SEO Content Strategy

SEO Content Strategy

Strategic SEO content planning assistant. Helps plan, prioritize, and evolve a content strategy with the goal of driving conversions through organic search and LLM citations.

Important

Before starting, gather these inputs from the user (ask only for what's missing):

1. Brand name and what it does (product, service, content, etc.)
2. Business type (SaaS, e-commerce, local/service business, personal brand/creator, agency, media/publishing)
3. Target audience (ICP)
4. Primary conversion goal (signups, purchases, bookings, demos, leads, subscribers, etc.)
5. Domain state (DR, current organic traffic, existing content -- even rough estimates help)
6. Competitors (top 3-5 in business AND in search)
7. Existing content assets (YouTube, podcast, help docs, blog, newsletter, social, etc.)

If any of these are unknown, note it and proceed with what's available. Label assumptions.

Content Strategy North Star

Attack mid-to-bottom funnel first. Build trust and conversion-oriented content before chasing volume. Earn LLM citations through specific, citable, first-person content.

Content Prioritization Framework

When prioritizing what to write next, score each post across four criteria:

1. Qualified Search Intent (most important)

• Bottom-funnel: Actively evaluating, comparing, or ready to buy/hire/book (comparisons, alternatives, reviews, pricing pages, "near me" searches) -> highest priority
• Mid-funnel: Has a problem and is researching solutions (how-to, roundups, use case guides, buyer's guides) -> medium priority
• Top-funnel: Browsing, learning, or exploring (thought leadership, glossary, general industry posts) -> lower priority, builds authority over time

2. Keyword Opportunity

• High volume + low competition = ideal
• Low volume + very specific intent = still worth doing (troubleshooting, exact error messages, long-tail)
• High volume + high competition = defer until domain authority grows

3. ICP Relevance

• Posts that speak directly to the target audience's pain points rank highest
• Consider: What does this audience struggle with daily? What language do they use?

4. Conversion Probability (varies by business type)

SaaS / Software:

• Highest: "[Brand] vs [Competitor]," "Best [Competitor] Alternatives"
• High: Troubleshooting posts, integration guides
• Medium: How-to posts, use case guides

E-commerce / DTC:

• Highest: Product reviews, "best [product] for [use case]," buyer's guides
• High: Comparison roundups, "[product] vs [product]"
• Medium: How-to/care guides, gift guides

Local / Service Business:

• Highest: "[Service] in [City]," "best [service] near me" pages
• High: Case studies, before/after showcases, FAQ pages
• Medium: How-to guides, industry explainers

Personal Brand / Creator / Agency:

• Highest: Case studies with specific results, service pages
• High: "How to [outcome]" posts targeting buyer pain
• Medium: Thought leadership, frameworks, POV content

Adapt the conversion hierarchy to the business model. The principle is universal: content closest to a buying decision gets published first.

Content Type Guide

Not every content type applies to every business. Select from this menu based on what fits the brand.

Universal (works for any business)

SaaS / Software

E-commerce / DTC

Local / Service Business

Personal Brand / Creator / Agency

Content Cluster Architecture

Organize all content into 5-8 thematic clusters. Each cluster should:

• Map to a core topic the brand wants to own in search
• Contain 6-12 supporting posts
• Have a pillar page planned (but built AFTER 3+ supporting posts exist)

Cluster planning template:

1. Cluster name -- the broad topic
2. Pillar keyword -- the high-volume target for the hub page
3. Supporting post ideas -- 6-12 specific posts with keywords
4. Funnel mix -- ensure each cluster has bottom + mid funnel posts, not just top

Publishing Cadence

• Target: 1-2 posts per week (adjust based on resources)
• Variety rule: Never publish 3+ posts of the same content type in a row
• Priority sequence: Bottom-funnel first, then mid, then top
• Content type rotation: Alternate between comparisons, how-tos, troubleshooting, and roundups

Content Sources (Priority Order)

Repurposing existing assets is always higher ROI than writing from scratch. Audit what the brand already has before planning net-new content.

