SEO content strategy: plan, write and measure what brings in customers
Which content to publish, in what order, how to write it for Google and AI tools, and how to measure its effect on your revenue: the step-by-step method.
By Léo Chuzel · Published on · 3 min read
Publishing articles “for SEO” without a strategy means filling a blog nobody reads. A content strategy is the opposite: deciding which topics to cover, in what order and in what form, to attract visitors who have a real chance of becoming customers. Here’s the method we apply.
1. Start from your customers’ questions
The best topics come from the field: questions asked on the phone, objections before signing, the comparisons your customers make between several solutions. Supplement them with Google’s suggestions, “People also ask” and Search Console. Our method for finding the right keywords details these sources.
2. Sort topics by intent
- Purchase intent: “SEO agency Marseille”, “website redesign price”. These queries call for service pages, not articles.
- Comparison: “Shopify or WooCommerce”, “SEO or Google Ads”. Honest comparison articles, very effective at convincing.
- Problem: “why doesn’t my website show up on Google”. Practical guides that demonstrate your expertise.
- General information: useful for brand awareness, but lower priority for a small business.
3. Organise by theme
Rather than isolated articles, build clusters of content around your services: a main service page, surrounded by articles that answer the related questions and link back to it. This linking shows Google that you cover the topic in depth, and guides the reader towards your offer.
4. Write for humans, structure for machines
- Answer quickly: the main answer in the first lines, the details afterwards.
- Structure: clear subheadings, lists, tables where useful.
- Prove: concrete examples, figures, client cases, real experience.
- Sign: an identified author, with their expertise, strengthens credibility with Google and readers alike.
- Update: dated content loses ground; review your important articles every year.
This clear structure is also what gets you cited by AI assistants. See our article on visibility in ChatGPT and AI tools.
5. Measure what matters
The number of visits isn’t enough. For each piece of content, track: the queries and rankings achieved, clicks to your service pages, and above all the contact requests or sales it helped generate. An article that attracts few visits but converts well is worth more than a widely read article that brings in no customers.
6. Scaling up
For a website of a few dozen pages, a spreadsheet and Search Console are enough. Beyond that, or in a very competitive market, specialised platforms become invaluable: they identify content opportunities, compare your pages with competitors’, guide the writing and track the impact on traffic and revenue.
How much content should you publish?
Consistency matters more than volume. For a small business, one or two quality pieces a month, well chosen and well linked to your services, give better results than an avalanche of generic articles. And start with your service pages: they’re the ones that convert.
Want a content strategy suited to your business? Our SEO agency builds a prioritised editorial plan with you, from choosing topics to measuring results. To understand the other levers, read our 12 levers to improve your ranking.