Content
You can either read about the brief creation process or view it with the video guide.
- What needs to be considered when preparing briefings?
- Create a new Brief
- Ranking Opportunities
- Topic Explorer
- Content Optimization
- Questions
- Analytics
- Brief Details
- Video Guidance
Content Experience |
What needs to be considered when preparing briefs?
- Make sure that the added URL does not block the Searchmetrics Bot. Please whitelist the Searchmetrics Bot to be able to create the brief correctly.
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Note that the search engine should match the language used in the brief and the topic.
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Content Analytics can only evaluate data if an URL is stored when the brief is created
Create a new Brief
Briefs must be created in the Content Experience. It is created using the "Create Brief" button in the upper right corner of the Content Experience.
In the window that opens, you need to select the project to which the Brief will be added. Then a topic should be chosen. With the help of Google Suggest, other helpful suggestions are displayed. In addition, search volume and average CPC (cost per click) are also displayed. Both values provide information about the possible success of the topic and therefore about the content to be created. This makes it easier to choose a suitable introductory topic.
If a topic doesn't yet exist in our database, an on demand brief can be created for this topic. This means that data on this keyword is only collected after the brief has been created and hence there is no direct information on the search volume or CPC.
Once the topic has been determined, you need to choose whether to create content for the new or existing URL. If the Brief is set up for already existing URL, this must be saved.
Then click on "Complete Brief" to continue.
Ranking Opportunities
You should now be in the Ranking Opportunities. Here, depending on the topic entered, both the top ranking keywords and the quick win keywords are displayed, which can be added to the Brief by checking the appropriate box.
Top Ranking Keywords:These are keywords that your site is already ranking for. Select these keywords to add to your Brief if you want to improve your current search engine presence and continue using it.
Quick Win Keywords:These are keywords that, with small tweaks, can significantly improve your performance. They can also be seen as “low hanging fruits” that should be tackled in order to get rankings and traffic relatively easy.
Topic Explorer
The Topic Explorer will help you to find a topic. Based on the original topic, all related topics are revealed, which can then be viewed in relation to semantics, rankings, seasonality, competitiveness, and search intent.
Up to 5 topics can be assigned to the Brief at the same time. Each topic has a specific search volume. When a new topic is added, the topic search volume is simply added. The search volume for all added topics could be seen on the right side.
If you want to add a topic to the Brief which doesn't appear in the Topic Explorer, click on "Add Topic" in the upper right corner. This will then open the same search box as when you selected a topic at the beginning of the Brief. Select a topic to be added to the Brief. Other related topics are then displayed based on that topic.
If you would like to add a suggested topic to the Brief, click on the relevant topic bubble and then on "Select Topic".
Here, a topic can also be expanded to include additional related topics or even completely removed.
Topic details can also be displayed. Here again, the topic is analyzed very accurately in terms of search volume, CPC, search intent, and seasonality. It also lists the top 20 URLs that are currently ranking for this topic.
The Topic Explorer is divided into 5 different views. Below there is a legend shown for each chart that explains the different colors and shapes of the bubbles.
1. Semantic
The diagram shows topics that are semantically related to the initial topic of the Brief. Topics with a common context are located close to each other and have the same color. Enriching a page with content based on related topics helps create well-thought-out content for both the search engine and the users.
2. Rankings
The topics are grouped according to their ranking position (outer circle) and the number of predefined competitor domains (benchmarks) that have a better ranking (inner node).
Considering a page ranking in relation to project benchmarks helps in creating content that focuses on bridging the gap in previously ignored topics.
3. Seasonality
The topics whose search volume increases in the same season are displayed close to one another and have the same color. By taking seasonal effects into account, content can be published when demand is highest.
Topics with the same CPC (cost per click) are displayed next to each other and have the same color. Hence, high CPC topics are more in demand and more valuable if you can get them a high organic ranking. By clicking on topics you can add them to your assignment or go deeper into the details.
Topics with similar search intent are shown side by side and have the same color. Keeping in mind the search intent of the topic helps to create content that matches the purpose of the page.
Content optimization
The table of the 50 most important terms contains keywords that represent the respective topics of the Brief. They are based on the analysis of the keywords used on pages dealing with similar topics (on competitor pages). A list of the analyzed competitor pages can be found under the link on the top right of the page.
