Existing content is almost always the fastest way to the top. Pages ranked between positions four and fifteen have already proven their relevance. They usually just lack part of the answer. We analyze which aspects the top results cover that your page does not. We then review the structure and refine the focus to a single keyword. Often, we uncover instances of keyword cannibalization, where two of your pages are competing for the same term. We resolve these by merging or clearly separating the content. Revising existing content is more cost-effective than writing new text and yields faster results because Google is already familiar with the page. For websites with a lot of older content, a systematic review often yields more than half a year’s worth of new articles. If you want to have SEO content written, it’s best to start with what you already have.

The most common reason for poor rankings isn’t the quality of the text, but the wrong intent. Someone searching for a term to learn more doesn’t want a sales page. Someone who wants to buy doesn’t want a how-to guide. We analyze the search results to answer these questions: What types of content are there, how in-depth are they, and what subtopics do they cover? From this, we determine what kind of content your page needs—and sometimes conclude that a topic is better suited for two separate pages. This analysis is the point where search engine optimization diverges from content creation. It takes time before the writing begins and saves you from the situation where a finished text doesn’t rank and no one knows why.

A good piece of content can fall short because of small details. We craft title tags and meta descriptions so that they encourage clicks in search results, rather than simply repeating the keyword. The heading hierarchy follows a clear logic so that search engines can understand the structure. Internal links are given anchor text that describes the destination. Images are given alt text that reflects the content. We also check for structured data where it makes sense, such as in FAQ sections. Each of these points is small on its own. Together, they determine whether a piece of content reaches its full potential or gets stuck on page two.

AI writes quickly, cheaply, and mediocrely. That’s exactly why generated text is everywhere these days—and that’s exactly why it’s no longer enough to set yourself apart. We use AI where it helps: research, rough drafts, and variations. The subject-matter depth, real-world examples, and tone come from our editorial team. For clients who work with AI themselves, we develop prompts, templates, and quality criteria to ensure the results align with your brand. We also continuously monitor how Google and AI search systems handle generated content and tailor our content creation accordingly. Our standard is simple: a text must contain something that a model cannot piece together from the web.

Landing pages are where ranking and conversion must come together. The page is designed to be found for a commercial keyword and then lead to an inquiry. We structure these texts around a clear line of reasoning. The text first identifies the problem, then presents the solution, and explains why you can provide it. The page concludes with a specific next step. In doing so, we take into account where the page fits into the buying process. A landing page for a general search term requires more explanation than one targeting a specific product name. Upon request, we provide multiple versions for an A/B test so you don’t have to guess which argument resonates with your target audience.