Independent Leeds
content strategy

- Results of analytical research -
- Content calendar -
- Summary for sales -

Introduction

Note

This report collates data in real time: please allow a few seconds for it to load fully.

This report is best viewed on desktop.

We have analysed enormous volumes of data to create this report, which delivers a content strategy underpinned by data-driven analysis and accompanied by actionable strategy and insights.

The report will re-iterate the agreed project goals, present findings from the data analysed, and outline a detailed three month content strategy for the Independent Leeds website.

The content strategy contains instructive briefs for each content piece, and the accompanying insights provide data and guidance for Independent Leeds to create their own content in future, with steer and further support from Edge45.

The report ends with a summary of our methodology and findings, for use in your internal sales processes.

Actions

Actions are outlined in grey boxes like this one.

These boxes will feature mainly in the content calendar section, to offer clear instructions on what you need to do to create the content as recommended.

Project goals

  • Provision of an analytically proven content strategy for three months targeting key content categories.
  • Provision of information on priority order of these categories, including most-searched terms.

Categories

The key categories for Independent Life content are as follows:

  • Independent business areas
    • Food and drink
    • Entertainment and culture
    • Shopping and lifestyle
  • Current affairs

We suggest the following order of priority. This is based on a combination of search volume for key terms and topics; distribution of conversation on Reddit, Quora, and other online discussions; survey feedback; and opportunities for independent-focus content.

  • Food and drink
  • What's on
  • Entertainment and culture
  • Communities
  • Shopping and lifestyle

There is not much gap between these: shopping and lifestyle is still prominent and important, but there are fewer opportunities to showcase independent shops than restaurants, for example.

A breakdown of most searched terms and phrases will be included for each.

Keywords

Keywords will be formatted like this: keyword monthly search volume

Stated monthly search volume figures are the minimum expected search volume for target terms and topics.

For breakdowns of most searched terms, similar terms are collated to give an overall indication of search volume for a topic. "Japanese food" for example contains "Japanese food Leeds", "Japanese restaurant Leeds", and so on.

Keyword data has been manually sifted through to ensure similar but irrelevant searches do not influence recommendations. "Vue cinema Leeds" and related terms were removed, for example.

For each category we have provided the following

  • Top level insights: those which guide our content strategy.
  • Data-driven drilldowns: analytical backing for the above based on search volume for broad and non-broad match keyword queries, trend analysis, sentiment analysis, and strong-performing content in related publications.
  • Spotlight keyword terms: those which show particularly well the type of term and trend we are looking to tap into.

As well as some bespoke inclusions to tie into points discussed in the brief.

Insights

Think of the insights in the following sections as gold nuggets, painstakingly sifted from a vast bedrock of data.

The insights have been baked into the content strategy, and are what set generic content apart from great content.

Not like the others

Some keyword insights and resulting content suggestions revolve around businesses and entities which do not necessarily fit the vibe of Independent Life.

This is intentional, and a way to piggyback off of their high search volume. They are not given precedence in the content, instead acting as hooks to promote independent businesses.

Food and drink

Top level insights

  • Cuisines are the key search operator people use when looking for restaurants.
  • Other qualifiers include time of day, dietary requirements, emotion, and price point.
  • Survey findings reveal users want information on dishes as well as restaurants.
  • There are opportunities to target broad geographical areas as well as granular ones.
  • It is possible to piggyback on the high search volume of restaurants that don't necessarily fit the Independent Leeds ethos.

