SEO content strategy

It is the plan behind your content. It decides which pages your site needs, which existing pages should be updated, and which should be combined, based on what people search for and what they want when they search. The aim is that every page has one clear job, so your site stops publishing content that overlaps, goes unread or competes with itself.

A table that gives every target keyword one page, and says whether that page is new, refreshed or merged. Each row also carries a priority, so the team knows what to do first. It is the working document writers, editors and developers use, so nobody has to guess which page a keyword belongs to.

I check each keyword group against the pages you already have. If no page covers the topic, the action is to create one. If a page exists but has slipped, or already sits close to page one, it is refreshed. If two or more pages compete for the same topic, they are merged into one. Each decision is written down with the reason, so you can see why a page was or was not touched.

I have worked in a range of sectors that include real estate, accounting and tax, B2B lead generation and travel. I use the same content strategy approach in each case, based on keyword opportunity and search intent, and adjust the detail to how people in that sector actually search.

An SEO consultant works out why a site is or is not found in search and what to change. That covers technical health, the pages and content a site needs, how results are measured and what to do first. I focus on organic growth: finding the work that matters, putting it in order and checking afterwards whether it was done and what changed.

It depends on your site, your competition and how much needs to change, so I do not give a fixed date. New and refreshed pages are usually crawled and assessed over weeks, and results tend to build over months rather than days. What I can commit to is a priority order, so the changes most likely to matter happen first, and a way to check progress along the way.

The service covers planning, guidance for writers, on-page optimisation and oversight of production. Each page gets a clear brief: what it is meant to do, which keyword it targets and what to include. Where you have writers, they follow that guidance without a call. Where you do not, production can be overseen as part of the work.

Your website address, the topics and services you cover, and your current keyword list if you have one. If you do not have a list, I start from your site and your topics. Access to your search performance data helps, because it shows which pages are close to page one, but the work can begin without it.

More articles can make the overlap worse. A site with several pages on one topic often ranks worse than a site with one strong page. A content strategy starts by checking what you already have, then decides what to create, what to refresh and what to merge, so new content fills real gaps instead of adding to the pile.

Yes. The guidance is written for the people who will use it: what each page is for, the keyword it targets and the on-page points to cover. I oversee production alongside your team, review pages against the plan and flag anything that drifts from its purpose.

The team works through the priority list in order. As pages go live, I check them against the plan, and the map is updated when something changes, such as a new product, a new topic or a page that has moved. The plan is meant to be used and revised, not filed away.