# Content Optimization Workflow

**Last Updated:** 2026-03-24

Single entry-point workflow for improving existing blog posts (lexikon and ratgeber). Mirrors the data-driven new post creation flow, with GA4/GSC integration for existing posts.

**For new posts:** See [New Post Creation](BLOG_POST_IMPROVEMENT_PROCESS.md#new-post-creation) in BLOG_POST_IMPROVEMENT_PROCESS.md.

**For full detail:** See [BLOG_POST_IMPROVEMENT_PROCESS.md](BLOG_POST_IMPROVEMENT_PROCESS.md).

**Keyword and topic selection (primary → SISTRIX ideas → secondaries → outline evidence):** [KEYWORD_RESEARCH_WORKFLOW.md](KEYWORD_RESEARCH_WORKFLOW.md).

---

## Content Outline Requirement (Mandatory)

**ALWAYS create a comprehensive content outline before writing or optimizing content.** Outlines must be research-based and guide the entire improvement process.

### Outline-First Principle

1. **Research before outline:** Run pipeline (GSC, GA4, SISTRIX, PAA, SERP, competitor analysis, Firecrawl) and review SERP_ANALYSIS.md, COMPETITIVE_ANALYSIS.md, faq-research.json.
2. **Outline from data:** CONTENT_OUTLINE.md must reflect PAA questions, competitor H2 coverage, content gaps, and target keywords.
3. **Section briefs:** Each H2 in the outline needs key points, target words, formats, and PAA mapping.
4. **Iterative improvement:** Review and update outlines as you implement—add missing sections, refine key points, adjust depth based on validation.
5. **Validation gate:** Run `validate-content-outline-quality.php` and `check-outline-h2-overlap.php` before Phase 4 (content creation).

### Outline Quality Checklist

- [ ] SERP_ANALYSIS.md or equivalent research exists
- [ ] Competitor content gaps documented
- [ ] PAA questions mapped to H2s or FAQs
- [ ] Target word count per section (or total)
- [ ] Internal link plan (anchor text, target URLs)
- [ ] FAQ questions aligned with H2 overlap rules
- [ ] No redundant H2s (run check-outline-h2-overlap)

### Pillar Pages

Pillar pages (Zeiterfassung, Dienstplan) use the same outline-first principle. Store outlines in `docs/content/pages/pillar-pages/{slug}/CONTENT_OUTLINE.md`. Include SERP_ANALYSIS, INTERNAL_LINKS_PLAN, and section briefs. See [zeiterfassung/](../pages/pillar-pages/zeiterfassung/) and [dienstplan/](../pages/pillar-pages/dienstplan/) for structure.

---

## Content Optimization Priorities Audit

When implementing the [Content Optimization Priorities](../../seo-strategy-2026/plans/content-optimization-priorities.md) audit:

- **Cluster posts:** See [CLUSTER_POSTS_AUDIT.md](../../seo-strategy-2026/plans/CLUSTER_POSTS_AUDIT.md) for the full list of 38 Dienstplan and Zeiterfassung cluster posts pending optimization.
- **One post at a time:** Complete all 5 phases for a post before moving to the next. Do not skip steps. Do not start Phase 1 of post B while post A is still in Phase 3 or 4. Finish post A fully (through Phase 5 and validation) before beginning post B.
- **Phase order:** Data refresh → Analysis → **Content outline** → Content → FAQs → Validation.
- **Outline mandatory:** No content creation without a validated CONTENT_OUTLINE.md.
- **Status tracking:** Update [CONTENT_OPTIMIZATION_IMPLEMENTATION_LOG.md](../../seo-strategy-2026/plans/CONTENT_OPTIMIZATION_IMPLEMENTATION_LOG.md) as each phase completes.

---

## Quick Start

```bash
# 1. Run improvement pipeline (single entry point)
php v2/scripts/blog/run-post-improvement-pipeline.php --post={slug} --category={category}

# 2. Complete manual steps (SERP, outline, section briefs)
# 3. Validate, then create content
php v2/scripts/blog/validate-improvement-readiness.php --post={slug} --category={category}
php v2/scripts/blog/validate-content-outline-quality.php --post={slug} --category={category}

# 4. After content: validation sequence
php v2/scripts/blog/compare-content-to-competitors.php --post={slug} --category={category}
php v2/scripts/blog/validate-section-depth.php --post={slug} --category={category}
php v2/scripts/blog/validate-content-completeness.php --post={slug} --category={category}
php v2/scripts/blog/validate-faq-quality.php --post={slug} --category={category}
php v2/scripts/blog/validate-new-post.php --post={slug} --category={category}
```

