SEO content creation

Keyword analysis and user intent analysis consist of selecting keywords and topics based on user queries and their intents. In practice I take into account informational, comparative or transactional intent, as well as language variants and topical relationships between subjects. This stage is carried out in line with what was agreed in the brief, so that the keywords support the goals of the content and fit the brand’s way of communicating. The result of the analysis is the basis for further planning of the content architecture and subsequent materials.

As part of the analysis I map keywords to pages, in order to assign primary and secondary queries to existing or planned URLs. The aim is to limit keyword cannibalisation and organise the content architecture before new pages or updates are created. In parallel, I analyse the SERP and competing content, checking which formats dominate, which threads are standard and what is missing from a subject-matter perspective. If materials already exist on the site, the analysis may include a content audit in terms of usefulness, topic coverage, duplication, heading quality and internal linking.

• Selecting keywords and topics with intent in mind: informational, comparative and transactional.
• Mapping keywords to existing or planned URLs in order to limit keyword cannibalisation.
• Analysis of the SERP and competing content: result formats, standard threads, subject-matter gaps.
• An optional audit of existing content: usefulness, duplication, headings and internal linking.

Content planning and topic prioritisation mean setting the order of production or publication and defining the goal of each piece of content and the elements required on the page. At this stage I choose formats, such as an article, a category description or a landing page, in line with the keyword mapping and the intent of the queries. I also take into account the decision on whether we are working on new materials or on updating existing pages, in order to minimise the risk of duplication. The result is a document that brings order to content production and makes subsequent delivery decisions easier.

The key outcome is the Content plan (deliverable) — a list of topics or URLs with assigned keywords, intent, suggested format, required sections and delivery priority. The plan becomes the basis for preparing outlines and structure before the actual copy is written. The scope and pace of planning are affected by factors such as the number of pages, the level of research, the need for subject-matter consultations, formal requirements (e.g. in regulated industries), the number of feedback rounds, the availability of source content and decisions concerning implementation. It is worth taking these dependencies into account as early as the prioritisation stage, because they affect how smoothly the rest of the delivery runs.

• Setting the order of production/publication and choosing content formats.
• Defining the goal of the content and the elements required on the page.
• Deliverable: a list of topics/URLs with keywords, intent, format, sections and priority.
• Taking into account the factors that affect the scope: number of pages, research, subject-matter consultations, formal requirements, feedback rounds, availability of sources and implementation decisions.

On-page optimisation refines the finished draft so that the content is consistent with SEO requirements and, at the same time, useful to the user. In practice it covers work on a clear structure, topical coverage without overdoing it, and the elimination of repetitions that reduce the clarity of the message. I refine passages to match intent and user questions, so that the content answers what the reader is actually looking for. This stage is carried out after copywriting and editing, and before the material is handed over for verification and approval.

As part of the optimisation I check for keyword cannibalisation and duplication, verifying that the content does not compete with another page for the same keywords and does not repeat passages. If the risk exists, I prepare recommendations: merging, splitting or changing keyword targeting, depending on the situation within the site. In parallel, I refine the trust elements, supplementing the content with sources, definitions, explanations, examples and other components that support credibility (e.g. sections on authorship or methodology, if they are used on the site). The version after optimisation is ready for proofreading and subject-matter verification on the client’s side.

• Matching the content to SEO requirements: structure, limiting repetitions, refining for intent and user questions.
• Checking for keyword cannibalisation and duplication, with recommendations: merging, splitting or changing keyword targeting.
• Adding trust elements: sources, definitions, explanations, examples and components that support credibility (if used on the site).