Drilldown

  • Key cuisines are as follows. These are presented in order of popularity, based on combined search volume of related terms. Related terms include [cuisine] restaurant in Leeds, best [cuisine] in Leeds, [cuisine] Leeds, and many other variations designed to give a clear idea of search behaviour.
    • Thai 6100+
    • Chinese 5050+
    • Italian 4300+
    • Grill 3800+
    • Indian 2940+
    • Tapas 1950+
    • Greek 1500+
    • Japanese 1230+
    • Kebab 700+
  • Times of day also attract search volume. Again, these are presented in order of popularity:
    • Breakfast 2400+
    • Brunch 1430+
    • Dessert 670+
    • Early bird 400+
  • Dietary requirements, too. Also in order of popularity:
    • Vegan 3050+
    • Halal 2200+
    • Vegetarian / veggie 1500+
    • Healthy 590+
    • Gluten free 370+
  • Dishes with high search volume are as follows:
    • Pizza 4500+
    • sushi 2850+
    • Fish and chips 1650+
    • Burger 950+
    • Roast dinner 710+
    • Shawarma 560+
    • Burrito 400+
    • Pho 340+
    • Yorkshire pudding 80+
  • People search for broad geographical areas like restaurants in Leeds City Centre1k - 10k, but granular searches also attract good search volume: restaurants near Leeds train station 100 - 1k or places to eat near Leeds train station 100 - 1k. Though search volumes on the latter are lower, they present an opportunity for very targeted content pieces.
  • Following the above logic, content showcasing independent food and drink near popular Leeds hotels offers the opportunity to tap into people visiting the city. The top hotels according to Google Travel are DoubleTree, Hotel Novotel, Hotel Ibis, Premier Inn, and The Grand
  • Some restaurants which would not fit the Independent Leeds ethos attract high search volume. Examples include Fazenda 10k - 100k, Gaucho 1k - 10k, Nando's 1k - 10k and similar. Mentioning these alongside preferable independent alternatives is a way to tap into search volume without tainting the editorial integrity of Independent Leeds.

Spotlight terms

Halal Leeds

A 5 year upward trend shows increasing volume for this term. Peppering the term into any articles about food (where relevant) will tap into this search volume.



Relevant related independent establishments

Tharavadu, Oranaise, La Cafetiere

Gin Leeds

Another 5 year upward trend: gin is a great example of a drink which suddenly became very trendy. This is the exact type of curve Independent Leeds will be ahead of going forward.



Relevant related independent establishments

The Maven, Hedonist, Botanist

Prosecco Leeds

Another example of a trendy drink to be peppered into food and drink pieces. The trend is not quite as strong as gin, but still higher than previous.



Relevant related independent establishments

The Maven, Hedonist, Botanist

Yorkshire pudding wrap

Though this peaked in popularity last September, it is still a term with overall increased search volume, and a dish which is popular in Yorkshire street food circles.



Relevant related independent establishments

The Yorkshire Wrap Company in Kirkgate Market

Entertainment and culture

Top level insights

  • The survey results indicate people want to see listings of events, as well as Independent Life being present at events.
  • These searches are likely to include a higher proportion of people outside Leeds, planning their visits based on the information they find. This presents an opportunity for Independent Leeds content to target and provide value to people outside of the city, increasing its range.
  • Keyword analysis puts cinema and theatre at the top, then escape rooms, galleries, music, board games, and exhibitions.
  • Open mics are popular in discussion, but less reflected by search volume.
  • Escape rooms and board games are trendy entertainment activities.

Drilldown

  • Efforts were made to remove branded queries (Vue and similar) to increase relevance of cinema queries; the large volumes around cinema terms point at demand which can be tapped into with features on Leeds' independent cinemas.
  • Conversations on Quora often mentioned open mics ("a vibrant open mic scene. Places like The Fenton, The Chemic Tavern and The Box all run regular events"), but there is not much search volume for this. This could be a good opportunity to jump ahead of the competition.
  • Escape rooms are a trendy entertainment activity, although currently research indicates there are no independent ones in the city.
  • A breakdown of the most popular entertainment topics are below. As with food and drink, each represents accumulated data for various related search terms.
    • Theatre 10470+
    • Cinema 10210+
    • Escape rooms 3400+
    • Galleries 2700+
    • Climbing 1690+
    • Gigs 1310+
    • Concerts 1200+
    • Board games 310+
    • Exhibitions 300+
    • Shuffleboard 200+
    • Bouldering (climbing) 110+
  • Popular venues within each category are as follows.
    • Brudenell Social Club (music venue) 5080+
    • Cottage Road Cinema 4380+
    • Belgrave Music Hall 3000+
    • Hyde Park Picture House 2080+
    • The Tetley (gallery) 1200+
    • Hyde Park Book Club 1120+
    • Seven Arts (music and arts) 560+
    • Wharf Chambers (music and arts) 200+
    • Various climbing walls 100+

Spotlight terms

Board game cafe

A 5 year upward climb paints this as a popular activity. While there are no dedicated board game cafes in Leeds, many cafes have games available: enough so to be the focus of targeted content pieces.