---

## Phase Overview

| Phase | Steps | Output |
|-------|-------|--------|
| **1. Data** | Backup → GA4+GSC → derive-keywords → SISTRIX → **parallel:** PAA + SERP + competition + intent → FAQ Research → competitor (top 15) → depth → Firecrawl → content-depth-report → analysis → docs → SERP skeleton → pre-content checklist | All data files, PRE_CONTENT_CHECKLIST.md |
| **2. Manual** | SERP analysis (30 min) → **CONTENT_OUTLINE** (research-based, comprehensive) → section briefs | SERP_ANALYSIS.md, CONTENT_OUTLINE.md, section-briefs.md |
| **3. Gate** | validate-improvement-readiness, validate-content-outline-quality, check-outline-h2-overlap | Pass before Phase 4 |
| **4. Content** | Section-by-section draft, FAQs, internal links | content.html |
| **5. Validation** | compare-content-to-competitors → validate-section-depth → validate-content-completeness → validate-faq-quality → validate-new-post | All pass |

**Word count gate:** Never mark a post complete if word count is below 80% of outline target. Run `validate-new-post.php --post={slug} --category={category} --min-word-ratio=0.8`. If it warns, expand content until the minimum is met. Use a data-driven approach: competitive-depth-analysis, PAA coverage, section briefs, skyscraper technique. Do not add filler—address specific gaps with substantive content.

---

## Pipeline Parity with New Post

The improvement pipeline (`run-post-improvement-pipeline.php`) mirrors the new post pipeline data collection, plus:

- **GA4 + GSC first** (parallel) – for existing posts
- **derive-target-keywords** – GSC top queries inform primary/secondary keywords; reconcile with **SISTRIX exact head queries** (e.g. „für“ in the string) per [KEYWORD_RESEARCH_WORKFLOW.md](KEYWORD_RESEARCH_WORKFLOW.md) § Head terms and cannibalization, and update `KEYWORD_DECISION.md` when primary shifts
- **Same SISTRIX stage as new-post:** After keywords, **PAA + SERP + competition + intent** run in parallel; **FAQ Research** runs next, then competitor analysis (top 15), depth, Firecrawl validation, content-depth-report, etc.
- **Supplemental FAQs:** Use `--collect-supplemental-faqs` when PAA count is low
- **Firecrawl:** Use `--no-firecrawl-remediate` to skip auto-remediation; optional `--use-firecrawl-search` / `--no-firecrawl-search` on competitor collection (same as new-post)
- **PAA:** `--skip-paa`, `--allow-paa-failure` supported (same as new-post)

---

## GSC/GA4 Integration

For existing posts, GSC and GA4 data inform decisions:

- **GSC top queries** → H2/FAQ mapping (see `data/section-briefs.md` "GSC queries to address")
- **GSC Query Opportunities** → SERP_ANALYSIS.md section (high-impression low-CTR, position 4–10)
- **GA4 engagement** → Bounce > 60% or engagement < 2 min → consider content depth/format

See [GSC_GA4_CONTENT_DECISION_GUIDE.md](GSC_GA4_CONTENT_DECISION_GUIDE.md).

---

## Ratgeber-Specific

Ratgeber posts use the same pipeline and validation sequence. Additional requirements:

- Comparison tables (Software | Kernfunktionen | Preis | Zielgruppe)
- Target-group H3s (Gastronomie, Pflege, Kleinbetriebe, Einzelhandel)
- Kaufkriterien section
- Ordio in tool/product FAQs

See [RATGEBER_IMPROVEMENT_PLAN_2026.md](RATGEBER_IMPROVEMENT_PLAN_2026.md).

---

## Full Rework vs Patchwork

| Condition | Action |
|-----------|--------|
| Quality Score < 60, Word Count < 80% target, SEO Score < 50 | **Full rework** |
| No SERP_ANALYSIS.md | **Full rework** |
| User says "improve", "rework" | **Full rework** |
| User says "fix links", "add excerpt" only | Patchwork acceptable |

When full rework: Complete Phases 1–3, then rewrite from scratch. Do not patch.

---

## References

- [BLOG_POST_IMPROVEMENT_PROCESS.md](BLOG_POST_IMPROVEMENT_PROCESS.md) – Full workflow
- [GSC_GA4_CONTENT_DECISION_GUIDE.md](GSC_GA4_CONTENT_DECISION_GUIDE.md) – GSC/GA4 decision logic
- [CONTENT_CREATION_WORKFLOW_2026.md](CONTENT_CREATION_WORKFLOW_2026.md) – Section-by-section drafting
- [SKYSCRAPER_TECHNIQUE_2026.md](SKYSCRAPER_TECHNIQUE_2026.md) – Competitor-based outline
- [RATGEBER_IMPROVEMENT_PLAN_2026.md](RATGEBER_IMPROVEMENT_PLAN_2026.md) – Ratgeber enhancements