University Website SEO: How to Get More Value From Your Content

University websites are huge.

Like sprawling digital labyrinths.

Course pages. Subject pages. Student stories. Research articles. Employability content. Open day information. Industry partnerships. News updates. Resource hubs.

Over time, university website SEO content builds up – often to thousands of pages, spread over dozens – or even hundreds – of departments and faculties.

On the surface, you’d think that thousands of pages must be a good thing. All that space to sell courses to prospective students, dazzle parents with details of accommodation and support services, and showcase awards and research.

But often, the focus is on creating new content rather than getting the most value out of what’s already there.

And my advice, before investing in new blogs, pages and campaigns, is to see what opportunities are being missed with what’s already in place.

Discover more about my specialist education copywriting services.

University websites often feel like a collection of smaller websites

Most modern university websites didn’t emerge fully formed.

It’s more likely they’ve been added to, edited, redesigned and repurposed several times over the years.

It makes sense, of course. The university itself probably reflects that.

New courses. Merging departments. Fresh funding. Changing recruitment priorities. And the hundred other things that need taking into consideration with every new academic year.

And so, like a university, the website becomes a collection of smaller entities living under the umbrella of the institution.

Which isn’t necessarily an issue. Different departments have different needs. And so do the multiple audiences using the website.

It’s only a problem if the site becomes confusing for your visitors.

Prospective students don’t know which department owns a page or which team is in charge of which section. They may be browsing more than one faculty and find it jarring to discover a completely different tone of voice or page structure.

If all they want to know is what placement opportunities their dream course offers, or where graduates have gone on to work, but suddenly find themselves lost in a maze of links, that’s not ideal.

They just want answers.

• Can I do a placement?
• What kind of job could this degree lead to?
• Will I get support?
• What have other students gone on to do?
• Why should I choose this university over another one?

Your site might have these answers already. But if they’re difficult to find or disconnected from the pages visitors are already viewing, you could be losing potential applicants.

It shouldn’t feel like hard work.

To spot the quick wins and easy opportunities to improve your university website content, think like a student.

What do they need to know? And how can you give them the information they need?

How to write your course pages for SEO

Imagine being a prospective student. What’s the first page you’re likely to look at?

A course page.

For many applicants, it’s their first meaningful interaction with your university.

Be honest – are they working hard enough to recruit the right students?

One of the most common mistakes universities make is treating course pages as information pages.

• Entry requirements
• Module lists
• Assessment methods
• Optional electives

Pretty dry stuff on its own.

Important information, of course. But is it enough to convince someone that this course is the right choice over a similar programme at a university down the road?

These are big life decisions. And your course pages play an important role.

Students aren’t simply choosing what they’ll study. They’re choosing where they’ll spend the next three or four years, what opportunities they’ll have access to and, in many cases, where their future career might begin.

That’s why course pages need to do two jobs.

The first? Get students onto your website in the first place.

For some reason, people think SEO only applies to blog content. They’re very wrong.

Having a clear strategy to optimise your course pages is a powerful approach. You’ll attract organic traffic from prospective students researching course titles, PhD opportunities and career pathways that you might otherwise miss.

The second? Persuade them to stay.

Tell them what the course includes, of course. But also show them where it could take them.

If graduates have gone on to exciting careers, talk about it.

If students have access to placements, internships or industry projects, make them visible.

If employer partnerships are one of your strengths, don’t hide them three clicks away in another section of the website.

Use case studies, testimonials and student stories to bring the course to life.

Answer the practical questions.

But don’t forget to inspire the next step.

Build a stronger university content strategy

One of the drawbacks in the march of technology (AI, I’m talking to you) is the rise of the generic website.

If a student lands on a page and it could belong to one of a hundred other institutions, that’s a problem.

So before making any changes, stop.

If it isn’t already clear, establish the values, the brand and the story of your university.

What makes it unique?

What makes studying here a better fit for some people than others?

How will coming to your university add value to a student’s future?

The best university websites absolutely nail this.

Aston University. Real-world impact. Entrepreneurial mindset. Industry partnerships. These themes run through every part of the website.

Loughborough. Excellence in sport. Creating better futures. Athletic innovation. All front and centre of its digital presence.

Others champion social mobility, global communities or sustainable futures.

What do you stand for? And is it visible?

Not just on the homepage.

Course pages. Student stories. Employability content. Open day pages. Accommodation information.

Every page on the website helps prospective students build a picture of your university.

So what do you want that picture to look like?

Read my case study about my work for Aston University.

Make the most of your case studies and testimonials

Humans love reading about other humans.

Stories matter.

If a prospective student reads a case study or relates to a graduate’s story, it can be some of the most powerful content you have.

But often they’re shared once on social media or tucked away at the bottom of a page, out of sight and out of mind.

It’s a wasted opportunity.

Use SEO best practice to help increase your organic traffic, then present your stories in a way that encourages visitors to become applicants.

Use them to:

• Help prospective students understand what a placement actually feels like
• Show where a degree might lead
• Bring employability claims to life

Rather than simply dotting your case studies and student stories around the website decoratively, ask whether they could be used more strategically to support both search visibility and conversion, linking into the university’s wider journey more effectively.

New content can be a brilliant investment.

But the best place to start is often by getting better value from the content you already have.

If you want some help with your university content strategy, get in touch for a chat today.

How Long Does SEO Take to Work? A Realistic Timeline for Small Businesses

Top of the list for questions asked of SEO specialists has to be, ‘How long does SEO take to work?’

I totally get it. I’m a business owner myself. And yes – I’ve finally made that mental leap from freelance writer to running a business.

So, it makes sense, when you’re investing hard-earned cash in an SEO strategy and content service, to want some idea about when it’s going to pay off.

I won’t do the usual ‘how long’s a piece of string’ waffle you see with these kinds of questions.

As a ballpark, most businesses can expect to see signs of SEO progress within 3-6 months. With consistent effort, more meaningful impact usually comes within 6-12 months.

But – and sorry, this is the ‘piece of string’ bit – what that looks like in practice depends on a few things:

• What your starting point is for SEO
• How competitive or niche your industry is
• What sort of shape your current website copy is in
• How consistent you are over time

To name just a few.

These factors aside, the most important point to emphasise is this:

SEO isn’t a swoop-in, fix-a-few-things, then disappear kind of job.

It’s an ongoing investment in your visibility, your content and your understanding of what your customers are actually searching for. And that journey changes as your business grows, your customers shift and Google inevitably moves the goalposts.

What SEO results should you expect in the first few months?

I hate to be the bearer of bad news. But it’s only fair to say that it’s highly unlikely you’re going to log into Google Search Console after month one of your SEO investment and be overwhelmed by a fresh tidal wave of traffic to your website.

Never say never, of course.

Realistically, it tends to happen in stages. Sometimes little bursts of activity. Sometimes little plateaus. But the beauty of this particular investment in your business is that the data is there to help you spot what’s working, what needs tweaking and where your next wins are.

In the first few months, you might see:

• More keywords appearing in Google Search Console
• Increased impressions in search results
• Technical issues being fixed
• New content being indexed
• Gradual ranking improvements for your services

Less hare. More tortoise.

But with SEO, sometimes slow and steady really does win the race.

Getting the basics right at the start of the process might take time, but it’s totally worth it if you’re looking for long-term results.

A website audit is the best place to start when investing in an SEO content strategy.

More website traffic doesn’t always mean more business

When you have a website that isn’t getting found online, it’s easy to focus on metrics like traffic.

Going from 100 visitors a month to 10,000 has to be a good thing, right?

Not necessarily.

I recently worked with a client with a super-gorgeous, super-cool website. And even better – his website traffic was off the charts.

Brilliant.

Except it was just that. Traffic. People landing on the site – and leaving just as quickly.

Not brilliant.

Of course, the process started with the aforementioned basics. And it didn’t take much digging to uncover the problem – lots of historic, more personally focused blog content with inadvertently popular keywords was driving people to the website in their thousands.

The problem was that the content was unrelated to any of the services he offered.

The answer? Quickly repurposing some older content and creating a strong new strategy heavily focused on keywords linked to his business and services.

The outcome?

He’s started to get traffic from organic search for the right keywords for the first time ever.

Within 3-4 months.

See earlier sections on timelines. 😉

And of course, sometimes more traffic – if it’s the right traffic – is also awesome.

Good SEO copywriters ask the right questions

I once started working with a new client, and the message I inherited was:

‘He just wants more leads.’

Now – I get it. We SEO copywriters can be a geeky bunch, and clients don’t always want to hear the ins and outs of jargon-filled reports.

BUT…

The only way clients are going to get more leads is if I understand the business, their commercial goals and which of their services is a priority.

Once I actually had a first meeting with the client and asked the right questions, it quickly emerged that there was a standout priority for the service that needed targeting.

It’s just that no one had asked him before.

That one conversation gave us a clear direction for a new strategy which, of course, is designed to get more leads.

Common mistakes that impact website SEO

There are some common mistakes – that are easily avoided – that can put a spanner in your SEO works.

1. Trying to talk to everyone

Lots of business owners worry that if they focus on a specific audience or service, they’ll miss out on potential opportunities elsewhere.

The irony is that this broad, scattergun approach often has the opposite effect.

Instead of becoming known for something, they end up blending into the background and becoming harder to find for the things they most want to sell.

Make it easy for people – and Google – to understand what you’re best at and who you help.

2. Using ‘quirky’, brand-led headlines

We might love your brand’s personality. But no one’s typing ‘Where Talent Meets Ambition’ or ‘You’ve Found Your Recruitment Unicorn’ into Google.

Soz.

Save your sparkly sayings for somewhere else on the page – just not your H1, your page title or anywhere else doing the heavy lifting for search.

When someone lands on your page, what you do and who you do it for needs to be clear.

Understanding your business shouldn’t feel like hard work.

3. Missing meta titles

If you’re a business owner writing your own website copy, you definitely get a pass for this one. Meta titles are one of those ‘easy if you know SEO’ things.

But now you do know.

Your meta title is one of the clearest signals you can give Google about what a page is about. So make it specific, don’t duplicate it across pages, and align it with your main keyword and page heading.

4. Forgetting about meta descriptions

I’ve had a few conversations with people keen to tell me that meta descriptions don’t matter for search.

Slight eye-roll.

Technically, they’re right. Meta descriptions aren’t a direct ranking factor.

But if your website appears on a search results page alongside nine others, and they’ve got clear, persuasive descriptions while yours doesn’t, you’re missing an opportunity to win the click.

You’ve done the hard work with your SEO keyword strategy.

Don’t let another 160 characters stand in your way.

