Topic Clusters Over Keywords
“SEO” is often sold as a dark art. It’s not. It’s about answering the questions your customers are asking, better than anyone else. But the old way of “chasing keywords” is dead.
We build authority through Topic Clusters: interlinked groups of content that own a subject area. When Google sees that your site has 15 pieces of content around a topic—all internally linked and consistently useful—it treats you as an authority. That authority compounds over time.
The “Human-First” Stack
We write for people, then optimize for Google.
- Technical SEO: I fix the plumbing first. Core Web Vitals, Schema Markup, and Canonical tags ensure Google actually indexes your content. A beautiful article that Google can’t crawl is a tree falling in an empty forest.
- Data Source: I use SearchAtlas (and Google Search Console) to identify the “Content Gaps”—where your competitors are weak and you can win. Not just keyword volume; actual opportunity based on domain authority and current rankings.
- Content Production: No AI slop. I use AI to research and outline, but the words are human. Google is getting better at identifying thin, templated content, and your brand reputation depends on producing something actually worth reading.
- Internal Linking Architecture: Every piece of content we produce links to and from related content intentionally. This passes authority through the site and keeps users engaged longer.
The Technical Audit
Before we produce a single new piece of content, I audit what you have. Duplicate content, thin pages, broken links, slow load times, and missing structured data are common issues that suppress rankings regardless of how good your content is.
The Goal
Organic traffic that converts. I don’t care about traffic if it’s all bouncing. I care about the user who reads three articles and then books a demo. That’s the outcome we optimize for: qualified organic pipeline, not vanity traffic numbers.