Content services

Content built around search intent and commercial outcomes, not just word count.

Why good content matters

Content on its own doesn’t guarantee traffic.

Thousands of articles get published every day and most of them go nowhere, because they weren’t built around what people are actually searching for, or what your business needs them to do once they land. Content marketing closes that gap: it takes well-researched, well-structured content and pairs it with a distribution and optimisation strategy so it actually gets found, ranks and converts.

What’s included

  • Content strategy and calendar, built around keyword research and search intent rather than an arbitrary publishing schedule
  • Commercial page and article content, written and optimised for both users and search engines
  • On-page structure for every piece: titles, headers, internal linking, schema and metadata
  • Content audits to identify what’s underperforming, cannibalising other pages, or simply not needed anymore
  • Content refreshes for existing pages that have gone stale or dropped in rankings
  • Supporting assets where useful, such as guides, downloadable resources or landing page copy

My approach to content that ranks

Every content plan starts with keyword and competitor research, not a blank page. I map content to specific search intent and funnel stage, then structure it so it supports your commercial goals rather than just chasing traffic for its own sake. Content is written to align with E-E-A-T and YMYL best practice where relevant, and every piece is tracked post-publication so we know what’s working and what needs revisiting.

Page Intent

  • Every page is built around one clear purpose, whether that’s ranking for a specific term, supporting a commercial goal, or moving a user further down the funnel
  • Content type is matched to that purpose, a blog post, landing page and product page all need to be structured differently

User INTENT

  • Content is built around what someone actually wants when they search a term, not just the keyword itself
  • I review the current top-ranking pages and SERP features to understand whether intent is informational, commercial, navigational or transactional before writing a word
  • Format is matched to intent: guides for research-stage searches, comparisons for consideration-stage searches, and clear, direct answers for quick-fact searches

eeat, ymyl, helpful content

  • Content reflects real experience, expertise, authoritativeness and trust, particularly important for YMYL topics where accuracy and credibility carry more weight
  • Claims are backed by evidence, sources or first-hand experience rather than generic statements
  • I avoid thin, templated or unedited AI filler that adds length without adding value, which is exactly what Google’s helpful content systems are designed to catch

writing for the brand, the audience, and the serps

  • Headers, subheaders and formatting break content into scannable sections rather than walls of text
  • Key information is front-loaded so users, and AI Overviews, can find the answer quickly
  • Structure is built to support featured snippets and AI citation, not just readability

clear structure

  • Every piece is internally linked to relevant pages, supporting both crawlability and user journeys
  • Structured data and schema are added where relevant to help search engines and AI tools understand the content
  • Content is structured with GEO/AEO in mind, so it’s easier for AI Overviews, ChatGPT and other LLM-driven tools to cite and surface

internal links, ai considerations and other enhancements

  • LLM and AI citation performance
  • GEO (generative engine optimisation) performance
  • AI Overviews visibility check

Creating valuable content in an AI world

Google’s ranking systems have relied on machine learning and AI for years, from RankBrain through to BERT, MUM and the AI systems behind AI Overviews. These models match keywords, interpret the meaning, and context and intent behind a search.

They then decide which site or URL content answers this intent.

Understanding how these systems interpret content, not just how they crawl it, shapes how I plan and write every piece.

SBERT (Sentence-BERT) is a model that converts sentences and passages into numerical representations, known as embeddings, which capture meaning rather than just keywords. Two pieces of content can be worded completely differently and still be recognised as semantically similar.

Google uses this as part of how it chooses which site to rank for a given term.

It’s part of a wider family of language models used across modern search and AI systems to judge how closely content matches what a query is really asking, which is a big part of why keyword stuffing stopped working and genuinely relevant, well-structured content didn’t.

AI can help with research, drafting and structure, but it can’t have a genuine experience, form an original opinion, or notice the small, specific detail that makes a piece of content actually useful.

The content that performs best combines real expertise and first-hand experience with the efficiency AI tools can offer, not one instead of the other.

Google has been explicit that content produced primarily to game search rankings, regardless of how it was produced, is exactly what its helpful content systems are built to identify and demote.

Long, keyword-dense AI content with no real insight, editing or added value tends to read as exactly what it is, something written for an algorithm rather than a person. Content that’s genuinely helpful, accurate and worth reading is what continues to perform, whichever tools were used to help produce it.

What sets my content apart is that I don’t just publish and move on. Every piece is built around real keyword and competitor research, not a generic content calendar, and performance is tracked and revisited long after publication, not left to sink or swim on its own.

Content pricing

Pricing for content is best done on an ad hoc, as needed basis.

Simply, some content is quicker to produce and research, some sites need less content than others to rank.

As a general rule of thumb:

  • Focused content campaigns: from £1,950 (+VAT) per month
  • Larger, always-on content programmes: from £3,900 (+VAT) per month
  • One-off content audits: from £750 (+VAT)

I’d recommend getting in touch about content needs to get a firm price.

All deliverables are shared over email.

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