My Process

​1: Research & strategy

I start with the business, audience and goal behind the brief. I then research search intent, SERPs, competitors, related queries and content gaps to understand what people are actually looking for.

I use tools including Semrush, Google Search Console, Google Analytics and Google Keyword Planner to inform keyword and content strategy.

2: Plan with purpose

I build content briefs around the topics and questions that matter, considering keyword opportunities, information architecture, internal linking and the wider content strategy.

For larger projects, I look at how individual pieces work together to build topical authority rather than treating every article in isolation.

3: Write for people

I turn the research into content that is clear, engaging and genuinely useful. Keywords are incorporated naturally, with strong structure, appropriate tone and a focus on satisfying search intent — not simply ticking SEO boxes.

4: Optimise & edit

Before anything goes live, I review headings, metadata, internal links, alt text, readability and on-page SEO, alongside the usual editorial checks for accuracy, clarity, grammar and consistency.

5: Measure & improve

Where data is available, I use Google Search Console and Analytics to understand what's working and where there's room to improve. Because good SEO content shouldn't be static — it should evolve with search behaviour, competition and the needs of its audience.