Content strategy & SEO
Get found by people and AI assistants – and make sure what they find is worth reading.
- A topic plan with the reasoning behind it – not a keyword spreadsheet
- A technical brief – so your website can rank at all
- Optimization for AI assistants – including what can't be measured
30 minutes online, free. I'll also tell you whether content will help you at all right now.
A content calendar isn't a content strategy
The brief I hear most often is “we need more content.” It's almost never true. Usually you need different content, not more of it.
When you publish without a framework, you end up with a pile of articles that offend no one and help no one. Your colleagues and competitors read them. Customers don't, because they don't see themselves in them.
A content strategy is a decision about who you're writing for, what that person is dealing with right now, and what they should do after reading. The rest – how many articles a month, on which platform – is just logistics. I break down how to build a content strategy step by step in a separate article.
How a content strategy comes together
It's not a year's worth of topics – it's 3 decisions, in this order. Only then do you know what to write about.
Who we're writing for
Not “our target audience.” A specific person in a specific situation – say, an online store owner whose organic traffic is dropping.
What they need right now
Content works when it hits the right moment. Otherwise it's a good answer to a question nobody asked.
What should happen next
Every article should lead to a next step. If you don't know which one, the writing is nice and goes nowhere.
SEO is the second step
The first step is those 3 decisions – who you're writing for, what that person is dealing with, and what they should do next. Only then do keywords come in: they don't decide what to write about, but which words to use so people can find it.
- search query analysis – what people search for and why,
- technical audit – whether your site can rank at all,
- structure and internal linking – which page targets which query,
- cannibalization – when 2 pages compete, both lose,
- other search engines – only when they pay off for you.
I won't promise rankings. What you can control is the work that goes in – not what Google does with it.
When an AI assistant gives the answer
People ask ChatGPT, Claude, or Perplexity directly. They don't get links, they get an answer – and your brand is either in it or it isn't.
Nobody has 10 years of experience in this, me included. But you can already write clearly and track whether assistants cite you.
The return isn't measured the way it is with classic SEO. It's a bet on where search is heading – I'll tell you when it's a sensible one.
What you get out of it
Talk about your content
A topic plan with the reasoning behind it
A year ahead, with the reason for each topic. Not a keyword spreadsheet nobody opens.
A technical brief for your website
What to fix so your site can rank at all – written so a developer can work with it.
A rule for what not to write
How to tell that an article shouldn't exist. It saves more than any new article.
Writer briefs and content review
If you have someone to do the writing, I'll stick to briefs and review. If you don't, we'll sort that out too.
“Working with David was a real pleasure – he's not only a marketing expert but also an organized professional who knows how to listen to what you need!”
Martin BorlLittle ShoesFrequently asked questions
How long does SEO take to work?
Technical fixes can show up within weeks, content within months. I won't promise you a specific date – what you can influence is the work we put in, not what Google does with it.Do you write the articles, or just briefs for a copywriter?
Either works. If you have your own copywriter, I'll stick to briefs and review – that's usually cheaper and more authentic. If you don't, we'll take care of the writing too.Do you handle SEO for search engines other than Google?
When it pays off for you, yes. I don't chase other search engines by default – only when the data shows a real benefit.Does it make sense to optimize content for AI assistants?
Yes, it's just usually nothing special. Google says its AI Overviews and AI Mode don't need any special optimization – good SEO and first-hand content are what count. Clear writing helps: the answer right below the question, numbers with a source, and the same facts about your business everywhere.
Do you have content, or just a calendar?
In 30 minutes, you can tell whether your content is going anywhere. If it is, I'll tell you that too.
