Content that answers your customers’ questions, and gets found

Content is the part of SEO that gives you something to rank. Your service pages, your location pages and the answers to your customers’ questions are what Google reads, what AI search tools quote, and what a customer reads before deciding to ring.

We write content that gets to the answer quickly, sounds like a person who knows the trade wrote it, and links to the pages that matter. Every page is edited by a person before it goes live.

Content is built into every Thickrope package, not sold on its own, because it works best alongside a matching Google Business Profile, a working site and quality citations. It’s also shaped by regular conversations with you, which we record and use to keep the campaign pointed at what matters most to your business.

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    What we create

    Content typeWhat it’s forExample
    Service pagesRank for what you sell and turn visitors into enquiries“Boiler servicing in High Wycombe”
    Location pagesShow you work in a specific areaA page for each town or branch you cover
    Answer pages and FAQsWin questions customers ask before they buy“How long does a boiler service take?”
    Supporting articlesBack up your main pages and link to themGuides, comparisons, how-tos
    Updated pagesGive an existing page the nudge it needsA page stuck on page two of Google

    We start with the pages closest to the sale: service and location pages. Articles come after, to support them. We don’t write for the sake of volume.

    How a page gets made

    1. We start with you. We learn what you do, what you most want to be found for, and how you talk about it. That sets the tone.
    2. We research the search. We pick the keyword by intent and commercial value, then check what people actually want to see: text, steps, images or video.
    3. We study what ranks. We look at the top results to see what they cover and where they fall short.
    4. We bring in your expertise. We record our conversations and meetings with you and use your real answers, so the page reflects what you know first-hand.
    5. We draft with AI support. AI helps with research and the first draft.
    6. A person edits every page. Flow, accuracy, structure, internal links and whether it answers the question properly.
    7. You approve the first batches. At the start, you review the first pages we write, so we get it right together.
    8. We publish properly. Page title, description, internal links and structured data are set up when the page goes live.
    9. We check again. A couple of weeks after it’s live, we run the page through an optimisation check and refine it.

    Approval, then momentum

    Your feedback on the first batches goes into a set of content guidelines for your business, which we keep updating as we learn. Once we’re both confident we’ve got your voice and facts right, we publish without waiting for sign-off each time. SEO rewards steady progress, and waiting on approvals for every page slows that down.

    How we use AI

    We use AI openly and on purpose. It’s a very good tool for research and first drafts, and a poor substitute for someone who knows the business. So we combine the two: AI for speed and range, people for judgement, accuracy and voice, and your own expertise for what no tool can know. Every page is edited by a member of our team, and we keep refining how we use the tools to get the best out of both.

    Content made by AI aloneHow we do it
    Source of expertiseGeneral web knowledgeYour own answers, recorded and used
    Local detailOften genericLocal terms, places and phrases
    AccuracyCan be wrong without anyone noticingA person checks and edits
    ToneSamey, with overused phrasesEdited to sound like you
    StructureWritten to a templateMatched to what searchers want
    AnswerOften buried in fillerIn the first paragraph

    Create, update or remove

    More content isn’t always better. We decide page by page:

    SituationWhat we do
    There’s a clear gap in what you coverCreate a new page
    A page ranks reasonably but could reach the top 10Update and strengthen it
    Two pages compete for the same searchKeep one, adjust the other
    A page has had no traffic for a long timeRemove it and redirect to a relevant page
    Everything elseReview regularly so it stays accurate

    Prefer to do it yourself? Our free SEO content guide walks through finding the right terms, writing pages that answer them and keeping them up to date.

    How much content is included

    Local SEO FoundationsLocal SEO GrowthLocal SEO Scale
    New or optimised pages per month2615
    Recorded client conversations and meetingsYesYesYes
    Edited by a personYesYesYes
    Internal links, page titles and structured dataYesYesYes
    Optimisation check after publishingYesYesYes

    Compare the packages

    How much content you need depends on your market. In a quieter area, a few well-built pages can be enough. In a competitive one, we build more around the main pages.

    What we don’t do

    • We don’t publish content just to hit a number.
    • We don’t paste unedited AI text.
    • We don’t promise rankings from content alone.
    • We don’t produce video as part of the packages. If you make video, we’ll help with titles, descriptions and putting it on the right page.

    FAQs

    What is content marketing for SEO?

    Creating pages and articles that answer what your customers search for, so they find you and trust you before they get in touch.

    Do you use AI to write the content?

    Yes, and we’re open about it. AI helps with research and first drafts. A person then edits every page, and your own expertise goes into it. The combination is what gets the best results.

    How much of my time do you need?

    Regular conversations and meetings, which we record. They’re how we understand your priorities, use your real answers in the content, and steer the campaign towards your goals. Every package includes them.

    Do I approve the content before it’s published?

    At the start, yes. You review the first batches so we get your voice and facts right. Once we’re both happy, we publish without waiting for sign-off each time, so the momentum isn’t lost.

    Can I buy content writing on its own?

    No. It’s part of our local SEO packages, because content ranks best alongside a matching Google Business Profile, a working site and quality citations.

    How many pages will I get?

    Two a month on Foundations, six on Growth and fifteen on Scale. They can be new pages or improvements to existing ones.

    How long until content ranks?

    Most clients see first movement in months two to three. Competitive terms take longer, and we’ll be honest about where you stand.

    Will you update old content?

    Yes. Improving a page that’s close to the top 10 is often better value than writing a new one.

    Wondering what your site is missing? Book a free discovery call. Within 48 hours we’ll send you an audit, including the content gaps we find.

    Book a free discovery call