01
Topic research
Defining the topics you should own, based on your offering, expertise and buyer questions.
Service · Content
Fewer, better pages that cover a topic completely.
Topical authority comes from covering a subject thoroughly and adding something others haven’t. We plan content around real questions, original insight and clear structure, not volume.
Why it matters
Publishing hundreds of near-identical articles, human or AI-written, rarely builds authority and can dilute a site. Search systems and readers both favour pages with information gain: data, experience, examples or clarity that the existing results lack. Our plans are built around that test.
What’s covered
Scope of work
02
Search-intent mapping
Matching each topic to the intent behind it, and the format that serves it best.
03
Content clusters
Hub and supporting pages that cover a subject completely without overlapping.
04
Original research
Surveys, product data and expert input that give your content something unique to say.
05
Editorial planning
A realistic calendar matched to your team’s capacity, with a brief for every piece.
06
Information gain
A clear statement, for each piece, of what it adds beyond what already ranks.
07
Internal linking
Linking plans that connect clusters and guide readers to commercial pages.
08
Content refreshes
Updating, merging or retiring existing pages before writing new ones.
09
Content performance measurement
Tracking each cluster’s visibility, engagement and contribution to leads.
What you receive
- Topic map and cluster architecture
- Content audit: keep, refresh, merge, retire
- Editorial calendar with detailed briefs
- Original research plan
- Internal linking plan
- Quarterly content performance review
What we don’t promise
Authority takes time to build and depends on competition and publishing consistency. We’ll often recommend fewer pieces than you expect, and explain why.
Common questions
Do you use AI to write content?
We use AI tools for research and analysis where they help. Published content is planned, written or substantially edited by people with subject knowledge, and fact-checked before release.
How many articles do we need?
Usually fewer than you think. We size a plan to cover your priority topics properly, and often start by improving what you already have.
Can you work with our in-house writers?
Yes. We can provide strategy, briefs and editing while your team writes, or produce content end to end.
Let’s Connect Your Brand to the Future of Search.
Discover where your brand stands today and what it will take to strengthen your visibility across traditional search and AI-powered discovery.