What is a One-Page Plan?

A One-Page Plan is a way of using pages that already rank well in organic search and which Google has determined to be “about” a lot of topics. We use it to surface opportunities to build clusters of content around it. It’s one of the most straightforward methodologies you can use in MarketMuse Suite to create a content plan with a strong chance of success.

Why is this type of content plan most likely to succeed?

By building cluster content around an already-authoritative page, that content has a higher likelihood of ranking well shortly after publication. Plus, creating cluster content around an authoritative page helps cement that page’s standing on page one of the SERP.

How to Make a One-Page Plan

In the MarketMuse Suite Inventory, locate one page that is already doing well. These content items are generally on page one of the Pages section of the Inventory and are usually at the top of the list.

An easy way to find a page that’s doing well is to look for those that MarketMuse has identified as “High Authority” or “Power Page.” A filter can be set up to find these pages and saved re-use at a later date. Furthermore, these pages usually have high Opportunity Scores, for which you can also set up a filter.

Whatever method you choose, you will find that the pages in this list frequently rank for a large number of topics, providing for numerous content opportunities.

There are a lot of closely Related Topics and adjacent related topics you add to a plan that builds out the original page’s cluster. Look for different intents you can service with new content.

Before you add any topic to your plan, do a quick search to see if there are any other pages ranking for that topic. The simplest way is to search the Topic Inventory.

There are a number of metrics provided for each topic in the Topic Inventory. What we’re interested in right now is whether there’s a top related page that’s ranking better for this term than our original page. If so, then check to see whether that page should be optimized or new content created.

Start adding your desired related topics to your plan. Click on the three dots near the topic you want to add and choose “Add to Plan.”

At this  point, you need to choose between content optimization or content creation. If the topic can be easily worked into the current page, and it aligns with its intent, then keep the Report Type as “Optimize.” Otherwise, change the Report Type to “Create.”

At this point, you can also select the plan to which you will add these items, or create a new plan if you wish.

What Is an Intent Mismatch?

An intent mismatch occurs when a page is ranking for a topic or user intent that it’s not actually about. Generally, these are pages that are ranking decently for a query, but because they don’t accurately fulfill the user’s intent, they can’t break through to be a consistent top-ranking page.

Exploiting intent mismatches can be one of the easiest ways to find topics that have a high chance of ranking well quickly. If search engines are already connecting your site to a given topic, creating content optimized for that topic (it satisfies the user intent) should be an easy opportunity for ranking content.