SEMrush toolbox 9: SEO content template & SEO writing assistant

1. SEMrush Toolbox 9:
SEO Content Template & SEO
Writing Assistant.

2. @Pechnet
Link to slides
wi.se/content-with-semrush

3. TransferWise content team
1 2 12 1712 1.3K
Custom CMS SEOs Content
specialists
CountriesLanguages Unique articles
produced last
year

4. Don’t overcomplicate content strategies
Customers Problem
? Search Answer to users
problem via
content

5. Life of an article
Month 1 Month 2 Month 3 Month 4
Production Crawl & Index Traffic Customers

6. Start from a simple process
Copywriters
Editors
Translators
Publishers
Keyword Data Article

7. Our content template before SEMrush built the tool

8. Our content template before SEMrush built the tool

9. What we
consider
essential in our
content briefs
● Defined titles and well
structured headlines
through the article
● Cover the right target
keywords to answer with
the content
● Have a strong
understanding of
competing content to
produce best in class

10. SEO Content Template

11. A strong brief if the foundation for a successful article
Research &
Validation
Brief Write Proofread, edit,
brand & legal
review
Publish
Build SEO Content
template and refine
it using the SEO
writing assistant

12. Write data driven
and bullet-proof
briefs
SEO Content Template
Strong methodology to
convert tons of keywords into
well structured briefs, don’t
let writers freestyle!
● Writers need structure and don’t
necessarily need to work out SEO,
their core task is to write high
quality content
● Without briefs is hard to
retroactively measure performance
● The better the brief the less time
wasted when editing and
publishing the article

13. Top sites
Top
keywords
& relevant
topics
Draft brief is one click away with content template

14. Plan when to write & sync with SEMrush marketing
calendar tool or you publishing sheet
Once the
article is
written you
can go back
to draft and
use SEO
Writing
assistant via
Google Doc or
Wordpress
plugin to
check before
publishing
Link template to Google doc with assistant plugin

15. Edit and improve recommended keywords in
combination with Keyword Magic tool

16. Get title ideas with topic research tool

17. SEO Writing Assistant

18. Writer has produced the article, time to check it
Research &
Validation
Brief Write Proofread, edit,
brand & legal
review
Publish
SEO Writing
assistant final
checks

19. Measure quality
of produced
content against
briefs
SEO Writing Assistant
Strict process to measure the
quality of writers output
before you publish based on
an initial brief.
● No matter how solid the
brief is writers can still fail
● The more clear the brief the
less edit you will require at
this step
● You want consistency vs
data you researched during
the brief
● Link to check article draft
directly on Google Docs or
WordPress via plugins

20. Use plugins to speed up checks directly on the article

21. Scoring isn’t exact science, add human judgment
0 score you probably made the wrong article but don’t
overstress about hitting 10/10. The better the brief the
easier to score higher!
Learn what how metrics are build. Word count for
instance it come from competing content. If you are 10x
below target you probably forgot something important
but you could easily be above with a more
comprehensive article.
Keywords are not about ticking boxes, is about having
content that answer what people search for. Make a call
on whether there is something you didn’t include in the
article but also don’t stress to hit 100% match.

22. Writing content
costs ££, you
want to make
sure it’s unique

23. Easy interface to spot and fix what is not unique

24. Submitted feedback > got an email within few
hours.
Anything missing? Product teams are ready to help
Check out knowledge base
wi.se/semrush-content-template-faq
wi.se/semrush-keyword-magic-tool-faq
wi.se/semrush-seo-writing-assitant-faq
wi.se/semrush-topic-research-faq

25. Results

26. Publishing via CMS doesn’t scale: optimise operations!
Time

27. The Average Handling time (AHT) is normalizing and going down. In
average it takes around 15-18 days for each of the production stages.
Strong briefs helped us to reduce time spent fixing
content on other stages of the production
Publishing
Analyst

28. It was taking us 2 - 3 months to publish an article from the moment the
brief was created to go live on the site. We now reduced it to 1 month.
A strong process and tools helped us optimising
publishing operations
Publishing
Analyst

29. 3x YoY
Traffic growth

30. Be consistent and scale.

31. @Pechnet
Link to slides >>
wi.se/content-with-semrush
Money without borders
TransferWise.com/borderless
Join us >>
wi.se/seo-jobs
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