Demand research
Keyword and question research across Semrush, Search Console, Keyword Planner and Wordtracker — sized by volume, difficulty and what your domain can realistically win today.
Content strategy
Publish less. Rank for more.
Content strategy is an editorial discipline with a data problem attached. I handle the data — demand, intent, difficulty, gaps — so your writers can do what they're good at, on the topics that will actually pay off.
From research to published page
Intent mapping
Every target query classified by intent and matched to the right page type: service page, comparison, guide or landing page. Intent mismatch is the most common reason good content never ranks.
Topic clusters
A pillar page per core theme, supported by focused sub-pages and deliberate internal links — semantic coverage that builds topical authority instead of scattering it.
Briefs writers like
Target query, angle, required subtopics, entities to mention, sources to cite, internal links and the format the SERP is rewarding. No guesswork left for the writer.
Refresh & consolidation
Most sites gain more from fixing and merging existing pages than from publishing new ones. I find the decaying and cannibalizing pages first.
Conversion alignment
Traffic that doesn't convert is a hobby. Every page gets a clear next action and reporting that ties it to leads.
Principles I don't bend on
- Write for the buyer first; the ranking follows the usefulness
- One page per distinct intent — never near-duplicates of the same query
- Lead with the answer, then support it with evidence
- Show proof: prices, data, screenshots, named experts, dates
- Internally link every new page from existing relevant pages
- Retire or merge anything that no longer earns its place
Content strategy questions
How many pages do we actually need?
Fewer than most people expect. One substantive page per distinct search intent beats twenty near-duplicates, which only compete with each other. I'd rather deepen five pages than publish fifty thin ones.
Do you write the content?
I write briefs, outlines and optimization guidance, and I'll write key pages myself when that's the fastest path. For volume, your writers or subject-matter experts produce better work with a good brief than any outsourced content mill.
How do you decide what to write about?
Search volume, difficulty relative to your site's authority, and commercial intent — validated against Semrush and Search Console data, not guesses about what feels important.
Looking for an SEO lead — on contract or on payroll?
Whether you need a consultant to fix search performance or an in-house SEO analyst hire who can manage and monitor it long term, reach out and let's chat.