Relevant related independent establishments

Hyde Park Book Club, Belgrave Music Hall retro games night

Bouldering

This activity has seen a steady rise in popularity over recent years, and there is a lot of overlap between IL readership and climbing demographics.



Relevant related independent establishments

The Depot, The Lab, City Blok

Escape rooms Leeds

This is a huge trend, although at the moment Independent Leeds is not positioned to take advantage of it because there are no independent escape rooms in the city. We will monitor developments.



Shuffleboard

This is another rising trend, and one Independent Leeds is more able to engage with.



Relevant related independent establishments

Shuffledog, Brew Dog North Street

Shopping and lifestyle

Top level insights

  • Many shopping queries revolve around the names of shops rather than the products.
  • Content along the lines of "where to buy [product]" would be good for mopping up search volume around product related queries.
  • There is a good vintage clothes shopping scene in Leeds, as well as independent record stores and comic book shops.
  • A couple of good craft beer shops stand out as opportunities too.

Drilldown

  • Shop name terms carry high search volume: Primark Leeds 1k - 10k and so on. There is less opportunity than in categories like food and drink to share keyword space with the highest performing terms, as they are more specific (Thai food vs Primark: the former is a broad umbrella but covers independent business; the latter is restrictive).
  • Well-performing search topics that tie into niches where independent shops operate are as follows:
    • Record shops 2200+
    • Vintage clothes 1780+
    • Comics 1340+
    • Craft beer 450+
  • Shops to target in each of these categories are as follows:
    • Jumbo Records 220+
    • Beer Ritz 210+
    • Crash records 200+
    • Tall Boys 100+
    • OK Comics 100+
    • Travelling Man (comics) 100+
    • Blue Rinse (vintage) 100+
  • Shopping destinations where not all shops are independent, but which could be mentioned or spotlighted:
    • Trinity 13110+
    • Kirkgate Market 2200+
    • Victoria Quarter 1250+
    • Grand Arcade 1120+
    • Queens Arcade 220+
    • Thorntons Arcade 110+

Vinyl

Vinyl has been increasing in popularity again over recent years, and aligns strongly with IL demographics. There are several independent places in town to buy.



Relevant related independent establishments

Jumbo, Crash

Current affairs

You requested information on the best ways to keep track of local news; we recommend these methods:

  • Google Alerts for Leeds news terms.
  • Monitoring local news publications like YEP, Leeds List, Leeds Live.
  • Monitoring Leeds and Yorkshire pages on national news publications.

The best way to create effective current affairs content is to be vigilant and responsive: if you continue to work with Edge45 we can assist with this monitoring, and make timely recommendations for responsive content where we feel it is relevant.

As it stands, it is hard to make recommendations on current affairs articles beyond the above at this time.

What's on

This category showcases the city's goings-on. Content must be current, accurate, and compelling to provide value to visitors.

To maximise effectiveness this content must tap into real search behaviours used by people searching for things to do.

This section explores the way people search for things rather than the events themselves. These are addressed in the Entertainment and Culture section.

Top level insights

  • Based on analysis of previous year trends, 2019 searches are likely to see peak search volume around late January, with regular traffic throughout the year.
  • Non-location specific searches using phrasing like near me are on the rise.
  • Action-oriented terms attract high search volume.
  • Geographical terms have high search volume, and areas peripheral to Leeds may present opportunities.
  • Time-specific searches, especially weekend related, are popular.
  • Certain qualifiers are used more frequently than others to narrow down the type of event being searched for.

Drilldown

  • With the advent of smarter search, searches using vague terms contextualised by the user's location are seeing a huge increase. Terms like what's on near me 10k - 100k, things to do 10k - 100k, or stuff to do 1k - 10k show a huge demand for location-specific content.
  • Action-oriented search terms with high monthly search volume like things to do in Leeds 10k - 100k, what's on in Leeds 1k - 10k can be leveraged with a steady stream of content showcasing upcoming events across the board.
  • Broader geographical terms like what's on Yorkshire 1k - 10k and things to do in West Yorkshire 1k - 10k present an opportunity to draw visitors from outside the city, and to give them Leeds-based answers.
  • Time-specific searches like things to do this weekend 1k - 10k can be tapped into with mini-listings toward the end of a week highlighting the most exciting events that weekend.
  • As with the food and drink category, key search qualifiers in this section are romantic 100 - 1k, cool 100 - 1k, and fun 100 - 1k things to do in Leeds 10k - 100k.
  • There is a low volume for free things to do in Leeds 100 - 1k: this should be covered off by stating the price of any event mentioned, or lack thereof.

