Discovery - finding existing content
One of the easiest ways of creating content for a website is by recycling the client's prospectuses, brochures, and other materials. They are often professionally written and give a good representation of the company. Discovery includes the following steps:
- File dumping: collecting all content files into a centralized location such as a cloud storage folder.
- Special content: separate special content from the rest. Special content includes anything that can be used for specific targets, such as EAT material. Use a separate subfolder for this.
- File formatting: rename files using conventions agreed upon by the whole agency or team so everyone can access and use the content.
- Content mapping: draw out a prospective sitemap using the resources available. Note areas that may be improvable or those that may not be worth developing further.
- Keyword research: create a list of keywords to target in the new website. You may assign these to specific pages if the content is good enough already.
Editing - making content usable
Next, you must shape the content to create a viable product. This normally follows these steps:
- Core pages: go through the website's core pages, such as the home page and other top/second-tier pages. Make sure they are complete and ready to support more pages via descriptive and organized links.
- Proofreading: check for spelling, grammar, and syntax errors and adjust keywords where necessary.
- Copywriting: fill in gaps in the website by creating a new copy. This step can be outsourced to freelance writers.
- EAT integration: Ensure that EAT-relevant content has been completed and integrated into the website.
Fine-tuning - search engine optimization
After the second step, the website may be launchable. However, further fine-tuning can bring further benefits. Here are the steps to follow:
- Content map check: revisit the content map from stage one to ensure that all planned improvements were implemented.
- Title check: make sure that all page titles (H1s/H2s/H3s...) reflect the content they lead.
- Keyword check: make sure that keywords were included as planned. They must also be used naturally in a worthwhile way.
- Branding check: ensure the client's branding and company information has been used correctly on each webpage.
- Client check: make sure the client has checked and approved the final pre-launch state of the website - once Google has it, it is too late to go back.
All EC Agents are trained in pre-launch content processing. If you would like to find out more, please get in touch with us via email.
