{"id":172374,"date":"2024-02-20T05:24:18","date_gmt":"2024-02-20T10:24:18","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=172374"},"modified":"2024-07-05T08:15:29","modified_gmt":"2024-07-05T13:15:29","slug":"ahrefs-for-content-marketers","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/ahrefs-for-content-marketers\/","title":{"rendered":"My 5 Favorite Ahrefs Use Cases for Content Marketers"},"content":{"rendered":"\n<div class=\"intro-txt\">I\u2019ve used Ahrefs since 2016. I thought I was a power user, but since joining the team, I\u2019ve discovered a bunch more use cases that I can\u2019t imagine living without.<\/div>\n\n\n\n<p>Here are five of my favorite ways to use Ahrefs for content marketing:<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Reverse-engineer your competitor\u2019s entire content strategy\" data-section=\"competitor-content-strategy\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172374-_irv0cn78g4e8\"><\/a>1. Reverse-engineer your competitor\u2019s entire content strategy<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Let\u2019s be honest: we all snoop on our competitors to see what\u2019s working (and isn\u2019t). But today, a lot of the most exciting content strategies live outside of the company blog: free tools, app integrations, <a href=\"https:\/\/ahrefs.com\/blog\/programmatic-seo\/\">programmatic content<\/a>, you name&nbsp;it.<\/p>\n\n\n\n<p>For most websites, you can use the <strong>Site structure<\/strong> report in <strong>Site Explorer<\/strong> to quickly see how the website is structured, and which parts generate the most organic traffic.<\/p>\n\n\n\n<p>In the example below, we\u2019re looking at Copy.ai\u2019s site structure. We might expect their blog to drive most of their organic search traffic, but according to the <strong>Site structure<\/strong> report, it only accounts for 4% of organic traffic. Instead, their \/tools subfolder drives almost 60% of their traffic:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"809\" height=\"491\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-1.png\" alt class=\"wp-image-172375\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-1.png 809w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-1-680x413.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-1-768x466.png 768w\" sizes=\"auto, (max-width: 809px) 100vw, 809px\"><\/figure>\n\n\n\n<p>Click deeper into the site structure, and you can see the individual pages generating the most traffic. In this case, three tools alone account for an estimated 20% of the entire website\u2019s organic search traffic:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"896\" height=\"462\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-2.png\" alt class=\"wp-image-172376\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-2.png 896w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-2-680x351.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-2-768x396.png 768w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\"><\/figure>\n\n\n\n<p>We can even compare metrics from today to a point in the past and see how their strategy has changed. Compared to a year ago, Copy.ai has grown traffic to its \/tools subfolder but <em>removed<\/em> 195 pages from its&nbsp;blog:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"973\" height=\"431\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-3.png\" alt class=\"wp-image-172377\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-3.png 973w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-3-680x301.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-3-768x340.png 768w\" sizes=\"auto, (max-width: 973px) 100vw, 973px\"><\/figure>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/app.ahrefs.com\/academy\/how-to-use-ahrefs\/site-explorer\/site-structure\">How to use the Site Structure report<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Track article performance by author, content type, or topic\" data-section=\"track-performance-by-content-type\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172374-_8umgt73ii1xr\"><\/a>2. Track article performance by author, content type, or&nbsp;topic<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>It\u2019s easy to track the performance of any blog as a whole. Add the URL into <strong>Site Explorer<\/strong>, and a second later, you\u2019ll see <a href=\"https:\/\/ahrefs.com\/blog\/marketing-kpis\/\">key metrics<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1055\" height=\"760\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-4.png\" alt class=\"wp-image-172378\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-4.png 1055w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-4-590x425.png 590w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-4-768x553.png 768w\" sizes=\"auto, (max-width: 1055px) 100vw, 1055px\"><\/figure>\n\n\n\n<p>But for big blogs (ours has some 2.5k indexed pages), it\u2019s harder to answer questions like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Which authors are driving the most traffic?<\/li>\n\n\n\n<li>How does <a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-backlinks\/\">link acquisition<\/a> differ between SEO content and thought leadership content?