Most businesses guess at this, and they guess using the words they use internally. Customers do not search that way. They search using the problem they have, in the words they would use to describe it to a neighbour — and there is often a sizeable gap between the two.
Keyword and content strategy is the work of closing that gap: finding the searches that actually happen, working out which of them are worth competing for, deciding which page should own each one, and then writing those pages so they answer the question properly.
Done well, it stops you competing with yourself, stops you writing pages nobody was looking for, and gives every piece of content a job. It is the part of SEO that decides what gets built — which is why we usually do it first.
The searches people really make around what you sell, with the volume behind each one and an honest read on how hard it would be to compete for it.
A big search term is worthless if the people typing it are not buying. We separate the ones looking to hire from the ones doing homework.
What the businesses beating you are ranking for that you are not — usually the fastest way to find the pages missing from your site.
One search, one page that owns it. This is what stops two of your own pages competing for the same term and splitting what they would each be worth.
The pages that carry most local businesses: one per thing you do, one per place you do it, each written to stand on its own rather than swapping the town name.
The articles and answers that build authority around your money pages, planned as a structure rather than published whenever someone has an idea.
Written to be read. Pages stuffed with repeated phrases read badly to customers and have not worked on Google for a very long time.
Questions answered directly and structured clearly, so assistants like ChatGPT and Google's AI Overviews can quote you rather than someone else.
We pull the real search data for your market, look at what competitors rank for, and find the gaps worth going after.
Every search worth having gets assigned to one page, and we agree what already exists, what needs rewriting and what has to be built.
Pages get written, published and then watched — what ranks tells us where the next round of work should go.
This work can be bought on its own, and sometimes that is exactly right — you want the research and the plan, and your own people do the writing.
More often it runs inside an ongoing SEO engagement, because a plan is only worth what gets published from it, and because what ranks in month three should change what gets written in month four.
SEO servicesTell us your website and what you are trying to rank for. We will look at where you stand today and come back with what is actually holding you back — no charge, no obligation.
Atlanta, Georgia
Greenville, South Carolina
SEO, content strategy
and fast websites