4. Create a content optimization brief.

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First, to find out what is already working. Is Google rewarding content with lots of images or examples, for instance?

Second, this is helpful to uncover what gaps there are in the SERPs. Are all the top-ranking articles talking about the same three things but forgetting to mention something equally important?

I also look for ways I can differentiate my content to make it stand out.

With all the information gathered in steps one through three, I can create a content optimization brief. This is particularly useful when handing the optimization off to a second person, like a freelance writer.

Even if you’re a one-person team, this can help to argentina whatsapp number database organize your thoughts and strategy. Here’s what to include in a content optimization brief:

A link to the current content and copy in Google Docs if possible
Description of the target audience and their search intent
Primary and secondary keywords to include
General update instructions, like checking for broken links and outdated research (e.g., Remove any references to the COVID-19 pandemic in content.)
Specific instructions about this piece of content (e.g., Add a new H2 section at the bottom with five examples of influencer marketing campaigns.)
Project details like the deadline and how to deliver the updated draft
5. Prepare your draft.