Blog & SEO

You type a topic or a few words and click one button - the rest is worked out from what we know about your company: the title, the outline, the length, the keywords and the photos. You then edit the finished article in blocks: paragraphs and photos move like bricks and every block can be fixed in place.

What it is for#

• Who it is for: people handling marketing and content for the company website.
• Use it when: you have a topic in mind (or just a hunch) and want a complete draft to review quickly.
• If you want to send the content by e-mail, use the Newsletter module. If you only need a cover or a banner for the post, use the Email and blog graphics module.

Before you start#

• Permissions: a role allowed to use services (member and above).
• Module enabled: "Blog & SEO" must be active for your company.
• Company knowledge: the better your company is described on our side, the more accurate the article - the style, the vocabulary and the list of things the text must not say all come from there.

How to write an article#

1. Open Blog & SEO from your company menu.
2. Type a topic - a full sentence or a few words. If you have no idea, use the topic suggestions; they come from your company profile.
3. If the article should be about specific products, click Pick from company catalogue (the section shows when the company has a connected catalogue). In the window you search by name, code or EAN, filter by category and tick up to 8 items. Then choose the products' role: Promotional article (the text is about them - features, uses, who it is for) or Regular article (roundup) (products appear as items or examples and your idea sets the topic). Every fact about a product comes from its record - nothing is made up; prices are deliberately left out because the text lives for years. Product photos go into the article as they are, not generated: the hero shows all selected products on one image (up to four; with more, the main product), and the body shows the rest one to three per image, next to the paragraphs that discuss them. Picking products alone is enough - title suggestions are built from them.
4. If you want a different length, expand More options and pick Short, Medium, Long or Custom - then you type a from and to range within 500-5000 words, for example 500-800. The upper limit can be at most about 1.7 times the lower one (833 words for 500); the creator shows the highest value you can enter below the fields. The default length is the one set for your company.
5. Click Prepare the article plan. Below the outline you will see the Guidelines card (who we are writing for and, with the SEO assistant, phrases from Google) and the Internal links list - see below. Adjust what you want and click Write the article. You will see the stages: writing the text, picking the photos.
6. The text appears before the photos are ready - this is deliberate. You can start reading and editing straight away, and the photos join on their own, one by one.
7. Fix the article in the block editor: a double click opens a block for editing, dragging (or the ▲/▼ arrows) changes the order, and you can add a paragraph, a heading, a list or a photo and delete anything you do not need.
8. Fill in the alt text for the photos and, if you want, set the link preview image that people sharing the post will see.
9. Below the text you will find the contact footer - by default the one set for your company, but you can override it for this one post.
10. If you want, generate a voice-over - the article gets read aloud in the voice you choose. After every content change the recording is marked as out of date, so you know it needs refreshing.
11. Publish straight away or schedule a time. If your WordPress site is connected, the post can go directly there.

Article guidelines#

The Guidelines card sits below the article outline, before anything is written. Its changes apply to this article only.

Who we are writing for. A sentence or two about the reader of this article: who they are, what they already know and what they are looking for in the topic. We prepare it together with the outline - from the topic and from what we know about your company. Use Edit to change it (up to 300 characters) - every change goes into the outline straight away, Done closes the field and Cancel restores the text from before the edit. An empty field means the reader described for the whole company applies.

Phrases from Google (only with the SEO assistant). Each row is a phrase with a counter in the phrase 0/40–79 format: before the slash - how many times the phrase is in the text (always 0 before writing), after it - how many times it should appear in an article of this length (a single number when the range is exactly that many times, e.g. 0/1). The main keyword comes first and is marked. If you leave the main keyword field empty, we take the first phrase of the outline and analyse it right after the outline is ready (marked from the plan); if the analysis cannot start, the card says why and the article is written as before. The card shows the 10 most important phrases; Show all expands the rest. After clicking Edit you can:

• change the from-to range of each phrase (numbers 1-999),
• remove a phrase you do not want in the text (except the main keyword),
• add your own phrase - Add a phrase, 1–3 times by default (up to 100 phrases of your own),
• paste a whole list - Paste a list: one phrase per line, e.g. copied from Surfer (product descriptions 0/40–79, analytics tools 0/1), phrase: 4–6, phrase 4–6 or just the phrase (then 1–3 times). Text in brackets is ignored, and the list can have up to 100 lines. Add to Google phrases keeps the phrases from the analysis: those on your list get the new range, the rest are added as yours. Replace Google phrases keeps only the main keyword and your list,
• undo everything with Restore from Google.

