Building an editorial plan from an SEO perspective means working in order to achieve clear objectives. But how do you proceed? What are the essential steps? Here’s what you need to know.

Building an editorial plan from an SEO perspective means working to achieve clear objectives. But how do you proceed? What are the essential steps? Here’s what you need to know.

Creating an SEO-friendly editorial plan is essential for a blog, an online newspaper, and any business that wants to get results from working on content.

The reason is simple: publishing articles means intercepting queries, needs of potential customers. Going blind is a problem because it prevents you from finding out what people want and how to meet the needs of your audience.

The SEO copywriting abandons the idea of writing for search engines and embraces a concept: the search keyword does not chase the ‘ increase in visits but the fluid strategy and the strategy for your business. But how to do a good job?

The topics of the post

  • What is an SEO publishing plan for the web?
  • What is editorial planning for?
  • Tools and tools for the editorial plan
  • How to make an editorial plan for SEO
  • Example: editorial plan and calendar
  • Measuring the results of an editorial project
  • SEO friendly editorial plan: your idea

What is an SEO publishing plan for the web?

It is a programmatic document, defined over time.

It must suggest to the blogger or journalist what to write and which topics to address in order to achieve certain results from an SEO perspective. But also, to avoid some problems in terms of duplicate content.

While a basic planning document addresses everything related to the editorial approach linked to the brand (therefore evaluating targets, objectives, competition, and calendar in general terms), the SEO-friendly approach focuses on content.

Clearly, the editorial plan for search engines can be part of an SEO strategy linked to other On-Page and Off-Page optimization techniques.

What is editorial planning for?

You can use this tool to intercept informational queries – the searches people make on Google in an attempt to get data and answers.

While transactional ones have action as their intent (do something, book, buy) the former is not accompanied by a direct economic need.

But they serve to bring people to the site who might still be interested in the product or service. In general, to the brand. This is the synthesis of the concept of inbound marketing: being found when people need you.

Intercept queries and avoid unnecessary content

The SEO editorial plan is the hub that combines keyword research – which finds, organizes, and defines the keywords that are part of your universe – with the calendar managed by bloggers and web writers. But is planning only for this?

No, as anticipated, the search engine optimization plan allows you to avoid the practice of duplicate content due to redundant publications. Why write two articles trying to achieve the same search intent?

Google will likely see them as competing pages and will tend to reward only one. The other will, in most cases, just be a burden to eliminate.

An SEO editorial plan helps you take advantage of nuances and make Google reward you with even more results for a query when they meet different aspects of the same search intent. How? Let’s find out together.

Tools and tools for the editorial plan

I leave you the utilities you will need to use to put your SEO publishing plan into practice. First, you need the best tools to intercept the keywords that allow you to understand the needs of the audience. A good combination:

  • SEMrush.
  • Ubersuggest.
  • Answer the Public.
  • Google Trends.

The first – which can also be replaced with Seozoom – is perfect for planning the most important keywords with the data necessary for the evaluation.

Ubersuggest and Answer the Public, on the other hand, are very useful for exploring long-tailed, more informative search keywords. Google Trends, on the other hand, evaluates seasonality: how this search is defined over time and what changes it records.

To all this is added a good program to create mind maps and an Excel file (or whatever you prefer) for the editorial calendar. In the latter case, you can use the model I use and I recommend it to all bloggers. Take a look below.

How to make an editorial plan for SEO

It all starts with a good keyword analysis that allows you to find out what terms are relevant to your business. Starting from this document I create a mind map with Coggle and dedicate a section to the blog assuming a tree.

But overturned. I’m talking about a structure similar to this, in which there is a section dedicated to contents that try to work on transactional keywords (with economic value) and another for informational ones. I’m talking about the blog.

I identify the topic of the categories, which will be index. So able to position themselves for very generic terms, to learn more I suggest you take a look at this guide to optimize tags and categories in SEO key to position yourself on Google.

Organize the content pyramid

At this point, keyword research must move towards a subdivision of keywords to try to cover what I, for several years, have been calling the pyramid of contents. I first tackled this in 2015 and have always successfully practiced it because it organizes online writing with three types of content.

Cornerstone content

Articles that address a single theme in an encyclopedic way. The cornerstone content points to a basic element, organize knowledge. They are dedicated to topics with a high volume of research and represent long and complex texts.

Pillar article

Well-structured content but with a more specific focus. Unlike cornerstone content, the pillar article is aimed at a topic that may have a lower search volume but is dedicated to a more specific niche of your target.

Longtail article

A very specific content, capable of intercepting a long tail keyword, a specific question. It doesn’t have a high search volume but it can be a keyword with high monetization potential in a specific niche.

Example: editorial plan and calendar

Here’s how the contents of an editorial plan are divided. In this scheme, managed through a mind map, there is a definition between the various types of articles. This is only the schematization that will then be reported on the editorial calendar.

That is the document, Excel, or PDF file, which manages the titles over time. The SEO editorial plan helps to organize the headlines in order to intercept topics useful for positioning, the calendar takes care of the organization.

Measuring the results of an editorial project

How do you know if all this has been useful? Simple, you have to identify KPIs capable of putting the data of the work done on paper. In this case, the task of the SEO editorial calendar is to bring qualified traffic to the site. What does it mean?

That you can’t just rely on the increase in site visits. You must also evaluate, with Google Analytics, how much traffic they bring to landing pages and how the audience behaves. Do not evaluate the effectiveness of the SEO publishing plan only by the number of visits but also by the profits. Making money with a blog means managing traffic so that it intercepts customers, not anything that moves on the web pages.

SEO friendly editorial plan: your idea

This is KissAnime idea. Do you need an editorial plan for Facebook? Of course, but the implications in the SEO field concern websites, portals. Obviously, the blogs. How do you manage all this? Do you need advice? Leave your questions in the comments.

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