Content strategy built on search intent
I use data to decide which topics you should cover, with which intent and in which order. I also update, merge or retire your existing content according to the same plan.
In shortA content strategy defines which page should rank for which queries and ties production to that plan. It suits sites that publish regularly without traffic growth or that have pages competing for the same topic. The deliverables are a topic cluster map, a content calendar, briefs and an update, merge or retire list for existing content.
When do you need this service?
- You publish regularly, but organic clicks are not growing
- Several of your pages rank for the same keyword and get in each other's way
- You have writers, but what to write and how to structure it is unclear
- Your blog holds many old posts that get no traffic
What does it cover?
Keyword and search intent analysis
I combine your Search Console queries with keyword research and label each query by intent: informational, comparison, transactional or brand. The page type that ranks tells me whether a query needs a blog post or a service page.
Topic clusters
I group queries into clusters made of one pillar page and its supporting pages. Every query gets a single target page, so two pages never compete for the same query.
Internal linking architecture
I specify which anchor text links the pages in a cluster to each other. From crawl data I pull orphan pages and important pages buried too deep below the menu.
SEO briefs
For every new page I prepare a brief with the target query, heading structure, questions to answer and internal links. You can check the draft with the content SEO analysis tool before publishing.
Existing content inventory
I assess every live URL by clicks, impressions and rankings and make one of three calls: update, merge or retire. For merged and retired pages I also specify the 301 targets.
Quotable answer blocks
On important pages I add short definitions, step lists and comparison tables that answer the question in the first sentence. I measure their effect on AI answers as part of GEO consulting.
How does the work run?
- 01
Data collection
I pull Search Console, GA4 and crawl data and build an inventory of your existing content.
- 02
Cluster map and inventory decisions
I group queries into clusters, assign a target page to each and make the calls on existing pages.
- 03
Calendar and briefs
I rank content by impact and effort, place it on a weekly calendar and deliver the first briefs.
- 04
Publishing and measurement
I track the query-level performance of published pages in Search Console and adjust the calendar based on the data.
What do I deliver?
- A topic cluster map: pillar page, supporting pages and target queries
- A content calendar split into weeks
- Page-level SEO briefs
- An existing content inventory: update, merge or retire for each URL
- An internal linking plan with anchor text suggestions
How do I measure success?
- Clicks, impressions and ranking queries per cluster in Search Console
- Whether the page that ranks for a target query is the planned one
- Performance of updated and merged pages compared with the previous period
You can see the effect of content work on search visibility in the click and impression data in the case studies.
The heading asks a question, but the answer only arrives in the third paragraph. Search engines and AI systems find no clear sentence to quote.
Before<h2>How often should a boiler be serviced?</h2>
<p>As winter approaches, heating becomes a hot topic in every home...</p><h2>How often should a boiler be serviced?</h2>
<p>A boiler should be serviced once a year, before the heating season starts...</p>Frequently asked questions.
How long does it take to build a content strategy?
The cluster map, inventory decisions and first briefs are ready within the first four weeks of my 90-day process. Production and updates start in weeks 5-8, and I measure the first results in weeks 9-12.
How many pieces of content should I publish per month?
There is no fixed number. It depends on the gaps in your cluster map and on what your team can produce. On many sites the first job is updating what already exists, not adding new posts.
Do you write the content yourself?
I prepare the strategy, the briefs and the answer blocks on priority pages. Your own writers can handle the writing, and I review drafts against the brief.
Can AI-written content rank on Google?
Yes, it can. Google looks at whether content is helpful and reliable, not at how it was produced. The problem is publishing text that nobody reviewed and that adds no original information.
Does deleting old blog posts hurt rankings?
Not when it is done properly. I retire pages that get no traffic or links, merge similar pages and 301 redirect the old addresses. I decide URL by URL from the data and never delete in bulk.
You may also find these useful
- All servicesAll seven modules and how they combine.
- Local SEOI make your business information identical on Google Business Profile, on your site and in directories.
- The 90-day working processThe order and outputs of each service.
Let's turn your content into a system.
Tell me about your existing content and your audience. I'll tell you where starting will have the most impact.
What happens in the first call?
- I listen to your goalIn a short call we talk through your goals, your site's history and what has been done so far.
- We look at your site togetherI share what stands out in your technical foundation, content and AI visibility during the call.
- I send a tailored scopeAfter the call I send the scope of work and the quote in writing. No fixed packages, the decision is yours.
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