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Depth 02.3 · Search and AI visibility · Level 3

Content operations

Content operations is the system that decides what a company publishes, in what order, who writes and reviews it, and when each page is updated or removed. It turns content from a run of one-off posts into a maintained library organised around the questions buyers actually search for.

Specification

Input
Your service list, existing content, Search Console query data and time from the people who can check technical accuracy.
Method
We group search demand into topics, give each topic one page that owns it, and set a publishing and review cycle sized to what your team can keep up.
Deliverable
Topic cluster plan: each cluster with its main page, supporting pages, target queries, internal links and a review date.
Measured by
Impressions and clicks per cluster in Search Console, and the share of planned pages published and reviewed on schedule.

Most often bought inB2B software, Ecommerce

The artefact, before and after

Topic cluster plan: each cluster with its main page, supporting pages, target queries, internal links and a review date.

Before: a blank content operations record with a row for each of query and topic research, cluster and internal link planning, briefs and an editorial review workflow, refreshing or retiring old pages, and no entries. After: every row carries a finding and a checked status, which is the state the work hands over.

Inside it

  • 01Query and topic research
  • 02Cluster and internal link planning
  • 03Briefs and an editorial review workflow
  • 04Refreshing or retiring old pages
Deliverable · Level 4→ Topic cluster planA topic cluster plan is a page plan for one subject area: a pillar page, the supporting pages under it, the question each page answers and the internal links between them, written before anything is drafted.

Typical first engagement

The usual order of a first piece of work. Timing and price are set at scoping, once we have seen the stack.

  1. 01InventoryYou get: Every published page with its topic, status, owner and last update.
  2. 02Cluster planYou get: Topics grouped into clusters with gaps and overlaps marked.
  3. 03Production routineYou get: A brief template, review steps and a publishing checklist your team can run.

Search and AI visibility

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