5. Blogs. Blogs. Blogs. Or lack of them.

Don’t listen to the haters.

Regular blog content is still one of the best ways to show Google who you are, what you do and what you know.

Blogs give you a way to answer the questions your potential clients are already searching for, strengthen your SEO keyword strategy and build trust around your services.

What’s not to love?

Oh – and top tip. If you’re putting all that effort into publishing regular content, don’t forget to link back to the key pages and services on your website.

You can find out more in my blog about… small business blogs.

So, how long does SEO take to work?

Annoyingly, the answer is still the same.

I know. 1,500 words later – but hopefully the reasons why are a little clearer.

As we established at the start, usually you’re looking at 3-6 months before seeing real signs of movement and, realistically, 6-12 months for more meaningful results.

Sometimes it’s much quicker.

But beware of anyone promising to get you ranking on page one of Google in four weeks. Or six. Or, in fact, anything within a short and suspiciously specific timeframe.

It’s a journey, and the work along the way matters.

Knowing which pages are getting traction.

Spotting keyword trends bringing in the right – or wrong – traffic.

Spotting opportunities in your existing services you’d never seen before.

Or realising you need a new tactic for your priority offer.

Maybe the data flags up a whole content topic you can explore to your advantage.

It does take effort. And time. And patience.

Thanks, Google.

But when you get your SEO strategy right, the payoff can make it all worthwhile.

And if you don’t have the time, energy – or patience – to do it yourself, then maybe it’s worth investing in an SEO service that can help you.

Not a dodgy backlink offer and a blog sponsored by Claude.

The most valuable support system you can have is someone who understands your business, asks the right questions and is invested in helping you achieve your goals.

Because getting people to your website is one thing.

Getting the right people there – and giving them a reason to stick around – is where the magic really happens.

But that’s a whole other story… and blog.

Want to talk more about all things websites and SEO strategy?

Get in touch today and book a call.

SEO timeline FAQs

How long does SEO take to work?

Most small businesses can expect to see early signs of SEO progress within 3-6 months. More meaningful results often take 6-12 months, depending on your website, competition and how consistent you are.

Can SEO work in one month?

You might see some early movement within a month, especially if there are obvious issues to fix. But one month is rarely long enough to judge whether an SEO strategy is working.

Why is my website getting traffic but no enquiries?

Usually because the traffic isn’t quite right. You might be ranking for broad, irrelevant or informational keywords that attract visitors but not potential customers.

Do blogs still help with SEO?

Yes. Regular blog content can help Google understand what you do, answer the questions your customers are searching for and support your main service pages.

Is SEO a one-off job?

Not really. You can absolutely do one-off SEO fixes, but the strongest results usually come from ongoing work: reviewing data, improving pages, publishing content and adapting as search changes.

Is Your SEO Agency Giving You Value for Money? How to Find Out

SEO is one of the only services I can think of where businesses invest big chunks of cash every month without feeling confident about what they’re actually getting in return.

This blog is going to check out some red flags it’s worth investigating, why SEO reports don’t always tell the full story – and most importantly, help you work out whether your SEO service is helping you achieve your business goals.

Key takeaways

• Not all SEO services look the same.
• Good SEO often involves work you can’t see.
• Ask questions before assuming you’re being ripped off.
• The real SEO red flags to look out for.
• A good SEO provider should explain what they’re doing and why.

Am I getting ripped off by my SEO agency?

A real question a friend asked me recently.

SEO services and offers are something I’ve covered recently on LinkedIn – and something I want to address properly. I have had a couple of mildly ranty episodes after taking on new clients recently – this is true.

However, although there are some absolute grifters out there in the world of SEO, the same can be said of many industries.

My issue was not with the SEO industry and professionals at large, but instead just a good old baked-in sense of Yorkshire outrage when someone doesn’t get what they paid for – whatever that service might be.

And so… in answer to that question, I had to say:

“Maybe. But maybe not.”

Because different agencies have different packages. Some SEO services have a technical approach. Others – like mine – have copywriting and messaging at their core.

So the question isn’t about what is included in the service – it’s whether it’s helping you achieve your commercial goals.

What’s included in a good SEO service?

This is where things can become interesting.

On the one hand, there are some non-negotiables.

Before a strategy can kick off, there has to be an audit of your website for technical and on-page SEO issues – along with getting clear on what’s working well and what the priority actions are.

After that, a good SEO service should usually include:

• Understanding your commercial goals
• Keyword and search intent research
• Reviewing your existing content and website structure
• Making clear recommendations for improvement
• Monitoring Google Search Console and analytics data
• Reporting back on a regular basis

But not every SEO service will look the same – and that’s okay.

One provider might focus heavily on technical SEO. Another might offer strategy but not content writing. Another might include a backlink strategy and digital PR. Another might focus on website copy, content strategy and monthly blogs.

Every package doesn’t need to look the same.

But the one you’re paying for should be the right fit for your business, goals and where your website is at right now.

If you know what you’re getting, are happy with the cost, and can see results happening (even if you don’t really understand SEO) – brilliant.

Why it can be tough to judge your SEO service

First of all, let’s get it out there straight away.

There are LOADS of brilliant SEO superstars out there – from Nikki Pilkington and Alice Rowan to Mark Williams-Cook and Jack Chambers-Ward.

They are all over LinkedIn, offering excellent free advice and writing quality blogs to help business owners with their website SEO mission.

And, it’s important to say that SEO is 100% a service where loads of work is invisible and behind the scenes. It’s not a neat deliverable like a new website or a content campaign.

If you’ve seen me on my hobby horse about a handful of poor SEO peeps and have had a moment of panic – fear not.

Just because you can’t see exactly what’s happening behind the scenes, it doesn’t mean you’re getting ripped off. There may well be a hive of activity going on across analytics, on-page optimisation and long-term strategy.

But if you are worried, there are a few easy ways to investigate and feel more confident about your SEO service.

Worried about your SEO service? Don’t panic – check this list first.

If you’re not sure what you’re paying for – and what’s supposed to be happening in return – there could be a few things at play.

And one of those things might simply be not having enough information yet.

Easily solved (hopefully!).

Some of the things you might be a bit fuzzy on:

• Getting reports full of numbers – but you don’t really know what they mean. And don’t want to look stupid, so you don’t ask.
• Your traffic’s through the roof, which was the goal – but no change in enquiries, which is confusing.
• You saw the strategy when you signed up, but you’re not sure what’s happening with it right now.
• You know you pay a chunky invoice for SEO every month – but you can’t really explain what it’s for.

All normal. And all fixable.

You just need to ask a few questions. And no – you won’t look stupid.

• Can you outline what’s been done this month?
• Can we have a chat about the initial strategy and where we’re at?
• Can you give me an overview of what the data means on my report?
• What improvements did we see last month?
• What’s the focus for the next quarter?

Easy-peasy – and any good SEO agency will be happy to answer the questions and set your mind at rest. In fact, they’ll probably love the engagement and have a really useful chat with you.

You might find out that there’s a tonne of good stuff going on behind the scenes that just hadn’t been explained. Or that those reports were amazing and full of useful insights – but because they were confusing, you stopped opening the emails every month.

The strategy might have been implemented two months ago – and what’s called for is just a bit of time and patience to see the impact.

Whatever the outcome, it’s probably a sign that communication needs to improve. And your questions might give them the nudge they need.

SEO agency red flags to look out for

Like any industry, there are always a few grifters out there, happy to take your money and do the bare minimum (like bugger all) in return.

If you are worried, and you’ve tried to ask the questions in the previous section, then it might be worth taking a closer look at your SEO service and what you’re paying for.

There are a few red flags that need to be checked out:

• You get a screenshot or brief table of numbers that have no context, explanation or next steps.
• You don’t know what work has actually been completed – and it’s hard to get a direct answer.
• You’re paying for content to be written but your blogs are thin and straight from the mouth of ChatGPT.
• There is a focus on rankings but no discussion about enquiries, leads or commercial goals.
• Recommendations are vague, repetitive or never seem to turn into actions.
• Nobody can explain what is being worked on now and what will happen next.
• You’ve been promised overnight page-one rankings – or any sort of instant results.
• You’re paying for backlinks but have no idea where they’re coming from or whether they’re credible.
• Your website hasn’t changed in months but you’re paying for on-page optimisation.
• You feel silly asking questions because they use vague techy jargon in their answers.

A good SEO provider should be able to answer your questions in plain old normal English.

And remember – no SEO specialist is a magician.

• They can’t guarantee results.
• They can’t control Google updates.
• They can’t guarantee GEO visibility.
• They can’t make anything happen overnight.

But at the very least they should be able to show you what they’re doing, why it matters and what needs to happen next.

If they can’t, then yeah – that’s absolute red flag territory.

Not all SEO services are created equal – and that’s OK

This was never going to be an anti-industry SEO tirade. There are too many great professionals out there to do that.

Some services have more technical input and focus. Some are more content-focused. Some are all-rounders and some are specialists.

All good.

I’m not anti-SEO – I’m just anti-grifter.

Maybe you were worried about getting ripped off but actually just:

• Didn’t understand the strategy
• Didn’t understand the goals
• Didn’t have full visibility of work done and next steps planned

If you’ve read this and it prompts you to ask a few useful questions that make you feel a bit happier about what you’re paying for, then great stuff. Mission accomplished.

A rubbish service and rubbish communication are two different problems.

And one is easier to solve than the other!

Fancy a chat about your SEO and business goals?

I’m Victoria Burton, an SEO copywriter and content strategist helping businesses like yours get clear about what’s working on their website, what isn’t, and what needs to happen next.

I don’t get paid to write words – I get paid to help you achieve your goals.

Read more about my SEO content strategy service.

Think you might need an SEO audit?

If you’re paying for SEO and are still worried about what you’re getting in return, why not check out my website audit?

You’ll get a detailed picture, in plain English, of where your website is at right now – and how you can improve it.

And if you decide to sign up for my SEO services within 12 months, the cost of the audit is deducted from your first invoice.

For a no-stress, no-commitment chat, get in touch today.

How Much Does SEO Copywriting Cost? (And Is It Worth It?)

Why do we all hate talking about money so much?

We don’t ask about costs. We hate saying our fees and charges out loud. And not many websites offer transparent pricing.

But if you’re a business owner you’ve probably wanted to ask the questions:

How much does SEO copywriting cost? And is it worth it?

It’s a fair question. If you look at the rates on Upwork or Fiverr and start comparing them to the rates (allegedly) charged by the hustle bros on LinkedIn, you’ve probably got a difference of thousands of pounds a month, from paying £50 per AI-generated blog post, up to four figures a month for an all-singing-all-dancing SEO strategy and content service.

