SEO content planning

The audit of existing content and decisions on its optimisation consist of reviewing and assessing what is already on the site, in order to determine the next steps for key pages. In the audit I check the content for quality, match with intent, duplication, consistency and its potential to be updated, merged or removed. An important element is the inventory of URLs and content types, i.e. compiling a list of pages and assigning them to categories (e.g. articles, guides, service pages) together with basic metrics and their role in the user journey. This stage is the basis for the subsequent work on topic and intent research.

The assessment of content quality and compliance covers, among other things, completeness, freshness, uniqueness, style, credibility and the match with queries and the goal of the given page. Based on the kick-off arrangements and the audit results, decisions are made: update / merge / remove / create. These decisions help maintain a coherent topic structure and limit problems such as keyword cannibalisation, where different pieces of content compete for similar queries. The scope of the audit may be narrowed or widened by the earlier choice of the areas of the site, markets/languages and format types to be covered by the strategy.

• Inventory of URLs and content types, assigned to categories and a role in the user journey.
• Content assessment: quality, intent, duplication, consistency and potential for change.
• Decisions for key pages: update / merge / remove / create, in line with the priorities.

Information architecture and building topic clusters consist of arranging the collected topics into a coherent structure and assigning them to sections of the site. At this stage I plan topic clusters to organise publications and limit the dispersal of keywords across the site. In parallel, I map which content plays a supporting role and how it should connect with the service pages. The outcome is a ready-to-implement logic for moving between pieces of content within the site.

As part of the internal linking plan, I set the rules and proposals for where to link from and to, and how to connect articles with the offer. In practice this also means planning how to avoid orphaned content, i.e. pages without meaningful internal connections. This stage culminates in the “Topic and connection map” document, covering the clusters, topic priorities, assignment to sections of the site and recommended connections between pieces of content. This material is the reference point for subsequent editorial and publication decisions.

• Arranging topics into clusters and assigning them to sections of the site.
• Building topic clusters to organise publications and limit the dispersal of keywords.
• Internal linking plan: rules, proposed connections with the offer and avoiding orphaned content.
• Deliverable: a “Topic and connection map” with clusters, priorities, assignment to sections of the site and recommended connections.

Implementing the strategy and measuring content effectiveness consist of supporting publication and establishing how results will be assessed and the plan iteratively improved. In the “Implementation and publication support” stage I provide consultations, editing for SEO and care for the consistency of the content with the adopted plan. Before publication I check the key elements of the piece, so that it complies with the arrangements and standards. The scope of this support depends on the resources and responsibilities on the client’s side, including who writes, publishes and approves the content, which affects the number of iterations and the level of editorial support.

Measurement and iterations cover establishing what to monitor and how to make decisions about updates based on a regular review of priorities. In practice this means updates to the plan, refining topics and working on content with potential, in line with the adopted method of assessment. The result is a “Content reporting model”, which organises the monitoring of, among other things, visibility, visits, on-page behaviour and how the content supports the offer. Delivery and measurement may be affected by constraints on the collaboration, such as a lack of access to data, long approval paths, a lack of expert materials, legal/industry restrictions and the need for subject-matter consultations.

• Publication support: consultations, editing for SEO, checking key elements before publication.
• Condition: resources and responsibilities on the client’s side affect the number of iterations and the level of editorial support.
• Deliverable: a “Content reporting model” (scope of monitoring and rules for decisions about updates).
• Constraints on the collaboration: lack of access to data, long approvals, lack of expert materials, legal/industry restrictions, the need for subject-matter consultations.