Start by auditing what you already rank for and where revenue actually comes from. Pull your Google Search Console data for the last 12 months and identify which pages drive traffic, which keywords convert, and where you have impressions but no clicks. This tells you what's working and what gaps exist. Next, do proper keyword research tied to business outcomes. Use tools like Ahrefs, Semrush, or even free options like Google Keyword Planner to find terms your audience searches for. Group keywords by intent: informational (blog posts, guides), commercial (comparison pages, listicles), and transactional (product or service pages). A B2B SaaS company in Ottawa might target "project management software Canada" (transactional) and "how to manage remote teams" (informational) as part of the same strategy. Map those keywords to specific content formats. If search intent is clearly informational, a 1,500–2,500 word guide usually works. If it's commercial, a comparison chart or case study performs better. Don't write 3,000-word blog posts when a 400-word FAQ page would win the featured snippet. Build a realistic publishing calendar. Most small teams can handle 2–4 quality pieces per month. Prioritize based on keyword difficulty, search volume, and how close the topic is to revenue. A page targeting "hire SEO agency Ottawa" matters more than "what is SEO" if you sell local services. Plan distribution from the start. Every piece needs internal links from related pages, at least one external promotion channel (email, LinkedIn, industry forums), and a way to track performance. Set up goal tracking in GA4 or tag conversions properly so you know which content actually contributes to leads or sales. At Ottawa SEO, we treat content strategy as a portfolio problem: some pieces exist to rank and drive top-of-funnel traffic, others exist to convert that traffic, and a few exist just to build authority and attract backlinks. You need all three types, and the ratio depends on whether you're building a new site or optimizing an established one.