The problem is that most SEO packages and guides focus on word counts, reporting and generic deliverables. What they don’t really help with is understanding how that investment will actually help you achieve your commercial goals – and make some money.

Because when it comes down to it, you don’t invest in SEO because you love publishing blogs. You do it because you want your business to get seen, make sales and grow.

It’s probably time to stop being scared of talking about money – and get clear on what an investment in content costs and what you can expect in return.

Why SEO copywriting services vary so much

The keyword here is service.

Not writing. Not blogging. Not reporting.

Let’s say you want to publish a weekly blog and you’re looking at how much that blog will cost.

Whether that’s a £50 (cough – AI) blog or a written-by-a-human masterpiece, it’s not just the quality of the writing that matters.

Writing great content is part of the job, of course – but it’s not an SEO strategy or service. Far from it, actually.

Good SEO content also involves:

• Understanding search intent
• Keyword research
• Competitor analysis
• Structuring content for Google – and humans
• Internal linking that makes sense
• Research and subject knowledge
• Editing and optimisation

Sometimes the biggest difference between a £100 blog and one that’s £500 isn’t the word count. It’s the SEO strategy and thought process that put the ideas together before the first header is written.

What are you actually paying for with SEO?

A lot of business owners know they ‘should be doing SEO’. They’ve read it on LinkedIn, or were told so by their website guy

But it’s one of those things that can get handed over to an ‘expert’ without much discussion. Because – let’s face it – unless you’re a bit of a nerdy wordy content geek (hello!), SEO isn’t the most riveting conversation topic for most people.

Traffic, data, impressions, bounce rate… snooze.

BUT… they also know that when SEO is done well, it helps their business. It gets leads. Makes sales. Generates profit. All the good stuff.

And that’s the point of good SEO.

People don’t pay me because they need to fill up their blog pages.

They want to get more people to their website, raise the profile of their offer, boost sign-ups to a course, or simply make more money.

Whether I’m writing for a leading university, an EdTech company, a SaaS business or a small local enterprise, content is always written to support a tangible business objective.

My actual job is helping people achieve their goals.

I just happen to do it through words.

What do businesses actually spend on SEO content?

Obviously, if we all lived and worked in a dream world where money was no object, I’d be telling every business out there to invest big chunks of cash into my SEO strategy and content retainer services.

But that’s not where every business is.

If you’re a start-up or small organisation and the budget is tight, spending money you can’t really afford on an expensive monthly service isn’t possible – or practical.

And not every business needs a huge monthly retainer.

Start with your goals. Your budget. And where your business really is – right now.

Then you can start to work out the right level of investment.

We can look at a current client as an example.

Initially, they just wanted to understand where they were at and get some advice on what the next steps should be.

The best option for them and their budget was a one-off fee of £400 for an audit, report and a clear, focused action plan and recommendations, some of which they could implement themselves without spending more money.

Read more about my website audit process in my blog – and use the checklist to get started.

From there, we moved onto a £500 per month package that includes:

• Ongoing SEO support
• One optimised blog per month
• Performance reporting
• Strategic recommendations

They feel happy and secure at this level of investment and are already seeing some momentum. It’s likely they will step up their investment in SEO when they’re ready.

At the other end of the scale, I have bigger clients that invest between £1,000 and £1,500 per month, or spend £4,000–£5,000 on an SEO-driven content campaign.

These organisations usually have SEO firmly embedded within a wider marketing strategy. They need multiple blogs, content planning, meaningful reporting and support across different channels.

The amount a business spends on SEO should depend on its size, budget, ambitions and commercial goals.

A good content strategy is more than just SEO

A good SEO strategy is worth investing in at the right level for your business.

But the strongest content strategies don’t stop at Google.

They also think about how you show up elsewhere – particularly on LinkedIn, where you can develop a personal brand and stand out clearly in your industry.

I work with clients who invest in SEO content for their business website, then use LinkedIn strategy and thought leadership to take their profile to the next level.

Depending on the client’s goals and budget, that might involve:

• Content planning
• LinkedIn strategy
• Ghostwritten posts
• Profile optimisation
• Monthly reporting and reviews

Some clients invest a few hundred pounds a month. Others significantly more.

As I said earlier, you’re not really paying for words.

You’re paying me to help you achieve your goals.

So is SEO copywriting really worth it?

In my experience, yes.

But I would say that, wouldn’t I?

Luckily, you don’t need to take my word for it, because the beauty of good SEO is that it’s backed up by cold, hard data.

You can track the success of an SEO strategy, identify what’s working and what’s not, and adapt it to make sure it’s always moving in the right direction.

Every blog isn’t guaranteed to generate enquiries, but over time, good content compounds.

Evergreen content like a guide or whitepaper can attract traffic for years after publishing. A well-planned library of content establishes you as an authority in your industry and can improve the performance of your website as a whole.

I’ve worked with organisations in education, higher education, SaaS and technology where content forms the foundation of a strong marketing strategy. It talks to the right people, answers important questions and builds trust before a sales conversation ever happens.

Like any investment, it’s about what you get out of it.

If a software company wins a contract worth £50,000 every year, all of a sudden that £1,500-a-month investment starts to look very reasonable.

If a university sees applications increase thanks to optimised course pages and supporting content, it’s clear that the investment has delivered value.

The challenge is remembering that SEO is a journey, not a one-off investment. The businesses that see the strongest results are the ones that commit to a consistent strategy over time and trust the process.

Read my case study for Access Education to read more about my SEO driven content campaign work.

What should you ask about SEO copywriting?

Instead of asking:

How much will SEO copywriting cost?

Try reframing it.

A better question is:

What return am I hoping to achieve from this investment?

If one blog costs £100 but never generates a visit, enquiry or sale, was it actually worth anything at all?

But if your content costs more and helps you win a client worth thousands of pounds, things suddenly look very different.

If you’re looking into SEO copywriting services for your business, don’t be afraid to ask questions that go beyond deliverables and monthly reporting.

Think about what you want to achieve – and ask how a content strategy will help you do it.

The best SEO strategy starts with your goals in mind.

Need help with your SEO content?

Whether you’ve already got a strategy but don’t know much about it, or you’re exploring SEO content services for the first time, take a look at my SEO content strategy service. And if you have any questions, get in touch for a chat.

What Makes Education Copywriting Different?

Education copywriting? I mean how hard can it really be?

After all, we’ve all been to school. And lots of us went to university. Some of us even have our own kids at school now – what more do we need to know… right?

It’s one of those topics that feels so familiar to people, that there can be a LOT of armchair experts making assumptions about what it entails.

‘Just write a few blogs about teaching.’

Or ‘See what’s going on with school funding and post that somewhere.’

So far. So easy.

But… unfortunately (or perhaps fortunately for me and my business), being familiar with the inside of a classroom and checking term dates on the official school website, does not an education copywriter make.

It’s one of the reasons I now specialise in education copywriting and content strategy for schools, universities, edtech and education-focused organisations — helping brands communicate more clearly with the audiences they actually need to reach.

So… what does?

Well – definitely not chucking in the latest buzzwords in the hope that some of them get picked up by Google. ‘Student-centred approach’ and ‘teacher retention rates’ might actually be meaningful – but only in the right context. And only when that usage comes from a place of understanding.

I can tell you without missing a beat, that anyone working in education will switch off from generic marketing waffle without a second thought.

Because when you see stories about teachers being busy, colleges being underfunded, and senior leadership teams being blindsided by budget cuts, they can sound like just words.

But if you have been part of that world, you know they are not just words.

You know how overwhelming the workload can be.

You know how skewed the media representation of education often feels.

And you know how challenging it can be to keep children and young people front and centre of your decisions while firefighting on every other front.

That’s the bit that is hard to understand from the outside.

And so the challenge of being an education copywriter is to create a message that says something that someone working in the sector needs to hear. A message that understands that no matter what, the students and their well-being, their goals and their aspirations have to come first.

Education audiences are tough to narrow down

I spent fifteen years in schools as a teacher, leader and child protection officer. I worked in state-maintained schools and academies, and witnessed the journeys of multi-academy trusts as they emerged.

It didn’t take me long to understand that the pressures of the education system are multi-faceted. And that the different audiences associated with any one school or trust often have competing – or even conflicting – priorities and challenges.

A school website, for example, needs to work hard on different fronts.

It might need to:

• reassure a nervous Year 7 parent
• attract prospective staff
• communicate important safeguarding information
• support student recruitment
• satisfy statutory requirements
• showcase results and achievements
• explain learning plans and a varied curriculum clearly

All at the same time.

As anyone in education knows, good communication is not about sounding clever or impressive. It’s about helping people feel informed, reassured and understood – whatever their questions, priorities or individual needs.

And education copywriting is no different.

You can usually spot someone who’s been in the classroom

Some of the best education copywriters I know have been teachers.

Harsh? Maybe. But it makes sense.

And how do you recognise copy written by those of us who have been in the trenches?

(Wartime metaphor used very much on purpose.)

Well, it’s because we know exactly what life is like when you work in a school.

Yes, I loved teaching. Yes, I adored working with teenagers – especially the challenging ones. And yes, it was a total joy to see those kids grow up, thrive in my subject and head off to exciting next steps.

That’s what teaching should be all about.

But at the same time:

Was the workload overwhelming? Absolutely.

Was there enough funding to support pupils’ needs effectively? Nope. Followed by an eyeroll.

Was working in a constantly changing academy culture challenging? At times. See above – more eyerolling.

And did I feel as though there was a healthy balance between what I could give the children in my classroom and what I could give my own children at home?

Unfortunately, no.

And ultimately, that was one of the reasons I left teaching.

So yes – I understand teaching. The highs and the lows. The motivations and the pressures. The teachers. The parents. And of course, the children.

As an education copywriter, that gives me a deep understanding of why it’s all so important – and why it can be so very challenging.

What I can say with absolute certainty is that polished, bloated content has no place in education marketing.

No-one has time to read it, for a start.

Instead of ‘unlocking potential’ or ‘elevating the ever-evolving education landscape’, make your writing matter.

Talk to the pressures of the profession. Offer support that will make life easier and outcomes better. Say something useful, in a clear and human way.

That’s what good education copywriting should do.

Education content is all about timing

Lots of sectors have seasonal trends. Hospitality has Valentine’s Day and Christmas. Retail has summer and winter collections.

In education, content marketing doesn’t just follow seasonal trends. It is – or should be – planned carefully around the annual academic cycle.

Open events. Induction days. Admissions. College applications. University applications. Clearing. Exam season. Results day. September recruitment. Student finance deadlines. Teacher recruitment windows. Academic calendars. Parent communications.