Spotlight terms

'Near me' searches

Understanding modern search behaviour is vital to effective content creation. Responding to this trend allows content to flourish.

Content spotlighting various suburbs of Leeds has been incorporated into the strategy to tap into this trend.



Year searches

We note a climb around November / December, with the first peak in January / February, then good search volume for much of the year.

A wave of content at the start of the year targeting 2019 terms is advised.



Communities

Top level insights

  • There is a thriving charity and third sector presence in Leeds, with many small local groups striving for change.
  • This is a category where human interest will be more of a driver than data: spotlighting causes which resonate with people, and presenting them opportunities to get involved.
  • Opportunities include showcasing organisations, people who are heavily involved in or motivated by making Leeds better, and alternative housing projects.
  • Many neighbourhoods in Leeds have strong community focus, too. Interviewing people on the ground in these places will drive excellent human interest features.

Drilldown

  • The key terms around volunteering have combined search volume of around 2200+
  • A list of some charitable and voluntary organisations who are active in the city is below, along with their areas of focus. This is collated from Leeds for Change and Doing Good Leeds, and represents organisations that could feature in content:
    • Leeds Tidal: economic and environmental justice.
    • Yorkshire Community Woodland Society: community woodland group.
    • Beeston in Bloom: community pride through gardening.
    • Roundhay Environmental Action Project: strengthening the local area.
    • Fossil Free West Yorkshire: divestment.
    • Redemption Songs: bringing music to prisoners.
    • The LGBTQ+ Agenda: inclusivity.
    • Yorkshire Campaign Against Prisons: preventing expansion of local prison.
  • Leeds is also well represented for alternative housing projects, which could make interesting content:
    • LILAC: Low Income Living Affordable Community.
    • Greenhouse: an energy efficient development in Beeston.
    • Cornerstone: an established housing cooperative.
    • Chapeltown Housing Co-op: a cohousing development set for construction in Chapeltown.

Volunteering in Leeds

We see peaks in October and late January / early February each year.

These peaks are smaller than what we see with some other terms, but the relatively high search volume at these times could boost content.


New Years resolution

A predictable annual spike which can be leveraged with some targeted content.


Content calendar

The content suggestions are in line with the Independent Life ethos, best summarised by the word authenticity, and the desire to articulate intersections. The authenticity of independent voices rather than the contrived agendas pushed by other publications; the intersections between different voices and people - cultures, economic levels, and so on. A city is oil and water: IL aims to mix them, rather than keep them separated.

This is a combination of Edge45 generated ideas, existing Independent Leeds features, and hybrids of the two.

An ongoing consideration has been to keep content suggestions true to the Independent Life ethos while still factoring in analytic and data-driven considerations.

How to use this content calendar

Each week contains five content titles.

Suggestions are given in briefs for creation of each piece, alongside SEO recommendations and analytic underpinning.

The first three weeks of briefs are given in this report, with the remainder to follow as Word Documents.

Keywords

Where target keywords are given, the goal is not to use all keyword phrases verbatim within the content.

The target keywords illustrate common related searches, and natural use of the constituent words will be enough to mark the content as relevant to Google.

  • Length: ~750+ words
  • Target keywords:
  • Roast dinner Leeds 1k - 10k

    Christmas meal Leeds 100 - 1k

    Christmas dinner Leeds 100 - 1k

    Christmas menu Leeds 100 - 1k

    Christmas lunch Leeds 100 - 1k

    Pubs open on Christmas day Leeds 10 - 100

  • Structural and SEO advice:

    This piece targets seasonal, question based queries.

    The introduction should cover feature keyword terms phrased as a question: "looking for the best Christmas dinner in Leeds? Here are our top recommendations."

    The emphasis should be either cosy fireside pubs (Whitelocks, etc) and less traditional independents like Bundobust who offer set menus.

    Write 80 - 100 words about each location, with 5 featured. Intro / outro should each be ~100 words.

    Use the outro to tie off questions about pubs opening on Christmas day. "Oh, and here are three pubs open on Christmas day, for that traditional pre-dinner ale".

  • Social strategy:

    Use question led title for social posts: "looking for the best Christmas dinner in Leeds?"

    Use @mentions on social to include all establishments mentioned.

    Use Christmas hashtags #Christmas #tistheseason and so on.

  • Featured snippet info:

    A map featured snippet shows three pubs in the city, all of which are tangential to IL's ethos.

    Given the short time before Christmas, it is unlikely we'll be able to make a dent on this featured snippet.

  • Length: 800+ words
  • Target keywords:
  • Things to do in Leeds 10k - 100k

    Best restaurant in Leeds 1k - 10k

    Best bars in Leeds 1k - 10k

    Leeds gigs 100 - 1k

    Best pubs in Leeds 100 - 1k

    Best cafes in Leeds 100 - 1k

  • Structural and SEO advice:

    This piece should primarily showcase the human side of IL, and not emphasise too much on keywords. Alluding to the keywords above in your round-up should be enough.

    The IL staff should highlight their standout places in Leeds for 2018: a bar, a restaurant, a cafe, a pub, and so on. Along with a couple of their favourite things to do in the city.

    This piece will be part of a series, two future articles in which will curate recommendations about the public's favourite places in Leeds in 2018.

    The series will lead in to a selection of articles about things to look out for in 2019.

    Be sure to include an invite to participate in the IG survey at the end of the piece (survey addressed in next section)

  • Social strategy:

    Launch an IG survey alongside this piece to ask people their favourite place in Leeds this year.

    Use @mentions on social to include all establishments mentioned.

  • Featured snipped info:

    "Best places in Leeds 2018" has question boxes rather than a featured snippet.

    These mainly address free things to do in the city: use the word free a couple of times in the piece where relevant.

  • Length: 800+ words
  • Target keywords:
  • Pubs in Leeds 1k - 10k

    Headignley 1k - 10k

    Best bars in Leeds 1k - 10k

    Best pubs in Leeds 100 - 1k

    Craft beer Leeds 100 - 1k

    Arc Headingley 10 - 100

    The Box Headingley 10 - 100

    Skyrack Headingley 10 - 100

  • Structural and SEO advice:

    The Otley Run is popular at this time of year, with students celebrating Christmas. Obviously the run itself is not IL friendly: it hits some of the worst pubs in Headingley.

    Offering a guide to go against the grain of the run can leverage search terms around bars in Headingley: tapping into some of the local focus requested in the survey results.

    Namedrop some places to avoid: "Not keen on the antics of Arc, The Box, or Skyrack? Check out these places instead"

    Three or four quiet, low-key pubs and bars in Headingley can feature in this article. A short intro for each. Suggest Arcadia, Whites, and Beer Ritz as an option for buying a couple of nice beers to take home instead.

    To add a human angle it would be good to talk to a few Otley Run revellers, get a few quotes about Christmas cheer and, ideally, get a few arty pictures of crowds of cavemen, superheroes, etc.

  • Social strategy:

    Try to get the Instagram names of any revellers you talk to.

    Use @mentions on social to include all establishments mentioned.

    Use #Headingley and #Christmas related hashtags

  • Featured snippet info:

    "Pubs in Headingley" brings up a three pack of local bars, one of which fits the IL vibe. Including this taps into a place with implied high search volume.

  • Length: 750+ words
  • Target keywords:
  • Cocktail bars Leeds 1k - 10k

    Cocktails Leeds 100 - 1k

    Best cocktails Leeds 100 - 1k

    Best bars in Leeds 100 - 1k

    The Maven Leeds 10 - 100

  • Structural and SEO advice:

    The Maven is a popular, tucked away cocktail bar. Their staff are renowned for superior cocktail knowledge.

    This article showcases 3 or 4 festive cocktails, and taps into cocktail keyword terms. Including a prosecco cocktail would tap into that term's continued rise, too.

    For each cocktail include a picture and a short intro, as well as an ingredients list. Also the price at Maven.

    Focussing on the bar staff and their knowledge at Maven will give the piece a human interest feel.

  • Social strategy:

    Use @mentions on social to include all establishments mentioned.

