SEO Content
Keyword research, content briefs, editorial roadmaps, and pruning of underperforming pages. The full content lifecycle, including the part where I tell you to stop writing for a quarter and fix what you've got.
My honest take on content
Most content programs underperform for one reason: nobody reviews what's published after launch. Writing the article is half the work. Updating it later when search intent shifts, or when a new competitor outranks it, is the other half. Almost everyone skips the second half.
I work backwards from that. The strategy I build assumes the content will need maintenance and that 20-30% of what gets written will eventually need pruning. That's not pessimism. It's how content actually behaves over a couple of years.
What I work on
From research to roadmap to retirement
Keyword research
Mapped to actual user journeys, not just sorted by volume. Search intent, SERP analysis, and a realistic view of what you can rank for given your authority and competition.
Content briefs
Briefs writers can actually work from without bothering you every five minutes. Target queries, search intent, expected angle, sources, internal links, and what the page should and shouldn't include.
Editorial roadmap
Quarterly plan, with priorities tied to business outcomes (not just traffic). Built around topical clusters that compound, not random one-off articles.
Existing content audits
Sweep of everything that's published. What to update, expand, merge, or kill. Usually the highest-leverage work in the first 90 days, since most sites already have winners they've forgotten about.
Internal linking strategy
How content pieces link to each other and to commercial pages. Cluster building, anchor strategy, and the unsexy job of going back through old posts to add the right links.
Performance review
Monthly look at what's working, what's decaying, and which assumptions in the brief turned out wrong. The findings feed straight back into the next round of briefs and updates.
How it works
I usually pair with an in-house writer or content team. I do the strategy, research, and brief work. They do the writing. I review the output and feed performance data back into the next round.
If you don't have writers, I can refer some I trust. I don't run a content factory and I'm not going to pretend I do.
Engagements are typically 3-month minimum to start. Content takes time to compound. Expecting hockey-stick growth in month one is a recipe for cancelling something that was about to work.
Common questions
Do you write the content yourself?
No. I do strategy, research, briefs, and review. Writing scales badly with one person. Your team or contracted writers do the writing.
Will you use AI to write briefs?
I use it as a research aid, not as a brief generator. AI-written briefs miss the things humans care about: audience, voice, internal context, and the why behind a piece. Those still need a human.
How much content do I need to be writing?
Less than you probably think. 4-8 well-researched, well-linked pieces a month outperforms 30 mediocre ones. I'd rather you slow down and ship better.
What if my existing content is mostly bad?
Then we audit it, prune ruthlessly, and rebuild around the few pieces worth keeping. It's a slower start, but it's the only honest way through it.
Want a content program that compounds?
Tell me about your site, your team, and your current content output. I'll come back with a realistic scope.