Using suggested keywords in the copy creates extremely relevant and competitive content. By deselecting the keywords that don't serve the purpose of the page, authors are freed from irrelevant typing and save valuable time.
If a Brief is created for a new page and the URL is not saved, the following information is evaluated in the table.
Recommended frequency of use: This number shows how often this term is used on average on competitors' pages. Only those pages that use the term at least once are counted.
Usage recommendation: The recommendation is divided into three categories: Must-Have Keywords, Recommended Keywords, and Additional Keywords.
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- Whereby must-have keywords are of central importance for the topic and should definitely be processed in the content.
- Recommended keywords may not be used in context by all competitors, but should be considered when creating a lot of content.
- Additional keywords are terms that were found more frequently on the competitor's pages. They do not necessarily have to be directly related to the selected topic, but can provide additional clues.
Recommended: The evaluation of the recommendation is shown to support the recommendation for use. The larger the blue bar, the more important it is to use the keyword.
Use by competitors: This column shows the relative number of competitor sites that have used the term at least once. In order to create competitive content, terms with a high percentage should definitely be included in your own content.
If the URL has already been saved in the Brief, the content is searched for by keywords and, in addition to evaluating competitor URLs, it is compared to the company's own content. Two additional columns are added to the table. Usage in the content indicates how the corresponding keyword is already in use (missing, underutilized, sufficient). There is also a keyword for comparing actual and target values. This allows you to compare the frequency of use of the keyword by competing sites with your own use.
Questions
The table lists questions related to the topics of the Brief. The questions reflect the concerns and needs of users and therefore serve as a valuable starting point for creating relevant and user-centered content. Questions are grouped by interrogative words and are arranged in each cluster in descending order of relevance. The relevance used for this sort describes how well the question fits the topic. By selecting them, questions are added to the brief and help the author create appropriate text based on the needs of the target group.
If you want to add a question, simply use the top right button. Several questions can be entered there one below the other.
Tip: A Google search will help you to find additional questions. Just enter your question word and subject in the search bar and browse the suggested options.
Analytics
In the table of recommended keywords you will find the most relevant success keywords based on the topics you have selected. If a URL was added to the briefing, keywords can be selected which should then be tracked in order to measure the success of your content. Here you can decide whether and which keywords are to be selected for later analysis.
If the selected keywords are not yet stored in the respective project, this is done automatically with the selection. This means that additional keyword queries are calculated for these keywords. However, this has the advantage that the keywords are also analysed within the Search Experience. Thus, for example, additional tags can be added to them. In addition, the analysis of the keyword is not limited to the ranking of one specific URL, but to all URLs of the domain that rank with the keyword.
Note: Data in Content Analytics can only be analysed if the status of the brief is set to "Published". This can be changed in the brief details.
Brief Details
As a final step in the Brief process, specific goals may be set that should give the author a foundation in the writing process.
First, a target Content Score can be established. Unless otherwise stated, this estimate is 75 percent suggested by us. Experience shows that this brand is achieving optimization potential, which increases the likelihood of a good ranking.
In addition, a specification for the number of words can also be set. The average number of words on the topic is determined and displayed on the basis of the competition texts. However, this is only intended to provide an assessment. The number can be adjusted individually. The scope should always match the needs and requirements of the target group first.
In addition, specific writer and key date can be assigned to the Brief at this stage. You can also add a small comment.
Video Guidance
Create a new Brief |
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| Learn how to set up a new Brief for new content or an already existing page. |
Ranking Opportunities |
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| Identify the Top Ranking Keywords and the Quick Win Keywords to optimize your content. |
Topic Explorer |
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| Learn how the Topic Explorer can support you with the identification of relatable topics, that could be relevant for your content. |
Content Optimization |
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| Get an overview of the most relevant keywords and choose the ones, you actually want for your content piece. |
Questions |
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| Get to know all the questions about your topic, that users enter on a search engine, to tailor your content exactly to the user intentions. |
Analytics |
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| Identify the top keywords, that you should tracking, to analyze your ranking chances. |
Please note: When tracking keywords in the Analytics section, the selected keywords are added to the project and the corresponding costs are calculated in the form of keyword queries.
Brief Details |
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| Assign the briefing to a writer and define specific guidelines. |