SEO content plan
An SEO content plan is a document that proposes the creation or optimization of a series of web pages in order to improve their positioning in search engines.
It has a strategic orientation, aligned with the business vision, and ideally, it is developed based on the conclusions of a SEO audit.
Microtactics' SEO audit, in addition to evaluating the website from a technical perspective, it helps to deduce what a business's ideal customer segment is looking for and values on a website.
This is essential knowledge for creating our Content Plan. It allows us to guide our web design, offers, and, most importantly, to know what information the customer needs throughout their purchasing process.
With this in mind, we can develop criteria that will help us tell our writers what to write and how. However, this information needs to be validated with reliable quantitative data.
That's where keyword analysis comes in. A tool that allows us to understand what customers are searching for on Google, allowing us to consistently justify the decisions made in our content plan.
Microtactics' SEO auditIn addition to evaluating the website from a technical perspective, it serves to deduce the type of content that a business's ideal customer segment seeks and values.
This is essential knowledge to guide our web design, offers, and, especially, what information the customer needs throughout their purchasing process.
With this in mind, we can develop criteria that will help us tell our writers what to write and how. However, this information needs to be validated with reliable quantitative data.
That's where keyword analysis comes in.
A tool that allows us to understand what customers are searching for on Google, allowing us to consistently justify the decisions made in our content plan.
Keyword research
Keyword analysis
In order to attract our ideal client, we need to know what they are looking for.
Keyword analysis allows you to know the number of times each term is searched on Google.
With SEO analytics tools like Ahrefs or Semrush, we can find out the monthly search volume for a given term in a given country.
For example, we can see that the search "hotels in Madrid near Atocha" has 2,100 monthly searches in Spain. However, "hotels in Madrid with parking" has 40.
This information helps us validate the findings of our qualitative research about what our customers are asking for and guide our content creation process toward terms that represent the best opportunities for our business.
In keyword research, there are also indicators that allow us to know how competitive a given term is.
That is, we can see how many websites are ranking for a given search and the strength of their rankings. This helps us evaluate which keywords we should target. Some, while relevant and generating significant traffic, may be overly competitive, and targeting them can be counterproductive.
Demand data extracted from the SEO analytics tool Ahrefs
SEO Benchmarking
When a user performs a search, the words they choose are driven by the desire to find something specific. The job of search engines like Google is to understand which website best meets that need.
Benchmarking an SEO plan involves analyzing the top results Google returns for a given search term.
Since Google prioritizes content it considers most relevant to a keyword, analyzing it provides key information to deduce a user's search intent.
Our job as SEO experts is to design the website and content that best addresses that intent. To achieve this, it's essential to understand our customers.
For this reason, in our SEO audit, we delve into the customer's purchasing process, paying special attention to determining what searches they might perform at each stage.
Considering that the first results tend to be the most satisfying for the user, we can better understand the customer analyzing the content Google prioritizes. Benchmarking helps us research and adopt competitors' best practices, allowing us to create content with superior features.
SEO Content Plan
Once we have all the information about our customers, their search intent, demand volumes, and competitors' practices, it's time to plan what content we're going to create and how we're going to do it.
We must compare this information with our business situation, that is, external factors with our strategic position and resources. This is the best way to be useful and stand out from the competition with unique content, but also to ensure our product or service is relevant to searchers.
Ideally, content should be planned over a time horizon (e.g., six months), followed by an evaluation and improvement process, followed by a new content proposal.
We'll write with general best practices in SEO, user experience, and copywriting in mind. All of this will ensure the best possible satisfaction for searchers and improve our rankings on Google.
Ideally, content should be planned over a time horizon (e.g., six months), followed by an evaluation and improvement process, followed by a new content proposal.
In order to achieve the highest possible level of quality, we will write based on general criteria of best practices in user experience and copywriting, as well as project-specific criteria derived from our SEO audit, keyword research, and benchmarking.
Do you need a content plan for SEO?
If you want a document that tells you exactly, step by step, what you should do to achieve the best search engine results, we can help. Contact us and we'll create an SEO content plan tailored to your needs.