Most London businesses publish content that gets zero traffic. Random blog posts. No keyword targeting. No strategy behind what they write. Here’s how to create content that actually ranks and brings customers.
Why Most Content Fails
Publishing isn’t the same as having a strategy.
Common content mistakes:
Writing about what you want to say, not what people search. No keyword research before creating. Topics too broad or too competitive. Content too thin to compete. No promotion after publishing. Publishing inconsistently then wondering why it doesn’t work.
Content without strategy is just noise.
Start With Keyword Research
Don’t write a single word until you know what to target.
Finding keywords:
Use Google Search Console to see what you already rank for. Check competitors’ ranking keywords. Use keyword tools like Ahrefs or SEMrush. Look at “People also ask” boxes. Check Google autocomplete suggestions.
Keyword selection criteria:
Relevant to your business. Search volume sufficient for your market. Competition you can actually beat. Commercial intent if you want customers. Local London angle if serving local market.
Example:
Don’t target “marketing” (impossible to rank). Target “content marketing for London startups” (specific, achievable).
Target 20-30 keywords to start. Build content around each.
Understanding Search Intent
Not all keywords want the same content.
Four types of intent:
Informational: Learning something. “What is SEO?” Navigational: Finding specific site. “AlgoSemantic London.” Commercial: Research before buying. “Best SEO companies London.” Transactional: Ready to buy. “Hire SEO agency London.”
Match content to intent:
Informational keywords need educational content. Commercial keywords need comparison content. Transactional keywords need service pages with clear CTAs.
Writing educational blog for transactional keyword won’t convert. Writing sales page for informational keyword won’t rank.
Content Types That Rank
Different formats work for different goals.
Ultimate guides:
Comprehensive 2,000-3,000 word guides. Cover topic thoroughly. Target competitive keywords. Become go-to resource.
Example: “Complete Guide to SEO for London Businesses.”
How-to articles:
Step-by-step instructions. Solve specific problem. Answer “how to” queries.
Example: “How to Optimize Google Business Profile.”
Comparison articles:
Compare options or solutions. Target “vs” or “best” keywords. Help decision-making.
Example: “Custom WordPress vs Templates.”
Local content:
London-specific angles. Borough-focused topics. Local industry insights.
Example: “SEO Strategies for East London Businesses.”
Lists:
Top tools, tips, strategies. Easy to scan and share. Good for link building.
Example: “10 Local SEO Tactics That Work in London.”
Choose format based on keyword intent and what ranks currently.
Content Depth and Length
Longer isn’t always better. But thorough usually wins.
Minimum viable length:
Service pages: 500-800 words. Blog posts: 800-1,500 words. Ultimate guides: 2,000-3,000+ words.
What matters more than length:
Covering topic completely. Answering all related questions. Better than what currently ranks. Actual value to reader.
Check what’s ranking now. Beat it by being more thorough, clearer, or more actionable.
Writing for London Audiences
Generic content doesn’t connect with local audiences.
London-specific angles:
Reference London locations and landmarks. Address challenges specific to London market. Use local examples and case studies. Mention London regulations or context. Include local statistics and data.
Example:
Instead of “How to market your business.” Write “How to market your business in competitive London market.”
Local relevance improves rankings for local searches and resonates better with your audience.
On-Page Optimization
Great content still needs proper optimization.
Essential elements:
Title tag with primary keyword. H1 heading matching or similar to title. H2 and H3 subheadings with related keywords. Keywords naturally throughout content. Internal links to related pages. External links to authoritative sources. Images with descriptive alt text. Meta description that encourages clicks.
What not to do:
Keyword stuffing. Unnatural keyword placement. Optimizing for search engines over readers. Sacrificing readability for SEO.
Write for humans. Optimize for search engines. In that order.
Content Calendar Planning
Consistency matters more than perfection.
Frequency:
Minimum 2 posts per month. Better: 1 per week. Ideal: 2-3 per week.
Whatever you choose, maintain consistently.
Calendar structure:
Plan 3 months ahead. Mix content types. Balance pillar and supporting content. Include seasonal topics. Schedule around product launches or events.
Topic selection:
Prioritize high-value keywords first. Create pillar content for main topics. Build supporting content around pillars. Fill gaps in competitor content.
Planned content performs better than random publishing.
Internal Linking Strategy
Connect your content strategically.
Why internal links matter:
Help Google understand site structure. Pass authority between pages. Keep visitors on site longer. Guide readers to conversions.
How to internal link:
Link from new content to older related posts. Update old content with links to new posts. Link blog posts to relevant service pages. Use descriptive anchor text. Don’t overdo it, 3-5 links per post.
