Define Your Online Presence With Compelling Content That Drives SEO Growth

There are people who would happily buy your product or service but the only problem is that they don’t know you exist, nor do they know about the value of your product or service—these are problems that my SEO content process has been proven to solve, generating remarkable results for my clients.

Whether you’re a new website or are looking to scale, I’ll help you identify and create the content you need to see an upward trend in business growth.

Astley impressed us with his ability to clearly document and convey a cohesive content strategy. He’s incredibly thoughtful and focused and takes great care to make sure that the quality of his work is consistently high.”

Here’s the full testimonial.

An Overview of My SEO Content Process

 My process can be split into two parts: keyword strategy and content writing.

Part One: Keyword Strategy

The purpose of the first three research steps is to understand how your ideal customer is using search engines to get one step closer to finding your product—only then can we devise a targeted keyword strategy that boosts your online presence to the right audience and focuses on business growth rather than just page 1 rankings.

1. Company Research

Conduct an internal interview to understand the context of your business, your product or service offering, brand values, USPs, and competitors.

2. Customer Research

Conduct an internal interview with whoever is responsible for the sales team to get a better understanding of the following:

  • Best customers
  • Customer journey of your ideal buyer persona
  • Customer mindset
  • Differentiation points
  • Why customers choose to stay with or move on


    3. Further Independent Research

    I’ll now conduct my own research by looking into the following:

    • Case studies
    • Community forums
    • Customer reviews (good and bad)
    • Group chats
    • LinkedIn


    4. Competitor Analysis

    Time to find gaps and insights by analyzing the keyword strategy and content of your competitors.

    Here are a few key points when it comes to competitor analysis:

    • Analyze top performing website pages and content
    • Identify keyword(s) gaps
    • Analyze the user search intent
    • Assess the difficulty of keywords by reviewing: keyword difficulty score, organic search traffic, traffic value, page backlinks, competitor domain authority scores

    Aside from search volume, CPC, and keyword difficulty metrics, here’s what I’ll be on the lookout for:

    • Keyword relevancy: is the keyword relevant to your offer?
    • Search intent: can your product solve the underlying pain point of the user?
    • Lead-gen: how likely would the piece of content help you convert traffic into signups?
    • Trends: is the topic evergreen, something that will trend, or something your audience might only be interested in once?


    5. Website Content Audit

    I’ll analyze your website for content that’s:

    • Outdated but has the potential to rank for a relevant keyword if optimized and updated
    • Ranking on pages 2-3 on Google and could be nudged to the first page
    • Getting little to no traction
      Clashing with another piece of content in terms of keyword rankings (keyword cannibalization)
    • Targets multiple intents that could be broken down so that they target long-tail keywords

    Here’s a list of tools I use for a website content audit:

    • Ahrefs
    • Google Analytics
    • Google Search Console
    • Mozbar


    6. Content Ideation

    This part of the process is a massive brain dump of content ideas using all the information collected up until now. I’ll brainstorm and pinpoint a list of relevant website content ideas that your audience would love to devour.  

    7. Content Clusters

    Now, I’ll translate the content ideas into keywords and create a cluster strategy. I’ll assess the value of each keyword by evaluating the following:

    • Search intent relevance to product or service
    • Keyword difficulty score
    • Organic search traffic
    • Page backlinks
    • Domain and page authority


    8. Content Prioritization

    There will be a list of keywords ranging from the bottom of the funnel to the top of the funnel. The keywords I prioritize creating content for are the ones that are most likely to drive conversions and targeted traffic.

    That said, I’ll make a list of 25-30 keywords to prioritize for the next 4-6 months so you know what to work towards. Depending on the pricing plan we both agree on based on your needs, each of these keywords may come with a detailed content brief and outline.


    Part Two: SEO Content Writing

    Here’s an overview of how I approach the SEO content writing process to achieve rankings and conversions.

    1. Contextual Resources

    I’ll take a few resources from your side (if you have them) to ensure you’re getting the content quality you expect. These resources include:

    • Content brief
    • Research documents
    • Tone of voice guidelines


    2. User Research

    Based on the topic I’m writing about, I’ll conduct my own research to tap into the target reader’s goals and pain points behind the keyword I’m targeting.

    Here’s where I find this information:

    • Customer research data
    • LinkedIn
    • Facebook groups
    • Reddit
    • Slack communities


    3. Internal Topic Knowledge

    I’ll refer to knowledge starting from inside the business to come up with ways to approach the topic from an alternative angle that provides users with fresh, original information so that it stands out from your competitors. This can come from my own industry expertise or from the subject matter experts on your team, or both.


    4. SERP Analysis

    Some websites rank higher than the others. My job here is to understand why. What do both website visitors and web crawlers prefer about one site compared to the other?

    I’ll also make notes on the following:

    • How competitors structured and formatted their content
    • Relevant subtopics that haven’t been covered enough
    • Unique content angles

    5. Keyword(s) Analysis

    There are multiple keyword variations. I’ll take these into account not for the sake of including all of them but to get a better understanding of the search intent.

    Here are the tools I use to help me analyze keywords:

    • Ahrefs
    • Google Search Console


    6. The Content

    Using all my notes up to this point, it’s time to start slinging ink.

    The purpose of content is to give value, not to sell. When your content gives enough value, it grows to the point where it sells the idea that you’re an expert who understands your audience’s pain points better than themselves. Hence, it positions you as an authority figure that they can trust.

    Here’s a few things you can expect to see:

    • Internal links to relevant content
    • External links, e.g. statistics from industry reports
    • Image suggestions
    • Quote suggestions (I’m also happy to conduct interviews to get quotes for the article)
    • Product copywriting and storytelling

    Feel free to also check out my content portfolio here.


    7. Content Optimisation

    Lastly, I’ll edit and optimise the content so that it’s ready to go. Here are the resources I use for this:

    • Hemingway Editor


    This SEO Content Process Has Gotten Results For My Clients Like:

    Organic Traffic Surge of 468.69% In 4 Months.

    109.2% Increase in Paying Customers in 1 Month

    Featured Snippet Rankings

    Page 1 Rankings

    Passive YoY Organic Growth

    “I’d highly recommend Astley for your next content marketing project! His approach takes care of every little detail. He’s skilled in copy, SEO, research, and product storytelling – your website’s blog or content library will be in safe hands with him.”

    Here’s the full testimonial.

    Astley is an excellent SEO copywriter who’s helped refine our content strategy and blog posts. We’ve managed to increase our keyword rankings on Google search engines and our consultation meetings have been insightful.”

    Here’s the full testimonial.

    Neglecting SEO means allowing your competitors to thrive from your obscurity

    Don’t let your competitors’ growth equal the decline and stagnation of your business.

    Not focusing on SEO when it’s a key channel for your particular business means doing your competitors a favor by freely giving them the spotlight on organic search. You risk staying in “spectator mode” and letting others thrive from your obscurity.