SEO and content

A content engine is a system, not a calendar.

Most content programmes are a spreadsheet of ideas and a freelancer. What works is a repeatable loop: research, write against primary sources, publish, link, and re-check what went stale.

Book fifteen minutes How we do it ↓

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How we do it

5 steps, in this order.

  1. 1Find the gap, not the keywordWhere your buyers ask something and the existing answers are thin, wrong or out of date. That is the only defensible place to write.
  2. 2Write against primary sourcesOriginal documentation, real data, actual product behaviour. Anything sourced from a competitor's blog inherits their mistakes.
  3. 3Fix the technical floorCrawlability, structure, internal links. Good writing on a broken site is a donation to nobody.
  4. 4Link deliberatelyEvery new piece strengthens something that already exists, or it is a leaf with no purpose.
  5. 5Re-check on a clockNumbers go stale. A loop that revisits old pieces is what separates an engine from a pile.

What you end up with

  • A ranked backlog of gaps with the reason each one is winnable
  • Published pieces written against primary sources
  • Technical SEO fixes made, not filed
  • An internal link graph that is deliberate
  • A re-check loop so old pieces stop rotting

Questions this answers

What people ask before they call.

How do we find content topics worth writing for a B2B SaaS?

Start from the questions buyers ask in the weeks before they buy, then check how well the open web answers each one. The winnable topics are answered thinly, out of date, or only by vendors pitching their own tool. Keyword volume matters after that, not before.

Can an AI content pipeline publish safely on a YMYL site?

Yes, if the gate is stricter than a human editor would be. The engine we run on a VA loan referral site writes against primary sources, checks the build and schema, has an independent agent re-verify every factual claim, and still puts a human read before anything ships. It has shipped 22 articles that way.

Does llms.txt or schema markup get you cited by AI assistants?

The evidence says not much. Published studies found most llms.txt files receive no requests, and pages that added schema saw little change in AI citations. What does line up with being cited is being mentioned on other sites and publishing original, dated information in plain HTML.

Why do old blog posts lose traffic?

Often because the numbers in them went stale and a fresher page replaced them, in search and in AI answers. A content engine needs a re-check loop that revisits published pieces on a schedule, updates figures from their sources, and changes the visible updated date only when something actually changed.

Updated

Copy this into your agent

Find the gaps worth writing into

It will separate the questions your buyers actually ask from the keywords a tool would hand you.

I want to find the content gaps worth writing into for my product, not just the keywords a tool would give me. Work through this with me one step at a time.

1. Ask me what we sell, who buys it, and what they were doing immediately before they needed us.

2. From that, list the questions a real buyer asks in the weeks before they would be ready to buy. Order them by how close to the purchase each one sits.

3. For each question, tell me whether the honest answer favours my product, is neutral, or favours a competitor. Do not skip the ones that do not favour me.

4. Tell me which of those questions are currently answered badly on the open web, and what makes the existing answers weak: thin, out of date, or written by someone who has not done it.

5. Pick the three I should write first and say why each is winnable for a company my size.

6. For the top one, tell me what primary sources I would need to cite to make it genuinely better than what exists.

Where you are guessing about my market, say so instead of guessing.
Works in Claude, or whatever you already use.

The other five

PositioningNobody can repeat what you do. LaunchLaunch day is covered. Week two isn't. Paid acquisitionYou're buying clicks, not customers. Lead generationThere's no repeatable way new leads arrive. Marketing opsYou can't join spend to pipeline.

Tell us what you’re trying to move.

Fifteen minutes, no deck, no prep. If it isn’t a fit we’ll say so on the call and point you somewhere better.

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