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SEMrush toolbox 9: SEO content template & SEO writing assistant - April 2019

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SEMrush toolbox 9: SEO content template & SEO writing assistant - April 2019

  1. 1. SEMrush Toolbox 9: SEO Content Template & SEO Writing Assistant.
  2. 2. @Pechnet Link to slides wi.se/content-with-semrush
  3. 3. TransferWise content team 1 2 12 1712 1.3K Custom CMS SEOs Content specialists CountriesLanguages Unique articles produced last year
  4. 4. Don’t overcomplicate content strategies Customers Problem ? Search Answer to users problem via content
  5. 5. Life of an article Month 1 Month 2 Month 3 Month 4 Production Crawl & Index Traffic Customers
  6. 6. Start from a simple process Copywriters Editors Translators Publishers Keyword Data Article
  7. 7. Our content template before SEMrush built the tool
  8. 8. Our content template before SEMrush built the tool
  9. 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. 10. SEO Content Template
  11. 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. 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. 13. Top sites Top keywords & relevant topics Draft brief is one click away with content template
  14. 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. 15. Edit and improve recommended keywords in combination with Keyword Magic tool
  16. 16. Get title ideas with topic research tool
  17. 17. SEO Writing Assistant
  18. 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. 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. 20. Use plugins to speed up checks directly on the article
  21. 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. 22. Writing content costs ££, you want to make sure it’s unique
  23. 23. Easy interface to spot and fix what is not unique
  24. 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. 25. Results
  26. 26. Publishing via CMS doesn’t scale: optimise operations! Time
  27. 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. 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. 29. 3x YoY Traffic growth
  30. 30. Be consistent and scale.
  31. 31. @Pechnet Link to slides >> wi.se/content-with-semrush Money without borders TransferWise.com/borderless Join us >> wi.se/seo-jobs Thank you

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