Content SEO built on what your buyers search.

Content SEO is the practice of planning, creating and maintaining website content so it matches what people search for and ranks in search engines. It covers keyword research, topic clusters, content briefs, writing, internal linking and refreshing pages that lose traffic.

Keyword cannibalisation happens when several pages on the same site target the same search query, so search engines struggle to choose one and none ranks as well as it could. It is fixed by merging pages, redirecting duplicates or giving each page a distinct focus.

Update old content when it starts losing clicks or its facts go out of date, rather than on a fixed calendar. Search Console makes decline easy to spot. Changing only the date without improving the page rarely helps and can reduce trust.

AI-written content is not penalised for being AI-written, according to Google's guidance. It is judged on helpfulness and accuracy like any other content. Unedited AI text is often generic and error-prone, so human expertise, original examples and fact checking still decide whether it ranks.

Topic clusters are groups of related pages built around one broad pillar page, with each supporting page covering a specific subtopic and linking back. The structure helps search engines see depth on a subject and helps readers move between related answers.