SEO Content Strategy

To grow your online presence, it’s not just about having great content but the right content.

That’s where content strategy comes in.

If you’re unsure what your website needs, where to focus your efforts, or which keywords to target, I can help you build a plan that actually makes sense.

Gone are the days of using the same keyword 10 times in one article to try and rank for it. Search engines, particularly Google, have come a long way and are much smarter in how they decide what should and shouldn’t rank.

 

What is content strategy?

Content strategy is the process of planning, analysing and structuring your website content so it supports your business goals.

It can help you to understand more about:

• Why you’re writing
• Who you’re writing it for
• How it fits into your wider marketing approach
• What you want the outcome to be.

It combines competitor research, keyword research, and an understanding of your audience to figure out what type of content will perform best, whether that’s detailed service pages, blog posts, location pages, FAQs, or something else entirely.

What is included?

Keyword research

My keyword research document will provide all the keywords needed to build a content strategy. These can be used to create new pages and drive relevant traffic or be applied to existing pages to optimise them better.

 

Competitor content analysis

My competitor analysis document provides a full crawl of your competitors’ sites to discover the pages they currently have and how they’re performing. This is particularly useful for blog content, where I will review the type, quality, and frequency of their content (blogs, articles, videos) to see where you can match them.

What is it that makes your competitors stand out? Why is their content performing so well and how can you match it?

 

Full content audit

You will receive one content audit that analyses the existing content on your site to see what’s performing and what needs improvement. It will provide data about the quality of the existing content (accuracy, readability, brand voice) and some SEO factors (keywords, backlinks, internal links). I will also perform a content gap analysis to determine what content your site is missing.

Interested to see how a content audit works in practice? I audited my home interiors blog so take a look at that post to see how I did it.

 

Full content strategy

My complete content strategy combines all of the above. In total, you would receive:

• 1x competitor analysis
• 1x content audit
• Up to 6 themes of keyword research based on my findings
• Suggestions on which pages to amend or create, with suggested keywords, structure and word counts for each one

 

Why does content strategy matter?

You could have the most beautifully written website in the world, but if no one is searching for what you’re offering, or your content doesn’t answer the right questions, it won’t perform.

A well-researched content strategy ensures you’re not wasting time creating content that no one reads.

It helps you target the keywords your audience is actually searching for, compete with others in your space, and build a website that works hard for your business.

Good strategy = more visibility, more engagement, and better results.

 

How the content strategy process works

We’ll kick things off with a short consultation—this can be via email, video call, in-person if you’re local, or in any way that suits you best. I’ll ask about your business, your goals, and any content you already have.

Here, we can discuss which of my services you’d like.

Perhaps you just need some keyword research to give you a better idea of what your target audience is looking for.

Maybe you need the keyword research and some direction on which pages to create.

We can create a project that’s tailored to your aims and goals, instead of choosing an out-of-the-box approach.

From there, I’ll dive into the research phase, where I’ll look at:

• Your current website (if you have one) and its performance (GSC access required)
• Your main competitors
• Search trends and keyword data

Once I’ve gathered everything, I’ll put together a content strategy tailored to your business. This may be a list of pages you should add, topics for blog posts, or edits you can make to improve your existing content.

If you want me to write the content as well, that can be added on as part of the package.

 

FAQs about content strategy

• Do I really need a content strategy?
• Can you create the content as well as the strategy?
• How long does it take to create a content strategy?
• What if I don’t have a website yet?
• How is this different from just doing keyword research?
• Will a content strategy help me rank higher on Google?
• What tools do you use to find your data?
• How much detail do you go into?

 

1. Do I really need a content strategy?

Yes. If you’re planning to grow your website and want to appear in search results, content strategy is essential. It saves time, improves performance, and gives your content a clear direction.

2. Can you create the content as well as the strategy?

Absolutely. I offer full-service content writing, so once the strategy is in place, I can write blog posts, landing pages, or any other content you need.

3. How long does it take to create a content strategy?

It depends on the size of your site and the depth of research required, but most strategies take around 1 to 2 weeks to complete. I’ll give you a clear timeline at the start.

4. What if I don’t have a website yet?

No problem! A content strategy is actually a great place to start, as it helps you decide what pages you’ll need and how your site should be structured from day one.

5. How is this different from just doing keyword research?

Keyword research is one part of content strategy, but strategy goes further. It considers what you should create, why it matters, and how it fits together. It offers a much larger insight than keyword research alone ever could.

6. Will a content strategy help me rank higher on Google?

A strong strategy won’t get you to the top on its own, but it gives you a solid foundation. Combined with great copy, technical SEO, and regular updates, it significantly improves your chances.

7. What tools do you use to find your data?

I use a range of SEO tools to get the data that then informs my strategy. For keyword research, I mainly use SE Ranking and Google Keyword Planner. For performing site crawls, Screaming Frog is my go-to. I also need GSC access to determine your current website performance.

8. How much detail do you go into?

My full content strategy service is very in depth and takes quite a few hours to complete. The keyword research, competitor analysis and content audit documents will contain all the information needed to determine a content strategy going forward.