Decide what to publish before you decide who writes it.
Search is no longer the only place your buyers ask a question — a growing share of them ask an assistant, and the assistant cites a handful of sources. Planning for both at once is the same job it always was: know the gaps, group the work, and be the page worth quoting.
A strategy is four answers, written down.
Where the gaps are
Keyword tools show you what other people already rank for. The questions your buyers ask before they know the category has a name are not in there, so the audit starts with the ground the tools do not cover.
What groups with what
A cluster is a set of pieces that answer one question from several angles, linked so a reader — and a crawler — can see they belong together. It is the unit we plan in, not the individual article.
Who else is answering
For each cluster, who currently holds the answer, how deep they went, and where the argument they are making has a gap you can take a position in.
How you will know
Search rankings and AI citations move on different clocks and neither is ours to promise. What a programme can carry is a set of measurements taken the same way each month, so the change is visible either way.
The free audit answers all four for your site and emails you the report. It is the same structure we would work from on an order, and you are not obliged to place one.
Elsewhere in this section
Free GEO audit
Answer five questions and get a written content audit — gaps, clusters, competitors and thought-leadership angles.
GEO & SEO resources
How answer engines pick what to cite, and the search fundamentals underneath.
AI vs. human writing
What each is good at, where AI drafts go wrong, and how we split the work.
Thought leadership
What separates a founder's argument from a summary of the category.
Working notes on strategy.
Gap analysis, editorial QC, planning templates and the measurement question — the pieces we write about the planning half of the job.
Content strategy
All content strategy postsFinding the gaps, planning the work, and keeping quality steady once there is more of it than one person can read.
Nothing published in this topic yet — it is on the plan.
Start with the audit, not the invoice.
Five questions about your site, and a written report on the gaps, clusters and competitors we find. No card, no call.