svaerm: (Your) SEO Content Agency

Since 2018, our goal as an SEO Content Agency has been to create the best content on the Internet for our clients’ niches. This is our approach to generating online visibility and leads or business inquiries for corporations, medium-sized companies, and organizations – strategically, creatively, and editorially.

In this article, we present our methodology and highlight the USPs that set us apart from other SEO content agencies. We look forward to answering your questions.

What distinguishes a good SEO content agency

Many SEO-optimized texts are written based on keyword lists and gain a short-lived visibility boost through link-building campaigns – until the media budget runs out or the competition catches up with its own link-building campaigns. SEO content of this type is often created with the aid of AI and fails to address the questions that users actually want answered.

We do things differently: We focus on pinpointing the type of information your target audience needs and design your SEO content to meet their search intent exactly. It is about the conceptual alignment of the text with the search queries of your future customers rather than simply including keywords from a list.

We see SEO content creation primarily as an editorial endeavor, achieved through the systematic reverse engineering of successful competitor websites. On-site SEO and technical elements are obvious fundamental elements, and we implement link building, if at all, only organically and with a focus on quality.

References

Why svaerm?

The svaerm SEO content agency was founded in 2018 and grew out of the former online department of the strategic creative communication agency Mai Communications (founded in 2000).

The two agencies continue to cooperate closely. At svaerm, we aim to offer our customers the best of both worlds: The unique editorial and digital expertise of svaerm, as well as Mai Communications’ longstanding design and project management experience in supporting major clients and corporations.

This enables us to offer a full range of marketing services beyond our primary focus as an SEO content agency, offering everything from a single source and through a single point of contact. We think of ourselves as a boutique that works in a highly individualized way based on our clients’ goals and brings dynamism to sluggish enterprise processes.

We gain our technical know-how from exchanges with international SEO colleagues at conferences, courses, and informal discussions. Our network is a mix of longstanding close partnerships and strategically established new contacts for individual client projects. When it comes to creating the best content on the Internet, it’s a given that we’ll get to know your niche inside out and find the right technical partners.

With us, you are more than just another entry in a list of customers: We only work with a small number of select clients, which allows us to build long-term, intensive, and personalized relationships.

Our approach to SEO content

Our approach to SEO content is designed to respond to the primary search intent (the main information need) of your target audiences when they enter a certain search term into Google. Beyond that, we also address users’ secondary search intents (follow-up questions that arise during their research) in an optimized order and with an appropriate post length.

The resulting SEO content naturally has to be a good fit for you, i.e., your company, your organization, or your objectives. Additionally, we need to ensure that there is a realistic chance of success, which we can assess in advance using SEO KPIs.

To summarize: By offering your target audiences precisely what you can realistically deliver and what they are looking for, we make you visible. This is why we have developed a systematic methodology that leaves nothing to chance.

Keyword validation instead of keyword research

Other agencies are starting their SEO content creation process with keyword research: They choose keywords based on keyword metrics such as monthly search volume (MSV) and keyword difficulty (KD), compile them in a list, and then use them in their texts.

Instead, we start one step further back with the keyword validation process: Each keyword is linked to a search intent, which should guide the conceptual and content-related approach of an SEO web page and must be carefully determined.

The keyword validation is a “reality check” – a feasibility study that helps determine which keywords will constitute suitable topics for SEO content and which won’t. To this end, we ask the following questions:

1. What are the target audience’s information needs from Google? 
2. What are Google’s criteria, and is ranking realistically achievable?
3. How well does the search intent match the identity, products, or services offered by our customers?

Furthermore, keyword validation suggests an optimal range for the SEO text length of a planned web page.

Search intent hierarchy analysis

As mentioned previously, there is an optimal order in which users of search engines would like to be informed about a search criterion. Effective SEO content first fulfills the primary search intent of the target audiences and subsequently addresses secondary search intents according to their hierarchy.

We figure out this order or hierarchy by means of a data-driven framework called Search Intent Hierarchy Analysis (SIHA). To the best of our knowledge, the term “search intent” first appeared in the pioneering work of AJ Kohn; Alexander Rus proposed a model of a hierarchy of different search intents in German-speaking countries.

We have refined these concepts and used them to develop a methodology for SEO content creation that incorporates a range of best practices from international SEO experts. Among others, the work of Glen Allsopp, Lily Ray, Jenny Halasz, and Koray Tuğberk Gübür provided particular inspiration.

The Search Intent Hierarchy Analysis (SIHA) seeks to reverse engineer successful SEO content and to extrapolate concrete recommendations for content creation. Among others, the user is provided with a topic-specific “outline” or a preliminary headline structure for the planned SEO content to ensure successful ranking.

EEAT

Search results on Google prioritize content from companies, organizations, and people who score high on EEAT in their niche.

EEAT stands for Experience, Expertise, Authority, and Trustworthiness. EEAT can’t be measured, but must be felt. Google uses search quality raters who test search results and are asked, among others, to evaluate the trustworthiness of the companies whose websites they visit. 

As an SEO content agency, we implement systematic approaches to optimizing EEAT. These include: a modern and mobile-responsive web design, clear and detailed contact pages, contact stickies and contact forms, using real people as authors for web content, along with providing information about the authors. Our SEO content also follows quality guidelines to ensure EEAT within the target niche.

Semantic SEO

Those creating content within a niche, at multiple levels of abstraction, and for different stages of a user’s journey, are more likely to gain visibility.

For this reason, it is advisable not to limit yourself to creating commercial landing pages that showcase a selection of products or services. Rather, we recommend also creating a mix of guidance content along with other types of web pages.

Among others, you have hubs (beginner-friendly overview articles), spokes (in-depth, more detailed articles on relevant topics), and sub-hubs (a level in between). Websites featuring thematically related hubs, sub-hubs, and spokes that are meaningfully linked together are more likely to be recommended by Google as reputable niche websites with comprehensive content for beginners and advanced users.

Stand out from the competition

The following figure illustrates our key areas of focus across various SEO disciplines and summarizes how we, as an SEO content agency, differentiate ourselves from our competitors. 

Our services and our SEO content process

A select few of our SEO content projects

Marketing executives love svaerm

This is how your pilot project could unfold

A question we often get asked is what the minimalist solution is we can offer for testing our collaboration. Your pilot project comprises three steps:

1. Keyword validation and editorial planning for 6–8 SEO content articles
2. Content Creation: Creation of 3 SEO-optimized blog posts or landing pages
3. Visibility reporting, e.g., 3–6 months after the publication of the last post

This approach proves enough to write your first success stories and convince your company’s management of the benefits of a long-term collaboration.

Are you interested? Ask us about it!

Contact details for companies

We look forward to answering your questions on the project. After receiving your initial written request via the contact form below, we will also be happy to advise you personally by phone, video call or on site.

Frequently Asked Questions

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