Briefing
A briefing is a short meeting or an introduction to a new topic. It is mainly used in the areas of military, aviation and diving as well as in online marketing and advertising.
In the Searchmetrics Content Experience a briefing is a central instrument for the support of editors.
Based on Searchmetrics deep learning technology an author receives all the necessary information as well as a set of keyword recommendations in order to create competitive online content that serves both the user intent and the search engine in equal measure. A briefing effectively allows the framework for a planned text to be defined and summarized, such as topic and subtopic, text length or target group. This significantly shortens the time requirement for comprehensive SEO research when writing and makes a strategically coordinated creation of high-quality content via teams and countries easier.
The creation of a briefing
Briefings are created in the “Briefing Creator” in the Searchmetrics Content Experience. This takes place via the “Create briefing” button in the top right-hand corner of application. In the opening window a project is selected, to which the briefing is added. Then an initial topic is selected. The application, like Google Suggest, gives further useful suggestions and shows the search volume and the average CPC (cost per click). Both values give information on the potential for success of the topic and therefore the content that is to be created. This makes the selection of a suitable initial topic easier. It is then decided whether the content is to be created for new content or for existing content.
Briefing for an existing URL
If this is existing content to be optimized, the corresponding URL is entered. Which URLs present themselves for content optimization and which topic is suitable for this (i.e. threshold keywords) can be found in the Searchmetrics Research Cloud under “Highest performing URLs”. If the desired high-potential URL is found with the topic, the user gets directly to the Briefing Creator with just one click. The initial topic and URL are already pre-selected.
Subsequently up to four further topics can be researched and selected, which deal with the text which it is to be optimized. For this, the user is directed to the “Ranking opportunities” section in the Briefing Creator.
This shows topics with which your URL or your competitors already rank in Google. However, this data can only be displayed if a URL has been submitted for the briefing.
Holistic content thanks to targeted topic discovery
The user then gets to the Topic Explorer: This shows topics that are semantically related or are related to the initial topic. One click of this topic allows it to be
- selected
- expanded to an additional level
- removed from the diagram or
- analyzed in detail.
The optics can be viewed from six different perspectives:
- Semantic
- Rankings
- Seasonality
- Competitiveness
- Search intention
- Sales funnel
This gives the user insight into the potential and the properties of topics as well as the various personas with specific search intentions. Promising topics matching the content strategy can be easily researched and selected in order to improve your own presence in the search engine. The sophisticated holistic content is characterized by the fact that it handles topics related to one another.
Keyword recommendations for each topic
In the next step, the Searchmetrics Content Experience gives recommendations for must-have keywords for each selected topic, recommended keywords and additional keywords that the writer should use in the text. Keywords that do not appear to be useful, such as competitor names, can be manually excluded.
In the following section frequently asked questions are shown in various question/answer portals in the context of the selected topics. This makes it clear which information and questions are to be covered for the reader of the content. Subsequently, the content score can be determined in the briefing details. The recommended score is 75 percent. According to internal tests a text meets the “competitive edge” from this value and is therefore capable of ranking. At the same time, the guidelines give the writer the freedom to decide on their own keywords.
The word count is also suggested, based on the average word count of competitor content for the selected topics. However, the number of words can also be manually set. A comment field also offers room for individual discussions on the project, such as notices for upholding corporate language, design or other wishes. The briefing can subsequently be forwarded to an editor.
