Content Plan

The content plan is the roadmap that defines what we are going to publish, with what objective, and how each piece of content will help improve the visibility of your brand.

At Genium, we don’t view content as isolated articles, but as a connected strategy. Each page, article, or resource must respond to a specific search intent, provide value to the user, and reinforce the thematic authority of the website.

“A well-crafted topical map not only defines what content to create but also how to connect them to reinforce the relevance of the main pages.”

Source: Google for developers

A good content plan allows for SEO positioning to be managed in an orderly manner, avoiding improvisations and ensuring that each piece of content has a clear function within the digital strategy.

What themes will we cover?

Before we start creating content, we analyse which topics are truly relevant for the business, its potential customers, and the sector in which the brand competes.

Based on this analysis, we define the main thematic areas that the website should cover. These themes may relate to services, common customer problems, frequently asked questions, comparisons, use cases, or informative searches that occur before a purchase decision.

“Teams that achieve better results with content tend to work with a clear strategy, a scalable model, and a coordinated management of their topics and resources.”

Source: Content Marketing Institute

The aim is to build a useful, coherent content structure aimed at attracting qualified traffic. It’s not just about drawing in visits, but about attracting the right people at the right time.

Topical Map

To organise this strategy, we use a topical map. This is a structure that groups content by main topics and related subtopics.

This approach helps Google better understand what a website is about and in which areas it can be regarded as a reliable source. Instead of working with isolated keywords, we build groups of content interconnected with each other, reinforcing the authority of the page on a specific theme.

For example, if a company wants to position itself around a specific service, it is not enough to create a single page. It is advisable to develop content.

“SEO planning is key because visibility is concentrated in the top positions: according to data collected by Ahrefs, 96.6% of clicks on Google occur on results from the first page.”

Source: Ahrefs