    Use #Christmas related hashtags

  • Featured snippet info:

    The Maven is the top bar in the three pack of featured establishments for the 'cocktails in Leeds' featured snippet, implying good search volume and popularity.

  • Length: 800+ words
  • Target keywords:
  • Things to do in Leeds 10k - 100k

    Best restaurant in Leeds 1k - 10k

    Best bars in Leeds 1k - 10k

    Leeds gigs 100 - 1k

    Best pubs in Leeds 100 - 1k

    Best cafes in Leeds 100 - 1k

  • Structural and SEO advice:

    This is the second part of the 2018 highlight series. It features the places the Black Book was most commonly found, according to the survey results.

    The structure should be similar to part 1 (week 1, content 2): each placed mentioned should have a brief intro and, where possible, a line from a member of staff there saying what it means to them to be part of the independent business community in Leeds.

    The survey highlights the following places as where the Black Book was found most: Whites, The Tetley, Laynes Cafe, Kapow, Friends of Ham, Bundobust, Graze. This is a perfect cross section of popular independent establishments.

    The series will lead in to a selection of articles about things to look out for in 2019.

  • Social strategy:

    Use @mentions on social to include all establishments mentioned.

  • Featured snippet info:

    "Best places in Leeds 2018" has question boxes rather than a featured snippet.

    These mainly address free things to do in the city: use the word free a couple of times in the piece where relevant.

  • Length: 750+
  • Target keywords:
  • Pubs in Leeds 1k - 10k

    Oldest pub in Leeds 100 - 1k

    Pubs in Leeds centre 100 - 1k

    Real ale pubs in Leeds 100 - 1k

    Leeds pub crawl 100 - 1k

  • Structural and SEO advice:

    The 'Briggate Ladder' is a little-known, informal pub crawl which visits pubs nestled in alleyways off the main shopping streets. They are perfect for a pre-Christmas pint, sometimes beside a fire.

    The intro should explain the name (the alleys look like rungs connecting Briggate and the parallel street), following paragraphs should showcase pubs like Angel, Whitelocks, The Turk's Head.

    Whitelocks is the oldest pub in Leeds, and the Turk's Head next door is modern, so there's a real nice split of themes and audiences here.

    Ask each landlord or bar staff which their favourite Christmas pint is to provide a human touch.

  • Social strategy:

    Use @mentions on social to include all establishments mentioned.

    Use #Christmas hashtags

  • Featured snippet info:

    Briggate Ladder has no featured snippet. Related terms bring up listings of pubs, most of which aren't in the theme of IL.

  • Length: Any
  • Target keywords:
  • N/A

  • Structural and SEO advice:

    This piece should be a heartfelt thank you from the editorial team at IL to their readers and audience, wishing them a merry Christmas and not targeting any specific keywords or demographics.

    Brand Christmas content can feel cloying and impersonal, so a genuine, concise thank you piece should do the trick.

  • Social strategy:

    N/A

  • Featured snippet info:

    N/A

  • Length: 800+
  • Target keywords:
  • Jumbo Records220+

    Beer Ritz210+

    Crash Records200+

    Tall Boys100+

    OK Comics100+

    Travelling Man100+

    Blue Rinse100+

  • Structural and SEO advice:

    Go against the grain of Boxing Day Sales post and coverage with advice not to shop today, but to save your money for a nice treat from one of these independent vendors instead.

    Spotlight each place, explain what they do and why they are special.

    Ask a member of staff at each place for their treat recommendation: it could be their favourite thing, the best seller of the year, whatever.

  • Social strategy:

    @Mention each shop included

    Weigh in on Boxing Day hashtags in a cheeky way

  • Featured snippet info:

    N/A

  • Length: 600+
  • Target keywords:
  • Leeds music venues10k - 100k

    Leeds DJ100 - 1k

    Live music Leeds100 - 1k

  • Structural and SEO advice:

    The Digger's Island Disc series is a veritable trove of good music, and it shouldn't be buried away in back issues.

    A Spotify playlist collating the tracks featured is a great way to broaden IL's reach, and to make the most of this series.

    The piece should introduce the playlist, encourage readers to sign up, and invite people to contribute to the series in the future.

    Spotlight a few tracks and embed Youtube videos in the post to give the piece an interactive flavour.

    Digger's Island Discs could increase in frequency depending on the uptake of this post.

