Swadesh Padhi

1. PURPOSE Purpose of this SOP is to create a standard process to create SEO optimized blog posts. 2. INTRODUCTION The aim is to write most in-depth blog posts that rank on the first page of Google (1st rank). 3. SCOPE Key Result Areas: ● ● 4. DEFINITIONS ● 5. SERP - Search Engine Result Pages RESPONSIBILITIES ● ● ● ● 6. Content Strategy and Creation Brand Awareness and Visibility Blog Author/Writer/Editor Content Marketing Lead SEO Executive Marketing Manager SPECIFIC PROCEDURE 1. 2. 3. Identify topic to write on. Example - ‘amla’ Topic Research 2.1. Login to SEMRush and open Content Marketing > Topic Research 2.2. Enter the main topic keyword. Example - amla. 2.2.1. Make sure region selected is India 2.2.2. Do research twice, once for Desktop and once for Mobile 2.3. Export topic to Excel 2.4. Filter out low efficiency Topics 2.5. Identify main topic categories to cover 2.5.1. Example for Amla 2.5.1.1. Health Benefits of Amla and Nutritional Value (Weight Loss, Heart etc.) 2.5.1.2. 2. Uses of Amla (Hair, Cooking, etc.) 2.5.1.3. 3. Amla Products (Dry Amla, Murabba, etc. 2.5.1.4. 4. Amla Farming (Cropinomics) - based on what we want to write about Keyword Research 3.1. SEMRush > SEO > Keyword Research > Keyword Overview 3.1.1. Enter target keyword to get keyword ideas. Example - ‘amla’ 3.1.1.1. Make sure region selected is India 3.1.1.2. Do research twice, once for Desktop and once for Mobile 3.2. Then SEO > Keyword Research > Keyword Magic Tool 3.2.1. Enter target keyword to get keyword ideas. Example - ‘amla’ 3.2.1.1. Make sure region selected is India Page 1 of 3 3.2.1.2. Do research twice, once for Desktop and once for Mobile Export keyword ideas to Excel and merge into one sheet Only Keep these columns - Keyword, Keyword Difficulty Add SEO Score column with Formula = Volume * (100 - Keyword Difficulty). Sort for SEO score to help prioritise keywords 3.6. Add Main topic and Other topics columns. Add the relevant topics. For example, ‘Amla murabba’ goes into ‘Amla products’ category, ‘Amla hairfall’ goes into ‘Amla health benefits’ category and so on. Combine Keyword Research and Topic Research into one sheet with these tabs 4.1. Keywords 4.2. Topic research (Topics with suggested headlines and questions to answer for each topic) 4.3. Topic list (just list down the topics identified in Topic research) 4.4. Top headlines (from Topic research) 4.5. Top questions (from Topic research) SEO Content Template 5.1. SEMRush > Content Marketing > SEO Content Template 5.2. Enter only the main general keywords, 5-10 keywords. 5.2.1. For ‘amla’ example, these are the selected keywords 5.2.1.1. amla, indian gooseberry, amla health benefits, amla nutrition, amla benefits, amla uses, amla types, amla tree, amla plant, amla seed, amla farming, amla products 5.2.1.2. These are general keywords around the topics we want to write about. For instance, even though amla murabba is a top keyword, we don’t add it for the SEO template because otherwise the template can’t be useful. 5.3. Download the SEO template to share with the blog author. 5.3.1. SEO template includes recommendations for SEO title, word count meta description, headlines, text and analysis of top 10 SERPs of target keywords, target readability. 5.3.2. Update word count to 5000 as we’re aiming to write in-depth articles and best content to outrank the competition. 5.3.3. Add the Top headlines and Top questions to the template as well Writing 6.1. Author should first create an outline of the blog post with SEO optimised title, meta description, introduction, headings and subheadings (H1, H2, H3 etc.), Conclusion and CTA, FAQs 6.2. Author shares the outline for review and approval 6.3. Once approved, author writes the post following the SEO content template and using all the target keywords, topics, questions, headlines 6.4. Use the SEMRush SEO Writing Assistant Google Add on (or on SEMRush > Content Marketing > SEO Writing Assistant) 6.4.1. Aim to achieve best score in Readability, SEO, Originality, Tone of voice 6.5. Once content is ready, share for review and approval Publishing 7.1. Publish to website blog section with images (optimized file size), media etc. 7.2. Original images and media work best vs stock images 7.3. Make sure the post looks visually clean and interesting 7.4. Make sure the post includes outbound links and internal links where relevant 7.5. Make sure post url is short and SEO optimized 7.6. Use FAQ schema for FAQs Promotion 8.1. Promote on social media 3.3. 3.4. 3.5. 4. 5. 6. 7. 8. Page 2 of 3 -. 7. FORMS/TEMPLATES TO BE USED ● 8. SEO template CHECKLISTS ● ● ● 9. Email newsletter and nurturing/education campaigns Syndicate to LinkedIn Pulse, Medium etc. Paid promotion for high performing posts (Fb ads, Google ads, Quora ads) Answer relevant questions on Quora Promotion on social media groups like Li groups, Fb groups, etc. and Web forums like Reddit forums, Slack communities, etc. 8.6.1. we shouldn’t directly promote 8.6.2. first we should be a part of the group and actively participate and network with the community 8.6.3. share in a way that is educational and helpful, no promotional language SEO ○ Topic research ○ Keyword research ○ Top Questions ○ Top Headlines ○ SEO Content Template Writing ○ Outline ○ Highest SEO score by SEMRush Writing Assitant Promotions ○ Social media ○ Email ○ Syndication ○ Ads ○ Quora ○ Groups and communities REFERENCES ● SEO Template and Topic/Keyword Research for Amla here Page 3 of 3