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The structure of the blog: rubrics and a queue of topics instead of "we will write every week"

The structure of a blog for a company website is not a list of topics for the month, but a framework: rubrics, a queue of materials and links to commercial pages. We build it based on demand and for the resource that you actually have, and not for a beautiful number of publications. The most frequent finding at the start looks like this: the "Blog" menu item is there, and there are zero entries inside. This is exactly what we recorded on the website of the clinic of aesthetic medicine - 26 published pages and not a single entry in the publications section. Therefore, we first measure what is available, and then decide whether it is worth starting a blog at all.

See how it works
Price
after a free audit
Guarantee
30 days after project sign-off
What are we doing?
inventory of available items, demand rubric, queue of topics for 3–6 months, registration rules
after a free audit
Price
30
Guarantee

days after project sign-off

inventory of available items, demand rubric, queue of topics for 3–6 months, registration rules
What are we doing?
10-35
Term

working days: depends on the number of destinations, not the size of the site

free blog status check, 2-4 business days
Before the estimate
26
Measured find

published pages and zero entries in the publications section, measurement 07/31/2026

/sitemap.xml, /sitemap_index.xml and /wp-sitemap.xml return 404
A find from the same measurement
traffic to the blog before a specific date: information pages gain slowly and unevenly
What we do not promise
Process steps

Transparent stages with approval at every step

Total duration:10–35 days

  1. Inventory and measurement

    2-4 working days

    We take down what is actually published and compare it with what the search sees. We check the volume of the section technically: in WordPress, the number of entries is given by the X-WP-Total header in the open REST API, without any access to the admin. Next is the Search Console report by page: how many articles have impressions, how many have nothing.

  2. Analysis of demand by directions

    3-7 working days

    We collect questions that are asked about your company and compare them with what people are looking for. Sources: Search Planner and Tips, Search Console Query Report, Internal Site Search Log, and the most frequently asked questions from your managers. The latter source is usually the most useful and almost always underestimated.

  3. Rubricator

    2-4 working days

    We group topics so that 5–7 materials are collected in each heading. Rubrics with two topics are merged or postponed. We check the titles for recognizability: the reader should see his question in the title, and not your internal classification of services.

  4. A series of topics and connections

    3-7 working days

    Each topic is rated by demand, difficulty, author, and commercial landing page. Topics without access to the catalog or service are either postponed or entail the creation of a page - and this is visible in the plan immediately, and not after six months.

  5. Rules, templates and technical requirements

    2-5 working days

    Structure of the material, brief for the author, checklist before publication. A separate list is the requirements for the section: site map, pagination of sections, fate of tags and author pages, Article markup and breadcrumbs.

  6. Transfer and agreement on the quarter

    1-3 working days

    We go through the frame with the one who will write and with the one who will proofread. We agree on which numbers to check the queue after a quarter: views on materials, transitions to commercial pages, the share of headings that have gained volume.

Technologies & integrations

What we build on and what it connects to

Stack

  • Planner and search prompts — give order of values ​​and wording of the people themselves; there are no exact numbers, so traffic promises are not based on them
  • Search Console, the report by pages is the only source where you can see which materials have impressions; the report hides part of the requests and returns them with a delay
  • Screaming Frog — section bypass: duplicates, depth, rubric pagination; tens of thousands of addresses rests in the machine's memory
  • Internal link analysis — finds material islands; he says nothing about the quality of the text itself
  • JSON-LD Article and BreadcrumbList — author, date, section. It does not raise items and does not guarantee an extended snippet
  • WordPress — the volume of the section is visible from the outside by X-WP-Total in the REST API; the same API exposes the site structure to anyone
  • GA4 — transitions from the blog to the directory; shows a trend, not a cash register: blockers and consent mode cut some of the data