<\/li>\n\n\n\n<li>Does updating our articles with an on-page SEO tool improve performance beyond just updating them normally?<\/li>\n<\/ul>\n\n\n\n<p>Enter <strong>Portfolios<\/strong>. <strong>Portfolios<\/strong> allow you to group a list of URLs together and view their aggregated metrics. I use one portfolio for tracking the performance of my articles:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1202\" height=\"242\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-5.png\" alt class=\"wp-image-172379\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-5.png 1202w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-5-680x137.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-5-768x155.png 768w\" sizes=\"auto, (max-width: 1202px) 100vw, 1202px\"><\/figure>\n\n\n\n<p>And another for tracking recent articles published by my&nbsp;team:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"238\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-6.png\" alt class=\"wp-image-172380\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-6.png 1200w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-6-680x135.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-6-768x152.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\"><\/figure>\n\n\n\n<p>And another still for monitoring the search performance of some of the biggest \u201cparasite SEO\u201d publishers (to see whether or not Google is really doing anything to combat it):<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1202\" height=\"239\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-7.png\" alt class=\"wp-image-172381\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-7.png 1202w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-7-680x135.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-7-768x153.png 768w\" sizes=\"auto, (max-width: 1202px) 100vw, 1202px\"><\/figure>\n\n\n\n<p>In every case, you can click into your portfolio and see the same detailed metrics you\u2019re used to from <strong>Site Explorer<\/strong>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1056\" height=\"735\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-8.png\" alt class=\"wp-image-172382\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-8.png 1056w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-8-611x425.png 611w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-8-768x535.png 768w\" sizes=\"auto, (max-width: 1056px) 100vw, 1056px\"><\/figure>\n\n\n\n<p><strong>Portfolios<\/strong> has become my default way of using Ahrefs, and there are tons of use&nbsp;cases:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Compare articles written by freelancers, in-house terms, and (dare I say it) <a href=\"https:\/\/ahrefs.com\/blog\/ai-content-is-short-term-arbitrage\/\">AI tools<\/a><\/li>\n\n\n\n<li>See which article topics drive the most traffic<\/li>\n\n\n\n<li>Analyze the performance of different content types (helpful for separating out the impact of search content and thought leadership content)<\/li>\n\n\n\n<li>Monitor the performance of key competitor articles<\/li>\n\n\n\n<li>Measure the impact of <a href=\"https:\/\/ahrefs.com\/blog\/republishing-content\/\">newly updated<\/a> or rewritten articles<\/li>\n\n\n\n<li>Track experiments (create one portfolio as a control and another for the articles you want to experiment on)<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/app.ahrefs.com\/academy\/how-to-use-ahrefs\/account\/add-first-portfolio\">How to add your first portfolio<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Automatically generate hundreds of seed keywords\" data-section=\"generate-seed-keywords\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172374-_y7ym72l4vesr\"><\/a>3. Automatically generate hundreds of seed keywords<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The hardest part of keyword research (at least for me) is always generating <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/seed-keywords\">seed keywords<\/a>.<\/p>\n\n\n\n<p>When you have a few terms to explore, it\u2019s easy to find long-tail variations, matching terms, related terms, you name it. But coming up with those first few topics? Not always easy, and it becomes even harder once you\u2019ve exhausted obvious topics.<\/p>\n\n\n\n<p>But now, we can just use a little AI brainstorming power to turn a blank page into dozens and dozens of seed keywords. In <strong>Site Explorer<\/strong>, just ask our little AI friend for&nbsp;help:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"764\" height=\"333\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-9.png\" alt class=\"wp-image-172383\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-9.png 764w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-9-680x296.png 680w\" sizes=\"auto, (max-width: 764px) 100vw, 764px\"><\/figure>\n\n\n\n<p>Let\u2019s use the bog standard keyword \u201ccontent marketing\u201d as an example. Here are <em>technical and specialized terms<\/em> related to content marketing:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"762\" height=\"528\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-10.png\" alt class=\"wp-image-172384\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-10.png 762w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-10-613x425.png 613w\" sizes=\"auto, (max-width: 