Visibility
SEO Content Strategy
What to write, in what order, and which existing pages to merge or retire instead of writing more.
What usually goes wrong
The instinct when traffic falls is to publish more. Usually the opposite is needed: half the existing pages are competing with each other, and merging them does more than a year of new posts.
You would notice
- Hundreds of posts, almost all with no traffic
- Several articles covering the same question
- Content published to a schedule rather than to a plan
- Nobody has looked at what the old pages are doing
The work
SEO Content Strategy, line by line.
Each line is work that gets done and can be checked afterwards. None of it is a promise about where you will rank — nobody can honestly make that one.
- 01An inventory of what already exists and how it performs
- 02Gaps identified against what the market is searching for
- 03A publishing order based on what can rank soonest
- 04Existing pages updated, merged or retired before new ones are written
- 05Briefs detailed enough for a writer to work from
In practice
Decide before writing
Illustrative example. Every existing page gets one of four verdicts before anything new is commissioned.
Questions
Asked often enough to answer here.
How often should I publish?
When you have something worth publishing. A cadence with nothing behind it produces the pages we later get paid to merge.
Do you write the content?
We write the briefs and edit, and can write where it fits. Plenty of clients write better about their own trade than any agency would.
Is deleting pages really safe?
Deleting is not, retiring properly is: redirect what has links, 410 what has none, and watch the index for a month. Done blind it costs traffic.
Also in Visibility
Work that usually travels with it.
- Keyword Research & StrategyThe terms your customers actually type, sorted by what you can realistically win, and mapped to the page that should own each one.
- On-Page SEOTitles, headings, copy, images and internal links reworked so each page is unmistakably about one thing.
- Local SEOGoogle Business Profile, local landing pages, citations and review signals for businesses that sell inside a map, not a market.
- E-commerce SEOCategory and product pages, faceted navigation, out-of-stock handling and the duplication that every store platform creates by default.
Contact
Want seo content strategy on your site?
We will look at it and come back with what we would do and what it would cost. If we are not the right fit for it, we will say that instead.