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Outlining Content (Best Practices)
Outlining Content (Best Practices)

Generating creative briefs and outlines for SEO performance content, within Demandwell's content suite.

Sam Smith avatar
Written by Sam Smith
Updated over a week ago

Generating SEO performance content can be tough to ensure you’ll rank well out of the gate. Demandwell takes the guesswork out of SEO copywriting, by generating the right keywords and page structure that Google expects to see for a keyword to be deemed relevant. The rest though is up to you, your business, and how you’d like to craft your content. Let’s walk through the best practices of leveraging Demandwell, and how to create the best outline for SEO results.

Content Types: SEO Performance Copy

With your website, you can create any number of content pieces to meet any number of objectives. Sales enablement, points of conversion, product feature pages, and even about the company content serves a critical purpose.

However, in order to rank well for a given keyword, you need to have content specifically targeted at that keyword intent, to show Google that your site is an authoritative source on the matter. The more pages you have about related topics and keywords to the one you want to rank for will also ensure you perform well in organic search.

Demandwell’s content suite was built to help users create SEO-performance content. This is content made specifically for the purpose of ranking well for a keyword. Our software leverages Google’s algorithm to find the interconnected web of terms that should be included on a page, in order for it to rank well for your primary term.

Click here to learn more about SEO Performance Content.

Posts vs. Pages

Demandwell separates our SEO performance copy into 2 different sub-types; pages and posts.

Pages are designed to be long-form SEO copy, keyword-rich, and divided into multiple sections with H2 headers. These pages and copy blocks stand the best chance of ranking for a dedicated term, because of how much information is published on site, and the density of related keywords included.

Pages are also intended to be long-form Wikipedia-type content, explaining the “what” of the primary keyword in question. Pages perform best in organic search when written as informational content, not inspirational content. It is written expressly to rank for the keyword in question and pull that audience onto your domain. That’s why we call it SEO performance content!

Posts are intended to support an existing page that ranks well for a primary keyword. By creating a post, you may further add content to your domain, targeting the same keyword portfolio as your best performing URL, and through internal links, point Google crawlers to the correct page that should rank for the primary term. Doing so helps lift the profile of your target page long-term. The more posts, the more copy, and internal links, the better your primary page will perform!

Posts are less rigid in structure than pages and require fewer overall keywords. They should be broadly crafted for ease of publication, and enable your writer to produce copy that weaves easier-to-read content, with the keywords you are targeting.

Demandwell recommends first creating a Page for your primary keyword, and after it is published, creating multiple posts for the same keyword, and leveraging this internal linking strategy.

Creating a content outline

To begin, find the right term that you want to target for SEO success.

Once added to your plan, your piece’s status will be marked as “Pending”. Demandwell is currently collecting all the terms that will help your content rank using Google’s own algorithm, 3rd party data sources, and our own data. Some of these terms may be very detailed, others may appear to not be related at all. For this page to rank well though, it is important to generate the content based on Google’s expectations for it, thus the more related terms you can utilize within the copy, the better it will perform.

When complete, your content’s status will change to “Keywords Ready.” Your content is now ready to begin customizing. There are 3 primary steps to complete before handing your instructions to a copywriter:

  • Edit Keyword Assignment - craft the structure, or blueprint of your SEO performance copy block

  • Edit / Write Instructions - provide guidance to the writer on what to cover in this section, and how to position it for your company.

  • Review & Order - finalize and export your instructions for delivery to a copywriter

Creating the Best Page Structure Possible

Within the keyword assignment section of the platform, you’ll see 2 major panels, left and right.

On the left are all available keywords that Demandwell sourced from Google to be included on the page for the purposes of keyword relevancy.

On the right is the structure of the page that Demandwell recommends for you. The topmost section is the first copy block within the SEO performance content. Your primary keyword should be the only H1 on this page, since the H1 carries more SEO significance.

Each additional section beneath are the most relevant terms according to Google. These terms should be coded as H2’s, and have paragraph text beneath as well.

To create your page outline, you may now drag and move terms, keywords, and even whole sections around, to meet your content needs and tell the best story possible. Demandwell’s software will recommend a page structure for you, but you are ultimately in control of what goes live on your website. Feel free to change terms that might seem more applicable to the primary keyword you’d like to rank for.

NOTE the more you can lean on Google’s algorithm, and the more terms you can utilize related to your primary keyword, the better your copy will perform. Try not to adjust too many H2 section terms for maximum SEO copy performance.

Choosing the Right Keywords & Auto Assignment

Once your page sections are in place, it’s time to select the detailed keywords that you’ll request to be included in the paragraph copy of each section. Including as many of these terms as possible is critical for SEO performance.

To make these selections, find the right term that logistically matches the subject matter of your desired section header. Use your best judgment here, sometimes long tail variants of the section header term are great to include here. Other times you may find related keywords that might make sense. There’s no perfect rule for how to choose these terms.

Detailed terms that contain “PDF” or “Excel” might seem like they should be ignored. However, these are actual search queries users type into Google and ones that indicate a user is searching for a detailed and direct solution to their problem. If possible, try to use a few of these throughout your copy.

In some rare instances, if the keyword you are targeting doesn’t have enough data behind it, the terms Demandwell may return might seem irrelevant, or off. That is because Google has yet to make the best connections for this primary query. You may also manually add keywords to your plan to add to each section if you so choose if / when you understand your copy needs other types of keywords. The choice is up to you!

Certain users may have access to Demandwell’s auto-assignment feature. This helps users by automatically placing keywords in the page sections Google would assign them to. This alleviates the need for a user to choose every term from scratch, however not every term will make complete sense. Still take the time to review each section, to shift or remove any terms that don’t make sense!

Keyword exclusions allow users to blacklist any terms that contain certain words or phrases. Things like competitor names, file types, or terms against your brand standards can be excluded from showing up as options in all future content plans.

Numbers You Should Shoot For

Overall, the more content on a page that Google can read and understand, the better it will rank and perform for your primary target keyword. This is where most web copy falls short, Google needs lots of keywords to assign relevance! Concise content without keywords will never rank well for the terms you want.

Page Recommendations

  • Minimum sections: 5

  • Minimum keywords: 25

  • Minimum word count: 1500

Post Recommendations

  • Minimum sections: 1

  • Minimum keywords: 15

  • Minimum word count: 750

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