Content Planning to Improve Your Google Ranking

Some time ago, while working on a personal project, I realized that all my posts were grouped under a generic "blog" category. This oversight, often neglected on our own sites, is something we would never allow in our clients’ projects. At Minimum, the growth and digital marketing agency where I work, we understand the importance of precise categorization and a well-structured content strategy to improve Google rankings.

At Minimum, we not only offer comprehensive digital marketing services, but we also operate as a content marketing agency, ensuring that every piece of content aligns with our clients’ SEO and growth objectives. Today, our content management team and SEO specialists work on categorizing content using strategies that optimize both technical SEO and off-page SEO. Although this is just one aspect of a company’s overall SEO strategy, it is a crucial step in strengthening its digital presence.

Understanding Visibility and Domain Authority

The goal of a blog, whether for a personal project or a business, is twofold: increasing visibility in search engines and reinforcing domain authority by covering a topic from various angles. At Minimum, we use the cluster structure to organize our content and enhance the effectiveness of our SEO and SEM strategies.

A cluster is a group of interrelated content centered around a main topic or "pillar". This topic is supported by subtopics, known as "topic clusters", that explore specific aspects of the main topic and are interconnected through internal links. This approach not only improves the user experience on the site but also sends clear signals to search engines about our site's relevance to these topics.

Based on this idea, we developed a table to structure a content plan focused on SEO, which we now implement in our clients' projects at Minimum.

Key Considerations Before Planning Content

Before starting with planning, it’s crucial to avoid keyword cannibalization. If your website has specific service pages (e.g., yourwebsite.com/service1/), make sure your blog categories don’t compete with these pages for the same keywords. At Minimum, we ensure our CMS doesn’t index blog categories that could interfere with our service pages.

SEO Content Planning: Steps to Follow

At Minimum, we’ve identified 9 essential sections for a content planning table focused on SEO:

1. Cluster: Define the main or pillar topic around which all content ideas will revolve. For example, if one of our services is "Product Marketing," this would be the central cluster, and all content ideas would align with this concept.

1. Primary Keyword: Each cluster needs a primary keyword that has a significant search volume and aligns with your audience's search intent. In the case of "Growth Marketing," a primary keyword might be “Content planning¨.
2. Secondary Keywords: These will be defined later, during the content creation process. It’s important that these keywords align with the goal of improving Google rankings.
3. Content Idea: This section details the possible content ideas centered around the primary keyword. At Minimum, we might develop an article titled "Content Planning to Improve Your Google Ranking".
4. Search Intent: Understanding the search intent associated with each keyword is crucial, as it will affect how the content should be structured. In our case, we often work with informational searches, as we aim to educate users on topics relevant to our services.
5. Search Volume: This data is crucial for prioritizing content ideas with the greatest potential to attract traffic. We use tools like Semrush, but we also recommend other accessible options like Google Trends for those looking for more cost-effective solutions.
6. Content Upload Date: Set a deadline for content creation, ensuring that the relevant SEO strategies are implemented.
7. Content Owner: Assign a person responsible for developing each piece of content, ensuring that the planning is executed efficiently.
8. Status and Content Access: Keep a clear record of content progress, from To Do to Done, including links to the working document and the published content.
   

Conclusion

A well-structured content plan is essential for any business looking to improve its on-page SEO and capitalize on opportunities in off-page SEO. At Minimum, as a growth and digital marketing agency, we’ve found that this structure simplifies the content creation process and maximizes the effectiveness of our SEO strategies.

If you need more help improving your SEO and SEM performance, don’t hesitate to contact us. Our team of SEO specialists is ready to conduct a full audit and help you achieve your goals. We’re here to help you grow!

‍

👋 Are you new here?

Let us introduce ourselves. Hello! We're Minimum. We specialize in fostering business growth, developing digital products, and validating hypotheses without the need for code. Every month, we explore topics like growth strategies, no-code solutions, success stories, digital product development, and more.

‍Follow us on social media for more growth tips, and if you need further assistance, don't hesitate to contact us at Minimum

‍

‍