  • Social strategy:

    Create a Spotify playlist and get people to sign up

    Ask all DJs featured previously to promote the playlist on social.

  • Featured snippet info:

    N/A

  • Length: 800+ words
  • Target keywords:
  • Things to do in Leeds 10k - 100k

    Leeds music venues10k - 100k

    Best restaurant in Leeds 1k - 10k

    Best bars in Leeds 1k - 10k

    Leeds gigs 100 - 1k

    Best pubs in Leeds 100 - 1k

    Best cafes in Leeds 100 - 1k

  • Structural and SEO advice:

    This is the final part of the 2018 highlight series. It features the places voted by readers as their favourites in the IG poll launched in part 1.

    The structure should be similar to parts 1 (week 1, content 2) and 2 (week 1, content 5): each place mentioned should have a brief intro and, where possible, a line from a member of staff there saying what it means to them to be part of the independent business community in Leeds.

    The Instagram survey results will highlight a selection of venues, bars, restaurants, and so on. A prominent feature can be given to the most popular in each category, with honourable mentions of places that got good recognition.

    The series will lead in to a selection of articles about things to look out for in 2019.

  • Social strategy:

    Use @mentions on social to include all establishments mentioned.

  • Featured snippet info:

    "Best places in Leeds 2018" has question boxes rather than a featured snippet.

    These mainly address free things to do in the city: use the word free a couple of times in the piece where relevant.

  • Length: 800+
  • Target keywords:
  • Volunteering Leeds1k - 100k

    Doing Good Leeds1k - 100k

    Volunteer work Leeds10 - 100

  • Structural and SEO advice:

    Tapping into the tendency to create altruistic new years resolutions is a good chance to showcase some of the independent organisations doing good in Leeds.

    A few organisations can be introduced: places like Real Junk Food Project, Hyde Park Source, Leeds Repair Cafe, Leeds for Change, Leeds Tidal. Volunteering opportunities for each should be introduced, along with explanations from people involved how this will make a positive impact.

    Hub websites like Leeds for Change and Doing Good Leeds (one independent, the other government-run) can be showcased to give people another resource to find opportunities.

    This piece should be well timed to attract search volume from those looking to volunteer, and to pique peoples' interest in social feeds.

  • Social strategy:

    @Mention each organisation mentioned

    Use #NewYearsResolution hashtags and similar

  • Featured snippet info:

    Featured snippets often bring up integrated job searches, meaning there is not much chance of making a dent here.

  • Length: Any
  • Target keywords:
  • N/A

  • Structural and SEO advice:

    As with the Christmas piece, this should be heartfelt and not marketing oriented .

    This is a great opportunity to outline visions for 2019, and to drum up excitement.

    For the sake of continuity with future content pieces, mention plans for 2019: to grow the site, incorporate user feedback, build dialogue with readers, and most importantly: to showcase beers, breweries, gigs, events, bars, restaurants, social enterprises, and so much more in Leeds in 2019.

  • Social strategy:

    N/A

  • Featured snippet info:

    N/A

  • Length: 1000+
  • Target keywords:
  • Things to do in Leeds10k - 100k

    Leeds cinema10k - 100k

    Leeds music venues10k - 100k

    Whats on Leeds1k - 100k

    Whats on in Leeds1k - 100k

    Bars in Leeds1k - 100k

    Live music Leeds100 - 1k

  • Structural and SEO advice:

    This piece taps straight into the 2019 searches, which as shown previously have their first peak around mid Jan.

    The piece casts a broad net, showcasing event listings from some popular independent venues: The Burdenell, Belgrave Music Hall, Wharf Chambers, Hyde Park Picture House, Seven Arts, HEART, Hyde Park Book Club.

    Each venue will be mentioned and some spotlight events listed. The events chosen should be the most exciting / intriguing, with links through to each venue's own event calendar for users to find more.

    The piece should show the vibrant and varied nature of events happening in Leeds in 2019.

    Include a prompt for people to submit their events, as this will be a monthly feature.

  • Social strategy:

    @Mention each venues mentioned

    Ask all venues mentioned which events they'd like included in future editions

  • Featured snippet info:

    Surprisingly there is no featured snippet for this search query, perhaps because it is quite ambiguous.

