01 Content strategy & production
Content that is planned from search data, not from a content calendar
Most content programmes fail for the same reason: nobody worked out what to write before writing it. Whether you sell services or products, I start with what you already own and what people are actually searching for, turn that into a roadmap you can see, and then build the pages.
02 Scale
One post, one cluster, or the whole site
The method does not change with the size of the job, or with whether you sell services or products. A single article gets the same research and the same brief as page 140 of a roadmap — there is just less of it.
A single post
You know the page you want. You just want it done properly.
Keyword research for that one target, a brief, the writing, the on-page work, and the internal links that stop it sitting on an island. Usually a fixed price.
One cluster at a time
One service or product range earns the most and is the least supported.
Rebuild the service or category page, then build the six to ten articles that feed it. This is the shape most engagements start in, because it produces a visible result fastest.
The whole site, vertical by vertical
You have a lot of services or a big catalogue, and no idea which content is pulling its weight.
A full map of everything you sell — services, categories, collections — keyword research for each, and a roadmap that runs for a year or more. A hundred pages and up, sequenced area by area, never dumped on you as one undifferentiated pile.
03 How the work is done
Best keywords, best research, best content — in that order
Five steps. Each one narrows what came before it, so nothing gets written until it has earned its place. Here it is on a worked example — click through.
Find every search that matters
Not the handful of phrases you assume people use — all of them. The obvious ones, the long specific ones, the questions typed as full sentences, and the ones your competitors are already being found for.
- emergency plumber near meLocal4,400/mo
- 24 hour plumberMain term1,900/mo
- burst pipe what to doQuestion720/mo
- how much does an emergency plumber costQuestion590/mo
- boiler leaking waterSpecific480/mo
- plumber out of hoursSpecific320/mo
- is a leaking tap an emergencyQuestion90/mo
and 40+ more, including every town you cover
- best running shoesMain term22,200/mo
- trail running shoesMain term8,100/mo
- running shoes for flat feetSpecific3,600/mo
- how to choose running shoesQuestion1,300/mo
- when to replace running shoesQuestion880/mo
- running shoes vs trainersQuestion390/mo
- do i need wide fit running shoesQuestion110/mo
and 50+ more, across every model and use case you stock
A single topic usually turns up forty to sixty real searches. Most businesses are aware of about five of them.
Keep only the ones worth winning
Volume on its own is a trap. Some terms bring someone ready to buy. Some bring nobody who will ever buy, but make you the obvious expert on the subject — and that is what makes the selling pages rank. And some are simply worthless however big the number looks.
Not everything has to sell. A page answering a question you will never charge for is often the one that earns the links, the trust and the rankings that the money pages then inherit.
Turn them into pages, in order
Each surviving term becomes a real page with a real title, grouped so pages support each other rather than compete. Then it is sequenced — the fastest wins first, so something moves while the bigger pieces are still being built.
- 1What does an emergency plumber cost?Fastest win — starts here
- 2Burst pipe: what to do in the first ten minutes
- 3Emergency plumbing — [your town]
- 4How to fix a dripping tap (and when to stop trying)
- 5Is it actually an emergency? A plumber’s checklist
- 1When to replace your running shoesFastest win — starts here
- 2Running shoes for flat feet
- 3How to choose running shoes
- 4Running shoes vs trainers: what is the difference?
- 5Trail or road: which pair do you need?
One topic is five to ten pages. A full site programme runs into the hundreds, worked through one area at a time so it never becomes an undifferentiated pile.
Build pages worth landing on
Written properly, then built properly: the answer up front, comparisons side by side, figures given room, questions answered where they are asked. On a shop, the products worked into the page rather than bolted on the end.
- Key takeawaysThe answer up front, for readers who will not scroll.
- Pulled-out figuresThe numbers that matter, given room to land.
- Side-by-side comparisonsThis or that, without a wall of prose.
- Callouts and warningsThe bit they must not miss, made unmissable.
- Question blocksAnswers where they are asked — and eligible for rich results.
- Product blocksOn a shop, the right product placed where the reader is convinced.
Hand-coded into WordPress (usually via Elementor) or Shopify. Custom components, not a page-builder template and not another plugin slowing the site down.
Then you own the subject
This is what the authority pages were for. Cover a subject properly — the buying questions and the ones you will never charge for — and Google stops treating you as a candidate and starts treating you as the answer. Each page keeps earning, and each new one lifts the ones around it.
Every figure above is a Search Console export from a real engagement — no modelling, and no projections.
The worked example is a fictional business, so the search figures in steps one to three are illustrative. The growth figures in step five are Search Console exports from a real engagement, shared with permission and anonymised.
04 What you get
Everything, including the working
You get the spreadsheets too. The content map and the keyword research are yours — if we stop working together, you keep the plan.
- A map of everything you sell and every page you own, with what each one actually earns
- Keyword research per service or product category — head terms, long tail, questions, entities
- A prioritised roadmap: what to write, fix, merge or redirect, and in what order
- Briefs, writing, on-page optimisation and internal linking
- Custom page components — takeaways, comparisons, figures, FAQs, product blocks — hand-coded into WordPress (Elementor) or Shopify
- Monthly reporting against the roadmap, with the source data attached
Want to see what this would look like for your site?
Send me your site and I’ll come back with the first cut of the map: what you own, where the demand is going unanswered, and what I’d write first.