Service
Content & On-Page SEO
Content strategy, information architecture and pages that match what the search actually wants.
On-page work decides whether a page is understood and whether it deserves to rank. That means the right page targeting the right intent, content that covers what the ranking pages cover and what they miss, headings that describe real structure, and an internal link graph that puts authority where it earns something.
- First-page rankings in six monthsSee the case study
- 718 → 3,416
- Click-through rate in 30 daysSee the case study
- +43.6%
Why it matters
What is at stake.
Publishing more rarely fixes a content problem. Pages usually underperform because two of them compete for the same search, because they answer a different question from the one being asked, or because nothing links to them.
Well-structured content is also what AI assistants quote. Pages that answer directly and completely rank and get cited for the same reasons.
Workflow
How the work runs.
Each step builds on the evidence from the one before, and every finding is checked against the live site before it becomes a recommendation.
01
Content audit
Inventory every live page with its traffic, rankings, depth and duplication, and decide for each one: keep, improve, merge, rewrite or remove.
02
Architecture
Organise topics into hubs and supporting articles, assign every keyword to exactly one page, and design internal links so each cluster reinforces its hub.
03
What ranking pages cover
Study the pages that rank for each target: what they all cover, what none of them answer, and the questions searchers ask in the results.
04
Briefs and on-page
Write briefs or the pages themselves, with titles, headings, answer-first openings, FAQs and structured data built in from the start.
05
Publish and refine
Publish in a deliberate order, link new pages into their cluster, and refine titles and content based on how the pages perform.
Results
What it can bring.
- Pages that rank for the intent behind a search, not only its words.
- No more internal competition between pages targeting the same search.
- Higher click-through rates from better titles and descriptions.
- Content that is cited in AI answers as well as ranked.
Typically includes
- Content audit and inventory
- Hub-and-spoke content architecture
- Content briefs and writing
- Titles, headings and metadata
- Internal linking strategy
In practice
How content and structure grew rankings tenfold
A global HR and payroll platform: keywords in Google's top three grew from 95 to 1,025 in six months, on searches worth up to $111 a click.
Common questions
Questions about Content & On-Page SEO.
- Do you write the content or only plan it?
- Either. I can write the pages that matter most, brief your writers precisely, or both. What matters is that every page is built against what the search results show, not against a word count.
- Should old content be deleted?
- Sometimes, but usually not first. Most weak content is better merged into a stronger page or rewritten for the right intent. Deletion is for pages with no value that dilute the rest.
- What is a hub-and-spoke content structure?
- A main page covering a topic broadly, the hub, supported by articles that each answer one specific question, the spokes. The spokes link to the hub and the hub links back, which helps search engines understand the topic and passes authority to the page meant to rank.
- How do you decide what a page should cover?
- By studying the pages that already rank for its target search: what they all cover, what none of them answer, and which questions people ask in the results. The page is then built to match the intent and fill the gaps.
- What is keyword cannibalisation?
- When two or more pages on the same site compete for the same search, so neither ranks as well as one strong page would. It is fixed by merging the pages, retargeting one of them, or making the internal links point clearly to the intended page.
- How important are title tags and meta descriptions?
- Titles are still one of the clearest signals of what a page is about, and both shape whether people click your result. Rewriting them for pages that already have impressions is often the fastest way to gain traffic without creating new content.
Need help with Content & On-Page SEO?
Describe what is happening on your site. You will get a direct answer about what I think is going on, how I would approach it, and whether it is work I should be doing.
Or email directly
hello@ivanseo.com