A briefing is a concise meeting or introduction to a new subject, commonly used in military, aviation, diving, as well as online marketing and advertising sectors.
In the Searchmetrics Content Experience, a briefing serves as a crucial tool for assisting editors.
Leveraging Searchmetrics’ deep learning technology, authors gain access to essential insights and a set of keyword suggestions to craft compelling online content that aligns with both user intent and search engine needs. A briefing establishes a structured outline for the intended text, including aspects such as topic, subtopics, text length, or target audience. This approach significantly reduces the time needed for extensive SEO research and facilitates the strategic creation of high-quality content across teams and regions.
Briefings are generated using the “Briefing Creator” in the Searchmetrics Content Experience. This is initiated via the “Create briefing” button located at the top right of the application. In the prompt window, a project is selected to append the briefing. An initial topic is then chosen, with the application providing additional suggestions similar to Google Suggest, displaying the search volume and average CPC (cost per click). These metrics help determine the topic's potential success, simplifying the selection process for the initial topic. A decision is also made on whether the content will be newly created or optimized from existing content.
If optimizing existing content, the relevant URL is inputted. Suitable URLs for content enhancement and corresponding topics (e.g., threshold keywords) are accessible in the Searchmetrics Research Cloud under “Highest performing URLs”. Upon identifying the high-potential URL with the topic, users can seamlessly proceed to the Briefing Creator with a single click, where the initial topic and URL are pre-selected.
Users can research and select up to four additional topics related to the text being optimized. This process guides users to the “Ranking opportunities” section in the Briefing Creator.
This section displays topics that already rank on Google for your URL or those of your competitors. However, this data visibility requires a submitted URL for the briefing.
Users access the Topic Explorer, showcasing topics that are semantically connected or linked to the initial topic. A single click allows users to:
The optics can be examined from six perspectives:
This provides users with insights into the potential and characteristics of topics, as well as the diverse personas with specific search intents. Topics that align with a content strategy can be easily researched and selected, enhancing your online presence in the search engine. High-quality holistic content effectively addresses interrelated topics.
The next stage involves the Searchmetrics Content Experience offering recommendations for essential keywords for each selected topic, including suggested and additional keywords for the writer’s use in the text. Keywords deemed non-essential, such as competitor names, can be manually excluded.
Subsequently, frequently asked questions relevant to the selected topics are displayed from various question/answer portals, highlighting the information and inquiries that should be addressed for readers. The content score is then determined in the briefing details, with a recommended score of 75 percent. Internal tests indicate that a text reaching this score gains a competitive edge and is capable of ranking. Simultaneously, guidelines provide writers the autonomy to choose their own keywords.
Suggested word counts are based on the average word count of competing content for the selected topics, although manual adjustments are possible. A comment field is available for project-specific discussions, such as corporate language, design, or other preferences. The briefing can then be sent to an editor.