How do you choose which topics to cover?
We score each topic on search demand, intent fit, how hard it is to compete and how close it sits to a purchase.
Volume alone misleads. A query with 50 monthly searches from people ready to buy can be worth more than one with 5,000 searches from students. So every topic gets an intent label and a rough value per visit, built from your conversion rates and deal sizes.
| Intent | Example query (hypothetical) | Best format | Typical value per visit |
|---|---|---|---|
| Learn | what is a heat pump | Explainer with answer up top | Low |
| Compare | heat pump vs furnace cost | Comparison table and guide | Medium |
| Buy | heat pump installation quote | Service page with clear next step | High |
| Find locally | heat pump installer near me | Local landing page | High |
To test whether a topic plan pays back, plug its expected traffic and conversion rate into the SEO ROI calculator. For a longer view, our guide to building an SEO forecast shows how to set ranges instead of single numbers.
What goes into a writer brief?
A brief gives the writer the query, the intent, the answer to lead with, an outline, sources to check and the internal links to include.
It also says what not to do: no padding to hit a word count, no claims without a source, no keyword repeated until it reads oddly. The brief names the subject expert to interview when one exists, because firsthand detail is hard to fake and easy for readers to notice.
How do you make content citable by AI search?
We structure pages so the key answer, facts and definitions can be lifted cleanly, and we keep those facts accurate and dated.
That means question-style headings, a direct answer under each one, tables for comparisons and clear sourcing. Google's guidance says no special markup or files are required for its AI features; normal indexing and quality rules apply. Our explainer on what generative engine optimization is covers the rest. Nobody can promise a citation, since AI answers change from one run to the next.
What happens to the content you already have?
Every existing page gets a decision: keep, refresh, merge or remove, with the reason written next to it.
Old content is often the cheapest win. A refresh with current facts and a better answer can recover rankings faster than a new page can earn them. Duplicates are merged and redirected so their links are not wasted.
Scope depends on site size and how many briefs you need. Request a proposal and we will send a scope and timeline range.
Frequently asked questions
Do you write the articles?
The core deliverable is the strategy and the briefs. Writing can be added, but many teams get better results when subject experts write from a strong brief, because they know details an outside writer would have to guess.
How many articles should we publish per month?
As many as you can make genuinely useful and keep updated. Four strong pages that match buying intent usually do more than twenty thin ones, and the calendar we build is sized to your team's real capacity.
Should we delete old blog posts?
Only after checking traffic, links and conversions. Posts with no value can be merged into a stronger page with a 301 redirect or removed; posts that still earn links or leads are refreshed instead.
What does answer-first mean?
It means the page states the direct answer near the top, in a sentence that still makes sense quoted alone, and then explains. That format helps readers skim and makes it easier for search features and AI assistants to pick out the answer.