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A Search Performance Brief (SPB) is a data-driven content creation process that maximizes the likelihood of ranking for target keywords and driving qualified traffic.
Our proprietary methodology for building them makes it simple for our expert writers to create incredibly comprehensive and high-performing content.
An SPB is for you if:
In short: An SPB is for any company that wants to enhance the performance of their content and maximize search success potential.
It looks like this:
Absolutely, and consistently, too.
We’ve helped more than 200 clients achieve meaningful search rankings for thousands of keywords through this data-forward, scientific method of content creation.
Here’s what some of those clients had to say:
“We’ve seen a consistent increase in the number of visitors and time spent on our blogs year-over-year.”
– AnneMarie Campbell, VP of Marketing, Lightning Labels
“We’ve had a number of the pages [Brafton] created go to the first page. One has been our top converter for free trials.”
– Heather McLean, Customer Communications Manager at eSpatial
“The SPBs have been huge for helping us get the right content with the right search terms.”
– Elizabeth Burkhardt, Marketing Director, Agile Education Marketing
We use this method on our own site, too. The results we’ve seen?
SPBs are our scientific method for ranking highly in search,
and we have a specific process for building them for maximum performance.
Each brief includes:
Each SPB focuses on one specific high-value keyword. Beyond doing the upfront due diligence of analyzing the keyword’s metrics, like search volume, difficulty and click-through rate, the brief also includes SERP analysis details and information about searcher intent. Further, the SPB makes it clear exactly why that keyword in particular will benefit your digital marketing strategy.
Each SPB lists detailed questions that we know your readers will want answered when researching the topic at hand. Your professional writer will explain how they’ll answer those questions throughout the content. This serves as both a rough outline for the completed piece, and an opportunity for your team to address any concerns ahead of writing.
Your SPB identifies the type of content being created (e.g. whether it’s a blog post or landing page and if the brief is for custom content or a copy refresh) and the purpose it serves in your overall marketing strategy. It also notes the content that you’ll compete against in SERPs. Finally, your Brafton team will keep you up-to-date with our streamlined position tracking capabilities so you’ll know when your content really starts driving results.
In short, our SBPs contain everything you need to produce content that truly works for your brand.
In some cases, you can see results almost immediately after republishing a piece of content and requesting Google to re-index it.
When you’ll see results from SPB-created content depends on many factors, including the type of content being created, whether it’s brand-new or an update, Google’s swiftness in re-indexing your content after the request and more.
In general, results from content marketing can take at least six months, and 100 days for new content to fully “mature,” meaning Google has decided where in the SERP your content belongs.
