How to Plan Content for Effective Search Engine Optimisation in the UK

May 6, 2015 - Digital State Marketing

Mind MapsPlanning content is crucial for effective search engine optimisation in the UK. It is important for you to know exactly what it is you want to write about so that you can research the topic before writing and ensure that all of your ideas are brought together in a cohesive manner. Unplanned content can be difficult for readers to follow if it lacks structure, and can further damage your search engine optimisation UK campaign if it does not follow certain SEO guidelines on title length, keywords and so on.

In order to plan, you should first consider in what way you best organise your thoughts. Some people prefer to use mind maps, as they allow you to put all your ideas onto a page and expand on individual thoughts and ideas as they come to you. Other people, however, find this method chaotic and instead prefer to use lists. Lists are ideal for those who like to plan in a linear fashion, but don’t allow much room for adding to ideas once something else has been put on it. Other methods of planning include using post it notes or whiteboards. Both of these methods allow for moving ideas around, especially post it notes, which could be stuck in a linear or spider fashion.

Once you have decided on your method, write down all of your ideas for your content – these can be as broad or specific as you like. As you are collecting your ideas, you may come across areas which you are not sure about, so do any appropriate research and add your findings to your plan.

Once you have collated all of your ideas, you need to focus them and decide on a final topic area. This may include everything you have noted down if you already had focus, or it may only be a section which you think is best to focus on. Try and make the topic area as specific as possible, especially if you will need content in the future, as it allows you to go into more depth, be more informative, and leaves other topic areas open for future consideration. If you are deciding to hone in on a specific area of your notes and research, then create a new plan at this stage so it is easy to see what is to be included and what isn’t. Again, when focusing your ideas you should decide on any areas which need further research, and add the results of that research to your new plan.

Hopefully, in creating your plan, some sub-topics would have appeared within your content – a piece about bathrooms, for example, may have a section on toilets, a section on sinks and so on. If you can clearly see some sub-topics, then split your notes into these distinct categories with appropriate headings. If it is not clear at first then don’t worry – careful consideration and perhaps some research will help you categorise the information. This helps the reader scan the piece for relevant sections and breaks up a chunk of text into smaller chunks, making the piece more appealing to read.

With this, you should create a title focusing on your idea and using any keywords you want to hone in on, ensuring you keep it to 70 characters or less, and preferably under 55. Try and make it short and snappy to draw your readers in whilst still sufficiently explaining the focus of the piece. You should also create a short meta-description (around 154 characters), which briefly explains the focus of the article, includes any relevant keywords and a call to action such as ‘read on to find out more’.

With all of your ideas collated in your plan, and all appropriate research carried out and noted in your plan, it is easy to flesh out your subheadings with quality content. Make sure this content is accurate, grammatically correct and contains your keywords wherever possible whilst still sounding natural.

If you would like more help and information regarding content writing for effective search engine optimisation in the UK, visit Digital State Marketing today.