Post by account_disabled on Mar 7, 2024 8:03:28 GMT
Most companies rely on external agencies to carry out their editorial plan and, on the other hand, all agencies offer this type of service. But how to judge the quality and effectiveness of an editorial plan from the titles and its structure? In this article, I will explain to you in detail all the elements you need to take into consideration to evaluate your agency's editorial plan and the 7 questions you can ask to understand if something has been taken lightly. Editorial plan: first positioning objective The first requirement to judge an editorial plan for a website is to evaluate its SEO logic . We know well that the most important objective of an editorial plan is to position yourself on search engines and this is only possible through an obsessive study of SEO. Be careful though. The axiom seems very simple: the editorial plan must position itself, to do this you need SEO, the editorial plan must be SEO.
In reality, SEO is a map that needs a series of considerations to be Germany Phone Number drawn, let's see the main ones: Image containing text Description automatically generated Is the blog just born? Or is it already well positioned? A blog that has just started is like a newborn baby, it will be a long time before anyone listens to it. It will take Google about three months to realize that you exist. In this case, using keywords that are too broad, popular or overused - such as Digital transformation, Smart working, Cloud etc. - takes you even further away from your positioning objective. If the blog is already well positioned in your topics, then a good question is: how is SEO designed with respect to current positioning? The response you should expect from your Agency at this point is “compared to the trend of the data that we have been able to observe on Google Search Console, we want blah blah blah .” Whatever their proposal must be supported by data.
Basically, the editorial plan is not a monolith , but is a dynamic means, like a boat, which helps you gain visibility, position brands and ultimately attract buyers. Whoever is responsible for driving this vehicle must show you that they have a firm grip on the helm, with data in hand. For which topics and target keywords do you want to position yourself? In theory, your agency should already know the answer to this question and should have asked it to you at the beginning. If not, it is better to change partners immediately. Even before the editorial plan, it is necessary to map the topics and keywords : it will be a job that will guide the editorial strategies year after year and which you will always carry with you, agency after agency.
In reality, SEO is a map that needs a series of considerations to be Germany Phone Number drawn, let's see the main ones: Image containing text Description automatically generated Is the blog just born? Or is it already well positioned? A blog that has just started is like a newborn baby, it will be a long time before anyone listens to it. It will take Google about three months to realize that you exist. In this case, using keywords that are too broad, popular or overused - such as Digital transformation, Smart working, Cloud etc. - takes you even further away from your positioning objective. If the blog is already well positioned in your topics, then a good question is: how is SEO designed with respect to current positioning? The response you should expect from your Agency at this point is “compared to the trend of the data that we have been able to observe on Google Search Console, we want blah blah blah .” Whatever their proposal must be supported by data.
Basically, the editorial plan is not a monolith , but is a dynamic means, like a boat, which helps you gain visibility, position brands and ultimately attract buyers. Whoever is responsible for driving this vehicle must show you that they have a firm grip on the helm, with data in hand. For which topics and target keywords do you want to position yourself? In theory, your agency should already know the answer to this question and should have asked it to you at the beginning. If not, it is better to change partners immediately. Even before the editorial plan, it is necessary to map the topics and keywords : it will be a job that will guide the editorial strategies year after year and which you will always carry with you, agency after agency.