Step 1: Create a Compelling Title and Description
Titles and Descriptions are critical from an SEO standpoint because they're the first thing a searcher sees. They have a major influence on clickthrough rate, and if people aren't clicking your title, then your content is doomed from the start. In order to have an effective title, it needs to match the searcher's intent (what they're trying to do or learn more about) while also standing out from the competition.
Luckily, we have a couple of tools to help. The first is the Competitive Analysis table where you can look at the other titles to understand the overall search intent. The table is also useful for identifying content that is doing especially well (marked by the "interesting content" tag) or content that is the most comprehensive.
The second tool is our Idea Generator, which brainstorms titles, descriptions, (and even outlines) for you. Click "Get Title Ideas" and select 3 or more competitor titles that match the search intent you are targeting, and then our system will iterate on those and come up with a list of title ideas. One thing to note is that these are not production-ready ideas. You may need to hit refresh a few times and sift through them to find an idea that satisfies the search intent but is sufficiently different than the competition.
Step 2: Create a Starter Outline
Once you have a title and description, you can click on "Get Heading Ideas" and our system will generate a unique outline for you to start with. Every time you click refresh, you'll get a brand new way of organizing the content. Choose the headings that you want, and add them to your outline, which is located under the title/description/word count on the right.
Step 3: Add Headings from Competitive Research
Next, if you scroll down to the "Competitor Outlines" section, you'll see the outlines (headings) of top-ranking articles for your focus keyword. Why is it good to look at these outlines? Google has already tested the vast array of articles on the Internet to find the ones that are engaging searchers the most. Studying how they've organized the information is a useful way to build an outline that will similarly engage your audience.
Simply click on any of the headings on the competitor outlines to add them to your own. You can organize the information in your outline by dragging and dropping, using the outline toolbar, or by using hotkeys such as the arrow, tab, ctrl+click, or shift+click.
Step 4: Add Audience Questions
Next, we show you questions related to your focus keyword which you can click to add to your outline. Answering these questions in your content makes it more relevant to your audience.
Step 5: Add Topics to Cover
Finally, the last section is the Topics to Cover, which shows you the specific terminology and sub-topics that your audience is interested in learning more about. Our grading system is based on how many of these topics have been covered. It's a proxy for comprehensiveness. And as a grade, it can obviously be manipulated by stuffing these topics into your keyword. But your focus should be on expanding on these topics and turning them into their own paragraphs to add value to the reader.
From here, you can ignore topics that you find irrelevant, or click on them to see how other pages are covering them. One useful tool is the "Group by Semantic Similarity" switch, which clusters the topics into groups of words that are frequently used together. This can help you see the bigger-picture when it comes to the concepts that need to be covered in your article.
Step 6: Export the Outline
Once you are satisfied with your outline, click "Copy to Clipboard" and paste it into a separate document to get started on your draft. If you are working with a team of writers, this can be a great starting point for them to help craft high-quality content that has a strong chance of ranking on search.