Skip to content
Eastwind Cluster

Library

Written when there is something worth saying.

No publishing schedule, no round-ups, no reheated news. Each piece here is the reasoning behind a decision we make on client work, written so you could act on it without hiring anyone.

A note on dates

You will not find any on this site. A piece is either still right, in which case it stays and gets updated, or it is not, in which case it gets rewritten. A timestamp is not evidence of either.

6 pieces

A grid of blank sticky notes on a wall with a hand placing the last one
Strategy8 min read

What a topic cluster actually is, and what it is not

A cluster is not a category, a tag or a content calendar. It is a claim that your site is the best place to understand one subject.

Read it
A magnifying glass lying next to the corner of a laptop on a pale stone surface
Technical7 min read

Is it a content problem or a technical one?

Before commissioning another twenty articles, spend an afternoon checking whether search engines can even read the ones you have.

Read it
Someone sketching a page layout onto paper with a pen
Writing6 min read

The brief we write before anyone writes a word

Most disagreements about a draft are actually disagreements about a brief that was never written down.

Read it
A white concrete facade of identical repeating window bays
Writing7 min read

Why most SEO content reads the same

It is not the writers. It is a process that rewards summarising the first page of results and calls that research.

Read it
Shelves of white archive boxes lining a corridor
Strategy7 min read

Refresh, rewrite or delete: what to do with old pages

The cheapest traffic available to most sites is already on them, sitting at position eleven.

Read it
A bright desk beside a window with a monitor showing a working session
Measurement6 min read

Report by subject, not by page

A page-level report hides the only thing you want to know: whether a subject is consolidating around your site.

Read it

Library

Reading it and recognising your own site?

That is usually the moment to ask. Send a few sentences about where things stand and you will get a written opinion back.

Request a coverage reviewsupport@eastwindcluster.com
  • A written reply from the person who would do the work
  • No pitch deck, no discovery call before a first opinion
  • If we are the wrong fit, we will say so and point elsewhere