Plan and write content

Content plans social posts, videos and forum replies for each business from what Google and AI answers actually show for its keywords, then writes them in the business's own voice from its Business facts. Posts on your Google Business Profile aren't part of Content; they stay in Google Business Profiles.

Open Content in the sidebar, then Content plan, and pick a business.

Businesses with several branches

Content plans for the business first. Locations on the same website are one business (see Business facts), and opening any of them opens the business.

• The business plan is for the accounts that speak for every branch. Its topics cover the whole business and its services, and it reads every branch's keywords, so it plans one post about boiler repairs rather than one for each town. Some topics spotlight one branch: its team, its area, its offers. Spotlights take turns, so every branch gets its moment.
• A branch's own plan. If a branch posts on its own accounts, select Branch accounts and turn on Own accounts for it. It gets its own plan, written from its own team, prices and offers. SearchOps tells you when it finds profiles only that branch links to. Its plan sees what the business plan has for the same weeks, so the two don't repeat each other.
• A version for each branch. Open a topic on the business plan and select Make a version for each branch to copy it to every branch with its own accounts. Each version is written from that branch's facts. Write all writes them one after another, using one content piece each.

Branches without their own accounts are covered by the business plan. A business with one location has one plan and none of these controls.

Who makes the content?

Choose one for the business's accounts, and one for each branch with its own:

• We write it, they post it: ready-to-post pieces, for a business with nobody doing its social.
• Their team or agency: briefs that tell the business's own people what to make, why and what to say.

Videos and podcasts are always briefs, because someone has to film or record them. You can switch any single topic between a brief and a ready post.

Select the button above the plan that shows the platforms' marks to choose this, and the platforms the business uses. SearchOps starts with the profiles it found on the business's website and Google profile.

The plan shows the next four weeks side by side. Select Add a topic under any week to add one of your own to that week.

Plan the next four weeks

Select Plan the next 4 weeks. The agent reads what SearchOps already holds for the business, or for the branch on a branch's plan:

• what page one shows for each keyword: short videos, forum threads, Perspectives, and social pages in the results
• the questions in People also ask
• the forum threads and social pages that Google's AI Overviews, ChatGPT and Gemini cite
• what people searched to find the website, if Search Console is connected
• the business's facts

It then suggests up to eight topics, two a week at most. Each one says what to post, where, in what format, and why this, why now, with the evidence it read. A platform is only suggested where page one shows that kind of content for the keyword, or where the business already posts. A forum reply is only suggested for a thread that's actually on page one.

Planning uses one agent action, for the whole business or for one branch. It reads data you already have, so run your keywords through a Google Search scan first if you want the plan to reflect page one.

If a topic needs a fact nobody has confirmed, such as a price, it's marked Needs a fact with a question to answer in Business facts.

Which facts a piece uses

Business facts can hold a lot, and one post should only use a little of it. So facts are used in two ways:

• Always: how the business sounds, words it never uses, wording it must use, what it must never say, and what it does. These shape every piece.
• Chosen for each topic: services, prices, guarantees, licences, team, offers and local knowledge. The plan picks one to three for each topic, usually the service it's about and one supporting fact, and the writer is given only those.

The plan spreads them out. It prefers facts that haven't been used lately, uses each selling point at most once in a plan, and puts an offer or event only in a week it runs. A branch's own facts, such as its team, are only used in a post about that branch.

Open a topic to see them under Facts it uses. Remove one, or select Add a fact to pick another, before you write it. A topic you added yourself gets its service and one selling point when it's written.

Write it

Open a topic and select Write the post or Write the brief. Writing uses one content piece.

Every draft is checked before you see it:

• prices, percentages and "years in business" must match a confirmed fact; anything else is flagged
• stock phrases that read like AI copy are taken out
• people are only named when they're marked OK to name
• offers are never mentioned after their end date

If something still needs a look, the piece says Check before posting and lists why.

Graphics are drawn from your Business facts, in your colours, fonts, logo and style, with the exact text of the piece. Pick portrait, square or story and select Download PNG.

AI images

For a post or a graphic, select Make an image to have a picture made for it. It's made in the business's style, and if you've uploaded photos to Images that look like you in Business facts, they're used as a reference. Images never contain text, logos or recognisable people. The words go on with the graphic, so select Use in the graphic to put an image across the top of it.

Images use image credits: 1 for a standard image and 4 for high quality. Each plan includes some every month (Starter 5, Pro 25, Agency 75, Enterprise 300). They're used before any you've bought. If an image fails, its credits come back.

Share, export and post

• Copy a post, or Copy all for the whole piece.
• Share the brief makes a link anyone can open, so your designer or the business's agency sees the brief without a login. On Agency and Enterprise plans it shows your Brand Kit. Select Stop sharing to end it.
• Export downloads every plan of the business as a spreadsheet, with whose accounts each piece is for and the facts it uses.
• Once a piece is live, paste its link under Posted it?. Later scans look for it on page one and in AI answers.

Select Add a topic to plan something of your own on the plan you're looking at, and Not for us to remove a topic you won't use. Everything written and posted, for the business and every branch, collects under Library; pick whose accounts to show.