Every page on your site should have one clear job and one main search it is trying to win. Most sites we audit have the opposite: several pages competing for the same search, important topics with no page at all, and a blog full of company news that nobody searches for. A content strategy sorts that out before anything new gets written, and then the writing follows a plan rather than a calendar.
Who it is for
- Service businesses whose service pages are a few lines long and don't answer the questions customers ask.
- Tech and B2B companies that need to reach buyers researching a problem before they know your product exists.
- Creative studios whose portfolios are all images and almost no words. See our guide to SEO for creative studios.
- Hospitality and tourism businesses that want to rank for the questions visitors ask about Brighton, not only for their own name.
- Anyone with a blog that takes effort to maintain but brings in little traffic.
What is included, step by step
- Content audit. We list every page, its traffic, rankings and purpose, and mark each one keep, improve, merge or remove.
- Research. Using keyword research, we find what customers search for, what Google ranks for those searches and what competitors cover.
- Mapping. Each target search is assigned to one page, existing or new, so pages stop competing with each other.
- Prioritising. Revenue pages first, then supporting guides, with a realistic monthly plan.
- Briefing. Each page gets a brief: the questions it must answer, the topics ranking pages share, the internal links it should carry and the call to action.
- Writing and editing. We write, edit your drafts, or coach your team to write to the brief.
- Publishing support. Titles, meta descriptions, headings, images, alt text and structured data.
- Review. After a few months we check performance and update what needs it.
How we write
We write in British English, in short paragraphs, with headings that match the questions people ask. We put the answer near the top of each section rather than making readers dig for it, which also helps Google and AI assistants quote it accurately. We check facts and link to sources where it matters. We avoid filler phrases and stock openings. Most importantly, we use your knowledge: a short call with you or your team usually produces the details, opinions and examples that make a page worth reading.
The swap test: if you could replace your business name with a competitor's and the page would still be true, it is too generic. Good content includes things only you can say.
Types of content we create
| Content type | Job it does | Typical length |
|---|---|---|
| Service pages | Rank for "service + place" searches and convert visitors into enquiries | 800 to 1,500 words |
| Product category pages | Rank for category searches in a shop | 200 to 600 words around the products |
| Location pages | Win searches in specific areas you genuinely serve | 600 to 1,000 words |
| Guides and how-to articles | Answer questions earlier in the buying process | 1,000 to 2,000 words |
| Comparison pages | Reach B2B buyers choosing between options | 1,000 to 1,800 words |
| Case studies | Show proof and rank for specific project searches | 500 to 1,000 words |
These are typical ranges, not targets. The right length is whatever it takes to answer the question fully, and we check what is ranking before deciding.
Refreshing what you already have
Often the quickest win is improving pages that already rank on page two or low on page one. We find them in Search Console, compare them with what ranks above, and improve them: adding missing sections, updating facts, tightening the introduction, improving titles. This usually moves faster than publishing something new.
Working with your team
Many Brighton businesses already have someone who writes well: a founder, a marketing manager, a member of staff with a blog. We don't need to replace them. Some clients have us write everything; others want briefs and edits so their team keeps the voice; some want a mix, with us handling the service pages and their team writing news and opinion. All of these work, as long as each page follows a brief built on search data.
We also keep the process light. You get a shared plan showing every page, its target search, its status and its owner. Drafts come to you in Google Docs for comments. Nothing goes live without your sign-off, and regulated businesses get an extra review step built in.
How content strategy fits with other SEO work
A content plan only pays off if Google can crawl the pages and trusts the site. That is why a good SEO agency in Brighton or anywhere else looks at content strategy alongside technical SEO and links, not in isolation. If the audit finds blocking technical problems, we fix those first so new pages aren't wasted.
How long it takes
The audit and plan take two to four weeks. New pages typically take a few weeks to a few months to settle in the results, depending on competition. Refreshed pages that already rank can move within weeks. Content is a long-term investment, and its value builds as more pages support each other.
What it costs, and what drives the cost
- Volume: how many pages per month.
- Complexity: technical B2B or medical topics take more research and review than a café's menu page.
- Interviews and approvals: regulated sectors, such as legal and health, need extra review steps.
- Who writes: full writing costs more than editing your drafts or briefing your team.
We agree a monthly scope and fee in advance, after the free first look.
Common content mistakes
- Writing about what you want to say rather than what customers search for.
- Publishing several posts on the same topic that compete with each other.
- Thin location pages with the town name swapped.
- Long introductions before getting to the point.
- Never updating old content, so dates, prices and facts go stale.
How we measure it
For each page we track impressions, clicks and positions for its target searches in Search Console, plus engagement and conversions in analytics: enquiries, bookings, sales or sign-ups. We report by topic group, so you can see which parts of the plan are working and where to invest next.
Related services
Content works best on a technically sound site, so it often follows technical SEO. Good content also earns links; see link building. For content aimed at AI assistants, see AI search visibility. We work with studios and agencies in central Brighton and service businesses across the city.