Keyword-led content plans
Every piece mapped to a verified search demand before a word is written — the same volume-checked approach used to plan this site’s own pages.
Content and links that earn rankings.
Rankings come from two things: content that deserves to rank, and enough authority for Google to believe it. This service builds both — the way that lasts.
What’s included
Pages & articles, written
Service pages, location pages and guides written for humans first and formatted so search engines and AI assistants can cite them. You approve everything pre-publish.
Links you’d be proud of
Local citations, digital PR, industry mentions and genuinely useful resources, supplemented by a small number of carefully vetted paid placements where they add real value. Quality and relevance over volume — every time.
Internal linking architecture
The most neglected lever in SEO: making your existing pages pass authority to the pages that make you money.
Which links are actually worth having
Not all backlinks help, and some actively hurt. Here’s what I’ll build for you — and what I won’t touch, whatever a cheaper provider promises.
| Link type | Worth it? | Why |
|---|---|---|
| Digital PR & press coverage | Yes — the best there is | Real editorial links from news sites carry the most authority and can’t be bought at scale |
| Industry & trade publications | Yes | Relevant, credible, and they send actual referral traffic as well as ranking signal |
| Local citations & directories | Yes, for local SEO | Modest ranking value each, but they confirm your name, address and phone are consistent |
| Quality guest posting | Selectively | Fine on genuine sites with real readers — worthless on “write for us” link farms |
| PBNs & bulk paid links | No — never | Against Google’s guidelines and a genuine penalty risk. Cheap now, expensive later |
| £5 “1,000 backlinks” packages | No — never | Automated spam. At best ignored, at worst it takes months of disavow work to undo |
If a provider won’t tell you exactly where a link will come from before they build it, that’s your answer.
Why content and links belong together
Most providers sell one or the other. They only really work as a pair.
Content gives links a reason to exist
Nobody links to a services page. They link to the guide, the data, the tool. Publishing something genuinely worth citing is what makes link building possible at all.
Links give content the authority to rank
A brilliant article on a site nobody references will sit on page five. Authority is what lets your content compete against bigger, older domains.
Internal links spread what you earn
One well-linked guide can lift the money pages it points to. Most sites leak this entirely — it’s the cheapest win in the whole discipline.
When this isn’t the right spend
Content and links compound slowly. Sometimes your money works harder elsewhere.
You need enquiries this month
Content is a 6–12 month play. If the pipeline is empty right now, paid search will get you leads faster — and I’ll say so rather than sell you a retainer.
Your site has technical problems first
Publishing onto a site Google struggles to crawl is pouring water into a leaky bucket. Fix the technical foundations before funding content.
You want volume over quality
If the goal is forty thin articles a month, we’re a bad fit. That approach stopped working years ago and now actively signals low quality.
Nobody can review the drafts
The best content carries your real expertise. If no one on your side has an hour a month to sense-check what I write, it’ll read like everyone else’s.
Who it’s for
Best for businesses whose technical foundations are already sound (or freshly fixed) and whose bottleneck is authority and coverage — usually from month two or three of an engagement onwards.
Common questions
Do you buy links?
A mix, weighted mostly towards earned links from content, PR and outreach, supplemented by a small number of carefully vetted paid placements for relevance and quality, not volume. We manage this closely, since indiscriminate paid links carry real penalty risk.
How much content do I need?
Less than content mills suggest. One genuinely good, keyword-verified piece a month beats four thin ones. Volume follows strategy, not the other way round.
How long until new content ranks?
New pages on established sites can rank within weeks; on newer domains, expect 2–4 months as authority builds. Content compounds — the curve steepens the longer you publish.
How many backlinks do I need?
There's no target number — it depends entirely on what your competitors have. Ten genuinely relevant links from real sites will beat a thousand automated ones. I benchmark against the sites currently outranking you and work to close that specific gap, rather than chasing a round number.
What is digital PR and do I need it?
Digital PR earns links by giving journalists something genuinely newsworthy — original data, expert comment, a local story. It produces the strongest links available, but it's slower and less predictable than other tactics. It's worth it in competitive markets; for most small local businesses, solid content plus local citations gets you further per pound.
Do I own the content you write?
Yes — outright, including if we stop working together. Every article, page and asset created for you is yours, and you keep the accounts and logins too. Nothing is held hostage to keep you on a retainer.
Worth reading first
Start with a free audit
Find out whether this is the right work for your website before spending a penny — an honest assessment either way.
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