A 5-step framework to scale your content operations and SEO

Search Engine Optimization » SEO » a 5-step guide to optimizing your SEO and marketing efforts

How often have you said the following in the past year?

Maybe all of them at once. Amiright?

No fingers to write. I have used both.

But here’s what you need to know about these common statements:

The excuses and lies we tell ourselves at the same time:

This makes you your own worst enemy when it comes to figuring out what to do with SEO, and how to fix it so you can get back on track ASAP.

You are your own worst SEO enemy – here’s why (and how to fix it)

And when it comes to the operations of things, the sooner you realize that you are the problem, the sooner you will lose your next income.

Companies often can’t scale because they don’t have processes to build creativity on.

Instead, there are too many teams that still operate under this false assumption that they will succeed and that the perfect unicorn author or marketer or [insert rockstar role here] will fall on top. their feet, solve all their problems at once.

You know, the ones who just get “those.”

Without bothering to find out what “it” is, or how to write “it,” or how to specifically hire and train for “it” to “grow” like clockwork, 24 /7, 365.

Diagnosing this problem is difficult unless you have seen it first hand. Here are some examples to look for:

Is there anything familiar?

And the worst problem is that these online problems destroy your SEO success by destroying work, losing momentum, and destroying morale.

After seeing these problems persist over the past ten years (and making the same mistakes to us many times), we have been able to find a helpful framework to optimize operations.

It is an example, then we will examine each part in detail.

1. Role specialization

The best writers make terrible editors and terrible bosses.

Because the most successful writers in wisdom, say the same thing many times in many ways.

The editors should be opposite, in the constant search of the same and the same.

Meanwhile, managers are the glue that keeps the other two’s big goals and day-to-day operations aligned.

In other words, there are so many different skill sets that many teams try to force on one person.

The problem is Michael Scott. Buy quality paper. Television show character. Terrible regional authority.

Go back a few centuries, and the solution comes from an unusual place: the military.

The management of the brigade influenced the organization of professional kitchens.

It provides the flexibility and coordination to create hundreds of things, all together, within minutes of each other, so that all the food of your table arrives at the same time with different preparations.

The main teams should be organized in the same manner.

This starts with separating your writers, editors, and managers.

From there, as you grow in body and resources, you will continue to add special skills to manage each small part of the operating system. bigger – like a large factory plus line.

It will help if you also have a well-defined statement if:

You can add logos, videos, and custom shares to the mix as you grow.

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2. Content quality checklists

This shouldn’t be a tricky question, but it usually is:

How do you define “good” things?

Everyone talks about the importance of “good” content. But, no one can define the same.

Ask 10 people in your organization, and you will get 10 different answers.

As you might expect, that answer is not enough.

Sorry to be honest. But the longer you fly without a radar to keep you on track, the more likely you are to have an accident.

Keeping a proper checklist is the least you need to do now. Not tomorrow or next week.

And inside, you should define the entire structure of the content, with detailed information for each link – from the number of words to interests to image examples.

The bigger the body from this starting point, the faster you will:

The second lesson here is to show, don’t tell.

A good example of your edges is acceptable.

Be specific, outline your likes and dislikes, and list resources to show writers, editors, senior management, clients, or whoever. , what exactly these things should look like.

We’re talking OCD levels of organization here because it gets everyone on the same page.

And when everyone is on the same page, your life will be easier.

Recruiting and recruiting is almost automatic. Everyone knows the purposes and uses of the same. A number of dumb questions or silly arguments disappear into thin air.

Who knows. You can even get your weekend back!

The effects of the flow down are magical.

Our senior editors have a one-hour guide.

They should not spend more than one hour editing an article. Because if so, then the writer was deceived. So the problems should be flagged and sent back to them.

And, we can review the editor’s time on many aspects (or customers or writers) and see the performance problems in an instant.

A shorter trial period may mean that those authors should pay more, while a longer trial period iga indicates the opposite.

3. Standardized templates, briefs and outlines

Sorry to be the bearer of bad news. But no content or SEO manager can control the results you are looking for.

Brands, traffic, leads, and customers are all old brands. It takes months or even years after all the actual work is done.

This means we need to turn our attention to leading brands.

Note A. What should you write?

Well, the answer is whatever people are looking for!

Analyzing search intent helps you understand what people want to read or learn when they type in a specific query. The good news is that Google actually tells you these answers.

Start with People Also ask questions after typing a question:

Next, find Related Searches at the bottom of the SERP to see how to put together tips to get started creating categories and the body of each category. .

