Content that answers real searches
Content works when every piece answers something people actually search for and links into a bigger plan. I start from keyword research, group the questions into topics, and decide which pages and articles are worth writing, in what order, before anyone writes a word.
Topic clusters and expert briefs
For each topic I build a cluster: a main page plus supporting articles that link to it and to each other, which helps search engines see you as a source on that subject. Each article gets a brief covering the search intent, the entities and questions to cover, the structure and the internal links. It is the same discipline behind my SEO work.
AI-assisted drafting, human-edited
I use AI to speed up research and first drafts, working with tools such as Claude, SurferSEO for optimisation and Grammarly for polish. A person edits every piece for accuracy, voice and usefulness. I won't publish content that bypasses a strong brief, because that only creates content debt you'll have to clean up later. Long-form articles run from about 1,500 to 3,000 words.
What this approach has delivered
A programmatic LIC premium calculator I built now draws about 12.4K organic visits a month, and a riddles and brain-teasers site about 4.3K. You can read about both under SEO Projects in my portfolio.
Distribution and refresh
Publishing is only half the job. I link new pieces into your existing pages, share them on social media, and refresh older articles when facts or rankings change. Answer-first writing also helps assistants quote you, which is a core part of AI search visibility. If the site itself needs work to carry the content, that is website design.
Why most business content fails
- Writing about what the business wants to say instead of what customers search for.
- Publishing short, thin pages that repeat each other.
- Never linking new pages to existing ones.
- Never updating articles after they are published.
- Posting unedited AI drafts that read like everybody else's.
Content works best for businesses with real expertise to share, such as clinics, finance, education and professional services, because that expertise is exactly what searchers and AI assistants look for.
