Content
Write for the person deciding. The ranking follows.
Content written to rank because it is the best answer, not because it hit a keyword density.
Search engines have spent twenty years getting better at recognising whether a page actually helped. The remaining tricks are cheap, temporary and increasingly expensive when they stop working.
We write content that gives a specific answer to a specific question, structured so a search engine can see that it did.
What it covers
- Briefs built from the actual results, not from a tool score
- On-page structure, internal linking and structured data
- Subject-matter review before publication
- Performance review after publication, with a decision attached
How it works
01
Read the results before writing the brief
What is ranking tells you what the engine currently believes the question means. Briefs built from a tool score instead describe a page that would have worked in 2018.
02
Find the part nobody has written
If the top ten already answer the question well, a better-formatted version of the same answer changes nothing. Either there is something missing - a case, a number, a caveat - or the topic is not worth the slot.
03
Have someone who knows check it
Subject-matter review before publication, not after a customer notices. This is the step that separates content that earns links from content that earns corrections.
04
Come back with a decision
Every page gets reviewed on a date set in advance, and the review ends in keep, rewrite or remove. Content nobody ever revisits accumulates into the problem the refresh service exists to solve.
What you get
- Briefs built from the actual results, with the gap named
- Drafts reviewed by someone who knows the subject
- On-page structure, internal linking and structured data
- Review date and decision recorded per page