You will begin to notice patterns when you do this with many, if not hundreds, of questions in your space.

For example, check out the List of Articles from this Investopedia section on compound interest and financial statements.

Now, you have your first sample content.

These are text formats that you can use for different questions (think: “what is …”-question marks that may be used on many topics or on the line).

And this means that you can also start sorting text formats from hundreds to thousands.

So if you have 1,000 topics to produce over the next year, maybe you can boil it down to 10 parts of 100.

One example can be used in each of those 10 categories (there are 10 examples).

From there, you’ll eventually sort out the short content, which will form the back end of your writers’ core because they’ll spoon-feed them everything from titles to keywords and even keywords. read each step.

Imagine that we are going to write an article on “content planning.”

Your brief will be pulled together by referencing all the different pieces of information:

A custom layout plan like this will endear you to your writers because they’ll no longer be looking at a blank white page to try to create scares.

Your editors will love you because they know exactly what to look, read, and sound like.

Your SEO or your marketers will love you because you are practicing that hard work of doing interesting things that will always be good.

And your bosses, clients or whoever is paying the bills will love you because what you originally planned is exactly what the finished product will look like in the end. end of the day.

And if you do this regularly over months and years, your greatest success will be almost guaranteed.

It’s just a matter of how quickly the Google gods reward your good works.

4. Guidelines and sources

Shades of gray are only for the worst romance novels and even worse movies.

They have no business being in a high-end machine.

Make your favorite sounds and sounds. Ask 10 people again, and you will get ten different answers.

So here’s a simple tip. Sometimes, seeing what you don’t like makes it easier to understand what you do like.

It’s good. Not good. It’s quite broad and boring. But good.

Now, rewrite that sentence like this:

✅ “This company is just the latest in a long line to be threatened by the largest hosting group, Endurance International Group (EIG). Or, as it is also known, Where Good Web Hosts Go to Die.”

Some may like it, some may not like it. The plain language (“gobbled up”) and strong words (“Go to Die”) would be good for a conversation or a mockery, maybe not for a formal doctor, though.

A good example to try is Mailchimp’s extensive database.

From there, you’ll want to create guides for everything from words to words.

These are the words, phrases or information that your brand uses, unique in your opinion on the industry, different from other direct or indirect competitors.

It doesn’t matter which one you choose. All you have to do is choose one, stick with it, and clear the gray area for your text and team examples.

These support documents should highlight all the invisible or unwritten issues your team is already working on – even if they don’t know about it.

Last but not least, you should create a list of sources that your authors can use, and a list of sources that they should not refer to (because they have published inaccurate, misleading, confusing, inconsistent information , or other unreliable information).

Put away everything unwritten or unseen, one by one, day by day, like a giant game of Whack-a-Mole, and soon, that’ the remaining gray is the kinky doubt in your spare time.

5. Batch and parallel processes

The Brigade system helps professional kitchens serve multiple dishes to the same table at the same time, all cooked to perfection.

They do that by working in groups with similar processes.

Imagine a cooking line in the kitchen. They might prepare five different cuts of steak for five different tables at five different temperatures and cooking times.

They are so tired that they can’t even cook a cake or prepare a salad at the same time. That is the special case in the first step above.

Imagine 10 different people in the kitchen doing their own version of this at the same time.

Bringing this back to content operations, this means that one team of people (writers, editors, SEOs, designers, etc.) may work on one project but at the same time the Other groups of people (writers, editors, SEOs, designers. , etc.) are working on the other.

As the leader of this complex project, your job is to have the right teams in the right positions and processes so that your activity is high and efficient, even if a group of people are working on different things. at the same time.

Now, instead of micromanaging or obfuscating or trying to control every little detail, you can step back and look at it from a higher level while still making subtle tweaks along the way at key stages of the process. assembly line.

Scale content creation and SEO in 5 key steps

Things matter at the end of the day.

You may want short, concise, crisp sentences. But your boss may prefer formalities, fluff, and facts.

All that matters is that you – and the other people you work with – are on the same page.

This seems simple but little practice often disrupts daily operations and harms your SEO results in the long run.

Get started with optimizing your content operations in these five steps:

It’s not always easy or fun. It takes some getting used to.

But it’s the only way to break through your barriers and get the long-term success you deserve.

The opinions expressed in this article are those of the guest author and not of Search Engine Land. Staff writers are listed here.

Brad Smith owns three real estate companies, and has been featured in publications such as The New York Times, Forbes, Business Insider, and The Next Web. Each week, he shares the experience and growth strategies behind some of the web’s fastest growing brands.

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