762px) 100vw, 762px\"><\/figure>\n\n\n\n<p>Here are <em>emerging trends<\/em>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"763\" height=\"486\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-11.png\" alt class=\"wp-image-172385\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-11.png 763w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-11-667x425.png 667w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-11-260x166.png 260w\" sizes=\"auto, (max-width: 763px) 100vw, 763px\"><\/figure>\n\n\n\n<p>And now <em>controversial and debate-generating<\/em> keywords (\u201cquality vs quantity\u201d\u2014going right for the meaty topics):<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"763\" height=\"534\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-12.png\" alt class=\"wp-image-172386\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-12.png 763w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-12-607x425.png 607w\" sizes=\"auto, (max-width: 763px) 100vw, 763px\"><\/figure>\n\n\n\n<p>With our big list of seed keywords, hit \u201cSearch\u201d and we\u2019ll see the estimated search volume, keyword difficulty, and a bunch of other data points for our ideas. Click the <strong>Matching terms<\/strong> or <strong>Related terms<\/strong> reports and our list of possibilities will grow massively:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"991\" height=\"598\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-13.png\" alt class=\"wp-image-172387\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-13.png 991w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-13-680x410.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-13-768x463.png 768w\" sizes=\"auto, (max-width: 991px) 100vw, 991px\"><\/figure>\n\n\n\n<p>Not every idea will be a home run in terms of significant search volume, but many will\u2014and they might be ideas you wouldn\u2019t otherwise have considered.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Instantly cluster keywords into article topics\" data-section=\"instantly-cluster-keywords\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172374-_i4lxnul6gzfs\"><\/a>4. Instantly cluster keywords into article topics<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>It\u2019s pretty tricky to refine a list of 300 target keywords to a realistic selection of article ideas. Many keywords will have overlapping intent, others might be subtopics that make more sense to mention as part of another topic. Tricky!<\/p>\n\n\n\n<p>Here we\u2019ve used AI to brainstorm seed topics and used the <strong>Matching terms<\/strong> report to find even more ideas. We\u2019ve wound up with 1,622 keyword ideas in about 30 seconds of research:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"919\" height=\"301\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-14.png\" alt class=\"wp-image-172388\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-14.png 919w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-14-680x223.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-14-768x252.png 768w\" sizes=\"auto, (max-width: 919px) 100vw, 919px\"><\/figure>\n\n\n\n<p>Great, but also totally overwhelming. But we can make life much easier by using the <strong>Cluster by Parent Topic<\/strong> tab.<\/p>\n\n\n\n<p>Parent topic aims to <a href=\"https:\/\/ahrefs.com\/blog\/keyword-clustering\/\">cluster keywords<\/a> with similar or the same search intent, so you can target them all on one page instead of&nbsp;many.<\/p>\n\n\n\n<p>If we wanted to target the keywords \u201ccontent marketing audit\u201d and \u201ccontent audit definition\u201d, we could instead target the parent topic \u201ccontent audit\u201d\u2014<em>and also rank<\/em> for \u201ccontent marketing audit\u201d and \u201ccontent audit definition\u201d.<\/p>\n\n\n\n<p>Three keyword rankings, one article.<\/p>\n\n\n\n<p>In the image below our 1,622 keywords are grouped by their parent topic. We\u2019ve gone from 1,622 keywords to just 162 clusters\u2014much more manageable:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"482\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-15.png\" alt class=\"wp-image-172389\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-15.png 724w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-15-638x425.png 638w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\"><\/figure>\n\n\n\n<p>Just one of these clusters, <em>content audit, <\/em>contains 43 keywords. So by writing one article targeted at <em>content audit, <\/em>we stand to rank for 43 of the keywords we were interested in:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"479\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-16.png\" alt class=\"wp-image-172390\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-16.png 700w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-16-621x425.png 621w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\"><\/figure>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/academy\/how-to-use-ahrefs\/keywords-explorer\/related-terms\">How to use the Related terms report<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. See how competitors update their content\" data-section=\"see-competitor-content-updates\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172374-_f88cmsw4z9zu\"><\/a>5. See how competitors update their content<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Competitive SERPs are usually a never-ending game of <a href=\"https:\/\/ahrefs.com\/blog\/content-optimization\/\">content optimization<\/a> and updating. Competitors publish new articles, or update their existing ones, and you have to update your content to avoid sliding down the rankings.