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Understanding Content SEO in Trajaan

The Content SEO section in Trajaan helps you understand how brands respond (or fail to respond) to real user demand on Google, based on what is actually visible in search results.

Written by Marion Magnan

It is a content-driven, strategic SEO analysis, focused on:

  • What users search for

  • Which domains answer that demand

  • With what level of visibility and performance

  • Where content opportunities exist

👉 The goal is to build better content strategies, faster, based on real search behavior.

1️⃣ What is SEO (in Trajaan’s approach)?

Simple definition

SEO (Search Engine Optimization) means:

Identifying the semantic field around a keyword in order to create or optimize content that truly matches user search intent.

How Trajaan approaches SEO

Trajaan focuses on non-technical SEO criteria:

  • Content strategy & roadmap

  • Keyword selection (what to use / stop using)

  • Competitive positioning

  • Time-saving in keyword discovery

👉 Trajaan takes snapshots of Google search results, then analyzes which domains are the most relevant and visible for a given demand.

2️⃣ What can you analyze in Content SEO?

In this section, you can analyze:

  • ✅ Domains answering user demand

  • ✅ Estimated organic traffic

  • ✅ Share of Voice

  • ✅ Keyword coverage

  • ✅ Average position

3️⃣ Key KPIs – Definitions & methodology

🔹 Domains

A domain represents an actor capturing part of the demand on Google
(e.g. brand websites, media, platforms, UGC websites).

Main question answered:

Who is currently visible on Google for this topic?

🔹 Estimated Organic Traffic

Definition
Estimated organic traffic measures how many visits a domain could receive from Google, based on the keywords it ranks for.

⚠️ This is an estimate, not exact data (Trajaan does not access Google Search Console). > Except if you give the access.

🔹 Share of Voice

Definition
The Share of Voice represents the relative share of organic traffic captured by each domain, expressed as a percentage.

Example:

  • Domain A: 20% Share of Voice

  • Domain B: 8% Share of Voice

👉 Domain A captures 20% of total organic visibility on the analyzed keyword set.

Why it matters:

  • Identify market leaders

  • Understand competitive pressure

  • Track visibility evolution over time

🔹 Coverage

Definition
Coverage is the percentage of keywords in the project for which a domain appears in Google results.

Example:

  • 78% coverage = the domain appears on 78% of analyzed keywords

🔹 Positions & Average Position

Position logic

  • Positions 1–10 → real visibility

  • Positions 11–30 → low visibility

  • Positions 31–100 → almost no visibility

  • Position 101 → not ranked (outside top 100)

Average Position

The average position is the mean ranking of a domain across all keywords.

💡 Key interpretation:

  • If Average Position > Weighted Position
    → the domain ranks well on high-volume keywords

  • Many poorly ranked pages can artificially worsen the average

👉 Trajaan is evolving this metric to focus more on best position per keyword, reducing noise from non-relevant pages.
​

⚠️ Important:

  • High coverage ≠ high traffic

  • Rankings between positions 31–100 generate no traffic

🔹 Total Pages

Definition
Total pages = number of distinct URLs from a domain that rank for at least one keyword.

💡 Key takeaway:

  • More pages ≠ more traffic

  • Traffic mainly comes from top 1–3 positions

Typical examples:

  • YouTube: many pages, mostly ranked 31–100 → little traffic

  • Wikipedia: fewer pages, many position-1 rankings → high traffic

4️⃣ Funnel logic: how to read the analysis

Step 1 – Understand user demand

Keyword set
Search volumes

Step 2 – Identify visible actors

Which domains rank?
Brands, media, platforms, UGC?

Step 3 – Measure performance

Estimated organic traffic
Share of Voice
Coverage & positions

Step 4 – Detect content opportunities

High-volume keywords with weak competition
Over-visible generic platforms
Poorly ranked pages with strong potential

🎯 Final goal:

Build a content roadmap aligned with real user demand.

5️⃣ Practical tips in Trajaan

✅ Filter domains

  • Exclude platforms (Wikipedia, YouTube, etc.)

  • Focus on direct competitors or brands only

✅ Adjust minimum search volume

  • Increase the threshold to focus on high-impact queries

  • Lower it to explore niches and long-tail opportunities

✅ Export easily

Exports can be used for:

  • Content roadmaps

  • SEO audits

  • Competitive benchmarking

  • Cross-team collaboration (SEO, Content, Product)

✅ Work by clusters & content silos

  • Metrics can be refined by semantic clusters

  • Analyze performance per topic, not only globally

🧠 Key takeaways

  • Trajaan is not a technical SEO tool

  • Trajaan analyzes how content supply meets user demand

  • KPIs help you:

    • Prioritize content topics

    • Understand competitors

    • Save time in content strategy decisions

👉 Content SEO is the foundation of a high-impact content strategy.

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