Integrations

  • Google Search Console
  • GA4
  • internal site search
What's included

Complete list of work and what you get as a result

  • We inventory everything that has already been published: how many materials, how many of them receive views that duplicate each other. Next, decisions are made based on the list, not by memory.
  • We are building a rubric based on demand. Each rubric has an explanation of where it came from and a list of topics that will fill it.
  • We compile a queue of topics for 3–6 months with demand and complexity indicators - it is immediately clear what can be given to the contractor, and what requires your specialist.
  • We link each topic to a commercial page: which material leads where and in which block. A topic without entering the catalog or service does not enter the queue.
  • We draw a diagram of internal links: where the material is linked from and what it raises. An article without incoming links remains an island.
  • We write design rules: structure of headings, approximate volume, illustrations, authorship, update date. The next author does not reinvent the format.
  • We set the technical requirements for the section: site map, pagination of headings, share of tag and author pages, Article markup and breadcrumbs.
  • We prepare the author's brief for each type of material — an interview with a specialist, analysis, comparison, instructions.
  • We agree to review the queue once a quarter based on actual data: we develop what has come in, what hasn't - we don't add it.
  • We give the frame a document that you can work with without us: rubrics, queue, rules, checklist before publication.
When this service isn't right

What's not included — so there are no surprises at delivery

  • Writing the articles themselves is a separate work, counted piece by piece.
  • Design and layout of blog templates, rubric pages and content cards.
  • Management of social networks and newsletters.
  • Promises of traffic to the blog by a specific date.
  • Fact-checking of medical, legal, and technical claims: The material is signed and verified by your specialist.
Who it's for

Situations where this service delivers results

Scenario 1 of 5

The blog section is in the menu, but inside is empty

The most common condition we see. On the website of the clinic of aesthetic medicine, which we measured on July 31, 2026, there are 26 published pages and exactly zero entries in the publications section. The menu item leads to the wasteland. The framework is needed here before the author: first it is clear what to write and in what order, and only then someone writes it.

We'll review your situation in a free audit
The framework in advance versus "let's start writing and we'll see"

How this option differs from the alternative

Where does the work begin?from inventory and demand: first you can see what is already there and what they want from you
How long does the plan last?quarter, then revision by actual numbers
Where does the material lead?to a specific commercial page marked in the queue
What happens to the rubrics5–7 materials in each, no empty ones
What is the result measured by?shows by materials and transitions to the catalog - the numbers are from the first month

Free blog health check

We see what is already published on your blog, how much of it is in demand and whether the search engine sees it. Verification is external: access is required only for two items out of seven, the rest is removed from what the site gives to everyone. The most frequent result: the section exists, there are only one publication, none of them have impressions.

What we measure

  • How many materials are actually publishedWe check technically, not by words. In WordPress, the number of records is visible externally by the X-WP-Total header in the response of the open REST API. Real case: 26 published pages and exactly zero entries in the publications section.
  • How many of them have impressionsAccording to the Search Console report by pages. Usually, it turns out that a smaller part of the materials works, and it is necessary to develop it, and not everything uniformly.
  • ClassificationDoes it exist at all and does it correspond to the topics of interest to the reader. Headings with two articles inside are empty pages in the index and an extra click rate.
  • Communication with commercial pagesWhere does each material lead and does it lead at all. A blog from which there is no transition to a product or service remains a showcase: the reader has read and left.
  • Technical condition of the sectionDo the materials fall into the site map, is the pagination of the headings correct, are there no duplication of author and tag pages. In the site we measured, all three possible sitemap addresses returned a 404, and there was no Sitemap directive in robots.txt.
  • Dates and authorshipCan you see who wrote and when it was updated? Undated material ages faster than material with an honest revision date.
  • Who writes and who proofreadsIn-house resources are the main limitation of a blog. We plan the queue for him, and not for an ideal world where articles are written by themselves.