And how your audience feels changes throughout the year too.

How a Year 7 parent feels on the first day of ‘big school’ is different to how a Year 9 parent feels when it’s time to pick GCSE options. And different again to how a Year 11 parent feels on results day.

The messaging strategy changes from primary to secondary, from colleges to universities, and across every stage in between.

A university campaign during Clearing is completely different from a long-term brand awareness piece.

Even SEO strategy shifts depending on where audiences are in the academic cycle.

So, in reference to the start of this blog, education content strategy is not just about ‘posting some blogs’.

The best education strategists and copywriters consider timing, audience and priorities within the sector they work in.

Read my blog to find out why it’s better strategy – not more content – that matters in education.

Education messaging really matters

The experiences I had as a teacher and child protection officer, working with some of the most vulnerable young people in the country, will never leave me.

Working in education carries responsibility.

As a teacher or school leader, the work you do every day – and the relationships you form with young people and their communities – have a direct and powerful impact.

As an education copywriter, you need to understand and support the communication between schools, colleges, children and families.

Your message has to be clear, trustworthy and inclusive.

Even in further and higher education, where learners may be adults, there is still a responsibility to offer the best experience possible to those in your care.

There is always a place for creativity in content and marketing, but not at the expense of accessibility and understanding.

Particularly when topics involve wellbeing, safeguarding, inclusion, SEND support or student outcomes.

That awareness shapes the way I approach education writing now, whether I’m working on website copy, campaigns, SEO content or strategic messaging.

We Are Futures | Social impact campaigns that actually connect with schools

The client: A brand and social impact agency

We Are Futures works with The National Schools Partnership and major brands including Unilever/Dove, NatWest, Rexona/Sure and Southern Water to create social impact campaigns, educational events and resources for teachers, schools and young people.

The work: Campaign copywriting, landing pages and email sequences

I worked extensively on campaigns for NatWest’s MoneySense and CareerSense programmes, the Dove Self-Esteem Project and Body Confidence programme. I also created landing pages and social media copy.

The goal across these campaigns was to encourage sign-ups and downloads for free resources and lesson plans tackling issues facing young people today.

How my teaching background helped:

The biggest pressures facing teaching staff are time and workload. Any messaging aimed at schools has to recognise that quickly, clearly demonstrating both the benefit to students and the ease of engagement for staff.

Having worked in schools myself, I understood:

• academic calendar pressures
• timetable constraints
• safeguarding sensitivities
• staff workload
• how teachers engage with external resources
• what makes schools trust a campaign
• the importance of making resources genuinely usable

The work was shaped by a clear sense of practical classroom value, ease of use within the current education framework and academic calendar, and accessibility for both teachers and students.

Read my case study for my work with We Are Futures.

Aston University | Making higher education messaging more human

The client: A leading UK university

I’ve worked with Aston University across a wide range of projects including alumni case studies, editorial features, heritage and anniversary content, campaign materials and strategic university messaging.

The work has involved taking often complicated ideas or wide-ranging material and creating human stories that were part of the university’s mission and journey.

The work: Editorial content, university storytelling and campaign copy

Projects included:

• Interviewing inspirational alumni who have created real-world impact and writing their stories for the Aston Made campaign.
• Researching Aston’s rich history through interviews with historians and archivists to create physical and digital copy for a heritage trail across the campus.
• Compiling material from a range of sources, copyediting and writing a commemorative photography-led coffee table book, celebrating the 60th anniversary of Aston’s Royal Charter.

Much of the work focused on highlighting real student and graduate journeys, alongside Aston’s wider mission around employability, innovation and real-world impact.

How my teaching background helped:

One of the challenges with higher education content is balancing professionalism with personality.

Universities often have incredible stories to tell – and a vision that sets them apart from their competition but institutional, dense, and academic language can cloud the power of the messaging.

My background in education helped me understand:

• how students and families engage with educational institutions
• the importance of accessibility and clear communication
• the pressures and anxieties students face when making life-changing decisions
• how to create strong brand-led narratives that make the institution unique in its mission and identity

The work was always shaped by the understanding that education is ultimately about people, opportunities and outcomes – not just statistics and rankings (although Aston excelled in these as well!).

Read my case study for Aston University.

Access Education | Creating an edtech campaign that actually spoke to schools

The client: A software and technology provider, with an education-focused solution

Access Education creates software solutions designed to support schools, colleges and education providers across areas such as communication, administration, student engagement and operational management.

I worked on a major campaign focused on education software and AI tools for multi-academy trusts.

The work: Campaign messaging, SEO content and strategic education marketing

The campaign included hero messaging, flagship guides, planning and writing SEO content, nurture emails, website copy, downloadable resources and strategic content planning.

The challenge was not just explaining what the software did, but communicating why it mattered to growing multi-academy trusts.

How my teaching background helped:

One of the biggest mistakes in edtech marketing is focusing too heavily on product features without fully understanding the day-to-day realities of schools and colleges.

Schools are not looking for software because it sounds ‘innovative’.

They are looking for solutions that:

• reduce workload
• improve communication
• save time
• support staff
• improve outcomes for students
• work realistically within existing pressures and systems

Having worked in education myself, I understood:

• the operational pressures schools face
• how difficult change management can be within education settings
• the importance of trust when schools invest in external providers
• how education staff evaluate products and resources

I created a campaign strategy and content that spoke to real challenges faced by staff and leaders in growing multi-academy trusts.

Read the case study for Access Education.

No longer a teacher. Still invested in education.

I loved being a teacher. I loved working with young people. And I still believe in working hard to make sure the system is set up to support those who need it most.

I’m still invested in education. No question.

Like most ex-teachers, my reasons for leaving education were complicated – but not caring was never among them.

So now, in my new career as a copywriter and content strategist, getting to work with clients in the education sector is the best blend of both worlds.

I still use my communication skills to help people access the world of education.

But instead of boisterous boys learning to love Macbeth, it’s creating website messaging for a college that will speak to students in areas that are often forgotten.

Or writing inspirational case studies of normal students who went on to change the world.

And engaging teachers with resources and programmes that address challenges of mental health and real-world problems.

Good education copywriting, like good teaching, is – at its heart – about understanding people and helping them achieve their goals.

Contact me to talk all things education copywriting and content strategy.

How to unf*ck your online profile

Top tips for attracting the right audience on LinkedIn (and Hinge)

Between my long-standing love of all things LinkedIn and my diehard dating habits, I’ve become something of a connoisseur of online profiles.

I’ve seen them all. The good. The bad. And the… well, you get the picture.

And ironically, it’s the picture we’ll be starting with – when we get down to the business of unf*cking your online profile and unpicking the digital disasters standing in the way of real results (and, potentially, actual romance).

Now, to be clear, these little dating digs and LinkedIn eyerolls come from a place of love. It’s tough out there (I know this to be true). But when you try to please everyone – all the time – and say all the things you think you should be saying instead of what you really want to say, you end up saying nothing at all – and to no one in particular.

Not great. But always fixable.

Let’s look at the potential pitfalls of establishing an online profile and spot the easy wins when it comes to attracting your ideal audience.

When it comes to your pic… pick carefully

It’s hard to pin down exactly what that perfect profile pic actually is. But it’s actually pretty easy to tell you what it definitely isn’t.

And if you want to be taken seriously in your digital world, then your profile picture should probably not be any of the following:

• Your kids
• You as a kid (no one wants to see you in a school uniform)
• You and your ex-wife with a sticker over her face
• A snap from 20 years ago which is glaringly apparent
• A motorcycle helmet
• Your dog
• An AI filter or cartoon graphic
• One where you are so far away your face could be mistaken for a speck of dust on the screen

I get it. We all look at pics of ourselves and see the faults and flaws – instead of the fabulous facial features that make us who we are.

This is not America’s Next Top Model.

Take a breath. Take a pic. And take the pressure off. The goal here is not perfection – it’s presenting the real you to the world.

Because whether you’re selling a service, baring your soul, sourcing connections or seeking chemistry, the secret ingredient is the same – being human, being yourself, and being willing to show it.

Invest in yourself

And no – this isn’t some sneaky pitch-slap where I’m telling you to part with your hard-earned cash in order to meet your match.

You don’t need to spend money to get the most out of your online profile – but you do need to invest some time in it.

If you can’t do that, what does that tell your audience?

It’s a cliché, I know, but in this world – whether IRL or URL – you get out what you put in.

If the man or woman of your dreams happens upon your page one evening, open to opportunities and ready to meet their perfect partner, and is met with six identical photos or ‘Ask me’ pasted into every single prompt… what exactly does that say about you?

You want to find love, but you don’t think you should have to make any effort?

And if the client who puts the ‘ideal’ into your ICP lands on your LinkedIn profile – only to see a mugshot from office photo day 15 years ago and a wasteland in your posting section – how exactly are they going to know they’ve just had the good fortune to cross paths with the best copywriter or plumber or accountant (delete as appropriate) they’re ever going to meet?

People want to feel like they’re worth the effort.

And they are.

Show them you’re serious – and get investing in your image.

For the love of God… stop trying to blend in

As a wise woman (me) once said:

‘Beige babes get no love. Or business.’ Or something like that.

I forget the exact words – because beige is so f*cking BORING.

Why would you want to blend in when you have the chance to stand out? To be your weirdest, wildest, most wonderful self?

Our common traits are not what make us so bloody fabulous – it’s our quirks and oddities, our passions and obsessions – that make us just a little different. And just a lot special.

If your bio is a copy and paste from a hustle bro, or your writing puts the I in AI, then who even are you?

And how will anyone notice you when your mission is to be missable?

Are you ‘delighted to announce’? And are you really ‘passionate about synergy’?

Really?

Dig deep. Be brave. And embrace the cringe.

What’s the best that could happen?

Put your quirks to work

I’m a bit obsessed with the world of online dating – you may be aware of this.

And as a result of a light-hearted comment on a LinkedIn thread about padel, I was asked to write a dating article for a national magazine.

Someone read the article, thought it was funny, and ended up giving me a contract writing emails because they liked my style.

That is the point.

Putting your vibes out in the world will always lead to good things. Because it’s authentic. Also, I apologise to the world in general for the use of ‘authentic’. I’ll try not to let it happen again.

If you’re an accountant who happens to love ballroom dancing – get it out there.

Single mum who happens to run ultra-marathons? It’s got legs. Sorry again.

Did your entire life change in a moment as a result of a diagnosis, drama or divine intervention? Divulge it.

In a world where fitting in is such a focus, change the angle.

The thing you think is irrelevant or mildly embarrasing could be the very thing that someone out there LOVES about you.

