Content & search experience.
Answer the question properly. Make the next step obvious.
Content is where discovery becomes understanding, comparison and action.
We use search evidence to decide what needs to exist, how it should be structured and what it should help someone do next.
Talk to a content & search specialistRecent work
Shindigs
An Australian online party supply store. The category architecture was rebuilt, internal links rewired around it, and 200+ blog posts consolidated to about 40, each with a clear role supporting the categories.
- 200 → 40
- Blog posts, after pruningContent audit · published case study
- +150%
- Organic trafficPublished case study · baseline to Oct 2024 peak
- +40%
- RevenuePublished case study
Our view
More content is not the strategy.
Publishing more pages does not, on its own, improve discovery or conversion. Shindigs grew with a fifth of the blog posts it started with.
The useful questions come first. What customer question is still unanswered? Which page should own that intent? What belongs on it, what should someone understand before they move on, and what is the next useful step?
Content should exist because it improves the decision, not because a keyword exists or a calendar needs filling.
What the work covers
Where content has to do its job.
Work areas, not stages. Most engagements weight them differently.
Content jobs
Different questions need different content experiences.
Category & service pages
Help someone understand the offer and choose the right path, without making them read everything to find it.
Guides & explainers
Answer a research question thoroughly, without forcing a sale before the reader is ready for one.
Comparison & decision content
Help customers weigh alternatives and trade-offs honestly, including where another option suits them better.
Product & collection pages
Connect product and category demand with the commercial information a buyer needs to decide.
Landing pages
Match a specific campaign, query or intent with one clear next action.
Scope
What Content & search experience can include.
Not every engagement needs all of it. Scope follows the problem.
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Audit and strategy
Content audits, search-led content strategy, and pruning or consolidation where content competes with itself.
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Briefs, guidance and production
Content briefs and editorial guidance for your team or ours, and content production where it is scoped.
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Page and architecture strategy
Landing and category page strategy and the information architecture behind it.
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Optimisation and experience
Content optimisation, search experience and conversion improvements, and adapting content for other channels where it is scoped.
Content & search experience creates and improves the content people interact with. Where the work crosses into SEO, AI search, social search or digital PR, those capabilities are scoped separately.
Measurement
Measure whether the content did its job.
Each piece of content has a job, so we measure it against that job: whether people found it, whether it helped them, and what they did next.
Discovery
Search visibility, organic entry and coverage of the queries the content was built for.
Usefulness
Engagement, the pathways people take through the content, and scroll or interaction behaviour where it means something.
Commercial response
Leads, conversion rate, revenue, assisted behaviour and progression, where they can be observed.
We separate what the data directly shows from what the content may have contributed to.
In practice · Hamilton Janke Lawyers
They didn't need another writing team. They needed a search strategy for the one they already had.
Hamilton Janke already had strong in-house writers producing accurate legal copy that was not ranking. The brief was not to replace them. We audited the site, then gave the firm’s own team briefs, keyword maps, a cluster structure around its practice areas and structural recommendations to write against.
- +50%
- Organic leads
- +690%
- Top-3 ranking keywords
Content & search experience · SEO & search performance
View the Hamilton Janke case study
Selected clients
Before you brief us
Questions, answered plainly.
01 Is this the same as content marketing?
No. Content marketing usually starts from a publishing schedule. This work starts from search and customer behaviour, and from the job a piece of content needs to do for the person reading it.
02 Does Firewire write the content?
Yes, where it is scoped. We also work with internal writers and external content teams, providing the strategy, briefs and optimisation while they write.
03 Is this just SEO content?
No. Content can support SEO, AI search, social search, paid media and conversion. This capability owns the content and the page experience itself; the disciplines that depend on it are scoped through their own capabilities.
04 Can you work with our existing content team?
Yes. Hamilton Janke is the model: the firm’s own writers kept writing, and we provided the audit, briefs, keyword maps and structure they wrote against.
05 How do you measure content performance?
Against the job the content was meant to do: discovery (search visibility and organic entry), usefulness (engagement and the paths people take) and commercial response (leads, conversion and revenue where they can be observed). Content rarely acts alone, so we say what the data shows directly and what the content may have contributed to.
Ready when you are.
Be found first. Be chosen naturally.
Tell us where customers are getting stuck, what content already exists and what you need them to understand or do next. We will tell you whether Content & search experience is the right place to start.