SEO · B2B services firm
SELF-STUDYFrom publishing randomly to ranking deliberately: a topic-cluster rebuild
Ninety published posts, almost no revenue. The fix wasn't more content — it was architecture.
The bottleneck
Years of blogging with no keyword strategy: posts cannibalised each other, nothing linked to money pages, and page one belonged to competitors with half the content.
What I built
- 01Full content audit: 90 posts → 34 kept, 41 merged, 15 pruned
- 02Five topic clusters architected around commercial intent, each with a pillar page
- 03Internal linking rebuilt so authority flows toward service pages
- 04Technical fixes: crawl waste, schema, Core Web Vitals
The numbers that moved
+212%organic-sourced pipeline in 6 months
17page-one rankings for commercial terms
−40%content volume (less, but aimed)