Get confident (or maybe even pretend a little)

Being proud of your achievements and saying so out loud does not make you a dick.

It tells the world you are confident and clear on what you offer.

This applies to everyone, of course – but especially women. There’s no shortage of research on this, from Harvard in the US to the Young Women’s Trust in the UK. Again and again, the evidence shows that women often feel uncomfortable sharing their achievements because they worry it looks like ‘showing off’ – while men are more likely to be seen as confident when they talk about success.

WTAF.

Pack this in immediately.

Whether you’ve set up a new business, got a PhD in Contemporary Literature, completed an Ironman or finally taken the leap into a new venture you’ve been thinking about for years – that shit is cool.

And you should be proud of it.

And yes, you should be telling people.

Mate… why so angry?

Ah, my old friend off Hinge, Ranty Craig. This one’s for you… and all your angry internet mates.

If your dating profile leads with:

‘You should not go out with me if you’re a nob.’
‘Don’t waste my time.’
‘I’m convinced all women are up their own arse.’

Then, I hate to break it to you, but you’re giving off all the bad vibes. And you’re highly unlikely to attract anything resembling positive energy into your livid little life.

And in the same vein, if you’re on LinkedIn and all you do is get angry at the algorithm, call other LinkedInners losers, or generally shout into the corporate void… you’re more likely to repel your audience than draw them in.

It’s fine to be vulnerable. It’s OK to be real.

But if your entire identity is fuelled by a general sense of ferocious negativity, it’s probably time to reassess what you want your content to actually do for you.

Is your profile working for you?

Listen. We all want to meet our perfect match – right?

And I get it. It can feel like a slog at times. But like most things in life, when it comes to perfecting your profile, you get out what you put in.

Whether it’s business or personal, IRL or URL, content or energy – you have to put time and effort into making sure your ideal audience really sees you and understands why you’re worth it.

So take a long and brutally honest look at the online version of you.

Is it telling the world the right things?

If not… it’s time to get to work.

And if you need a helping hand – get in touch for a chat.

SwipeWrite: content that attracts the right audience.

Do I need a website audit? How to tell if your website is actually working

Over the last 3 months, I’ve had many conversations about websites – and their performance – with friends, clients and potential customers. And after a chat about SEO (or the absolute lack of it, in most cases), and a few quick questions from me, most people end up asking:

‘So… do I need a website audit?‘

But they don’t sound totally convinced.

Which makes sense – because they’re not entirely sure what that actually is.

They’ve ‘looked into SEO’.
They’ve seen the term website audit mentioned as a good place to start.

But beyond that – along with everything else SEO – it all feels a bit… vague.

• “Is it really technical? Will I even understand it?”
• “Is it going to be expensive?”
• “What if my site’s a total disaster — and I have to start again?”
• “Is it even necessary?”

But the only question that really matters is:

“Is my website actually working… or not?”

What people think a website audit is

There’s a bit of a perception that a website audit is:

• very technical
• quite overwhelming
• something only big companies need
• going to be a big list of things you got wrong with your website (embarrassing)
• or the first step before a full rebuild (terrifyingly expensive)

Understandably it just becomes one more barrier, used to delay actually getting started on that SEO strategy (which you’ve been talking about for two years).

But in reality, a website audit – done properly – is a simple and incredibly useful tool.

You can read my blog about the website audit checklist I use, if you want to find out more.

What a website audit does

At its core, a website audit answers three key questions:

• What’s working?
• What isn’t?
• And why?

That’s it.

Even if your website is a few years old, or your copy was a DIY job when you set it up, a website audit is not about tearing everything down or scrapping something that might just need a tweak.

It’s about how easy it is for Google – and people landing on it – to find, understand, and use it.

You could have a bargain basement website that’s actually doing a decent job.

Or or a super-cool (looking) £10K work of art, that is doing bugger all for your bottom line.

How to tell if your website is actually working

This is the easy bit. And something you might already have some of the answers to.

Ask yourself:

• Does my website bring in consistent enquiries?
• Am I ranking on Google for any of the services I offer?
• Does my website get traffic from Google?
• How are people finding me?

If the answers to these questions are, on the whole, pretty positive – amazing. You might be at a strong startng point and just need a few tweaks to improve things.

But if any of the following sound familiar – something else is usually going on under the surface.

• We’re not getting many leads through the website.’
• ‘I don’t think we rank for anything.’
• ‘We paid so much money for this design – but nothing’s changed.’
• ‘I feel like we’re burning money paying for blogs.’
• ‘How am I even supposed to know where to find anything out?’

And even if you know something is going on. What are you supposed to do about it?

A tragic tale of (some) design-led websites

Over the last few months, I have audited, edited, and worked on some websites that looked – quite frankly – bloody gorgeous.

Beautiful branding. Strong narrative. Stand-out visuals.

In other words, very design-led. Which in itself, isn’t a problem… as long as it’s not at the expense of proper SEO.

They were all different websites – and some had different issues – but all of them had the same end result.

The website was simply not doing its job.

Things like:

• no clear or optimised meta titles
• missing or duplicated H1s
• no real H2 structure to guide the page
• no keyword research behind the content
• no mapping of keywords to specific services or pages
• and no ongoing SEO content or blog strategy

Maybe this is a common issue in the website world – but from a purely anecdotal perspective, I feel like I’m just seeing it more and more.

Websites that are beautifully built from a brand and design perspective – but without any basic foundation of SEO that will help them get found.

Listen – I LOVE a gorgeous, bold brand and slick design as much as the next person. I’m not a philistine!

But beauty isn’t a ranking factor on Google the last time I looked.

Brand, design and your general aesthetic are super-valuable when it comes to creating your business identify and shaping how your business is seen – but you need to actually GET seen first.

So you end up with a site that looks great – but isn’t showing up in search results. Or generating leads.

That is NOT what you get a website for.

So… the million-dollar* question – do you actually need a website audit?

*No million dollars are involved in this process IRL.

Yes – probably, if:

• your website isn’t generating leads
• you’re not ranking for the services you offer
• you’ve had a redesign but haven’t seen results
• you’ve never really looked at SEO properly
• or you’re just not sure what’s working and what isn’t

You might not need one (yet) if:

• your website is already bringing in consistent, relevant enquiries
• you understand your data and performance
• you’ve got a clear SEO/content strategy in place

For most small businesses I speak to, though, it’s usually the first category.

Will a website audit fix your website? (Honestly… no)

This is really important. This is not about misleading you or pretending that generating a report of findings is going to magically solve your problems or start bringing in leads.

It won’t.

But it will do something REALLY valuable. It will show you exactly what’s not working – and why.

Because most of the time, it’s not one big issue – it’s a collection of smaller things that have been missed or just not understood properly.

Usually, not disaster territory.

Things like:

• pages not targeting the right keywords
• unclear or inconsistent page structure
• content that doesn’t match what people are actually searching for
• technical or indexing issues behind the scenes

Sometimes, what seems like the smallest of issues, can just be the missing part of your SEO puzzle. Put that right and you’ve got a quick win on your hands.

Sometimes, it’s a few things, tangled together, that are strangling your website’s reach.

But the point is, with an audit, there’s no guesswork any more. No chucking good money after bad, doing more blogs or more expensive design upgrades, and just hoping they do the trick.

A proper website audit tells you exactly:

• what’s working
• what isn’t
• and what matters most

And just as importantly – a prioritised action plan.

You might not need to do it all at once.
You might be able to fix bits yourself.
You can decide what (if anything) you need help with.

But either way, it stops you wasting time or money on changes that don’t make any difference.

Visit my SEO content strategy page to find out more about my SEO services.

What you actually get from a website audit (when I do it anyway!)

A good audit isn’t just 4 pages of spreadheets rammed with data and acronyms that make you glaze over.

I mean, if you love acronyms and data, they’re available free of charge! There’ll be plenty generated as part of the process.

What your audit SHOULD give you is information that is clear, useful and actionable.

• Plain-English explanations of what is working – and what’s not
• Practical recommendations you can act on
• A prioritised plan of what to fix first
• Insight into how your site is performing overall

I can say with absolute confidence, that just having having the information presented clearly is usually an immediate step in the right direction for most people.

Understanding what’s going on – and how to get started – is a good place to to be.

Sound good? This is what I offer

If you’re reading this and thinking ‘this sounds like my website‘, then I can help.

My website audits are £295 and include:

• A full SEO and content review of your site
• Keyword and page alignment checks
• Structure, content and visibility recommendations
• A clear, prioritised action plan

So you know exactly:

• what to fix
• what to focus on
• and what can wait

And if you decide to go on and work with me on your website or SEO content afterwards, I’ll take the cost of the audit off your first project.

Why not book a call, and have a free, zero-stress chat to see if a website audit is the best option for you?

The Website Audit Checklist I Use Before Writing any SEO Strategy

(And why you shouldn’t listen to someone just selling you more blogs)

I signed a new client last week – all good stuff obviously! We’re not due to get started right away, but as I had a last-minute gap in my diary, I used the time to crack on with my standard preparation using the website audit checklist I use before thinking about keywords, blogs, or SEO strategy.

The client runs a successful recruitment business. Great reputation, excellent service, and a strong LinkedIn presence.

They’d built the website when they first set the business up… and then, like a lot of people, it was left alone.

Sound familiar?

It looked great if someone went looking for it, so the brand and design were doing their job.

But it hadn’t really been built with the goal of generating new business – or attracting the right kind of traffic through organic search.

And this is such a common situation.

Most people know about SEO. They know they should be doing something with it.

But it never quite makes it to the top of the list.

It feels overwhelming – especially when you’re busy running the day-to-day of the business.

And it’s a situation I see all the time.

Because the first instinct is usually – we need to ‘do SEO’. Let’s write a few blogs. Then when that doesn’t seem to work, the momentum fizzles out for another 12 months.

If this sounds like you – you can use my website audit checklist to make life a bit easier. And actually create a plan that works!

You can read more about this in my blog, What should an SEO content strategy include?

The mistake most people make with SEO

First – let’s sort out the basics. SEO isn’t just about getting more traffic (although that can be a big part of it).

It’s about getting the right people landing on your website, and making it as easy as possible for them when they get there.

If you haven’t nailed the foundations, more traffic alone isn’t going to cut it. So whenever I work with a new client, before I write an SEO strategy, or any SEO-focused website copy or content, I use a checklist to help me – and them understand what’s really going on.

The website audit checklist I actually use

Buckle up. Checklist ready. Pen out…

1. Is it immediately clear what your business does?

Someone lands on your website. Be honest – can they IMMEDIATELY see:

• what you offer?
• who it’s for?
• why they should work with you?

