Organic search

Define your organic strategy with clear traffic goals. Build a content workflow, create content that educates and converts, and optimise for both search engines and AI tools.

Organic search

Introduction

When I started with SEO in 2010, it looked completely different. One of the first tactics we used was hiding keywords in the footer using a blue font on a blue background. Users couldn’t see it, but Google could. It worked back then. Not anymore.

A lot has changed since. Since 2025, ranking in large language models is becoming just as important as ranking in Google. At the same time, traffic from Google is starting to decline for many sites. But that doesn’t mean organic search is dead. If you optimise for both search engines and AI responses, it can still be one of the most reliable ways to attract qualified buyers.

This playbook shows the exact content strategy I’ve used to scale three websites already. It’s based on long-form content and smart structuring, not keyword stuffing or shallow blog posts. It’s built for people who want lasting results instead of short-term tricks.

I’m also documenting how I’m applying the same approach right now to grow Solid Growth. You can follow along and use the same steps to build your own traffic engine.

Chapters

1

How to define your SEO content strategy

Set a traffic goal, group keywords by intent, and build a strategic content pillar map that scales with clear launch plans ready to execute.

2

How to build a content production workflow

Turn your organic-growth strategy into a production system. Track ideas, score by impact, move through workflow, and publish on time consistently.

3

How to create high-quality content

Write content that educates, engages, and converts with clear transformation. Create for one reader with proof, optimise for search, drive qualified traffic.

4

How to optimise content for SEO and AI

Turn high-quality articles into discoverable assets. Craft title tags, schema, internal links, add llms.txt, fix speed, and rank in search and AI.

5

How to repurpose content efficiently

Convert every long-form guide into LinkedIn posts, carousels, videos, and podcast snippets in minutes with AI prompts and reusable templates.

6

How to promote content for organic reach

Launch your repurposed assets with a step-by-step plan. Time email blasts, social drops, community posts, and engage for 60 minutes per launch.

Organic search

tools

SurferSEO

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99

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SurferSEO

SurferSEO analyses top-ranking content to provide data-driven recommendations for on-page optimisation and content structure for target keywords.

SEMrush

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140

per month

SEMrush

SEMrush is an all-in-one SEO platform covering keyword research, competitor analysis, backlink tracking, and content optimisation for organic growth.

Google Analytics

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Google Analytics

Web analytics that tracks user behaviour and conversions, essential for understanding traffic and lead sources when configured well.

Books

Traction (channels)

Gabriel Weinberg

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Traction (channels)

A method to discover your best channel. Prioritise, test and focus resources where traction is most likely.

Traffic secrets

Russel Brunson

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Traffic secrets

A broad look at audience building. Useful ideas for content, partnerships and email that compound over time.

Hacking growth

Sean Ellis

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Hacking growth

A practical framework for experiments and insights. Build loops, run tests and adopt a cadence that ships learning every week.

Wiki

Internal linking

Connect related pages through contextual links to help search engines understand site structure and spread authority whilst improving user navigation.

Content pillar

Create comprehensive hub pages on core topics that link to related subtopic content to establish topical authority and improve rankings across topic clusters.

Backlinks

Earn links from other websites to your content to signal authority to search engines and improve rankings for target keywords over time.

Technical SEO

Fix site infrastructure issues that prevent search engines from crawling and indexing pages properly to ensure content can rank regardless of quality.

On-page SEO

Optimise individual pages for target keywords by improving titles, headings, content, and internal links to help search engines understand topic relevance.

Domain authority

Build cumulative site-wide ranking power through quality backlinks and strong content so new pages rank faster than competitors starting from scratch.

Keyword research

Identify search terms your customers use to create content that ranks organically and bid on paid terms that drive qualified traffic at profitable costs.

SEO

Optimise your website and content to rank prominently in organic search results, capturing traffic without ongoing advertising spend.

Related topic

Demand generation

Build your channel strategy and optimise each channel, so you grow traffic strategically without burning budget.

Organic search

Other playbooks

Automation

Automation

Identify repetitive tasks draining time and build workflows that run without you. Use HubSpot and Zapier to automate lead routing, follow-ups, notifications, and data entry.

Weekly scorecard

Weekly scorecard

Set up and run the weekly 12-metric review across all four growth engines. Structure the meeting, assign ownership, use traffic lights, and escalate issues that need attention.

Dashboard setup

Dashboard setup

Build a reporting dashboard that tracks the 12 growth metrics across all four engines. Choose the right tool, structure views correctly, and make data actionable weekly.

Audience targeting and segmentation

Audience targeting and segmentation

Define exactly who to target by building ICP criteria, audience segments, and account lists that focus your spend on prospects most likely to convert.

Sales follow-up sequences

Sales follow-up sequences

Keep deals moving forward with automated outreach cadences, task reminders, and nurture sequences that prevent qualified leads from going cold or slipping through the cracks.

Discovery call framework

Discovery call framework

Qualify prospects and uncover needs through structured discovery conversations that build trust, surface pain points, and position your solution as the obvious choice.

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