Content Strategy London
What is content strategy?
Content strategy is the planning layer that decides what your site publishes, in what order and to what end. For SEO it covers pillar and cluster mapping, keyword-to-page allocation, content briefs, the editorial calendar and the answer-engine optimisation layer that makes pages citable by ChatGPT, Perplexity and Google AI Overviews. Without strategy, content production is just typing.
What our content strategy covers
Pillar and cluster mapping
Every commercial page is a pillar. Every supporting article is a cluster member that links upward. The map shows which clusters exist, which are gaps and which need pruning. Topical authority is built by completing clusters, not by random publishing. The map is the editorial north star for 12 months.
- ✓Pillar inventory across all service lines
- ✓Cluster gap analysis
- ✓Cluster completeness scoring
- ✓12-month editorial map
Keyword-to-page allocation
No two pages target the same primary keyword. Cannibalisation ends on day one. Every keyword sits on exactly one page. Secondary and supporting keywords share pages where intent matches. The allocation is reviewed quarterly and adjusted as intent shifts and new SERP features appear.
- ✓Single primary keyword per page
- ✓Secondary and supporting keyword inheritance
- ✓Quarterly allocation review
- ✓Cannibalisation flagging and resolution
Content briefs
Every brief includes primary and secondary keywords, target word count, H2 structure, FAQ list, internal links and the AEO layer specification. A Dedote brief is 1,500 words on its own. Writers can produce on day one without further direction. Editors review every draft against the brief.
- ✓Primary and secondary keyword list
- ✓Pre-built H2 structure
- ✓FAQ questions sourced from People Also Ask
- ✓Internal link list and AEO requirements
Editorial calendar
Two articles per week minimum, three-day minimum gap, built around your business cycle and the seasonal terms that matter. The calendar is a live Google Sheet, owned by the editor, visible to the client. Publishing cadence is the single biggest predictor of topical authority gain.
- ✓Two posts per week, Monday and Thursday
- ✓Three-day minimum gap
- ✓Seasonal term planning
- ✓Live calendar shared with the client
AEO content layer
Definition blocks, question H2s, original data points, FAQ blocks. Designed for citation by answer engines. AI Overviews, ChatGPT Search and Perplexity all extract these layers. Every brief specifies them. Every page ships with them. Citation rates measurably increase within 60 to 90 days of adoption.
- ✓Answer-first paragraph per section
- ✓Question-format H2s
- ✓Original data points and benchmarks
- ✓Speakable schema on FAQ blocks
Content audit
Every six months we audit performance and decide what to refresh, merge or retire. Refreshing a strong page often beats publishing a new one. Merging two thin pages can lift both. Retiring zombie content with no traffic, no links and no intent saves crawl budget and improves overall site quality.
- ✓Six-month audit cadence
- ✓Refresh, merge, retire decision per URL
- ✓Redirect map for retired content
- ✓Performance lift tracking post-audit
Our content strategy process
Audit current content
Performance, intent match, cannibalisation and gaps. The audit is the baseline for everything that follows.
Build the map
Pillars, clusters, sub-pages and supporting articles. The map becomes the 12-month editorial plan.
Brief and produce
Writers receive 1,500-word briefs. Editors review every draft. Publishing happens twice a week without exception.
Publish and measure
Search Console, GA4 and answer-engine citation tracking. Monthly performance review against the editorial map.
"Strategy is the difference between content that ranks and content that gathers dust."
AEO native
Every brief is built for both Google and answer engines.
Briefs are real
A Dedote brief is 1,500 words on its own. Writers can produce on day one.
British English everywhere
No US tone, ever.