If it’s not a big fat yes to all three… you need to:

ADD TO YOUR TO DO LIST
MAKE YOUR MESSAGING CLEAR

In the specific audit I was doing – the messaging was there… but needed sharpening.

Check your own website copy after reading my blog, Website copy checklist: 7 questions to answer before you hit publish

2. Do you know what you want the website to actually do?

This sounds obvious, but can you actually answer it concisely?

‘I want my website to perform ‘better’ you might say. But what do you actually mean?

• More traffic?
• More enquiries?
• More calls?
• More bookings?
• More sales?
• Better quality leads?

In this case, there were some pretty specific goals, once we drilled down into it.

• Attract the right, sector-specific, people to the site
• Build trust and credibility for new visitors – quickly
• Make it super-easy to take the next steps

Once you’ve identified your business goals then your SEO strategy can start to have some purpose.

So before you write another blog which is destined to disappear into the void, ask yourself:

What is the main job of my website?

And if the answer isn’t clear, that’s where you need to start.

ADD TO YOUR TO-DO LIST:
DECIDE WHAT YOUR WEBSITE IS ACTUALLY THERE TO DO

3. Are your existing website pages doing their job?

Next step – look at what is already there. Not to tear it all down and start again (unless this is best for all concerned). More like:

• What’s working?
• What’s useful?
• What needs improving?
• Where are the gaps?
• Can it be refreshed and edited?
• Does it need fresh copy?
• Do you need to add, remove, or repurpose pages?

Just be methodical. Create a list and go through each page in turn.

For example:

If you have a service page, it should make the offer crystal clear: who it’s for, why it matters, how to take the next steps.

The best websites, have pages that have a clear intention and do the job they have been designed for.

Blog pages, should answer real questions, use researched keywords to attract traffic, and support the pillar content of your main pages.

Your ‘About’ page should add some personality and build trust – not send people to sleep with a run-through of your life history.

The website I audited on this occasion had some great existing content – but with some targeted revisions will see some great quick wins.

Every page needs a purpose. Checklist ready – pen out… be brutally honest and audit those pages.

If your not putting a confident tick next to each page…. You know what to do!

ADD TO YOUR TO-DO LIST:
CHECK EVERY PAGE HAS A CLEAR PURPOSE

4. Do you know what people are actually searching for?

Good keyword research underpins everything about a good SEO strategy.

And lot of businesses have never done it – so their entire website has been based on how they see their business, and how they explain what they do.

Which isn’t entirely wrong – it’s what gives your website tone of voice a distinct flavour, and stops you sounding… well – a bit dull to be honest.

But it doesn’t necessarily tally up with what people are typing into Google – which is a problem.

You can have the best service on the planet – but if no-one can find you… what a wasted opportunity!

This is where an SEO strategy comes in.

It looks at:

• what people are searching for
• how many people are searching for it
• how difficult it is to be competitive in those searches
• what kind of page Google is already showing
• search intent

When you have this sort of information in your arsenal, you’re able to make decisions about your website content that actually mean something.

Not – ‘can someone come up with a blog title? It’s Monday again.’

Instead you can start to ask:

• Do we need a better service page?
• Are we missing opportunities by not using ‘blah blah blah’ (insert keyword of choice)?
• Can we get more local business if we mention Leeds in the home page and meta title?

You get the picture.

And the starting point for all of this is good keyword research (which does of course come as standard if you sign up for my SEO content strategy, the Impact Magic Content System).

Do you really know what your customers type into Google? If not…

ADD TO YOUR TO-DO LIST:
FIND OUT WHAT YOUR IDEAL CLIENTS ARE ACTUALLY SEARCHING FOR

5. Is the website easy to move through?

Let’s be real… when it comes down to it, most humans are an essentially lazy bunch. And we definitely don’t want to waste our time and energy working out how to buy and sign up for stuff on a website that is just hard work.

Just make it easy!

When your website visitor lands on a page, do they know what you do and why it matters (hello again point 1)?

But also – where does the page take them next? Is it to a sign-up page? A purchase CTA? Can they get more information if that’s the stage they are at?

When you arrive at this point of the website audit checklist, have a play around on your site – imagine you’re a first-time visitor.

If you have to skip around between pages, go backwards and forwards, or scroll to the bottom of a VERY long page to find the action button, then guess what? It’s probably costing you business.

People are busy. And in a rush. If the next website offering your services makes life easy for them, then chances are that’s where they will go next.

So I look at the journey. The navigation. The internal links. The next steps. The places where someone might drop off.

In the the website audit I did last week, this was definitely a focus area. But the great thing is – after the audit we KNEW it was a focus area. No more guesswork when it comes to creating an action plan.

ADD TO YOUR TO-DO LIST:
MAKE THE NEXT STEP EASY – AND OBVIOUS

6. Do your calls to action actually drive any action?

‘Contact us’ the button says.

But if someone is looking for some key information, or wants to book a call… or even immediately place an order – then ‘Contact us’ suddenly seems a little weak.

You’ve probably realised by now that these steps on the checklist are pretty connected. Remember when I said that the pages of your website had a purpose? And you needed to think about the best way to move around the website for your customers’ journey?

We’re back to that same focus with your CTAs.

Yes, have a clear enquiry route.

But also think about other next steps and their placement on your website.

How about options like:

• Read the case study
• Book a call in my calendar
• Download the guide
• Start your free trial
• Watch the video
• Sign up here

As I’ve said before… make it easy.

ADD TO YOUR TO-DO LIST:
GIVE PEOPLE CLEAR AND HELPFUL NEXT STEPS

7. Would you trust this recruiter*?

*No shade recruiters! But this was the industry for the audit last week. Insert copywriter/coach/accountant/personal trainer as appropriate.

This is VERY important. You can say you’re good until you’re blue in the face. Shout about it on LinkedIn. Tell the room at a social networking event. All fine.

But PROVE IT.

When people land on your website can they see:

• Client testimonials (with real names and businesses – not anonymous snippets)?
• Recognisable logos from credible past clients?
• Case studies, where you explain your process and impact?
• Hard evidence of impact – data, tangible improvements, specific results?

Other trust factors are a great ‘About’ page. And a tone of voice that sounds human and knowledgable.

For the business last week, trust was no issue at all in the real world, or on LinkedIn. We just need to get that trust on to the website, so that new visitors just got it straight away.

If you’ve got proof, use it. Don’t be shy.

Because shy girls get nowt as the saying goes!

ADD TO YOUR TO-DO LIST:
BRING YOUR PROOF ONTO THE PAGE

Look at my case studies page and get some inspo!

8. What needs fixing first?

This is the bit that turns the audit into a proper plan.

Because once you’ve looked at points 1-7 and ticked (or not) as you worked through them you can start to see the plan appear.

You might be in a stronger position than you thought. Or maybe you thought it was all great – and you’ve had a bit of an eye-opening.

Whatever the outcome of the website audit – you now know exactly what your starting point is and can decide on what your next steps are.

The best thing about the audit is that you’re no longer guessing.

You’re making decisions based on what the website needs.

ADD TO YOUR TO-DO LIST:
CREATE A PRIORITISED ACTION PLAN

So now what?

The good news is that if you’ve worked through this checklist, you’ve basically done a decent DIY website audit. And you should already be in a stronger position than before.

And the even better news – you haven’t had to spend any money.

You might already have a list of things to fix, or even just done the work already to make the improvements.

All great news. But also sometimes a point where people get stuck or frustrated.

What if you do all of that, but you’re STILL not seeing the results you need? Unfortunately, even with the best DIY checklist in the world, this might happen.

There’s a layer of SEO that lives behind the website, which unless you’re a techy whizz for the technical issues, or an SEO expert for all the other stuff, you just won’t see.

Things like:

• Doing thorough keyword research and looking at volume and intent
• Mapping the right keywords to the right pages (and tracking it)
• Structuring content so both people and search engines can understand it (headings, hierarchy, internal links – all the stuff that makes you glaze over)
• Writing meta titles and descriptions that actually improve search and click-through rate
• Tracking what’s happening using tools like Google Search Console and Google Analytics 4
• Spotting opportunities in the data and turning them into new content or page improvements
• Building a content plan that supports your services and targets your ideal client

And sometimes, there are technical elements in the background that need attention too – website speed and broken links etc.

So, if you’ve done the checklist and things still aren’t quite right, it doesn’t mean SEO is a scam!

But it might mean you need a bit more help.

The full picture of your website and SEO content

The checklist is there to help you understand your website. And hopefully, it helped you spot any weaknesses and fill any gaps. So where you are now is the best place you can be without extra help – and if you get help, you’re not wasting money addressing things you could sort out yourself.

Winning so far then.

But if you really want the best results possible then it might be time to take your SEO focus to the next level.

• A deep dive ‘crawl’ and detailed audit of all on-page and technical aspects of the site
• An SEO strategy with your business goals underpinning every step and action
• Thorough keyword research that feeds into and supports your SEO content plan
• A website review that ensures pages are designed with purpose
• A user experience that is easy and helps visitors become customers (back to those CTAs!)
• A clear plan that means your SEO activity is monitored, reported and built over time

That’s the difference between doing ‘a bit of SEO’ and having a strategy that helps you get seen, make sales and grow your business.

Want some help with your SEO content strategy?

If you’ve read this, done the work, and want to take the next steps – I’m here to help.

The checklist is ALWAYS the best starting point. It addresses the basics, and helps to identify the work that needs to be done. When you work with me, that’s where we’ll start – getting a clear picture of where you are rigt now – and where you want to be in the future.

My Impact Magic Content System looks at that picture and helps us to create an SEO strategy and content plan that works.

Get in touch today or drop me an email to book a call.

hello@victoriaburton.uk

Frequently asked questions about website audits and SEO

What is a website audit checklist?

A website audit checklist is a structured way to review how your website is performing. It looks at things like your messaging, pages, structure, keywords, user journey and SEO foundations, so you can clearly see what’s working and what needs improving.

Why isn’t my website generating leads?

In most cases, it’s not one single issue. It’s usually a combination of unclear messaging, weak page structure, poor alignment with what people are searching for, and a lack of clear calls to action. A website audit helps you pinpoint where those gaps are.

Do I need SEO or a website audit first?

A website audit should always come first. It gives you a clear picture of your current setup, so any SEO work — whether that’s content, keywords or strategy — is built on solid foundations rather than guesswork.

9 Signs Your Website Needs SEO Help

You just don’t get it. You spent the money. You got a great website for your business. Strong branding, great images and copy that sounds really cool.

But you’re not getting any visibility or traffic – and you’re definitely not getting any enquiries.

