— CONTENT & EDITORIAL
Publishing volume stopped working years ago, and AI made it worthless. What earns rankings and citations now is a smaller set of pages that answer a real question better than anything else on the results page.
Every brief starts from a search someone is genuinely making and a commercial reason for you to be the answer. If we cannot name both, we do not write the page.
01
Service, location and comparison pages before blog posts. They are less fun to write and they produce the enquiries.
02
The direct answer in the first two sentences, evidence underneath. That is what makes a passage quotable by an assistant.
03
No page competes with another for the same search. We consolidate before we commission anything new.
04
Named sources, real figures, dates on claims. Vague copy cannot be cited and does not convince a buyer either.
WHAT WE WRITE
We work from interviews with the people who actually do the work, not from a competitor’s page reworded. Everything goes to you for factual review before it publishes.
If your team would rather write it themselves, we brief and edit instead. That is usually cheaper and often better.
The commercial backbone of the site, each carrying one search term and one action.
Honest comparisons against the names your buyers are also considering, which they will search for anyway.
Short, schema-marked answers to the questions asked before an enquiry. The material assistants quote.
The problem, what changed, what it produced. Numbers where you can share them, no adjectives standing in for them.
Longer pieces built to earn links and citations, commissioned only when there is a genuine argument to make.
USUALLY THE CHEAPEST WIN
Most sites already rank on page two for something valuable. Restructuring those pages costs a fraction of a content programme and moves faster, so it is where we start.
STEP 1
Merge pages competing for the same search, redirect the losers, keep the strongest URL.
STEP 2
Move the answer to the top, fix the heading order, add the FAQ set and schema.
STEP 3
Point your strongest existing pages at the ones you want to rank, with anchors that say what they are.
STEP 4
New pages only for searches you genuinely do not cover, once the existing ones are working.
COMMON QUESTIONS
Anything not covered here, ask us directly and you will get a straight answer.
Not for the writing. We use it for research, clustering searches and spotting gaps, because it is good at that. Copy generated wholesale reads like everyone else’s, cannot be fact-checked, and is exactly what the assistants are learning to discount.
Fewer than you think. Two genuinely useful pages a month beats eight thin ones, and leaves budget to improve what is already ranking.
We interview your specialists and work from your documentation, then send everything for technical review before publishing. We do not invent specifications.
Audit them, then usually consolidate. Most sites have a long tail of posts that attract nothing and dilute the pages that matter. Merging or removing them is often a ranking gain on its own.
You do, outright, including the briefs and the research behind it.
Yes. If you have guidelines we work to them; if you do not, we write a short one from your existing best pages and get it signed off before we start.
Why structure now matters more than length.
How the editorial work earns authority as well as rankings.
Start here if you are not sure which pages are worth keeping.
FREE SEO & AEO AUDIT
Send your domain and we will send back a written audit: rankings, click-through gaps, technical blockers, and how often the answer engines cite you. No cost, no obligation, no automated PDF.
✓ Written by a senior strategist within two working days
✓ Covers Google, Bing and AI answer engines
✓ One follow-up email, and only if you want one
