Core SEO service
Keyword research and content strategy built around search intent
You receive
- Keyword clusters
- Keyword-to-page map
- Content roadmap
- Content briefs
- Internal link plan
Scope, timeline and price confirmed in writing before work starts.
The service
From search demand to a content plan
Keyword research tells you how people describe their problems and what they expect to find. Content strategy decides what to do about it: which pages to create, which to improve, which to merge, and how they connect to each other and to your sales process.
We focus on pages that match search intent and support commercial goals rather than on publishing large volumes of content. AI tools can help with research and drafting, but every page still needs subject-matter input, accuracy checks and a clear reason to exist.
Business problems
Problems this service addresses
Traffic that doesn't convert
Pages attract visitors researching unrelated topics, while high-intent queries go to competitors.
No clear page for key queries
Buyers search for solutions you offer, but no page on your site is built to answer that search.
Keyword cannibalization
Several posts and landing pages target the same query, diluting relevance and confusing search engines.
A content calendar without a strategy
Topics are chosen ad hoc, and there's no way to tell which pieces support pipeline or revenue.
Briefs that don't guide writers
Writers receive a keyword and a word count, not the angle, questions, sources and links the page needs.
What we do
The work involved
- 01
Search intent classification
We review live search results to classify queries as informational, commercial, transactional or navigational, and note the content formats search engines currently favor.
- 02
Keyword clustering
Related queries are grouped by meaning and by overlap in ranking pages, so one page can target a cluster instead of a single phrase.
- 03
Topic mapping
Clusters are organized into topics and subtopics that mirror how your buyers think and how your products are structured.
- 04
Competitor content gap analysis
We compare the topics, page types and depth of ranking competitors with your existing content to find meaningful gaps.
- 05
Landing page planning
For commercial clusters, we define the page type, primary message, supporting sections and conversion path.
- 06
Content briefs
Each brief sets out the target intent, angle, outline, questions to answer, sources to cite, internal links and on-page requirements.
- 07
Internal link planning
We plan how new and existing pages link to each other so topic clusters reinforce your most important pages.
- 08
Keyword cannibalization analysis
Using Search Console data, we find queries where multiple URLs compete and recommend whether to consolidate, differentiate or redirect.
Deliverable preview
One cluster, one page, one decision
| Cluster | Example queries | Intent | Target page | Action |
|---|---|---|---|---|
| Invoice automation software |
| Commercial | /product/invoice-automation/ | Optimize existing |
| Invoice approval workflow |
| Informational | /guides/invoice-approval-workflow/ | Create new |
| Accounts payable for construction |
| Commercial | /industries/construction/ | Create new |
| Tool A vs Tool B |
| Commercial | 2 blog posts compete | Consolidate |
Illustrative example · fictional company and queries
Deliverables
What you receive
Keyword clusters
Grouped queries with intent labels, data sources and notes on what ranking pages have in common.
Keyword-to-page map
Each cluster assigned to an existing page, a page to create, or a page to consolidate.
Content roadmap
Prioritized list of pages to create and update, ordered by business value and effort.
Content briefs
Writer-ready briefs for the agreed number of priority pages.
Internal link plan
Source pages, target pages and suggested anchor text for each cluster.
Cannibalization report
Competing URLs, the queries affected and the recommended resolution.
Measurement
How success is measured
- Visibility by topic
- Impressions and clicks in Search Console, grouped by cluster rather than individual keywords.
- Rankings for priority queries
- Tracked positions for a defined set of commercial queries, read as a trend rather than day-to-day movement.
- Conversions from new and updated pages
- Leads or sign-ups attributed to pages created or improved from the roadmap.
- Cannibalization resolved
- Fewer queries where multiple URLs from your site rotate in search results.
Who it's for
Who benefits most
- Teams planning a content program and wanting it tied to revenue
- B2B and SaaS companies with long, research-heavy buying journeys
- Sites with a large blog archive that has grown without structure
- Companies entering a new market, product line or customer segment
Questions
Keyword Research & Content FAQ
Do you write the content too?
Our core deliverables are research, maps and briefs. Content production can be scoped separately, or your writers and subject-matter experts can work from our briefs while we review drafts for SEO.
Can we just use AI to produce content from the keyword list?
AI can speed up research and drafting, but Google's spam policies list “Using generative AI tools or other similar tools to generate many pages without adding value for users” as an example of scaled content abuse. We plan content that deserves to rank, with expertise and editorial review, then help you produce it efficiently.
Source: Google Search Central: Spam policies for Google web search
How many keywords will you research?
We scope by topics and business priorities rather than keyword counts. The number of clusters and briefs is set out in the proposal.
Get started with Keyword Research & Content
Tell us about your website and what you need from Keyword Research & Content. We'll review it and reply with an honest view of the opportunity and a proposed next step.
What happens next
We review your site and request
A person on our team looks at your website and the problem you described. You won't receive an automated report.
We reply within two business days
By email, with initial observations, any questions we have, and whether we think we're a good fit.
Scoping call and written proposal
If it makes sense to continue, we schedule a call and send a written scope, timeline and price. Nothing is billed before you approve it.