Content & on-page SEO

Which pages you should have, what each one has to say, and how they link to each other. It is the work people picture when they say "SEO", and the one it makes least sense to start without knowing what you already have.

What it includes

Keyword research grouped by intent, not a list of a thousand terms with a volume next to each one.

A content map: which of your pages answers which intent, which ones tread on each other, and which don't exist yet.

A brief per page before a word is written: the search it goes after, the questions the text has to answer, the heading structure, and the links coming in and going out.

Writing or rewriting, in Spanish or English, using the vocabulary of your trade rather than the vocabulary of an agency.

Titles and meta descriptions written to be clicked, not to repeat the H1.

Heading structure sorted out: one H1 per page, a real hierarchy, and no H3s used because they looked smaller.

An internal linking plan: which existing pages should link to the new ones, and with what anchor text.

A review at 60 to 90 days against Search Console data: what moved, what stalled and what needs rewriting.

How I approach it

Inventory before writing

The first job is almost never new content. It's finding out you have three pages fighting over the same search and none of them winning, or a blog post from 2019 outranking your own service page. Merging, redirecting and rewriting what exists usually pays better than publishing more.

One page, one intent

I decide which intent each URL covers and don't let two cover the same one. That's what prevents cannibalisation before it happens, and it's an architecture decision rather than a writing one.

The brief runs the job

Every page gets a brief before the first paragraph: who it's for, what it has to answer, which questions Google is already showing for that search, what structure it follows and what it must not claim. If you or your team write, you write against that brief and I edit. If I write, I work from the same document.

Publishing isn't finishing

Two or three months later I look at impressions, average position and clicks per page. Anything that settled between eighth and twentieth gets rewritten using what we now know about how people are finding it. That second pass usually earns more than the first draft did.

What it doesn't include

I don't publish auto-generated content, or rewrites of whatever is already sitting in the top ten.

I don't buy links or trade them. If a page needs links to compete, I'll say so and the decision is yours.

I don't write press releases, video scripts or social posts. This is content meant to be searched for and found.

I won't sign up to a default publishing volume, the "four articles a month" sort of thing. Pages get written when there is a reason to write them.

Translating pages into other languages isn't part of this. That has its own decisions and lives on Multilingual & international SEO.

Indicative price

Ongoing work runs as a retainer from €650 a month, no lock-in, cancellable month to month. A fixed piece of work, a handful of pages with their briefs and their copy, gets quoted separately depending on how many. Before IGIC, indicative, broken down on Pricing.

Related services

These rarely travel alone. The two most often asked for alongside it:

SEO audit

Shall we look at it?

Tell me what you sell and where you want people to find you. Fifteen minutes on a call is usually enough for me to say whether this is worth your money or whether I'd be selling you something you don't need. WhatsApp is the easiest place to start; the number is +34 687 367 397 if you'd rather ring.

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