Optimize already existing content
It makes sense to first optimize your existing content in order to rank with it. There are several approaches to optimizing content.
The Content Performance in the Research Cloud provides good clues. For example, have a look at your top performing URLs or browse directly to the high potential URLs. These URLs are well qualified for optimization .
You could also analyze a drop in your visibility in the Winner & Loser Keywords and optimize keywords for the responsible losers to counteract the loss.
Competitive content is very important. In most cases you are not the first who writes about a specific topic. So, it’s worth looking at the ranking competitor URLs to get inspiration and identify possible gaps.
After you have done some research, create a suitable brief. To do this, click on „Create Brief“ in the Content Experience. Choose a project, a country and enter the topic. Then select that you want to create the briefing for an already existing page and copy the URL into the field.
After you have created the briefing, you can edit your content directly in the Content Editor and receive live tips for improvement.
Second Possibility: create new content
First of all, you need a relevant topic for the relevant content creation. There are several ways to find one.
One possibility is the Organic Visibility in the Organic Rankings of your domain. You could for example filter by "low hanging fruits" again in the Organic Rankings and choose them as your starting point, so that you could optimize them.
If you already have a topic in mind for your text, you can use the Topic Explorer. Once you have specified the topic, additional topics based on semantics, rankings, seasonality, CPC or search intentions will be suggested. These sub-topics can be added directly to the briefing from there.
During the briefing creation process, you will get more helpful suggestions about the most important keywords and frequently asked questions related to the topic to optimize your content. After the briefing, you can let the Content Editor help you create your text directly.