What you get

  • The state of the blog in numbers: how many materials, how many with demand, how many without any display.
  • Project rubric with an explanation of where each rubric came from.
  • List of technical defects of the section with a mark, which of them block indexing.
  • Resource estimate: how many materials per month will you actually pull.
  • A 30-minute conversation on the document, where you can argue with the conclusions.

Timeline: 2-4 working days

Why is it free

Because after this check, some clients decide not to start a blog, and this is a normal result. A blog without an in-house author expires in three months - it's better to calculate this in advance than in the middle of a paid topic queue.

What's next

Next, there is a rubric, a list of topics for the coming months, and rules for design. Writing articles is done separately and piecemeal, it can be abandoned without losing the framework.

Short form: your contact and site URL

Did not find your case?

Describe how it works on your side — we will tell you whether “Searchable blog structure” fits and what it means in your situation. No brief and no call: one question, one answer.

  • Contract, act and 30-day warranty

    Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.

  • Sole proprietor & bank transfer

    The contractor is a registered sole proprietor. Payment by invoice with closing documents.

  • Rights & access — yours

    Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.

  • Client portal instead of email chains

    During the project you get access to a portal: contracts, invoices, acts and project status in one place.

  • European clients

    Among our work — projects for Norway, Bulgaria, Moldova and Spain.

  • Verifiable numbers

    Every case in the portfolio comes with a link to a live site and a technical measurement.

  • Audit first, then pricing

    There is no price list on the site intentionally: the scope of the same work differs multiples between clients.

  • We say "no" when unsure

    If the task isn't ours or the deadline is unrealistic — we tell you upfront.

What affects the price

Why two seemingly identical tasks are priced differently

  • Number of directionsA store with three categories and a clinic with a dozen services are different levels of demand testing. Each direction is analyzed separately: there is no common rubric "all at once", and this is where the lower limit of the term is stretched.
  • How many have already been publishedAn empty partition is built from scratch and quickly. A hundred accumulated materials first require an inventory: what works, what duplicates each other, what is cheaper to update than to write anew. In a large archive, this is the longest line of work.
  • Access to Search ConsoleWith access, the material that works is different than just published in an hour. Without access, an external assessment of demand remains - it is longer and less accurate, and part of the conclusions have to be marked as assumptions.
  • Queue depthThree months of the plan or six - a different number of checked topics. We do not recommend planning for more than six months: the queue is getting old, and the very first quarter of publications changes the idea of ​​what is coming.
  • Language versionsEach language is a separate request, not a translation of a ready queue. Topics that work in Ukrainian are often not in demand in a second language, and vice versa; you have to check twice.
  • State of the technical part of the sectionIf the site map is not provided, the pagination of the headings produces duplicates, and the tags compete with the articles - a technical block is added to the work. In the clinic site we measured, all three sitemap addresses corresponded to 404.
Cases

Tasks and results in numbers — all metrics measured by us

clinic of aesthetic medicine abroad, website on WordPress

Task
Check what is actually published on a site that has a publications section in the menu, before planning content and ordering articles.
Solution
External measurement without access to the admin: the volume of the site through the open software interface of the management system, separately for pages and separately for records, plus a check of service files, server response and markup weight.
Result
Measurement 07/31/2026: 26 published pages and exactly zero posts section entries - the blog exists as a menu item, not as content. Technically, the site is healthy: first server response 285.9 ms, full loading of markup 439.4 ms with a weight of 119.5 KB — the lightest full-fledged document in a sample of sixteen sites. The tag manager, GA4 and pixel are connected, so there is something to measure future materials. Two defects were recorded separately: /sitemap.xml, /sitemap_index.xml and /wp-sitemap.xml return 404, there is no Sitemap directive in robots.txt, and there is no structured markup on the site. Even if the records appeared tomorrow, the search engine would find out about them too late.
What we need from you

We can't start without this — best to prepare in advance

  1. Access to Search Console. Without it, it is impossible to distinguish the material that works from the one that is just published - there remains an external assessment of demand with the appropriate accuracy.
  2. An honest answer, who inside the company will write or at least proofread the materials and how many hours a week they have. The entire queue depends on this number, and it is more expensive to overestimate it.
  3. List of commercial pages to which the blog should lead, marked by priority by revenue.
  4. Access to CMS — see how the section is arranged: pagination, tags, author pages, site map.
  5. One person from your side with the right to approve the rubric. The framework, agreed by the three departments in turn, turns into a wish list.