You’re at a point when you might be wondering if you need some SEO help. After all the time and money you’ve spent, your website should be doing some work in return, right? And you keep seeing posts and articles about how ‘SEO is the answer’… but you’re also at a point where you don’t want to waste even more money and worry about making the wrong move when finding help.

To find out more about getting the right kind of help, read my blog, What Should a Good SEO Content Strategy Service Include?

It’s tricky – bcause not all SEO problems are immediately obvious. Your site might be showing up on Google – sometimes. You might be getting traffic – but not the sort you need. You might be posting content – but you don’t know how to track the impact or know if it’s even helping at all.

Here are nine signs your website may need some SEO help.

*If they sound familiar – don’t stress! Spotting the problems means you can find a way to fix them.

1. Your website is not ranking on Google for the services you actually offer

This is one of the easiest signs to spot that your website needs SEO help. If you’re not showing up for the stuff you want to be found for, you’re never going to get the enquiries you’re hoping to get.

If you are a copywriter, consultant, designer, coach or service provider, and your website is not appearing for your core services, that is a big problem. It doesn’t matter if you’re the best writer slash coach slash designer (etc) on the planet if no one can see you on Google. Because however good your work is, people can’t buy your services if they can’t even find you online.

And let’s be clear – typing in your business name and seeing your website name appear is NOT the same as ranking for your services!

The question is – are you showing up when someone searches for the kind of help you offer?

If the answer is no – or only on page three if you are lucky – it’s time to look at your SEO strategy.

2. Your website traffic is low – or the wrong people are landing on it

Looking at traffic to your site CAN be helpful. But on its own it’s not the full story.

I worked with a client recently whose website traffic was through the roof… but a staggering 100% of ALL the organic traffic was for absolutely nothing to do with what they actually do. All of the searches were linked to content posted that had misleading and irrelevant titles when it came to their actual business.

Loads of traffic. Bugger all business.

Traffic has to be the right kind of traffic – or it’s just numbers.

So if your traffic is low – or high but with no results – it’s a good sign your SEO needs another look.

3. Your website is getting visitors but not generating enquiries

Aaarrgghh. This is INCREDIBLY frustrating. People are on your site! They are reading your content and having a browse of your services…. but then… Nowt. Nada. Zilch.

No enquiries. No leads. No calls booked.

Now… sometimes it’s not just your SEO that’s the problem BUT this this issue does warrant a further investigation, because somewhere along the line, something’s not matching up. There could be several issues here – for example:

• Your page might be attracting the wrong search intent
• Your content might be vague (or in the wrong place)
• Pages don’t explain what you do and you you do it for
• You’re not making it clear what the next steps are
• You’re missing opportunities to build trust

This one here, is really when a good SEO copywriter is your best friend. They’ll be able to help you get the balance right between people finding you – and getting them to stick around when they do.

4. Your service pages are too thin, too vague or not SEO-friendly

A really common mistake I see is people creating services pages that are too short. They’re functional in as much as they say what the service is – maybe give a cost and a contact number… but that’s it.

Sometimes they’re really brand heavy – headed with a quirky phrase or tagline used by the business – but completely miss using the actual language people use when looking for those services online. And both Google and your potential clients will always prefer content that helps them understand what the page is about – easily.

This happens a lot when websites are created and written in the early stages of a business, and then just sort of forgotten about. When you’re busy running a business, revisiting this sort of stuff is usually near the bottom of the list (if it’s on there at all).

What you end up with is pages that look ‘OK’ but don’t actually do anything for the business – because they’re not helpful, strategic, or search-friendly.

And by search-friendly, I’m not talking keyword stuffed bot-speak. It just needs to do its job!

• Be clear
• Explain what you offer
• Who you work with
• What problem you can solve
• Why people should work with you

And yes, it should use the kind of language your potential clients are actually typing into Google.

If your service pages are thin, confusing or not targeting any clear search terms, that is a strong sign your website needs SEO help.

5. You are writing SEO blogs – but nothing is happening

If you’re nodding your head and rolling your eyes at this one, you’re definitely not alone. I hear this one a LOT.

It feels frustating when you’re following the advice, writing blogs – and maybe paying someone to do them for you. But you’re seeing absolutely nothing from them. No traffic, no change in rankings… and no leads.

If it makes you feel any better, this is not likely to be your writing! This usually comes down to strategy – which might be something you need a bit of guidance on.

A blog will only really help your business if it’s part of a proper plan. The right topics, search intent, keywords, and internal links. It can feel like a lot to get your head round if you’re not confident with SEO and copywriting. But if you’re already writing blogs then you are already on the right track – you might just need a bit of SEO help to start attracting the the right people who are ready to become clients.

6. Your website is not using the keywords people actually search for

This one is such an easy sign to spot… and also to fix. You might be accidentally making life harder than it needs to be, by using language that sounds a bit fancy – or a bit jargon-y.

Think – when someone is looking for a graphic designer/photographer/accountant (take your pick) – what do they actually type into Google?

For example, if you offer a branded design package or offer, and use that instead of ‘Graphic designers in Leeds’ or ‘Photographer for weddings in Manchester’ then you are 100% missing out on opportunities.

If your website is not using relevant keywords naturally in page titles, headings, body copy and meta information, Google has less to work with. And all those lovely potemtial clients out there are landing on a competitor’s website that is.

Good keyword research is what’s needed here. Understanding the language your audience uses when looking for help – and making sure your website reflects that. Simple.

7. Your competitors are ranking in Google – but you’re not

If this is you – pay attention.

If you have a competitor offering similar services, to a similar audience – and your quality is comparable – then what are they doing that you’re not?

Usually, this points to a focus on strategy. Go and have a nosy at their site – they’ll never know! Look at the structure of their services pages. Check out the topics they cover in their blogs. See what their internal linking is like.

What is it that Google likes about them that you’re missing?

To be clear – I am not suggesting you dash off and copy someone else’s website. But it’s definitely a really easy opportunity to learn from what they are doing well and to help you spot any gaps in your own site.

If your competitors are consistently more visible than you, your website may well need SEO help to close the gap.

8. You have never looked at your website SEO data

No shade here. It might not be something you even knew you needed to do. And for most business owners, trawling Google Search Console might feel like the dullest thing anyone could suggest.

BUT – if no one has checked what your website is ranking for, reviewed impressions, clicks or top-performing pages, looked at which pages attract traffic, where visitors drop off, or which blogs are doing absolutely nothing, then it’s hard to know what is working, what is not, and where the easy wins are.

You do not need to become an SEO expert overnight – but you do need to have an insight into what your site is actually doing.

If this one is you – and you can’t face the data deep dive yourself – that is a very good reason to get some SEO help.

9. Your website looks good, but it is not working hard enough for your business

I can’t bang on enough how often this happens. And I have to say, as an SEO copywriter and content strategist, I find it so frustrating seeing hard-working business owners being charged a LOT of money for sparkly design-led websites that have no SEO strategy applied at all.

I wrote a blog about this, A £10k Website With Zero ROI: Why Design Alone Isn’t Enough, which explores this sign further.

We all want a website that looks good – I get it. But it also needs to do its job! That’s the point of your business website right? It’s to help the right people find you, understand what you do, and take action.

If it is not doing that, then however nice it looks, it is not working hard enough.

However – if this one is you – all is not lost. And it does not mean your website is a disaster or that you need to chuck it in the bin and start again.

It just means it’s time for a clear SEO strategy, stronger content, and better targeting.

My website’s not working – I need SEO help!

If you’ve seen these signs and know you need help – you’re in the right place.

Having a website that’s not performing, is not a reflection of who you are and what you offer. It’s just that – so far – no one has sat down with you and mapped out the connections between your website, your content, and the way your audience searches.

Good SEO does exactly this. Not more blogs and extra website pages (well not necessarily – and definitely not straight away).

So if your website is not getting found, not bringing in the right traffic, or not turning visitors into enquiries, it may be time to get some SEO help – and that starts with working out what’s holding it back.

I offer SEO content and website strategy designed to help you get seen, make sales and grow your business.

Whether you need an audit and action plan, help with SEO website copy, or ongoing strategy and support, I’ve got a service for you.

SEO audit and report

A full SEO audit of your website and report, identifying strengths, gaps, opportunities for quick wins, and an action plan of suggested next steps: Prices starting from £295 – get in touch to book a call.

*And if you sign up for SEO services after an audit, the price will be deducted from your next invoice.

Website copywriting

Expert website copywriting, keyword research and SEO content strategy. Prices TBC after an initial FREE consultation – get in touch to book your call.

SEO strategy and content services

Ongoing support on a retained basis, with planned content, blog writing, on-page SEO improvements. Monthly calls and strategic meetings, along with monitoring of SEO data and repoting on key focuses and targets.

Find out more about the Impact Magic Content System today.

FAQs about SEO help

How do I know if my website needs SEO help?

If your website is not ranking for the services you offer, not bringing in relevant traffic or not turning visitors into enquiries, there is a good chance SEO is part of the problem. A website can look absolutely fine on the surface and still underperform if it is not properly optimised to help the right people find you.

Why is my website not generating leads?

There are usually a few possible reasons. Your website may not be showing up in Google for the right searches, it may be attracting the wrong visitors, or the content may not be doing enough to build trust and encourage action. In many cases, it is a mix of visibility, messaging and conversion issues.

Can SEO help if I already have a website?

Yes — and that is often exactly when SEO becomes most useful. Having a website is one thing. Having a website that gets found, attracts the right traffic and helps generate enquiries is another. SEO helps make sure your existing website is working harder for your business rather than simply sitting there looking nice.

What does SEO help for a small business usually involve?

It depends on the website, but it often includes keyword research, improvements to service pages, content planning, on-page SEO, internal linking and reviewing what your site is currently doing in tools like Google Search Console and GA4. The aim is to improve visibility, relevance and results — not just traffic for traffic’s sake.

What should I do first if my website is not ranking on Google?

Start by checking whether your pages are targeting the right keywords, whether your service pages are clear and useful, and whether your website is giving Google enough information to understand what you offer. If you are not sure where the problem lies, an SEO review or audit is usually the best place to start.

What Should a Good SEO Content Strategy Service Include?

Ever invested in blogs, website copy or SEO support and wished you’d never bothered? If you feel like you wasted your hard-earned cash – you’re not alone.

You may have been told you need more content, more reporting, more keywords. And probably that you need to spend more money on all of the above.

The problem is that if you are working with someone who hasn’t got a clue what a good SEO content strategy service should actually include, then you’re almost certainly heading for disappointment.

Because the difference between churning out blogs, ramming them full of keywords and hoping for the best – and actually understanding your goals, what your audience is searching for and creating content that will actually create trust and ultimately, new clients – is a great SEO content strategy.

