Content Marketing
Content That Earns Rankings, Citations and Enquiries
Content is the raw material every search platform runs on, from Google's index to the retrieval systems behind ChatGPT. We plan and produce content that builds topical authority in your category, is structured so AI answers lift from it, and is written well enough that a human reads to the end and enquires.
- Search platforms optimised, from Google to ChatGPT, Perplexity, Reddit and YouTube
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Some of the brands we have worked with
What we do
What content marketing at Essheo includes
- Content strategy: a topical map of everything your category needs covered, built from keyword and prompt research, competitor gap analysis and your own sales conversations, then sequenced so authority builds in the right order
- Service and product page copy: the commercial pages that need to rank and convert, written to answer the buyer's real questions rather than describe your features
- Guides, articles and resources: the supporting content that establishes expertise, wins informational rankings and earns links and citations
- Comparison and decision content: the "X vs Y" and "how to choose" pages that AI assistants lean on heavily when recommending
- Content refresh: updating and consolidating existing pages, which is frequently the highest-return work on an established site
- Video scripts and YouTube content, working with our YouTube and Video SEO service
How we write
Every piece is briefed from research, written by someone who understands the sector, and structured with answer-first sections, clear headings, dated updates and attributed expertise. We use AI tools to accelerate research and drafting where they help, and never to publish unedited output, because thin AI content is exactly what the platforms are now filtering out. The finished piece has to be something a specialist in your field would read and think was written by a peer.
Content for AI visibility
Language models cite content that is clear, specific and structured. A page that opens with a two-hundred-word preamble before answering the question will lose to one that answers in the first paragraph and expands beneath. A page with a named author and credentials beats an anonymous one. A comparison table beats a wall of prose. We build these patterns into every brief so content works for Google and for generated answers at the same time, without needing two versions.
Sector expertise
We have written at depth in heating and renewables, home improvement and trades, legal and financial services, e-commerce and B2B technology. Where a sector is new to us, we say so, and we interview your team before writing a word.
How it works
Production and workflow
Digital PR and Content
Related services
Digital PR
Digital PR earns the links, mentions and coverage that no other channel can buy.
YouTube and Video SEO
Your customers search YouTube for how-to guides, product comparisons and "is it worth it" reviews before they buy, and Google increasingly shows video results and AI Overviews built from them.
Generative Engine Optimisation
When your customer asks ChatGPT, Google or Perplexity who to use, one or two brands get named and the rest are invisible.
Answer Engine Optimisation
Answer engines pull one response from the web and present it as the answer.
SEO Services
Every account at Essheo is worked by a senior SEO, not handed down to a junior after the pitch.
Insights
Latest guides
How to Measure Success From Generative Engine Optimisation
AI SEO Guides
What ROI Can Businesses Expect From GEO Services?
AI SEO Guides
How Much Traffic Can AI Search Generate for Your Business?
AI SEO Guides
Is GEO Worth Investing In? A Business Case for AI Search Optimisation
AI SEO Guides
How AI-Powered Search Engines Decide Which Brands to Recommend
AI SEO Guides
Google’s AI Overviews: What They Mean for Your Business
AI SEO Guides
FAQs
Frequently Asked Questions
It depends on the size of the topical gap and the competition. New sites in competitive sectors often need eight to twelve pieces a month early on; established sites may need two to four plus refreshes. We plan from the gap, not a fixed quota.
We use AI for research, outlining and first drafts where it saves time. Everything published is edited and fact-checked by a specialist and reads as expert-written, because that is what ranks and gets cited.
Yes. We interview your subject matter experts, cite sources, and route anything regulated through your compliance process.
Yes, and often that is where we start. Consolidating and updating existing pages usually outperforms publishing new ones on an established site.
Yes, on any CMS. Images, internal links, schema and metadata included.
Speak to us today to get started