Phrases from your company's list of banned brands and phrases do not go in: Add a phrase rejects them, and a pasted list skips them (a sentence below the list says how many).

The changed phrases go into the writing and count towards the SEO score in the SEO assistant panel in the editor. The writing gets one phrase per 20 words of the article (at least 25, at most 100, e.g. 50 for 1,000 words), yours first. When the list is longer, the card says how many phrases the model gets - the rest only count towards the SEO score. Readers' questions (with Add as section) and the top-ranking pages stay below the phrases, as before.

Internal links#

Below the Guidelines card there is a list of published articles from your blog that have an address and are in the language of the new text. The ones that best match the outline are already ticked. You can untick them and pick others - also by searching by title. You can choose up to 8 articles (the Selected counter); we put the chosen links into the text while writing, and if one is missing, we try to add it once the text is written. Versions in other languages do not get these links (they are articles in the main language) - their links are picked as before.

• If you tick nothing, the article will not link to other blog posts (other links, e.g. to categories, are picked as usual).
• If the list has no articles or could not be loaded, links are picked automatically, as before.

Publishing autopilot#

The autopilot writes and publishes articles on its own, following your settings. Open it with the Publishing autopilot card at the top of the module (people who can approve publishing see it).

1. Set how many articles a week should appear and choose the days, hours and languages (steps 2-4). The Autopilot on switch takes effect immediately: it turns the autopilot on, plans the slots and saves the current settings. Any other change is confirmed with Save settings.
2. Pick the publishing days and hours. The system spreads articles over different days and times, a little differently every week.
3. Choose the languages. Each language is a separate article counted against the limit.
4. If your company has a monthly limit, set a reserve for manual writing - the autopilot always leaves that many articles free.

An article is prepared two days before its slot and scheduled right away. You get a notification with a link: until it goes live you can edit it or pause it with Cancel schedule in the editor (with several languages, each version separately). If you pause only one language version, the slot shows a Partly paused badge (the other versions still go live on time). You can skip a single slot with Skip in the slot list. The autopilot never exceeds your company's limit - when there is no room, it skips the slot and lets you know.

If you turn the autopilot on in the middle of a week, it plans proportionally fewer articles for the rest of that week, based on how many allowed days are left (a sentence above the slot list tells you how many), and the full number from the following week. Changing only the reserve or the languages leaves the planned slots as they are - they are planned again only when you change the number of articles, the days or the hours.

SEO assistant#

WebImpact switches the SEO assistant on for your company (in the admin panel it also sets the monthly analysis limit and the market for English texts). If you do not see it, ask for it to be enabled.

Where the guidelines come from. In the composer type the Main keyword (SEO) - one phrase of 2-6 words (if you type a comma-separated list, the composer points it out) - or leave the field empty - we take the first phrase of the outline and analyse it right after the outline is ready (a phrase from your company's list of banned brands and phrases is never used, and supporting phrases, topics, questions and facts that mention a brand from that list reach neither the guidelines nor the panel). A phrase typed into the field is analysed as soon as you click Prepare the article plan. The system checks the Google top ten for the post's market. It fetches competitor pages with an ordinary request, respecting robots.txt and without bypassing any protection. You see the result in the Guidelines card, in the Phrases from Google part: key phrases with ranges (you can change them - see “Article guidelines” above), readers' questions and the top-ranking pages. Add as section adds a question to the outline. The guidelines reach the outline and the article as supporting data. Every language version gets its own analysis: for the first phrase of its own outline and for the Google market of its language (guidelines from Polish Google do not reach the German version). That phrase becomes the version's first keyword, and the panel in the version's editor shows that analysis.

