Hyper-performance Online Marketing Consulting. Welcome to Fat-Free SEO by Hamilton Buchanan (Pty) Ltd.

Content Strategy & Mapping

Content Strategy

Search Engines love fresh and relevant content. Period. A defined and active content strategy will pay huge dividends in terms of sustained online visibility. We often see it as the make or break component for many high competition SEO’d sectors. A site that’s offering fresh, relevant and unique content sends strong ranking signals to Google’s algorithm indicating that the site is maintained and is working towards indexing and offering relevant but unique information which would be a benefit to searchers. Fresh content results in new keyword rankings and therefore, traffic.

Hamilton Buchanan has a team of writers that can write your search engine friendly content. We can develop monthly content plans as well as provide Fan Page or online community management.

SEO-friendly copywriting is charged at R350 per 250-350 words of SEO friendly copy. Monthly Fan Page conversation is charged at R500 per hour. Fan Page management/monitoring and online community management is handled by our partners and scoped before a quote can be provided to clients.

Content Mapping

Content mapping is most typically used for content rather than application sites. Content mapping describes the ability to produce a complete list of all content that the site holds and will hold in the future.

For sites particularly rich in content, it may be a list of types of content. Once the content is aggregated, the simplest way to deal with organizing it is to perform a card sort. This technique is used to identify the most appropriate way content should be grouped and what labels and headings should be used. Typically the names of each of the content items are written on an index card or entered into a computer programme. These are then sorted by likeness.


"The Internet is really about highly specialized information, highly specialized targeting."
Eric Schmidt, former CEO of Google Inc.

"The ultimate search engine would basically understand everything in the world, and it would always give you the right thing. And we're a long, long ways from that."
Larry Page, co-founder of Google.

"We want Google to be the third half of your brain."
Sergey Brin, co-founder of Google.

"It's quite complicated and sounds circular, but we've worked out a way to calculate a Web site's importance."
Larry Page, co-founder of Google.

"Some say Google is God. Others say Google is Satan. But if they think Google is too powerful, remember that with search engines unlike other companies, all it takes is a single click to go to another search engine."
Sergey Brin, co-founder of Google.

"There's a difference between being able to make long distance phone calls cheaper on the Internet and walking around Riyadh with a PDA where you can have all of Google in your pocket. It's a difference in degree that's so enormous it becomes a difference in kind."
Thomas Friedman

"A perfection of means, and confusion of aims, seems to be our main problem."
Albert Einstein

"Be a yardstick of quality. Some people aren't used to an environment where excellence is expected."
Steve Jobs

"Be nice to nerds. Chances are you'll end up working for one."
Bill Gates

"Innovation distinguishes between a leader and a follower."
Steve Jobs

"With Google I'm starting to burn out on knowing the answer to everything. People in the year 2020 are going to be nostalgic for the sensation of feeling clueless."
Doug Coupland

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SEO by Matt Hamilton

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