SEO content strategy
Most content strategies are publishing schedules. A useful one decides which searches deserve a page, which page each one belongs to, and what not to write at all.
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Quick answer
An SEO content strategy is a plan for which pages your site needs to answer the searches your customers make, and how those pages connect to the pages that sell. It maps each search to one page, decides what not to write, improves existing pages before adding new ones, and measures whether the content brings enquiries, not just visits.
Key takeaways
- One search intent, one page: two pages for the same search compete with each other.
- Supporting content exists to feed the commercial pages, through internal links.
- Improve pages that already rank before writing new ones.
- Google has no preferred word count; write until the question is answered.
SEO content strategy and content marketing
| What it is | Measured by | |
|---|---|---|
| Content marketing | Content used to attract and keep customers, through any channel: email, social, search | Audience, engagement, leads |
| SEO content | Pages written to answer specific searches | Rankings, clicks, enquiries from search |
| SEO content strategy | The plan deciding which pages exist, what each targets and how they link | Whether the commercial pages win more searches |
Start from the commercial pages
List the pages that make money first: services, products, categories. Then map every search you want to one page. Supporting content earns its place by linking to a commercial page and answering a question that comes before the purchase.
| Intent | Example search | Page type | Links to |
|---|---|---|---|
| Buy or hire | emergency plumber Perth | Service page | Contact |
| Compare | tankless vs storage hot water | Comparison guide | The service page |
| Learn | why is my hot water running out | How-to guide | The service page |
| Check price | hot water system replacement cost | Price guide | The service page |
The searches above are illustrative examples for a Perth trade business.
Decide what not to write
The cheapest page is the one you don't publish. Before adding a page, it should pass every check below.
- People actually search for this, or it answers a question customers ask you.
- No existing page already targets the same search.
- It can link naturally to a page that sells.
- You can say something a competitor's page doesn't.
- Someone will keep it accurate.
Find cannibalisation, then improve or create
- Open Search Console's performance reportFilter to a query you care about.
- Switch to the Pages tabIf two or more of your URLs get impressions for it, they're competing.
- Pick the stronger pageMerge the other into it, or change its focus.
- Check pages ranking just off page oneImproving these usually pays faster than writing something new.
The content audit guide covers merging and removing pages in detail.
Build the plan step by step
- AudienceWho buys, and what they ask before buying.
- TopicsThe questions and searches behind each service or product.
- IntentWhether each search wants to buy, compare or learn.
- MapOne page per intent, with the commercial page each supports.
- BriefWhat the page must answer, and what it should add that others don't.
- Publish and linkLink the new page to its commercial page, and back.
Write people-first content
Google's guidance on helpful content describes people-first content as made primarily for people, not to manipulate rankings. It asks three questions of any page: who created it, how, and why, and says the why is perhaps the most important.
Its warning signs are worth checking against your plan: producing lots of content on many topics in the hope some performs, mainly summarising what others say without adding value, writing to a word count (Google says it has no preferred word count) and changing dates to look fresh without substantially changing the content.
AI, volume and scaled content
Google's spam policies define scaled content abuse as generating many pages primarily to manipulate rankings rather than help users, however they're created. AI is useful for research and first drafts; publishing it unchecked and at volume is the pattern the policy describes.
Measuring whether content works
| Measure | Where to find it | What it tells you |
|---|---|---|
| Impressions and clicks per page | Search Console | Whether the page is found for its search |
| Queries per page | Search Console | Whether it ranks for the search you intended |
| Clicks through to the commercial page | Google Analytics | Whether it feeds the pages that sell |
| Enquiries or sales | Google Analytics key events, and your records | Whether it earns its keep |
If you'd rather have the pages written for you, see SEO copywriting in Perth.
Common questions
What's the difference between content marketing and SEO content?
Content marketing uses content across any channel to attract customers. SEO content is written to answer specific searches in Google. An SEO content strategy decides which of those pages to create and how they connect to the pages that sell.
What should an SEO content strategy include?
The commercial pages it supports, a map of searches to pages, a rule for what not to write, a plan to improve existing pages, and how results will be measured.
How often should a small business publish content?
As often as there's something useful to say. Two good pages that answer real customer questions do more than eight written to fill a schedule.
Is there an ideal word count for SEO content?
No. Google says it doesn't have a preferred word count. Write until the question is answered well.
Can I use AI to write SEO content?
For research and drafts, yes. Google's spam policies target content generated at scale mainly to manipulate rankings, however it's made, so edit, check and add what only you know.
Should I update old content or write new pages?
Update first, especially pages already close to page one. Write new pages for searches no existing page covers.
Where to next
If you would rather have someone do this than read about it, the commercial page for this work is SEO copywriting in Perth.
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