Helping brands define their content strategy and create content that increases engagement, revenue, and organic traffic.
We know high-value content fuels brand growth, humanizes businesses, and increases ROI.
Our content planning specialists turn fragmented assets into a governed content framework that doubles engagement. Through exhaustive content audit services and content performance analysis, we surface gaps, retire redundancies and build a content calendar strategy that maps every piece to search intent. The team then implements SEO content strategy and content optimization strategy standards, weaving metadata, schema and internal links that sustain compounding growth. Continuous content lifecycle management ensures stakeholders iterate quickly while preserving brand voice, giving you a content marketing strategy that scales with the business.
Content Case Studies & Client Stories
Bill helped our 120+ location franchise, increase our Google Maps listings by 32% and grow our local SEO traffic by 110%.
After completing comprehensive local and national SEO audits, they rolled out a location‑focused growth plan that included regional landing pages, hyper‑local content, and a photo‑acquisition program for each Google Business Profile. The results speak for themselves.
Bill
Director of Marketing
I’m thankful to have found Linchpin SEO. We’ve increase organic leads by over 40%.
I’m thankful to have found Linchpin SEO as our company’s partner to support our website and SEO initiative. Excellent guidance and work product!
Janice
Marketing Manager, UCFS
Linchpin SEO consistently delivers measurable SEO gains—37% more leads and a 110% increase in blog traffic for our organization.
Bill and his team generously share knowledge, laying out each step in plain language. Their website services make launching and maintaining a new site almost effortless. Thanks, Bill!
Joey Glassco
CMO, Lubrizol CDMO
Linchpin SEO sets the gold standard for search‑engine optimization.
Under their guidance, our organic blog reach climbed 124%, total organic sessions jumped 263%, and product‑page traffic soared 157%. Bill’s deep technical expertise—paired with his gift for explaining complex concepts to any audience—has been invaluable. If you want to accelerate organic growth, look no further.
Zara Puckrin
Marketing Manager, Reprocell
Our Content Strategy Process
Research shows that 74% of B2B buyers conduct over half of their research online before making a purchase decision. A well-thought-out content strategy positions your brand as a thought leader, provides valuable insights, and builds trust. Our objective for your content campaign is to create a holistic content strategy to build your brand and target user intent and keyword value to increase web traffic, leads, and sales.
Persona Definition
Every great content strategy begins with understanding your audience. Website personas represent your ideal customers—their goals, challenges, and how they interact with your brand. By building these personas, you can create tailored content that speaks directly to them.
Utilizing our persona worksheets, we will work with your team to define your primary personas, so you create content and messaging that speaks directly to them.
Content Inventory & Audit
A content audit helps you assess the existing materials on your website and identify gaps. It’s like taking stock of what’s working and what isn’t. This step helps you identify high-performing content that can be repurposed or refreshed to stay relevant.
We pull a crawlable inventory to help us better understand the depth of content on your website and any information architecture problems causing Google crawling issues.
Content Mapping
Content mapping ensures that each piece of content is aligned with the buyer’s journey—awareness, consideration, and decision stages. This process helps you deliver the right message at the right time, ensuring that potential customers stay engaged throughout their journey.
Keyword mapping helps identify current content keyword value and gaps and guides minimizing keyword cannibalization.
Intent Mapping
There are multiple keyword intent categories, so ensuring pages not only target the keywords users are searching for but also the correct intent is key to ranking well.
Content Identification
We will then dive into your content sets to better understand where there are communication gaps and what content needs to be created to fill keyword and messaging gaps.
Once you have a plan, it’s time to create! From blogs and white papers to case studies and infographics, B2B content creation should always be educational, valuable, and relevant to your audience’s needs.
Content Optimization
Optimizing your content for search engines is critical for visibility. Your audience needs to find your content, and that’s where content optimization comes in. Implement SEO best practices—keyword research, meta descriptions, alt tags, and more—to ensure your content reaches the right people.
In this phase, we will provide an optimized information architecture for your website, page content hierarchy, and SEO keyword targets for each page within the IA.
Content Workflow
Efficient content production requires a well-organized workflow. A defined process for content creation, editing, approvals, and publishing will ensure that your content is high-quality and delivered on time.
We will work closely with your teams to define processes, tools, and resources required for content initiatives to launch successfully and maintain constant value to users.
Governance Policies
As your content library grows, having governance policies in place helps maintain consistency in voice, tone, and style across your brand. It ensures that all content reflects your brand’s values and messaging.
We will work with your team to find the most efficient path for execution, and plan for communicating your content strategy to key team members.
Content Distribution
Creating great content is only half the battle; promoting it is the other half. A strong distribution strategy across social media, email marketing, and partnerships ensures that your content reaches your target audience.
We will work with your teams to define the channels used to amplify your content sets to primary users to drive traffic and build brand value signals.
Measurement Strategy
How do you know if your content is effective? By measuring it. Track metrics like traffic, engagement, and conversion rates to evaluate the performance of your content strategy and adjust it as necessary.
We will work with your analytics team to determine how best to measure the impact of content changes and optimizations.
Deliverable
The deliverable includes a content strategy plan that outlines a prioritized list of recommendations to optimize your website content for users and search engines.