We leverage client interviews, Google Search Console, SEMrush, Screaming Frog Surfer SEO and other tools, we look for the best content opportunities for clients for net new, and content updates.
Some of our approaches:
-Reviewing Google Trends and other sources for emerging topics.
-Google Search Console review of previous high performers that have dropped off over time, eligible for updates.
-Competitor gap analysis in SEMrush to look for opportunities to create content on topics and keywords where competitors have a footprint.
-Striking distance analysis of current high-value keywords, where the client ranks in the 4-10 position but could do better.
When determining topics and keywords for production or update, we take into account the following:
-Keyword intent and funnel location (upper, middle, lower).
-Connection with other existing topics and keywords (clusters).
-Traffic volume.
-Keyword difficulty.
We create a CONTENT BLUEPRINT that outlines our overall approach and then (pending client approval) we create a CONTENT PLAN that maps production out in 3-month increments,
We then give assignments to writers in the month prior to the production month. Production processes include:
-Detailed briefs
-First Draft
-Edits by dedicated project editor
-Second Draft
-Final Edits and Optimization in SurferSEO.
-Content uploads into client’s CMS.
-Continued optimization of content