<\/p>\n\n\n\n<p>When you formulate your plan for updating an article, it\u2019s useful to see exactly how competitors have updated their articles.<\/p>\n\n\n\n<p>Here\u2019s the organic traffic graph for Zapier\u2019s most popular blog post, <em>How to Use ChatGPT<\/em>. We can see a huge increase in organic traffic starting in November 2023:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"722\" height=\"397\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-17.png\" alt class=\"wp-image-172391\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-17.png 722w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-17-680x374.png 680w\" sizes=\"auto, (max-width: 722px) 100vw, 722px\"><\/figure>\n\n\n\n<p>This begs an obvious question: what happened in November? What caused the massive traffic increase? Is it something that we can learn&nbsp;from?<\/p>\n\n\n\n<p>Well, good news: we can use the <strong>Page inspect<\/strong> report to find&nbsp;out.<\/p>\n\n\n\n<p>By default, you can see the current HTML and page text for your chosen URL:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1704\" height=\"763\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-18.png\" alt class=\"wp-image-172392\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-18.png 1704w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-18-680x304.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-18-768x344.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-18-1536x688.png 1536w\" sizes=\"auto, (max-width: 1704px) 100vw, 1704px\"><\/figure>\n\n\n\n<p>But more importantly, we can use <strong>Page inspect<\/strong> to compare the on-page text at <em>specific points in time<\/em>: like just before and after their big traffic surge in November 2023. In a couple of clicks, we can actually <em>see <\/em>if Zapier updated the page in a way that might have triggered the traffic increase.<\/p>\n\n\n\n<p>In this case, we can see entirely new sections of text that were added to the article around the time of the traffic increase, like this collection of \u201chow to\u201d content:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1705\" height=\"810\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-19.png\" alt class=\"wp-image-172393\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-19.png 1705w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-19-680x323.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-19-768x365.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/word-image-172374-19-1536x730.png 1536w\" sizes=\"auto, (max-width: 1705px) 100vw, 1705px\"><\/figure>\n\n\n\n<p>There are plenty of factors that can improve search performance, but this is a powerful way of isolating the impact of on-page changes. If we were writing an article on the same topic, or refreshing an article Zapier had dethroned, this is exactly the kind of section I would consider adding.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172374-_ajnkpebb9yfn\"><\/a>Final thoughts<\/h2>\n\n\n\n<p>I\u2019ve used Ahrefs for keyword research, link building, and reporting since forever, but these new-to-me workflows have made my life much easier. If you\u2019re a content marketer, they might help you&nbsp;too.<\/p>\n\n\n\n<p>Got any interesting Ahrefs workflows to share? Let me know on <a href=\"https:\/\/twitter.com\/thinking_slow\">X<\/a> or <a href=\"https:\/\/www.linkedin.com\/in\/thinkingslow\/\">LinkedIn<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here are five of my favorite ways to use Ahrefs for content marketing: Let\u2019s be honest: we all snoop on our competitors to see what\u2019s working (and isn\u2019t). But today, a lot of the most exciting content strategies live outside<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":194,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73],"tags":[462],"coauthors":[457],"class_list":["post-172374","post","type-post","status-publish","format-standard","hentry","category-content-marketing","tag-blog","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>My 5 Favorite Ahrefs Use Cases for Content Marketers<\/title>\n<meta name=\"description\" content=\"Snoop on site structure, cluster keywords into article ideas, track performance by authors, and much more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/ahrefs-for-content-marketers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"My 5 Favorite Ahrefs Use Cases for Content Marketers\" \/>\n<meta property=\"og:description\" content=\"Snoop on site structure, cluster keywords into article ideas, track performance by authors, and much more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/ahrefs-for-content-marketers\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-02-20T10:24:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-07-05T13:15:29+00:00\" \/>\n<meta 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