What Content Should I Create for SEO?

Before choosing a topic, understand why someone would search for it. Search intent often falls into several broad categories:

Different intentions require different content. Someone asking, “What is SEO?” needs something very different from someone searching “SEO agency Hamilton.” Your content ought to match the question and where that person is in their decision process.

Your customers can be one of your best sources of content ideas. Talk to:

Ask them:

Those conversations can reveal topics no keyword tool will fully understand.

SEO content doesn’t have to mean articles. Useful content can include:

The format must follow the information—not the other way around.

If your business has genuine expertise in a subject, don’t stop after publishing one page. Explore the connected questions around that subject. For example:

Now you’re creating connected knowledge instead of isolated articles. That’s the foundation of Question Chain Mapping.

One of the strongest sources of original content may already exist inside your organization. Your people have experience. They’ve solved problems. They’ve answered questions. They’ve seen what works and what doesn’t. Turn that expertise into useful articles, videos, case studies, guides and answers.

Your people know things search engines and AI systems don’t know until somebody publishes them. That’s a competitive advantage worth using.

Don’t leave valuable content isolated. Connect related information through internal links. A strong subject area might connect:

Over time, those connections can develop into a deeper Knowledge Hub around the subjects your business knows best.

Useful content helps demonstrate what you know. But how does Google determine whether your business is credible?

That’s where we move from what you publish to the wider signals that help establish who is behind it.

Next question: How Does Google Know My Business Is Credible? →