If something is missing — let us know, we'll help you gather it or do it as a separate task.

FAQ

Most frequently asked questions — with concrete answers

How many articles should be published per month?

As much as you can last a year. Two high-quality articles every month without interruptions give more than eight in the first month and silence further: the search takes a long time to look at the new section, and the torn schedule only lengthens this period. We build a queue for your real resource. If the company has one person with two hours a week, the plan will be exactly that, and not for a beautiful number in the presentation.

We already have a blog section, but it's empty. does it hurt

Direct damage is not enough, reputational damage is enough: a person clicks on the menu and falls into the wasteland. A finding from our survey on 07/31/2026: there are 26 published pages on the clinic's website and zero entries in the publications section. The section formally exists, there is a link in the menu, there is no content. The two fair options here are to fill or remove the item from the menu until you fill. The third, in which the empty section "will start working by itself", does not exist.

What rubrics are needed and how many?

Those for which there will be at least 5-7 materials, and usually there are from three to seven of them. A column with two articles is an empty page in the index and an extra level for the reader. We build the rubric from demand data, and then check for common sense: whether the reader recognizes his question in the title of the rubric. If the name has to be explained, the name is bad, even when everything is clear inside the company.

Do you need tags on a blog?

Mostly no, and it's one of the few recommendations we make almost without exception. Tags spawn pages with nearly identical content, which then compete with rubrics and articles themselves for the same query. If there are already tags, it is usually advisable to leave a few meaningful ones, and close the rest from indexing. The same goes for automatic author pages and date archives: most blogs don't need them for anyone but the engine itself.

How to link a blog with sales?

In advance, at the frame stage, not after publication. Each topic in the queue has a mark to which commercial page it leads and by which block: a link in the text, a selection of products at the end, a record form. If there is no such page, the topic is either postponed or entails the creation of a page, and this is immediately visible in the plan. We don't put materials "just about interesting things" in the queue: they collect transitions and do nothing with them.

Is it possible to blog with the help of artificial intelligence?

You can generate volume, but not expertise. The difference is where your numbers, your cases, and your caveats should be in the text: the model doesn't know that and makes up the plausible. We usually offer a scheme where the draft can be typed, and facts, examples and conclusions are added by your expert, signing and dating the material. For medical, legal and financial topics, this is not a wish, but a condition of work.

When does a blog start paying off?

Not earlier than six months of regular work. Informational pages are recruited more slowly than commercial ones, and the beginning of this period is counted from the first publication of the frame, and not from the date of the contract. Therefore, we calculate the resource at the start: if it is enough for three months, it is better not to enter the blog at all and invest the same money in commercial pages. I don't like this answer, but it saves the budget.

We already have 60 old articles - should we rewrite them?

First count, then decide. The inventory usually comes out of three piles: materials with displays that should be updated and supplemented; materials without any display, which no one needs and only interfere with the structure; and several pairs competing with each other for one request — they are reduced to one. Updating an existing one is almost always cheaper than a new article on the same topic, so it's first in the queue.

Submit your website address - let's see what's on your blog and how much of it works.

In response: the state of the section in numbers, a list of empty sections, technical defects that block indexing, and a project of the rubricator with an estimate of how many materials you will actually pull in a month.

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There is no price list on the site on purpose: the same work differs several times over between two clients, and a “from” figure explains nothing in that case. First a free audit — we count your pages, duplicates and speed — then we name the sum and the deadline and fix both in the contract.