SEO & Organic Growth
Content Strategy
We build a content system that tells you what to write, what to merge, and what to retire, so your content answers both search demand and the questions your sales team hears.
The problem
You publish on schedule, and none of it seems to move search visibility or sales conversations.
Most editorial calendars start from a keyword list. The articles that come out tend to restate what already ranks. Google's guidance on generative AI search points to unique, useful content as a main driver of search presence.
Years of posts on overlapping topics also compete with each other and go stale. And content usually sits with marketing alone, while the best raw material lives elsewhere: objections your salespeople handle, questions support answers, and what your experts know from doing the work.
You may recognize this
- Several articles cover one topic and take turns ranking.
- Salespeople don't send prospects anything from your site.
- Articles carry no named author, expert input, or original data.
How we work
URL-level content inventory
We combine Search Console, GA4, and CRM data for every page and assign one call: keep, merge, rewrite, or retire. Pages with existing value get a 301 to their closest match.
SERP overlap clustering
Keywords get grouped by whether they share results. If Google shows the same pages for two queries, one page may serve both. If the results differ, so do the intents.
Mining sales and support
We go through call notes, CRM records, and support tickets for questions and objections in customers' own words. This is usually material competitors can't copy.
Expert model and briefs
Each brief names the reader, the intent, the unique contribution, and the expert to interview. Authors and reviewers are visible, and health and legal content needs a qualified sign-off.
What we deliver
- Content inventory with a call on every URL
- Topic map and page type guide
- Question bank from sales and support
- Brief template and editorial calendar
- Expert review workflow and refresh schedule
How we measure
- Non-brand clicks by topic cluster, which show authority across a subject.
- Deals that touched content before closing, which show commercial influence.
- Competing page pairs, which show whether the architecture is getting cleaner.
Consolidating a law firm's archive
Illustrative scenario: a commercial law firm's site holds many older articles repeating the same topics. Overlapping posts are merged and updated to current legislation, and each subject gets one lawyer-signed core resource. The tone stays informational, in keeping with the profession's advertising restrictions.
Common questions
How often should we publish?
Google rewards no particular frequency. Let your capacity set the pace: a few well-sourced pieces a month beat a stream of thin ones written to fill a calendar.
Can we use AI to write content?
Google says it cares whether content is helpful, however it was made, but mass-producing low-value pages breaks its spam policies. AI can help with drafts. Original insight and expert review have to come from people.
How does this differ from content production?
Strategy sets what gets made, for whom, in what order, and to what standard. Production turns those decisions into articles, video, or graphics. You can buy both from us or produce in-house.
Before we work together, let's think together.
Requests are answered by the founder.