Understand the opportunity
Map search demand, intent and competitors to identify relevant topics, gaps and existing strengths.
SEO & search strategy
Turn search demand into
a clear direction.
Connect what people search for with what your business needs to achieve. Build a roadmap your content, product and marketing teams can use.
Where I focus
Choose the opportunities
that fit your business.
Useful strategy brings business context, audience needs and competitive evidence into the same conversation.
Organize the content
Connect keyword systems and audience needs with page purpose, content architecture and editorial priorities.
Build the operating plan
Sequence the work around impact, capacity and technical dependencies, with clear ownership and measures.
Inside the work
Turn a topic list
into editorial decisions.
The strategy should help an editor decide what belongs on a page, what evidence it needs and how it supports the wider website.
- Agree the audience and objective
Start with the products, services and audiences that matter to the business. Identify the questions people need answered before they can take a useful next step.
- Review what already exists
Compare those needs with current pages, search evidence and competitor coverage. Decide where to improve an existing page, consolidate overlapping material or create something new.
- Build a sequence the team can deliver
Connect each priority with an owner, required expertise, dependencies and a review point. Balance opportunity with the team’s capacity to produce useful, credible content.
Typical deliverables
A shared plan.
A reason for each priority.
The roadmap explains what to work on and why. It gives teams a common view of the opportunities, decisions and evidence behind the strategy.
- Search opportunity and competitor review
- Keyword and intent mapping for priority topics
- Content architecture and an editorial plan
- A prioritized roadmap with ownership and a measurement approach
Selected work · E-commerce
Back2Sleep Europe
Explore a search performance strategy for a specialist e-commerce business serving European audiences.
Read the case studyA connected approach
Search does not sit in isolation.
Technical systems, content, markets and measurement affect one another. Where the evidence points to another area, the roadmap should connect them.
Explore all expertiseBefore we begin
A strategy your team
can keep using.
These decisions help prevent the roadmap from becoming a disconnected list of keywords or publishing tasks.
Does every keyword need a separate page?
No. Related searches may be served well by one useful page. Page decisions should reflect the reader’s purpose, the content you can genuinely contribute and the existing architecture. Publishing separate pages for every variation can create unnecessary overlap. Google’s people-first content guidance supports this focus on usefulness.
What input do you need from our team?
Business priorities, audience knowledge, product or service details, existing content, available search data and editorial capacity. Subject-matter experts help distinguish an original, useful contribution from material that only repeats what is already available.
How does the roadmap stay relevant?
Give priorities a review point and record why each decision was made. New products, changing demand, implementation results or new evidence can change the sequence. The plan should show which assumptions need revisiting so your team can adapt it deliberately.
A useful next step
Give your search work a clearer direction.
Tell me about your audience, your priorities and the decisions your team needs to make.