Content3 min read
How to Build an SEO Content Strategy That Isn’t a Content Calendar
Most content strategies are publishing schedules. A real one starts from what you sell and what people search before they buy it.
Read article →Grow — SEO Content & Blog Management
Your blog should bring more than page views.
Most business blogs are a graveyard of company news nobody searched for. A blog that works answers the questions your customers ask before they’re ready to buy — and connects those answers to the pages that sell.
Grow
- Topics chosen from search demand and sales conversations
- Every article linked into a commercial page on purpose
- Existing articles updated, not just new ones added
What a business blog should do
Content marketing gets a bad reputation because most of it is produced to hit a quota. Twelve articles a month, none of which anyone was looking for, none of which link anywhere useful.
A blog earns its place when each article exists because a real person types something into a search engine, and because answering that question well moves them a step closer to needing what you sell.
- Answer real customer questions, in the words customers use
- Attract people who could plausibly become clients
- Demonstrate that you know the subject, with specifics
- Support and link to the service pages that convert
- Build internal links so the whole site gets stronger
- Keep working for years, with occasional updates
What we do
Keyword & question research
What your market actually searches for, filtered for commercial relevance rather than volume. Plus the questions your sales conversations keep repeating.
Content strategy
A plan mapped to your services and buying cycle, with a publishing cadence you can sustain — usually less frequent and more substantial than expected.
Topic clusters
Groups of related articles around one commercial page, linked deliberately, so the whole cluster builds authority on a subject.
Article creation
Written by people who understand the technical subject, based on a briefing with someone in your business who knows it better.
Publishing & optimisation
Metadata, headings, structured data, images, internal links and the CMS work — done properly, every time.
Content audits & updates
Refreshing pages that are slipping, merging cannibalising articles, removing content that dilutes the site.
The publishing loop
- 1Research
- 2Plan
- 3Create
- 4Publish
- 5Connect
- 6Improve
Where we stand on AI-written content
We build AI systems, so we’ll be direct about this. AI is genuinely useful for research, outlining, editing and producing first drafts at speed. It’s poor at original insight, and it produces confident, plausible text on subjects it doesn’t understand — which is exactly the failure mode search engines and readers are getting better at spotting.
Our position: a human with subject knowledge owns every article, decides what it argues, and is accountable for whether it’s correct. Tools help with the mechanics.
Questions people ask
How often should we publish?
Consistency matters more than frequency. Two genuinely useful articles a month, sustained for a year, beats twelve thin ones a month for three months and then silence. For most small and mid-sized businesses, two to four substantial pieces a month is the sweet spot.
What is a topic cluster?
A group of related articles covering one subject in depth, all linking to a central commercial page and to each other. Instead of one article competing alone, you build a set of pages that establish you as a credible source on the topic — which is closer to how search engines evaluate authority now.
Who writes the articles?
We do, based on a short interview with whoever in your business knows the subject best. That conversation is what separates an article containing real operational detail from one that could have been written about any company.
Do you handle publishing, or just deliver documents?
We publish. Formatting, metadata, images, alt text, internal links, structured data and scheduling are part of the service, in the CMS. Content sitting in a shared drive isn’t doing anything.
Can we write the articles ourselves?
Absolutely, and it’s often the best outcome. We can provide the strategy, briefs and keyword targets, then edit and optimise what your team writes. Nobody knows your customers better than the people talking to them.
Often combined with
Most projects touch more than one of these. Here’s what usually sits next to seo content & blog.
- AI Marketing & SocialSocial posts, articles and short video — produced weekly, approved by you.
- SEO AuditFind what’s holding the site back — and fix it, not just report it.
- Technical SEOThe implementation half — where most SEO advice dies.
- Web DevelopmentBusiness websites built to be found, understood and measured.
Worth reading first
Background on the decisions behind this kind of project.
Content3 min read
What Is a Topic Cluster (And Why It Beats Standalone Articles)
A single article competes alone. A cluster of connected articles builds a case that you know the subject.
Read article →Content3 min read
How Often Should a Business Publish?
The right answer is ‘as often as you can sustain at quality’ — which for most businesses is less than they’ve been told.
Read article →Build my content strategy
Tell us what you sell and who buys it. We’ll show you what your market is searching for and what’s worth writing.
No specification needed. A description of the problem is enough to start.