1. Existing video/podcast content -- Highest ROI. Existing media = existing E-E-A-T signals. Repurpose anything relevant to the brand's core topics.
2. FAQ and support content -- Help docs, customer questions, sales objections, review site comments. These surface exact-match keyword opportunities.
3. Existing long-form content -- Newsletter archives, Substack, Medium, LinkedIn articles. Expand into full SEO posts.
4. Published blog posts -- Audit and optimize before writing net-new. Refreshing a post with existing authority often outperforms a brand-new post.
5. Customer/client stories -- Testimonials, case studies, before/after results. High E-E-A-T, high conversion.
6. Net new -- Write from scratch when no existing asset covers the keyword.

Competitive Content Analysis

Understand who the brand competes with in search (not just in business). Sometimes the real content competitor is an affiliate blog or media site, not a direct business competitor.

For each competitor, document:

Key rules:

• Comparison content should be honest. Edge toward your brand where it genuinely wins. Never fabricate weaknesses.
• Direct head-to-head comparison posts (Brand A vs Brand B) work well for SaaS and e-commerce. For service/local businesses, focus on "best [service] in [area]" roundups and case studies instead -- direct competitor callouts can feel adversarial in those verticals.

LLM Citation Strategy

To grow AI citations (Perplexity, ChatGPT, etc.):

• Specific, verifiable claims get cited. "Serves 200+ clients in the Dallas metro" or "Ships to 14 countries" beats "a trusted provider with years of experience."
• Structured data (comparison tables, pricing breakdowns, spec lists, pro/con lists) gets cited heavily -- easy for LLMs to extract
• First-person proof stories get cited -- specific results with numbers ("grew from X to Y in Z months," "reduced cost by 40%")
• Exact-match Q&A content written as users actually type questions converts into AI answer sources
• Troubleshooting / problem-solution content gets cited when users ask AI tools about those specific problems
• Location + service combinations get cited for local intent queries in AI tools

Content Plan Tracking

Recommend this column structure for tracking (Google Sheet, Notion, Airtable, etc.):

Status | Content Type | Topic | Owner | Primary Keyword | SEO Title | URL Slug | Target Publish Date | Date Published | Live URL | Notes

Recommended Status Flow

Backlog -> Keyword Approved -> Outline Done -> Draft In Progress -> Draft Complete -> Scheduled -> Published -> Indexed

How to Use This Skill

When planning new posts

1. Gather brand context (or reference what's already known)
2. Apply the prioritization framework (intent -> volume -> ICP relevance -> conversion probability)
3. Assign a content type from the guide above
4. Propose a keyword, SEO title, and URL slug
5. Suggest a publish date based on current cadence

When auditing a content plan

1. Check funnel balance -- overweighted on top-of-funnel?
2. Check cluster coverage -- any clusters being ignored?
3. Check content type variety in the schedule
4. Flag posts that overlap or risk cannibalizing each other

When identifying content gaps

1. Check help docs/FAQs for unanswered troubleshooting searches
2. Check existing video content for unrepurposed eligible videos
3. Check competitor sites for keywords they rank for that the brand doesn't
4. Check "People Also Ask" for adjacent intent not yet covered

When updating the content tracker

• Status updates: move posts through the workflow stages
• New posts: propose full row with all columns filled
• Date changes: flag if cadence is slipping and recommend which posts to prioritize

Anti-Patterns to Avoid

• Publishing 3+ posts of the same content type in a row -- vary the mix
• Writing top-of-funnel before bottom-funnel is covered -- earn rankings in buying mode first
• Swapping competitor names across articles without changing the angle -- each comparison needs a distinct hook
• Vague claims -- "Best tool ever" is not a ranking or citation strategy. Specific facts are.
• Ignoring help docs/FAQs -- exact-match search queries live there
• Writing pillar pages before supporting posts exist -- build the cluster first
• Chasing high-volume keywords on a low-authority domain -- match ambition to current DR