Read on to find out what a good SEO content service should include — and how to turn your SEO woe into actual SEO success.

What is an SEO content strategy service?

In the most basic terms, an SEO content strategy service helps your business create content with a purpose.

Because If it’s not actually doing anything for you – what’s the point?

Maybe you need better visibility in Google. Perhaps you just can’t seem to attract relevant traffic. Your services are great – but their pages are a bit crap.

It might feel overwhelming when you look at all of your problems or goals separately. And the reality is that they are not a series of disconnected jobs – they are all part of the same picture. When you have a strong SEO content strategy it connects the dots between keyword opportunities, search intent, website structure, user journeys and business goals so your content is working harder across the whole site.

It’s a giant step towards writing content that will get where you need to be.

Why SEO content without strategy fails

If you are creating content with no strategy – it’s just words. And words alone are not going to help you achieve any of your goals.

I talk to business owners all the time who have been told they need ‘more content’ and so they pay someone to write blogs or update their website pages. They think they are investing in SEO – but without the bigger picture this just isn’t the case.

If you haven’t got a proper SEO strategy then you’ll see issues like these:

• the wrong keywords are being targeted
• search intent has not been properly considered
• service pages are weak or unclear
• blogs are disconnected from conversion goals
• internal linking is poor
• there is no clear content plan
• the website itself is not set up to support meaningful action

And then, understandably, those business owners start to feel a little fed up. All that effort. All that money. But no results. They question whether SEO really works at all.

But to be clear – publishing blogs and articles is in no way the same as making strategic SEO decisions. If the content is disconnected from what your audience needs to hear, how your website functions, and what you actually need to achieve then you can expect more frustration.

What should an SEO content strategy service include?

So… I’m not going to lie and say that every single business needs an expensive SEO strategy and content service that needs hours of reporting and data analysis every month. But there are definitely a few ‘must-haves’ that you need to look out for – not just a few keywords and a list of blog titles.

The absolute basics should be to help you understand what’s working, what’s not, and next steps.

Here’s what to look out for:

SEO content audit and performance review

Before doing ANYTHING… you need to know what your starting point is.

An SEO content audit should look at things like:

• current website copy and positioning
• existing blog performance
• key service pages
• search visibility and impressions
• internal linking
• proper use of keywords
• gaps in content and website pages

This stage absolutely HAS to happen. Without it how can you know what you need to improve? You might already have great content – but it’s not been linked in a way Google understands. Or maybe you need a clear direction to attract the right audience.

Audit first. Action plan later.

Keyword research and search intent mapping

I can’t lie – keyword research takes EFFORT as the kids say. But putting the time and energy in to identifying the right keywords at the start will be worth it in the end.

And what are the right keywords for your website content? Ones that are actually relevant to your business, your audience and your goals.

To identify them you need to understand:

• what your ideal clients are searching for
• how difficult they are to rank in search
• what kind of content Google likes right now
• where there are good opportunities for quick wins
• what the intent is behind each search

Search intent matters – a lot. Even if you have the right phrase on the page, if it doesn’t match what the user is looking for then it’s not going to perform well. The point of keyword research is not to find yourself drowning in options, but to tap into opportunities most likely to help your business get found by the right people.

SEO content planning and topic strategy

So. The keyword research is done. Thank God.

Only joking – nothing’s ever really ‘done’. Sorry about that! SEO is a bit of a journey and not about ticking off tasks forever.

But you do have the material to start creating a proper SEO content plan (not a list of random blog titles BTW).

The next step for a good SEO content strategy service should be to map out:

• priority pages that need work now
• what new content is worth creating first
• which topics support your services
• where blogs can build authority
• how your content will work together across the site

Thie strategy starts to become a practical plan with a clear idea of priorities, stuff that can be shelved for now, and ideas for content that will help you get seen and move closer to your goals.

Your website is part of the SEO strategy

Your main issue might not be blogs at all. If your website is the problem, then it needs fixing.

Look at your homepage, service pages, case studies and key conversion pages. Are you confident they are properly set up to support both SEO and user action.

A good SEO content strategy service might have recommendations around:

• homepage positioning
• service page structure and messaging
• weak or outdated pages
• proof points and case studies
• calls to action
• page hierarchy and navigation

If you’re a service business – pay attention to this. All the traffic in the world won’t help if your site isn’t set up for enquiries.

SEO blog strategy and content creation

Blog content still matters – and don’t let anyone tell you otherwise. But it’s only going to work when it’s part of a wider strategy.

A great blog strategy is still one of the best ways to support your services, help you get seen on Google and establish authority on the topics you need it in. You might need to plan content that:

• shows you understand your customers’ problems
• answers industry-specific questions
• links clearly to service pages through keywords
• shows of your niche area expertise
• targets related long-tail search terms
• lets people see who you are, what you do, and how you work – easily

The goal is an SEO blog strategy that gives you a roadmap for content that is educational, relevant, and has a clear purpose.The goal is not to publish more for the sake of it. It is to create content that earns its place on your site.

Visit my Impact Magic Content System service page and find out more about what I do.

On-page SEO essentials

Even the best content in the world can’t compete with rubbish on-page basics. Take time to check the essentials – and fill in any gaps.

A good SEO content strategy service should cover on-page essentials such as:

• page titles and meta descriptions
• heading structure
• keyword placement
• image alt text where relevant
• URL structure
• content formatting and readability
• supporting FAQs where it’s helpful

SEO is a balance between art and science – you don’t want your content to be stuffed with keywords and written by CrapGPT… but you do need to make sure you pay attention to the fundamental structure and framework of your website content.

Internal linking and content structure

Internal linking is easy to overlook – but it helps both users and search engines understand your site.

When planning your strategy, ask the following questions (honestly):

• Do your blogs support your service pages? How?
• How do your case studies help with conversion?
• What pages are related to each other – and how can you link them?
• What are the topic clusters that will build authority?
• How easy is it for visitors to find and prioritise key pages?

Good internal linking helps you show off your best content – and makes it work harder.

Reporting, reviewing, and going again!

As mentioned earlier with keyword research, your SEO strategy is not a one and done exercise.

It’s a journey. Regularly reviewing results, seeing what’s working and what’s not is part of the process. If impressions are up but CTR is down – why? Which pages are ranking and which pages are tanking? Investigate the reasons. It’s not just about creating new content, it’s about understanding what makes good SEO content and constantly tweaking and trying new things to help you constantly improve using the evidence you’ve gathered.

My SEO content strategy process: what it’s like to work with me

Obviously I’m biased – but it’s pretty bloody good if you listen to my clients. Your business needs its own strategy depending on where you are right now and what you want to achieve.

When you work with me you get a clear and focused strategy that’s been designed to help you achieve the results you need.

Step 1: Understanding your business, audience and goals

Everything starts with understanding. It underpins everything that comes next.

• Who are you as a business – values and goals?
• What is your value proposition – what do you offer?
• What does your ideal client look like?
• What are their problems? And how can you help?
• What is you need from your SEO? Traffic? Conversions? Reaching a specific sector?

Once I understand you – and your priorities – we can start to move forward.

Step 2: Reviewing your existing website and content

Next step – what have you already got in place? I’ll look at your website copy, blog content, site structure, messaging and – if it’s available – any performance data from tools like Google Search Console and GA4.

Now we know where your content is helping, where it’s holding you back, and what the first opportunities for SEO wins are.

Step 3: Keyword research and SEO opportunity mapping

This is where I identify the themes, keywords and search opportunities that make sense for your business.

It’s not about gettiing more traffic – it has to be the right traffic. I’ve worked with clients with sky high impressions – but from the wrong visitors. We now need to find opportunities that support your services, align with the right audience and give you the best chance of being seen by them.

Step 4: And… then we can create your SEO content strategy and plan

Once the research is done, I turn it into a clear, practical content strategy. Depending on the outcomes of steps 1-3, this might include:

• service page recommendations
• content priorities
• blog topics
• keyword mapping
• internal linking suggestions
• metadata recommendations
• page refresh opportunities

The strategy has to be something practical, clear and above all usable.

Step 5: Writing or refining your SEO content

With the strategy in place, I can help with SEO content writing, editing, or supporting you with creating a content map that you can implement yourself.

That may mean writing new blogs, refreshing service pages, improving website messaging, creating case studies, or shaping longer-form content that supports wider campaigns and lead generation.

You now have the tools in place to create a bank of brilliant content assets that can be repurposed and refreshed over time.

Step 6: Tracking progress and refining the strategy

SEO content works best when it is reviewed properly over time (I may have mentioned this already – once or twice).

At this point there will be regular reports and reviews of things like:

• How pages are performing
• Where impressions are growing
• Top performing content
• Top search queries
• How people are behaving when they get to the site

This data helps to identify areas of growth – and weaknesses that need to be addressed to support the ongoing improvement of your site.

Do you need an SEO content strategy service?

If you’ve got a business website and you’re not getting any return from what you currently do – then the answer is probably yes.

It is especially worth having a chat about it if:

• you have blogs, but they are not driving the right traffic
• your website content feels messy or outdated
• your service pages are not pulling their weight
• you are not sure what content to prioritise
• your SEO efforts feel reactive rather than strategic
• you want more inbound leads from your website
• you have strong expertise, but it is not showing up online

If your content activity feels busy but isn’t actually working, then it’s probably your strategy (or lack of) that’s the problem.

Signs you need SEO content strategy support

Sometimes the signs are obvious – sometimes not.

You may need SEO content strategy support if:

• your content is not bringing in enquiries
• you are getting impressions but very few clicks
• you are publishing blogs with no clear plan
• your website does not clearly support the services you want to sell
• old pages no longer reflect your offer
• you are unsure which keywords are worth targeting
• you know the website needs to work harder, but you are not sure where to start

If you’re at the point where you have the content – but it’s just not hitting the mark, you just need a better strategy behind it.

Why work with an SEO content strategist instead of just ordering blogs?

If you’ve already got a great content plan and it’s doing the job it needs to – then paying for blog writing can be a great option. But there is a difference between a writer working with a brief with clearly defined goals, keywords, and content and working with a strategist whose role is to give you direction and a roadmap for improvement and achieving your goals.

Working with an SEO content strategist means looking beyond the individual blog post. It means considering:

• the role of each piece of content
• how your website supports conversion
• which topics are a priority
• where your strongest SEO opportunities are
• how messaging, search visibility and business goals connect

The difference is creating a holistic system that’s set up to support your goals.

Looking for an SEO content strategy service?

Tired of publishing content and not seeing any return?

Book a call and see how I can support you with my SEO content strategy and writing services.