can also be used to describe a person's role within an organization.
Link to schema.org's documentation
Products
Users can see Product price, availability, and review ratings in search results.
Link to Google's schema documentation
Q&A Page
Q&A pages contain data in a question and answer format, which is one question followed by its answers.
Link to Google's schema documentation
Recipe
Recipe structured data can provide information such as reviewer ratings, cooking and preparation times, and nutrition information.
Link to Google's schema documentation
Review
A Review snippet is a short excerpt of a review or a rating from a review website, usually an average of the combined rating scores from many reviewers
Link to Google's schema documentation
Sitelinks Search Box
Sitelinks Search Box structured data may show a search box scoped to your website.
Link to Google's schema documentation
Subscription and paywalled content
This structured data helps Google differentiate paywalled content from the practice of cloaking, which violates our guidelines.
Link to Google's schema documentation
Video Object
Videos can appear in Google search results, video search results, Google Images, and Google Discover.