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How To Plan, Create & Optimize
Content That Ranks & Converts
Before: Research and planning
1 Do keyword research to build your cluster
Use Moz’s Keyword Suggestions by Topic to find secondary keywords and topics.
Review the Topic Tree Map to group keywords by theme, search intent, and volume. Prioritize based on content
gaps, business relevance, and ranking potential.
2 Analyze the SERPs
Use Moz Explore by Keyword to analyze top performers for the topic. Note what’s ranking on page one.
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Identify the content types, the structure of each post, and the assets used, such as videos, templates, or tools.
This will help you set a quality benchmark and see what Google rewards.
3 Outline using a content brief
Use the Moz content brief template to plan your content. Include target keywords, internal links, supporting assets,
and a section-by-section outline. Decide whether this piece will support a pillar or be the pillar itself.
Title: What does a section-by-section outline look like?
Overview: How to start a niche blog
Three sentences:
- Explain what is
- Importance of niche blogging for topical authority
- Include stat on the profitability of niche blogging
4 Plan internal links before you write
List the existing pages that should link to this one, and those that this content should link out to. Build the
connections now so you don’t forget later.
5 Surface user questions through SERPs
Look at the People Also Ask box.
Review the top five pages for recurring questions. Identify which questions you need to answer and where
competitors fall short. Plan to answer better and in more detail.
6 Identify Subject Matter Experts (SME) and sources
If you’re including a quote or expert perspective, choose your SME and
write out 3–5 focused questions.
Research data or statistics from the last five years that support your points
and add credibility.
If you're writing content about sleep apnea, it would
make sense to speak to subject matter experts on the topic
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During: Writing and optimization
This is where your outline becomes a full draft. Focus on clarity, depth, and relevance.
1 Start with the body
Begin with the main sections. Leave the introduction for later. It’s easier to write once the full context is in place.
2 Define key concepts clearly
If you're explaining a term like “CRM system,” check the featured snippet and AI Overview to see how others
define it. Write your version in plain language, avoid jargon, and aim for clarity.
3 Write from experience
Use real-world examples, workflows, or lessons from past projects to show that you’ve done the work.
When you lead with experience, you build trust and demonstrate authority.
4 Get to the point
Skip filler subheadings like “Why this matters” unless the explanation adds value.
Lead with the main value the reader is looking for and add secondary explanations at the end to help your
reader move faster through the content.
5 Cover the full question
For each subheading, ask if you’ve answered the full intent behind the search.
If the user asks “how to build a bassinet,” show them the process, the structure, and what tools to use.
6 Use entities naturally
Work in semantically related terms from your research, but only where they fit.
If the sentence doesn’t sound natural, rewrite it or drop the term. Clarity always comes first.
7 Keep the language clean
Use simple, direct language, avoid run-ons, and ensure each sentence flows into the next.
Remove weak transitions or unnecessary explanations. Let the reader move through the page without friction.
8 Build internal links as you write
Link to related pieces in your cluster with a descriptive anchor text. Think about what the reader needs
next and guide them there with purpose.
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9 Include visuals and product workflows
Use screenshots, charts, or visuals to explain concepts. If your product can solve the problem you’re writing
about, show how it works in context. Make it part of the solution, not a sales pitch.
10 Add supporting evidence
Reference stats, research, or expert quotes to strengthen your point.
Give your reader a reason to trust the information and keep reading.
After: Edit and distribute
Edit, publish, and distribute.
1 Check your claims
Fact-check stats, quotes, and product references.
If you’re unsure, verify.
If possible, ask someone else to review the article for accuracy and clarity.
2 Confirm E-E-A-T elements
Run a quick audit:
Did you share your own experience with the topic?
Did you quote someone with topical expertise?
Did you link to your pillar page and related content?
These are the signals Google and your readers look
for when deciding if your content is trustworthy.
3 Read it out loud
This is one of the fastest ways to catch awkward phrasing,
long sentences, or weak transitions.
If you run out of breath, the sentence is too long.
If a word makes you stop and think, find a simpler one.
4 Step away, then edit again
Give the draft space to breathe.
Come back the next day with fresh eyes
and make one last pass.
This final edit is where you catch tone issues,
redundant phrasing, or ideas that don’t flow.
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5 Build internal links after publishing
Once the piece goes live, find opportunities to link to it from your
existing content.
Use varied anchor text based on real search terms and avoid overusing
the exact match keyword.
This improves discoverability without atriggering spam signals.
6 Monitor how it ranks
Check Google Search Console two weeks after publishing.
Review the queries your content ranks for and use those terms as
anchor text when building internal and external links.
7 Repurpose and extend the reach
Turn your article into short videos, graphics, or social threads.
Share it on platforms where your audience is already active.
Use takeaways from the piece in guest posts, podcast interviews,
or webinars.
8 Revisit underperforming content
If the piece doesn’t meet expectations after a few months, compare it to SERP
competitors and review:
Title
Subheadings and flow
Entity usage
E-E-A-T depth
Word count and content structure
Internal and external linking
Visual assets (templates, screenshots, video)
Backlink profile of the page
Size and completeness of the cluster
Bonus: Tools that support your content workflow
Moz Keyword Explorer
Moz Keyword Gap Tool
Google Search Console
Moz Content Brief and Cluster Templates
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