As part of our SEO Reality Show series, we’re continuing to share the story of how one SEO agency created a blog for their Florida bakery client Edelweiss.
The firm has already selected a list of noteworthy themes through a blog research method explained here and a website content strategy detailed here. Now is the moment to start creating content! Anyone who has ever attempted to communicate their desired outcomes to a third-party or in-house copywriter understands how difficult this can be. It’s quite possible to end up on two completely distinct pages, and even if the content is excellent, the SEO effort may be lacking.
To ensure that the bakery’s blog featured not just entertaining content, but also high-ranking content, the agency realized they needed to produce a list of technical standards for their in-house copywriters to follow. We’ll demonstrate how to create a technical content brief for the article “How to construct a Cuban sandwich” in this blog post.
The first step is to define the primary keyword.
The first step is to define the topic’s primary keyword. The objective is to select a term with a high potential search volume and a high probability of conversion. The firm identified [Cuban sandwich recipe] as a potentially valuable term in this situation because it had a lower keyword density and a higher search volume than [Cuban sandwich]. The complete process for selecting the primary keyword may be found in our previous episode on content strategy building.
Step 2 — Semantic data collection
Following the selection of the primary keyword, the following stage is to collect semantic information.
We described the process of gathering the semantic core for the bakery’s homepage in one of our earlier episode recaps: How to Conduct Semantic SEO Research for an Artisan Bakery.
The process of gathering the semantic core for a blog entry is similar and comprises the following steps:
- Keyword research tools are used to collect keywords. The firm uses Semrush’s Keyword Overview and Keyword Magic Tool to create content for the bakery.
- Analyze competitor articles to increase the size of the keyword list. There may be a variety of relevant secondary keywords that competitors utilize to demonstrate to Google that their content is authoritative and relevant. Although these keywords do not contain the target term, they are a fantastic match for the content. Thus, while you may be creating an article about “Cuban sandwich recipe,” you may realize that related secondary keywords such as “best bread for Cuban sandwiches” or “what toppings to add to Cuban sandwiches” complement your piece.
The agency strongly advises that you collect secondary keyword data and organize it in a different column for subsequent use.