  • Length: 800+
  • Target keywords:
  • Things to do in Leeds10k - 100k

    What to do in Leeds1k - 10k

    What's on in Leeds this weekend100 - 1k

    Leeds this weekend100 - 1k

    Things to do in Leeds this weekend100 - 1k

  • Structural and SEO advice:

    The first of a series to test demand for a showcase of things happening at the weekend.

    Depending on engagement we may move this to Thursday or even Wednesday.

    Look through Twitter and Instagram while creating this piece to see what events are being promoted at the weekend, and include the most engaging ones.

    Each week put a call-out to invite people to promote their events in next week's guide.

  • Social strategy:

    @Mention each business included

    Ask each business included whether they want to include anything in next week's guide

    Put out a general callout offering businesses to include anything in next week's guide

  • Featured snippet info:

    No snippet is shown: again, this is quite a broad term so Google may not have decided how best to display a featured snippet yet.

  • Length: 800+
  • Target keywords:
  • Topic: Brudenell5080+

    Topic: Gigs1310<+/sup>

    Topic: Concerts1200+

  • Structural and SEO advice:

    Nathan is a local celebrity of sorts, having built the Brudenell up from nothing into one of Leeds' favourite pubs and venues.

    With hundreds of gigs per year the Brudenell truly has its finger on the Leeds music scene pulse.

    Ask Nathan which 4-8 gigs he is most excited about this year, and showcase these as a pre-emptive gig list for 2019.

    This is the first post designed to take advantage of a granular aspect of the 2019 searches.

  • Social strategy:

    @Mention the Brudenell and any bands / artists.

    Ask each to promote the guide amongst their audiences.

  • Featured snippet info:

    N/A: this is more of a feature

Going forward

The insights earlier in this report can be used to create future content in line with the above calendar.

There are cuisines, dishes, events, and ideas that did not fit into the initial three months. As discussed with David: there is always a surplus of content ideas relative to time.

Summary for sales

Our content strategy has its finger on the pulse of the city. It is proven by volumes of data and by real human feedback. We continually evaluate content - single pieces, series, and the entire strategy - to make sure it is relevant, timely, and attracts the engagement it deserves. Trends and tastes are in constant flux, but an analytical underpinning lets us move with grace with the times rather than fall behind them and try desperately to catch up.

How we got this data

  • Google SERP analysis - meta titles: by looking at high ranking results on search places for related terms, we can see which terminology performs well. The implication is that Google gives equivalent credence to related terms, so we get a better idea of variations to use to make content as optimised as possible.
  • Google SERP analysis - meta descriptions: following similar logic to above, the brief text accompanying each SERP result is analysed for semantically valuable terms. Bold terms ar e given slightly heavier priority, as Google deems these valuable.
  • Google SERP analysis - 'Searches related to': this section of links at the bottom of a search results page shows searches other users have performed off the back of this one. Each term is based on real human search behaviour, and their inclusion implies enough search volume for a meaningful link to be established.
  • Google SERP analysis - featured snippets: an increasing number of Google searches now have dynamically generated content as well as the traditional list of link results. These provide another clue into which content and terms Google deems relevant, as well as highlighting opportunities for the optimisation content so it has the chance of being featured in this format.
  • Google Trends: this tool collates billions of searches to give graphical representations of performance of search terms over a specified time period, and is a great source for terms that are performing well but may otherwise fly under the radar.
  • Google Keyword Research - data harvesting: Collecting historical search volume and projected search volume for keyword terms and related terms gives us a strong idea of search behaviour, which is very useful for building effective keyword recommendations.
  • Google Keyword Research - manual parsing: Manually sifting the data for insightful nuggets lets the data work harder: some terms may not attract much search volume individually but, taken together, can reveal a new strand of content to explore.
  • Sentiment analysis - Reddit: to understand what people are talking about and looking for in the city, especially new visitors, and how this correlates with search volume. Sometimes terms fly under the data radar, but content based around them can perform very well.
  • Sentiment analysis - Quora: as above but with a more professional leaning demographic.
  • Similar content analysis: understanding which content performs well on other publication websites gives a good indication of what might perform well for IL. Although the publication ethoses vary, the format of content can offer useful clues on what readers engage with.
  • Sense checking: our most important tool. Years of experience give us a feel for when content won't perform well despite data saying so, and vice versa. This is where real opportunities lie.

Thanks for reading


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