Careful content planning helps our teams align on priorities, deliverables, SEO strategy and Orbit’s copywriting approach. Orbit has a few key deliverables that help organize the content planning process.
As our project progresses, we’ll discuss the following elements as part of our content planning effort.
Content planning is a part of the conversation throughout the project. Our goal is to reduce risk of surprises and ensure your responsibilities are clear when it’s time to enter content on the development website.
We’ll make a recommendation based on keyphrase research, stakeholder interviews and data from your existing site. The recommendation is found in the Content Workbook and we’ll review it together.
Depending on the scope of your project and how large your site is, there are likely some pages that will be migrated over to the new site rather than rewritten.
When we migrate content, the copy usually stays the same, but the design will match the rest of your new site. This requires careful planning, data cleanup, and post-migration testing. We always keep your existing rankings and Domain Authority in mind when migrating content.
Taking into account your existing pages, target audiences, user experience, and SEO, the Orbit team may recommend new pages for your website or to rewrite the content on high-traffic pages. This gives you the chance to rank for new keyphrases or optimize your copy to boost existing rankings.
When we are creating new content, we are careful to adhere to accessibility standards and SEO best practices while keeping your messaging, brand, and service offerings in mind.
Digital ink is never dry. Move on the moment a page is better than the current page. Test, measure, update, and repeat – after launch.
Common content risks
Can you relate to any of these scenarios? If any of this is familiar to you, please inform your Project Manager right away so the team discuss recommendations and solutions
Potential Risk: Traffic Loss
If deleting pages that were previously bringing traffic to your website, visitors may not find your site and therefore will not convert. The traffic loss to those pages will be reflected in your Analytics.
Potential Risk: Missed Opportunities
It’s unlikely that your visitors are using the terminology you want to use. If the content isn’t optimized with the appropriate keyphrase intent, visitors may not find your site and therefore will not convert.
Potential Risk: Traffic Loss
If your team does not understand on-page SEO and they alter content substantially to remove any optimization efforts, visitors may not find your site and therefore will not convert.
Adding team members to review content can delay the project. Make sure to plan ahead for this and make sure your team is aware of the overall project goals!
Potential Risk: Drop in Page Authority and Traffic Loss + Difficult Analytics Analysis
Assuming the page has links to it from other websites on the internet. Those links will be broken or redirected. This may reduce your page authority and ultimately your organic traffic to the page. This change will make any pre and post-launch page traffic comparisons difficult to analyze.
During the conversion guide presentation, we’ll confirm alignment on high-level navigation, messaging, and content deliverables.
The next deliverables include:
It’s expected that some changes will be made to your high-level navigation structure, sitemap and site copy. What we want to prioritize is general alignment on the project scope and messaging.
Things we’ll follow up with you on:
