How a website content plan differs from an Instagram calendar
On Instagram you plan by date: weekly series, promotions, holidays. A post lives for a day or two and sinks down the feed. An article on your site is found through search, so what matters is not the publishing date but how precisely it answers a question. The planning question changes from “what do we post this week” to “what are people searching for, and how does it relate to our service”.
The job is different too. A post warms up an audience, while an article should lead the reader to a service or product page. If a piece on choosing an air conditioner has no link to your catalogue, it is just text.
Where to find topics
At the start, do not filter. Collect everything into one spreadsheet. Useful sources:
Always check ideas invented inside the company against search. What seems obvious to the owner may be phrased very differently by customers.
- Google and Yandex suggestions for the names of your services and products;
- the “People also ask” block in search results;
- Search Console queries that already show your site but have no dedicated page;
- questions customers ask managers, in Telegram and on the phone, which is the most honest source;
- articles from competitors who rank at the top;
- product cards and reviews on Uzum and OLX, which show what buyers compare and what worries them.
One search intent, one page
Merge queries that share the same intent. “How to choose an air conditioner for an apartment”, “which air conditioner is best for a house” and “what to look for when buying one” are a single topic. Write three articles and they compete with each other, so none of them climbs.
There is an easy test: search two queries and compare the results. If mostly the same pages rank for both, it is one cluster. If the results differ, you need separate materials, and sometimes the right answer is a service or category page rather than an article.
How to prioritise topics
Score every cluster on four points:
Topics with a direct link to sales and manageable competition go first. “Reach” topics with no connection to your offer go to the bottom of the list, or never get written. Often the quickest win is not a new article but a refresh of an old one stuck on the second page.
- demand: how many people actually search for it;
- business fit: does it lead to an order;
- competition: are the top results companies like yours or large portals;
- your chances: can you explain it better thanks to experience, photos and real examples.
What the spreadsheet should contain
An ordinary spreadsheet is enough. Without these columns the plan quickly turns into a wish list:
Add a separate row for updating old content. That is planned work, not an optional extra.
- working headline, main query and the other queries in the cluster;
- content type: guide, comparison, mistakes breakdown, roundup;
- language version: Russian or Uzbek;
- the service page the article should send readers to;
- author and the expert who checks the facts;
- deadlines and status: idea, in progress, in review, published;
- live URL and the date you will review the result.
Pace, seasonality and two languages
Pace is set by your resources, not by ambition. One strong article beats several weak ones, and a small company often manages just a few pieces a month. What matters is consistency and a plan covering at least a quarter, so authors and experts know their turn in advance.
Think about seasons. Demand for air conditioners rises toward summer, for insulation and heating toward autumn, for school supplies at the end of summer, for tours before holidays. Publish early enough for search engines to index the page, otherwise you miss the peak.
If your site runs in Russian and Uzbek, plan both versions. Uzbek wording differs, and a translated Russian query may not match what people really type. Check suggestions separately for each language.
Common mistakes and a quarterly review
Plans usually fail for one of a few reasons: topics chosen without checking demand, several articles written for one query, no links to service pages, a year-long plan nobody revisits. Another trap is having someone responsible for publishing but nobody responsible for results.
Once a quarter, open Search Console. See which pieces gain impressions, which lose them, and why: wrong intent, strong competitors or a weak text. Update the plan accordingly.
A website content plan is especially valuable when a site is built from scratch, because page structure and the blog are best designed before launch. If you need a first plan for the coming period or a turnkey website in Uzbekistan, the markdev team can go through your task with you. Write to us and we will discuss your business and your queries.
FAQ
How many articles per month should a website publish?
As many as you can produce at good quality. A small company can often manage a few pieces a month, as long as the plan is laid out at least a quarter ahead.
Can I write several articles for similar queries?
It is better not to. If mostly the same pages rank for two queries, they form one cluster and a single article should cover it. Otherwise your own pages compete with each other.
Do I need a separate content plan for the Uzbek version of the site?
At least a separate query check. People phrase questions differently in Russian and Uzbek, so simply translating topics may not match real demand.
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