Content SEO
SEO content services that get more from the pages you already have
Our SEO content services start with the pages you already have. We decide which to update, rewrite, merge or remove, and fix the links between them.
Content brief
Example- Search
- how much does a new roof cost
- Answer first
- A price range in the first two sentences
- Evidence
- Two cited sources, dated
- Links to
- Roof replacement service page
In every planIncluded in Local or Growth, from $149 a month. Every plan has every feature; they differ by size.
Compare plansWhere it starts
One topic, searched four different ways
One topic leads to several needs, each needing a different kind of page. The wrong format is the most common reason good writing never gets seen.
These are examples. The words overlap a lot, but each group needs a different answer.
Wants a definition
Wants the answer in the first two sentences, then the detail. An article that takes 400 words to define the term is answering a different question.
- what is a heat pump
- heat pump meaning
- how does a heat pump work
- heat pump explained simply
Wants a comparison
Wants the options side by side, with the trade-offs spelled out. This belongs in a table, not paragraphs.
- heat pump vs gas boiler
- air source vs ground source heat pump
- best heat pump for a small house
- heat pump alternatives
Wants step-by-step instructions
Wants steps in order, with what you need first and what to watch for. These readers are mid-task and will leave if the steps are buried.
- how to size a heat pump
- heat pump installation steps
- preparing a house for a heat pump
- heat pump maintenance schedule
Wants help deciding
Wants a clear view, with the reasons and the cases where the answer changes. Hedging everything is how these pages fail.
- is a heat pump worth it
- heat pump running costs
- do i need a new radiator for a heat pump
- heat pump grants eligibility
These are example searches from keyword research and public search data. Before we suggest anything, we check how often people search for them in your area.
Getting the format right
Choose the page format before you write
Look at what already ranks and the right format is usually clear. All comparison tables means people want a comparison. All short how-to pages means they want steps. If forums fill the page, a business page may not suit the search at all, which is worth knowing before you pay for one.
This is not copying whatever ranks. Searchers have shown Google what they want through what they click. You can beat the current results by being clearer, more current or more specific. You rarely win by answering a different question well.
Then structure. A page that answers near the top, uses headings that match how people phrase things and puts lists in lists is easier to skim, and easier for Google and AI tools to quote.
Why good writing goes unread
Four things every page needs to get read
We check these before deciding what happens to a page. They don’t add up. A well-written page in the wrong format, or one nothing links to, still fails.
- A need nothing else covers
- A search need none of your other pages answers. A third article on a topic you already cover twice does not count.
- The right format
- If every result is a comparison table and you wrote an essay, better writing won’t close the gap.
- Clear structure
- The answer near the top, headings worded the way people ask, and lists where the information is a list.
- Links pointing to it
- A page only reachable from a sitemap is barely published, however good it is.
Decisions
Every page on your site gets one of five decisions
| Dimension | When it applies | What changes | What to expect |
|---|---|---|---|
| Update | The page fits what searchers want and brings something in, but facts, examples or screenshots are out of date. | Update the details, tighten the opening and add what has changed. Keep the URL and the structure. | The cheapest option, and the one that most often pays for itself. |
| Rewrite | The topic is right, but the page answers a different question from the one people ask. | Rebuild the page around what searchers want, often in a new format. Same URL, new content. | A big job. Worth it where the page already has links or history. |
| Merge | Several pages cover the same ground and none is the clear answer. | Combine the useful parts into one page, redirect the others to it and update the internal links. | Often the most valuable option, and the one teams push back on most. |
| Remove | It has no traffic, links, sales or purpose, and nothing worth merging elsewhere. | Delete it and return the right status code. Don’t redirect it somewhere unrelated. | A small, steady gain in how tidy the rest of the site looks. |
| Leave alone | The page works, fits what searchers want and has no obvious problem. | Nothing, except adding it to the maintenance calendar for a regular review. | Chosen too rarely. Not every page needs changing, and changing one that works has its own risk. |
Internal links
Internal linking done by hand
Each link is a choice
A link belongs in a sentence where a reader would want the other page. There, it shows how two topics connect. In an automatic box at the bottom, it tells nobody anything.
