Supercharge your content optimisation strategy

An effective content strategy nowadays should be built on a strong content distribution model. This model should inform your content creation and internal linking strategy, enabling you to ensure that the target topic is approached from multiple aspects and perspectives, whilst bearing in mind the user journey and ensuring each piece of content is placed where it should be in the architecture of your website. With this service, we can conduct a content inventory analysis and use this to build a content distribution model for you. This will help you to truly get the most out of your content in a holistic way that provides the most value to users, as well as being optimised for the search engines.

This service can help…

When you want to identify how a certain topic has been represented in your current content and website architecture.

When you want a holistic understanding of your performance in regards to a target topic.

When you want to understand your competitors’ content strategy and performance in regards to a certain topic.

When you need a strong base for improvement and future content creation, with an insight into the user journey and intent.

When you need a base for your future internal linking strategy in regards to the target topic and the identified topic clusters.

What our clients say

Flexible and innovative approaches to meet demanding goals

Webcertain has been a valued partner of Portakabin for over 20 years, providing the expertise required to help us grow our business in multiple European markets. With a wide-portfolio of websites and products, as well numerous internal stakeholders, we require flexible and innovative approaches to enable us to meet the demanding goals of each business unit. Webcertain understands our needs and our brand, and this enables the team to deliver cost-effective, adaptable solutions across SEO, PPC and website development which have played a vital role in our international growth and success.

Evelyn Hodgson

Head of Brand - Portakabin

Adapted for each market for maximum impact

We work with Webcertain to increase our brand awareness across key European markets and help us drive brand growth. Together, we have created campaigns utilising multiple channels and adapted for each target market to ensure maximum impact and relevancy to our audience. Webcertain has a great support team, who are easy to reach and very helpful in providing information. They understand our needs and provide a flexible approach that enables us to meet our goals

Hazel Goesaert

European Associate Marketing Manager - Business Machines - Fellowes

Technical and strategic expertise

Webcertain's understanding of language nuance and local culture ensures our messaging is relevant and compelling in each market we target, while staying true to our brand and highlighting our USPs. We rely on their technical and strategic expertise to develop both organic and paid search campaigns which will resonate with our audience and drive results across Europe. The team understands our goals and is proactive in making recommendations for improvements and suggesting opportunities. We are very happy with the results and would recommend Webcertain as an ideal partner for any brand with a global reach.

Surpreet Bahl

Digital Marketing Manager - Esko

For international support, look no further than Webcertain

There are many challenges when running international campaigns and Webcertain has provided invaluable support to us when targeting countries as diverse as China, Japan and Russia, where both cultural and linguistic knowledge are paramount for success. This knowledge, combined with skills and expertise across all digital channels, enabled us to build tailored and targeted campaigns to inform and attract students from around the globe. If you're looking for SEO, SEM or translation support in multiple languages and countries, look no further than Webcertain.

Tim Jordan

VP Marketing Berlitz and ELS

Is your content optimisation strategy up to date?

As search engines evolved and improved how they serve search results to their users, content optimisation evolved too, from the simplistic focus on keyword insertion to a more comprehensive and holistic approach.

Content optimisation strategies moved from targeting search terms via the creation of isolated keyword-focused pages, to more complex, topic-oriented strategies, taking into account how different search terms should be integrated within the website structure, categorising them into semantically-related topic clusters, and identifying how each of these different topics are related to one another.

This integral approach to content strategy development and content creation enables you to represent multiple target topics on your website in a holistic way, with clear distinction and distribution of the content across different website sections, in line with different stages of the user journey and intent.

How it works

The process begins by completing a briefing questionnaire to share and clarify your objectives. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks. Based on the brief, we will conduct one or more of the service’s components:

Content inventory analysis

As an initial step in this process, the content inventory analysis will include an analysis of your current performance when it comes to a certain topic and how this topic is represented on your website, having in mind the URL structure and the content in regards to all related search terms.

To do so, we will identify all the URLs in your website architecture that are relevant to the target topic. We will then assess the current performance for this set of URLs, in terms of keywords, organic traffic, and ranking positions. We will also collect data on the ranking performance of your main competitors, assess their content strategy in regards to a specific topic, and compare it with yours.

Finally, we will analyse your current internal linking architecture amongst pages relevant to your target topic, which will provide a clear view on how relevant entities have been declared, and how these are connected throughout your content.

This data will form the basis for our recommendations on the next steps you should take in order to create a content distribution model, which would form the foundation of your content creation/improvement and internal linking strategy in regards to a particular topic.

Content distribution model creation

The creation of a content distribution model will enable content creation and improvement to support the target topic, having in mind its different aspects and the different stages of the user journey.

To create the content distribution model, we will identify and list all the search terms, as well as the existing content on your website, dedicated to your target topic. We will collect data on the user intent, competitors and semantic relevance between different search terms, and categorise them into different topic clusters.

Each of these topic clusters will then be assigned to a different section of your website to be targeted with (blog, resources, solutions, product pages, etc.), taking into account your website’s architecture. In addition, we will identify gaps where content is missing or should be improved. The identified topic clusters mapped to different sections of the website represent the content distribution model, which will be further used for content and internal link optimisation.

Webcertain Group is passionate about generating business growth for its clients in any part of the world.

A team of native speakers of all the world’s major languages works together to achieve client objectives - no one understands working with different cultures and the nuances of language in the globe’s search engines better than the Webcertain multilingual teams. Webcertain operates in 44 languages.

Benefits of working with Webcertain:

International specialist since 1997

Transparency and online portal management

No minimum contract period

No minimum order value

International know-how shared

Quick response times