04 / SEO CONTENT & STRATEGY
Ranking is easy. Ranking for buyers isn't.
Most SEO content chases search volume and ships traffic that never converts. We build content clusters around what your actual buyers search before they buy, and write every page to convert the searcher — not just rank for the keyword.
Data strip
- Target cluster: "trail running shoes women" + 14 related terms
- Organic sessions / cluster: 1,900 → 6,400 /mo
- Conversion rate of that traffic: 2.8%
Rankings are not revenue.
Most content calendars are built around search volume, not buyer intent — a listicle here, a "best of" there, whatever the keyword tool flagged as high-opportunity this month. Traffic climbs. Nothing downstream moves, because the terms were never the ones an actual buyer searches on the way to a decision.
Ranking #1 for a term nobody buying searches is a vanity metric with a chart attached.
What's included
| Phase | Deliverable | Cadence |
|---|---|---|
| 01 Diagnose (1 week) | Strategy.Keyword-to-cluster map, grouped by buyer intent across the funnel — not a flat keyword list. Once, revisited quarterly. | Once, revisited quarterly. |
| 02 Cluster (1 week) | Planning.Content calendar sized to your publishing capacity. Set at kickoff. | Set at kickoff. |
| 03 Draft (ongoing, per cadence) | Production.On-page content, each piece built around a specific searcher intent and a clear next step. Per cadence (e.g. 4/month). | 4/month). |
| 04 Publish & link (ongoing) | Structure.Internal linking plan connecting cluster content to money pages. Ongoing. | Ongoing. |
| 05 Report (monthly) | Enablement.Editorial brief templates, so the cadence survives past handoff. Delivered once. | Delivered once. |
Proof
Illustrative example
2.8%
Organic sessions to the target cluster grew from 1,900/mo to 6,400/mo over five months; conversion rate of that traffic held at 2.8%, in line with paid traffic on the same pages.
Mid-market outdoor-gear ecommerce brand, France
See the full casePackages
Essential
€1,200excl. VAT
€1,440 incl. 20% VAT
One content sprint — a cluster map and four pieces, built to convert, not just rank.
- 1 cluster map
- 4 articles, full copy
- 1 revision round per piece
3–4 weeks
Growth
€2,800excl. VAT
€3,360 incl. 20% VAT
A bigger sprint — three clusters, eight pieces, and the internal linking plan.
- Up to 3 cluster maps
- 8 articles, full copy
- Internal linking plan
- 1 revision round per piece
6–8 weeks
Retainer
€2,400/moexcl. VAT
€2,880/mo incl. 20% VAT
The standing cadence — strategy maintained, four pieces a month, reported monthly.
- Ongoing cluster strategy
- 4 articles/month
- Internal linking maintenance
- Monthly reporting call
First cluster live within 3 weeks, then ongoing
Custom / Enterprise
Price on request
Multi-market content programmes or a faster publishing cadence.
- Scoped individually
Service FAQ
Do you guarantee page-1 rankings?
No — nobody can honestly promise a specific position; Google's algorithm isn't ours to guarantee. We're accountable to traffic and conversion on the target cluster, which is the number that actually matters.
How is this different from a generic content agency?
Every piece is built around a cluster and a specific searcher intent, not a keyword-tool export. We write to convert the searcher, not just to hit a word count that ranks.
Do you handle technical SEO (site speed, schema, crawlability)?
No — we handle strategy and content. We'll flag structural issues we notice during the audit, but implementation sits with your developer or a specified technical partner.
We already have a content team. Can you just do the strategy?
Yes — we can build the cluster map and editorial briefs, and your team writes from them. Or we write and your team publishes. Scoped either way.
How fast will we see traffic move?
Organic takes time to index and rank — expect the first meaningful movement 8–12 weeks after the first cluster goes live. Anyone promising faster is either lying or talking about paid traffic.