The editor panel. In the post editor the SEO assistant panel shows:

• SEO score, live: phrases (including your changes from the Guidelines card, with a counter in the same format, e.g. 3/2–5), headings, structure, the opening of the text and meta.
• AI Search score: coverage of facts with a source and the intro. You check it on demand with Check AI Search.
• What to improve: concrete gaps, for example the main keyword in a heading.
• Improve automatically: proposed changes section by section in a Before/After window. Changes that break markup, prices or banned brands are rejected by a check, and you approve the rest.
• Suggest links: links to your company's pages and posts, inserted once you accept them.
• Change keyword: a new phrase starts a new analysis and becomes the first keyword of the post (click Save to keep that change to the keywords).
• Top-ranking pages: the competitor pages the article is compared with. This is where you choose who you compare yourself with (see below).

Your own competitors and exclusions. In the Top-ranking pages section every page has an Exclude button - use it when the page is not your competitor (for example a site with a different profile). The Add a competitor address field adds up to three page addresses of your own (for example copied from the browser address bar; an address without http:// gets https://). You can exclude at most 10 domains. The changes wait until you click Recalculate analysis - a recalculation is a new analysis from the monthly limit, and the result is pinned to the post. Your addresses are fetched before the Google results, under the same rules (respecting robots.txt, without bypassing any protection). Each one shows whether it went into the analysis or was skipped, and why (for example robots.txt does not allow fetching it, or the page has too little content). Your company's own pages are always skipped. Try again after a failed analysis uses the same settings, and Change keyword starts from the default settings.

Limits. Analyses have a monthly company limit set by WebImpact. Recalculations with your own competitors and analyses of language versions (each version has its own) use the limit too. A failed analysis does not use up the limit unless it had already incurred a cost (then it counts). Paid editor operations (AI Search, fixes, links) also have an hourly and a daily ceiling for the whole company (attempts that ended in an error count too); if you hit it, try again a little later.

Improving the article with chat (Improve with AI)#

Above the finished article there is an invitation, Want to improve part of the article?, with an Improve with AI button. It opens a chat window:

1. Choose what we improve: Whole article or one or more sections - tick them in the list, which stays open until you finish choosing. The AI icon next to a section heading in the editor opens the window with that section already selected.
2. Type an instruction or record it with the microphone, e.g. “turn the heading into a question”, “focus on waterproofing”, “write more simply, without jargon”. We turn the recording into text that you can correct before sending.
3. The AI answers with a short sentence and change cards. Each card shows the differences: removed words are struck through, new ones highlighted.
4. Click Apply on a change you want to accept (or Apply all), Reject on one you do not want. You can reverse an applied change with Undo.
5. Save the article as usual with Save.

With sections selected, only those sections change - the rest of the article stays as it is. With the whole article selected, the AI can also change the title, meta title and meta description or add a new section. The next instruction, e.g. “now make it shorter”, refines a proposal you have not approved yet.

The checks reject changes that add prices, numbers that are neither in the article nor in your instructions, or brands from the banned list, as well as changes to photos, tables, links and CTA blocks - make those by hand in the editor. Below the answer you can see which changes we rejected and why. The conversation lasts until you leave the editor; we do not store it or the recordings.

Fields and options#

Limits and notes#

• Monthly limit: every generated article reduces your company's monthly limit.
• Improve with AI chat: it does not use up the monthly article limit; the company has an hourly and daily limit of chat instructions.
• Long articles: from about 2,200 words the article is written in several parts and its outline has more sections (up to 12). The generation then takes a few minutes longer. When an article with an upper limit above 1,600 words comes out shorter than the ordered range (for example 4,000-5,000 words), we try to add the missing content to its sections. For shorter articles the model gets the range in its instructions, but the length is not checked after writing.
• Photos arrive separately: the post is ready to read before all the illustrations show up. If one is missing, you can add it manually.
• Facts: the text is checked against what we have on record about your company - if something does not match, verify it before publishing.

Common problems#

Ratings and saved rules#

Rate a finished run with a thumb. A thumbs-down asks for a short note on what went wrong. From it we suggest a rule for the future, for example “Write shorter paragraphs, three sentences at most”, and you choose Yes, Edit or No. A saved rule applies from the next run, only in your company and only in this module.

All rules for the module live in the Saved rules window, where you can edit or remove them. The module holds up to 8 rules; when the limit is full, a new rule replaces one you pick. A note about one run only is not kept as a rule.

Related pages#

• Newsletter - the same content, but emailed instead of published on your site.
• Asset library - where the article photos are stored.
• How a result is produced - what happens between the topic and the finished text.