Search & AI Visibility · Content System
A publishing system, not a pile of blogs
Most company blogs fail because they publish orphan pages with no source and no path back to a service. This engagement installs the system we use on our own sites: a keyword and intent check before writing, answer-first drafts, a fact-check that can kill a paragraph, hub-and-spoke links, and a gate that refuses to ship a post without an answer.
- Topic is chosen by intent and by whether a hub already covers it, not by a calendar theme
- Every post opens with a direct answer a model can lift
- A statistic without a named, openable source is cut
- A new post that does not link to its hub is not a finished post
What you get
Deliverables, not slideware
- 01
Cluster and hub map
The existing service and insight pages drawn as hubs. New pieces are spokes. A new hub is a decision, not a default.
- 02
Answer-first template
Title with the query near the front. Answer in the first screen. Headings as questions. FAQ from real leftover questions. Author named. Meta description written by a person.
- 03
Source and fact gate
Hard numbers need a source in the page. If we cannot verify it, we cut it or we soften it to something we can stand behind. We would rather be quiet than quotable-and-wrong.
- 04
Publish and refresh cadence
What ships this month, what gets a freshness pass, and which internal links the new piece must receive on the hub before it goes live.
- 01Answer block: present, 2–4 sentences, in the HTML
- 02First H2: a question
- 03Hub link: in the body, not only in a related-posts widget
- 04Sibling link: at least one
- 05Sources: every hard number has a URL
- 06Meta description: written, not generated at build
How it runs
What actually happens, step by step
No discovery theatre. Each step ends with something you can read or use.
- 01
Map
Hubs, spokes, and the queries that would cannibalize each other.
- 02
Outline
Intent first, then format. A commercial query gets a service-shaped page. An informational query gets a spoke, not a second homepage.
- 03
Write and check
Draft, then an adversarial pass on every stat. The checker is allowed to delete.
- 04
Ship and attach
The hub is updated in the same release as the spoke. Then the URL goes into the sitemap.
Tangible
What lands in your hands
Named objects with a format and a week attached, so the handover is easy to picture.
Visibility audit
Where you appear in search and in assistant answers, and where you do not.
PDF · 11 pagesWeek 2Answer page plan
The questions worth owning, ranked by intent and difficulty.
Prioritised brief setWeek 2Tracking dashboard
Rankings, citations and assisted conversions in one place, refreshed weekly.
Live URLWeek 3
Search & AI Visibility Audit
Where you appear, where you do not, and the pages that would move it.
This is the real template, with client figures replaced by representative ones. Read it before you talk to us — if the format is not useful to you, the engagement will not be either.
Before and after
What the change looks like in the week
Red is the cost you carry today. Green is what the system gives back.
Today
- Posts are scheduled to “keep the blog active”
- Two articles target the same question
- Stats are rounded until they feel true
- The service page never links to the article that should support it
After
- A spoke exists because a hub has a gap
- One URL per intent
- Unverifiable numbers are gone
- Hub and spoke ship together
Objections
Answered before you ask
Can we just use AI to write the posts?
You can use it to draft. You cannot skip the answer, the source check, or the human who has done the work. A page that reads like a model and cites nothing is the page a model will not cite.
How long should a page be?
Long enough to answer the question and short enough to scan. Depth without walls of text. We do not chase a word count.
Is this the same as the Diagnostic?
No. The diagnostic decides what to publish. The content system is the machine that publishes it without rotting.
Keep going
Where people look next
Related work, the category this sits in, and the proof behind it.
One next step, and it is a paid one on purpose
The AI Opportunity Diagnostic is a fixed-scope engagement. You leave with a ranked plan you can act on with us or without us.
Still sizing the problem? Write to us in your own words first. A person reads it.