SEO Content Strategy

Start with the questions customers ask, in buying order

Your content plan is a list of customer questions, ordered by how close each one is to a purchase. Keywords come second. The questions below are illustrative, for a Limassol dental clinic.

Write the bottom rows first. Customers who ask those questions are closest to calling.

Find topics with three free sources

1. Search Console. Open the Performance report's Queries tab. Look for queries where your pages get impressions but few clicks. Those are searches you almost win. A better title or a clearer answer can lift them. Remember that Search Console reports average position across searchers, so use it as a guide, not a scoreboard.
2. Your own enquiries. Read the last fifty emails, calls and messages. Write down the exact words customers use. That wording is better than any keyword list.
3. The results page. Search your main questions. Note who appears, what each page offers and what is missing. A gap in the results is a gap you can fill.

Then rank the topics by profit per customer, how often the question appears and how likely you are to win. Our SEO for small business guide has a scoring table for services that works for topics too.

Give every page one job

A page that tries to do two jobs usually does neither well.

Fewer, better pages

Google says it has no preferred word count, and it lists writing to a target length as a warning sign. It also lists signs of content made mainly to attract search visits: publishing across unrelated topics in the hope something ranks, relying on extensive automation, summarising what others have said and changing dates to look fresh without substantive updates. Its spam policies cover scaled content abuse, where many pages are generated mainly to manipulate rankings.

A useful test before you publish anything: would someone who has already read the top three results learn something new here? A page passes if it has at least one of these:

• A table, comparison or decision rule that does not exist elsewhere
• A worked example with real arithmetic
• A local detail only someone here would know
• A checklist a reader could use today
• An honest statement of when not to buy
• Your own data, labelled with its source and limits

If a page has none, do not publish it. It will add to the cost of maintaining your site and add nothing for a reader.

Using AI in the process

Google allows AI-assisted content that meets its Search Essentials. Its guidance says models can produce errors, so review all generated text, including titles, descriptions and structured data. It also suggests explaining how content was made where readers would reasonably wonder. It says fabricated authors, such as invented credentials or generated headshots, count as deception.

Keep these rules.

1. You supply the facts. The tool does not invent prices, statistics, reviews or quotes.
2. A named person reads and edits every page before it goes live.
3. Do not generate dozens of similar town or service pages.
4. Keep real people and real credentials behind the byline.

Our guide to using ChatGPT for SEO goes into prompts and review steps.

Update before you publish new

Existing pages with some history are your best asset. Review them every quarter.

Ahrefs suggests that if a page has not reached the top 10 after about six months, it is worth updating. Change the content in a way a reader would notice, not just the date.

A simple quarterly plan

Stay modest. A plan you can keep is better than one you drop in week three.

Measure pages, not just traffic

Each important page should have three numbers: impressions, clicks and the enquiries it produced. Ask new customers which page they read. Over time, the pages that bring enquiries tell you what to write more of. For the technical side of making them findable, use the website audit checklist. If you want a content plan built with you, see our SEO service.