Link text describes the page
The same link text used 400 times reads like software wrote it. Link text should describe the page it points to, in words that fit the sentence.
Direction matters
Supporting pages should point to the main page you want to rank, and not only to each other. When every page in a group links sideways and none points up, no page stands out as the answer.
Pages with no links go unseen
A page only reachable from a sitemap is barely published. We find pages nothing links to, then either link them properly or accept that nobody needed them.
How it works
How our SEO content service works through your site
List every page
Every published page with its traffic, searches, conversions, inbound links, publish date, last major edit and format.
You get: A complete list of your content
Sort pages by purpose
What is each page trying to do, and what kind of pages rank for its target searches? This is where wrong formats show up, and where near-copies cluster together.
You get: Search intent and format noted for each page
Decide what happens to each page
Update, rewrite, merge, remove or leave alone, for every page. We record the reasons so you can question them.
You get: A decision log covering every page
Make the changes in order
Merges first, because they change the shape of the site. Then rewrites of important sales pages, updates and removals, with redirects and internal links updated as we go.
You get: Published changes with redirects and links done
Rebuild the internal links
Once we know which pages stay, we plan the links between them. That includes which page is the main one for each topic and which pages support it.
You get: A link plan applied across the site
Put maintenance on a calendar
Content goes stale when nobody owns it. Each remaining page gets a review date and a named owner, so you don’t repeat the whole review in two years.
You get: A maintenance schedule your team can run
Questions
Questions about your existing content
Should we update old posts or write new ones?
Usually update. An existing page already has history, links and searches it shows up for. A new page starts with none of that.
A new page makes sense when no page on your site covers a search need. If one covers it badly, improving it is almost always the better use of budget.
Is deleting content a good idea?
Sometimes, but less often than people think. Deleting is one of four options, along with updating, rewriting and merging.
It suits pages with no traffic, links, sales or purpose, such as 2019 event notices, duplicate service pages and thin tag pages. If a page has any value, merging it usually beats deleting it.
How is this different from content strategy?
Strategy decides which topics you should own, who you write for and why they should read you. Content SEO puts that plan into practice and keeps the pages in shape.
They are often bought separately. If you don’t have a strategy yet, start there; the page work is worth more once the direction is set.
What does structuring a page for extraction mean?
It means setting out the page so Google or an AI tool can lift a clear answer from it. Put a direct answer near the top. Write headings as the questions people ask. Use lists and tables for list-like information, and state definitions clearly.
It is not a trick and never uses markup that disagrees with the page. It is mostly writing clearly for someone skimming.
How many internal links should a page have?
There is no right number, and anyone who gives you one is guessing. What matters is that each link is placed by hand, where a reader would want the other page.
Avoid letting automatic "related posts" boxes do all the linking. They point everywhere, repeat the same link text and say nothing about how your topics connect.
See how much of your content is working
Give us access to your analytics and Search Console. We will show you how much of your site brings in nothing, where the near-copies are and which 20 pages to fix first.
Prefer to talk it over? Book a free call
References
Sources for SEO content services
The official documents and research this page is based on. Platform rules change, so check the source before you act on a detail.
Related
More on content SEO
- deciding what to publish in the first placeStrategy picks the topics. This page is about writing and maintaining them.
- keyword research and page mappingOne main search need, one page, decided before writing starts.
- getting quoted in AI answersClear page structure helps in both places.
- writing the pages themselves
- making sure Google can crawl the pages
- how long content work takes to show results
- what E-E-A-T means for the pages we writeExperience, expertise and trust shown on the page, with proof.
Where content SEO matters most
Problems content SEO can fix
More SEO services services
Last updated · Published by Zubair Afzal, responsible editor