5
Components in the finished document
Topic And Entity Model
The concept graph the site needs to own to be understood by machines, and how its pages should express it.
Where This Sits
1
Measured directly, not asserted
3
Pieces that carry my judgment
This is a Opportunity deliverable, which means it sizes the demand before budget is committed. It is the unit of scope: it can be commissioned on its own, priced on its own, and accepted on its own, whether or not anything else is bought alongside it.
It is not a package and not a retainer. It is one document with 5 components, and the list below is the whole of it.
What Is Inside It
Every component is listed with the one sentence that says what it is. They are grouped by how each one is produced, because the difference between a number a tool gave me and a number I decided matters more than most reports admit.
Measured
Pulled straight from tools and logs. No interpretation, so you can re-run any of it yourself and get the same numbers.
- Content gap table
- Topics competitors cover and the site does not, sized by demand.
Computed
Built by combining the measurements above. Every figure states the inputs it came from.
- Topic cluster plan
- How topics group into pillars and supporting pages, and how those pages link.
Judged
My reading of the evidence. This is the part you are actually paying for, and the part you are entitled to argue with.
- Entity map, target state
- The entities the site should describe and how they should connect, as a specification to build against.
- Keyword to URL map
- Every target query assigned to the single page meant to answer it.
- Assumptions statement
- Every assumption the analysis rests on, named so a reader can challenge it.