Structure:
Pillar content gets links from supporting posts. Service pages get links from educational content. Homepage links to most important pages.
Promoting Content
Publishing isn’t enough. Promote every piece.
Promotion tactics:
Email to your list. Share on social media. LinkedIn articles for B2B. Post in relevant online communities. Reach out to people mentioned. Notify anyone you linked to. Paid promotion if budget allows.
Outreach:
Find sites that might link to your content. Personalized emails, not mass blasts. Explain why your content benefits their audience. Follow up once if no response.
Content without promotion gets minimal results.
Updating Old Content
Refresh existing content for continued performance.
When to update:
Content dropped in rankings. Information outdated. Better examples now available. Competitors published better content. Major industry changes.
How to update:
Add new information and examples. Expand thin sections. Update statistics and data. Improve formatting and readability. Add new images or visuals. Update meta description. Republish with new date.
Updated content can regain lost rankings faster than creating new content.
Content for Different Sales Funnel Stages
Target every stage of buyer journey.
Top of funnel (awareness):
Educational content. Answer basic questions. Build authority. No hard sell.
Keywords: “What is,” “How to,” “Guide to.”
Middle of funnel (consideration):
Comparison content. Solution evaluation. Case studies. Gentle positioning.
Keywords: “Best,” “vs,” “Review,” “Comparison.”
Bottom of funnel (decision):
Service pages. Pricing information. Strong CTAs. Clear next steps.
Keywords: “Hire,” “Buy,” “Services,” “Cost.”
Most businesses create only top-funnel content. You need all three stages.
Measuring Content Performance
Track what matters for your business.
Key metrics:
Organic traffic to content. Keyword rankings. Time on page. Bounce rate. Conversions from content. Backlinks earned. Social shares.
Tools:
Google Analytics for traffic. Google Search Console for rankings. Heatmaps for engagement. Backlink tools for links earned.
Regular review:
Monthly performance check. Identify top performers. Analyze what’s not working. Adjust strategy based on data.
Double down on what works. Fix or remove what doesn’t.
Content Outsourcing vs In-House
In-house makes sense if:
You have writing expertise. You know your industry deeply. You have time consistently. Budget is very limited.
Outsource when:
Lack writing skills. Don’t have time. Need consistent output. Want professional quality. Need SEO expertise built in.
Hybrid approach:
You provide expertise and outline. Writer creates polished content. You review and approve. Best of both efficiency and authenticity.
Common Content Strategy Mistakes
No keyword research:
Writing without knowing what to target.
Ignoring search intent:
Wrong content type for the keyword.
Inconsistent publishing:
10 posts one month, nothing for six months.
No promotion:
Publish and hope people find it.
Not updating old content:
Let successful content decay.
Writing for yourself, not audience:
Content about what you want to say, not what they need.
No measurement:
Don’t track what’s working.
Content Strategy Timeline
Month 1:
Keyword research and topic planning. Create first 3-5 pillar pieces. Optimize existing important pages.
Month 2-3:
Publish supporting content consistently. Build internal linking. Promote each piece. Start seeing initial rankings.
Month 4-6:
Continue consistent publishing. Update top-performing content. Build on successful topics. Rankings solidify.
Ongoing:
Maintain publishing schedule. Refresh old content quarterly. Monitor performance monthly. Adjust based on data.
Content strategy is long-term. Results compound over time.
Budget for Content Creation
DIY:
Your time plus tools. Slowest but cheapest. Works if you can write well and consistently.
Freelance writers:
£100-£500 per article depending on quality and length. Need SEO guidance from you.
Content agency:
£1,000-£3,000 monthly for consistent output. Includes strategy, creation, optimization. Fastest results.
What you get:
4-8 articles per month. Keyword research included. SEO optimization. Editing and formatting.
What AlgoSemantic Does
We create content strategies that rank for London businesses.
Our process:
Deep keyword research for your market. Content calendar for 3-6 months. Topic selection based on intent and competition. Professional writing with SEO built-in. On-page optimization. Internal linking strategy. Performance tracking.
Recent results:
SaaS company content strategy drove 300% organic traffic increase. Law firm content ranked for 40 target keywords. E-commerce blog generates 40% of monthly revenue.
Our pricing:
Content strategy: £1,500-£3,500 monthly. Includes 4-8 optimized articles, keyword research, performance reporting.
Need a Content Strategy That Actually Works?
We’ll audit your current content and create a strategy to rank for keywords that matter to your business.
Email us: contact@algosemantic.com
Call us: +44 7412 808430
Google map: 10C Church Ln, Bushwood London, United Kingdom
AlgoSemantic. The algorithm behind your success.
