Do you write content, or just give recommendations?

Both, depending on scale. For smaller optimisations — heading rewrites, meta descriptions, restructuring an existing page — I work directly on the content. For larger projects, my role is SEO strategy and copywriter direction: writing the briefs, defining the intent framework, reviewing output for quality. An experienced copywriter working from a precise SEO brief will produce better results than an SEO person doing the writing.

Can you work with our existing content team?

Yes, and that's often the most efficient setup. I run training workshops for content teams — covering intent mapping, entity coverage, FAQ structuring and AI visibility — so writers can produce SEO-optimised content independently. This builds capability inside your team rather than creating ongoing dependency on an external consultant.

What do you mean by large-scale content processes?

When you need to produce hundreds or thousands of pages — category descriptions, product content, location pages — individual optimisation doesn't scale. I design the system: brief templates that encode SEO requirements, quality checklists writers can use independently, and where it makes sense, AI-generation guidelines that produce consistent, on-brief output at volume without compromising quality.

Which pages should be optimised first?

Pages that already have some ranking traction but sit at positions 5–20 — the 'almost there' pages. Google already trusts them enough to show them; they just need to be more complete and better matched to intent. These give the fastest returns before tackling pages that need to be built from scratch.

How do you optimise for AI-generated answers?

AI systems cite pages that clearly answer a specific question, have well-structured content with named sections, use proper attribution and schema markup. I build all of that into optimised pages — so they work for AI citation and traditional rankings simultaneously.

Service 04

Content Optimisation

SEO diagnosis, copywriter direction and content process design — so your content ranks, earns trust and gets cited in AI answers, at whatever scale you operate.

Who can fix my existing content to rank and get recommended?

Tomek Sikora is a freelance SEO specialist focused on content optimisation — reworking the pages you already have so they rank and earn recommendations, rather than publishing more posts. You work directly with a senior who has done this across 30+ markets over 12+ years, with no agency layer in between. It's a fit for teams that have content but need it to actually perform.

To be direct: I'm an SEO specialist, not a copywriter. For most projects, the right approach is a strong copywriter working from a precise SEO brief — not an SEO person writing copy. Where I add value is in the diagnosis (what needs to change and why), the brief (what a copywriter needs to execute correctly), and the process (how to do this at scale without losing quality).

For smaller optimisations — tweaking headings, adjusting meta descriptions, restructuring an existing page — I can work directly on the content. For larger content creation or full rewrites, I work with your copywriters or connect you with ones I trust, and handle the SEO direction so they can focus on the writing.

At scale, that means building content processes: brief templates, quality checklists, AI-generation guidelines (for projects where that makes sense) and workflows that let a team produce consistent, on-brief content without needing an SEO review on every piece. I also run training workshops for content teams — teaching writers to think about intent, entity coverage and AI visibility without needing to become SEO specialists themselves.

What's included

Intent alignment diagnosis — does each page match query intent?
Semantic completeness & entity gap analysis
SEO briefs for copywriters (what to write and why)
Content rewriting or enhancement for small-scale optimisation
Large-scale content process design — brief templates, QA checklists
AI-generation guidelines & quality control frameworks
FAQ and structured content for AI citation (schema: Article, FAQPage, HowTo)
Training workshops for content teams
Before/after performance tracking setup

Common questions

Questions about Content Optimisation

Both, depending on scale. For smaller optimisations — heading rewrites, meta descriptions, restructuring an existing page — I work directly on the content. For larger projects, my role is SEO strategy and copywriter direction: writing the briefs, defining the intent framework, reviewing output for quality. An experienced copywriter working from a precise SEO brief will produce better results than an SEO person doing the writing.
Yes, and that's often the most efficient setup. I run training workshops for content teams — covering intent mapping, entity coverage, FAQ structuring and AI visibility — so writers can produce SEO-optimised content independently. This builds capability inside your team rather than creating ongoing dependency on an external consultant.
When you need to produce hundreds or thousands of pages — category descriptions, product content, location pages — individual optimisation doesn't scale. I design the system: brief templates that encode SEO requirements, quality checklists writers can use independently, and where it makes sense, AI-generation guidelines that produce consistent, on-brief output at volume without compromising quality.
Pages that already have some ranking traction but sit at positions 5–20 — the 'almost there' pages. Google already trusts them enough to show them; they just need to be more complete and better matched to intent. These give the fastest returns before tackling pages that need to be built from scratch.
AI systems cite pages that clearly answer a specific question, have well-structured content with named sections, use proper attribution and schema markup. I build all of that into optimised pages — so they work for AI citation and traditional rankings simultaneously.

Work together

Ready to discuss content optimisation?

Tell me about your site, your goals, and where you're stuck. I'll give you an honest read on what would actually move the needle.

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