Content brief Search intent: decision
How to create content that people and AI answers can trust
Expert content connects a company's experience with what customers are really searching for. Every page has a clear answer, sources and a next step.
TOP 3 agency on Firmy.cz We create expert content that helps people, search engines and AI answers understand why they should trust you.
Visibility backed by data
Credibility and E-E-A-T
Internal linking and structure
“Content has to have something to say. It is not enough that it contains the right keyword.”Petr Kučera · strategy and final editing
We connect it to your content ecosystem so the text makes sense in a wider context too.
Every text goes through a fact and source check. For sensitive industries we also keep clear limits.
A practical content plan for your website. We show what to cover, how to verify it and how to recognise real impact.
Expert review15+ years in digital marketing. Every text must have a clear purpose and source.
Internal linkingEvery text keeps your brand, terminology and tone. The reader recognises the company, not a template.
We only use facts that pass a check. We verify every citation.
We write and measure content so it is citable in search engines and AI.
Every plan works to the same methodology: topic strategy, producing deliverables, publishing, internal linking and performance measurement. What differs is mainly the monthly capacity, the depth of reporting and how much we work with data.
For smaller B2B and local service businesses that want to start building organic visibility on a regular basis.
For companies where a single new client is worth more and the content needs deeper expertise.
For companies that want to own an entire topic long term, not just publish articles.
Credits are not points in a drawer. They are capacity for specific SEO deliverables.
It is not a black box. For every month you see how many credits went into content, technical work, website edits or work on visibility in AI answers, and why exactly there.
At the start of the month we look at the data, pick the biggest opportunity and decide whether it makes sense to cover more long-tail queries, build a deeper pillar page, prepare a commercial landing page, or turn your own data into an insight report. That way you do not need to know in advance exactly how many articles you want. Each month we put the plan together based on where the website has the best chance to grow.
| What you get | Credits |
|---|---|
| Clusteran expert article focused on a specific long-tail query or a particular customer problem | 1 |
| Pillarthe main content page for an important topic, including answer blocks, sources and internal linking | 2 |
| Insight / data reporta publishable output from your data, suited to earning citations, links and trust | 2 |
| Web pagea service or landing page with commercial intent, schema, a CTA and a conversion structure | 3 |
| 30min strategy meetinga review of the previous month, prioritisation and a plan for the next steps | 1 |
We prepare every page for publication and deploy it directly to your website. This includes schema markup, internal linking and a check via the Rich Results test.
For every deliverable we handle contextual internal links, the connection between pillar and cluster pages, and lateral links between related articles.
For medical and regulated industries we review content against the relevant advertising rules, professional restrictions and our internal compliance checklist.
Every month you see a Google Search Console report in Data Studio (formerly Looker Studio) with the specific top opportunities. It is not a static PDF. It is a dashboard you can return to any time.
| Start | Growth | Authority | |
|---|---|---|---|
| Data Studio dashboard - GSC + top opportunities | ✓ | ✓ | ✓ |
| AI citation tracking (Perplexity, ChatGPT, AI Overviews) | - | ✓ | ✓ |
| Competitor benchmark in the dashboard | - | - | ✓ |
| Room for quick edits and ad-hoc requests | 1 h / mo | 2 h / mo | 3 h / mo |
| Credit rollover to the next month | ✓ | ✓ | ✓ |
This is important to say up front.
Kickoff, topic universe map, brand voice anchor and technical setup (GSC, Data Studio, schema, WP). No long-term commitment - the plan runs month to month.
Every page starts with a brief that we agree on together in advance - no surprises in the draft.
Draft, humanisation, fact-check and compliance review. For sensitive industries we add an expert review.
You approve the content, we publish, check Rich Results, add internal linking and submit the URL to Google Search Console.
Async-first communication (email, Slack, Loom) plus a shared 30-60 min sync. A performance review in the Data Studio dashboard, a plan for the next month and the choice of credit mix. Unused credits roll over to the next month.
We do not require any minimum commitment and we do not use annual contracts or hidden lock-ins. The plan runs monthly and can be cancelled with one month's notice, effective on the last day of the month.
That said, we recommend allowing at least 4-6 months, because SEO and AI Search are inherently long-term. The first visible shifts in Google Search Console usually appear between month 3 and 6, and AI citations start showing from month 4 onwards.
Unused credits roll over to the next month, up to a maximum of 2× the monthly allowance: Start max. 10, Growth max. 14, Authority max. 20.
You can take one month off and use a bigger burst the next. A larger content sprint beyond the rollover is handled as a separate one-off project.
Two routes. Either at the end of the month we agree to upgrade to a higher tier next month - you can change the plan any time on the 1st of the month, with no penalties. Or we cover the overflow as one-off work at an hourly rate of CZK 1,700 / h.
For larger projects (a new website section, a full content audit, content migration) we prepare a separate quote.
The client, always. All the content we write for you, the schema, internal linking and published pages are yours. No copyright on our side, no lock-in.
The standard layer across all plans: organic visibility (Google Search Console - impressions, clicks, average position), coverage of target keywords, the internal link graph, and top opportunities for further content.
On Growth and Authority we additionally track AI citations (whether Perplexity, ChatGPT and Google AI Overviews cite you), and on Authority also a competitor benchmark.
Where a client has conversions or lead tracking set up, we connect them to the dashboard and track business results as well.
Because volume alone does not work. AI now writes roughly half of all published articles, yet human-written content dominates Google results, around 86 % (Graphite data, 2026). Google does not care whether a person or a model wrote the text, but whether it has value for the reader; it labels the mass production of generic articles as scaled content abuse.
That is why we do not sell a number of articles. We would rather make fewer pages and know, for each one, which query it answers and how it beats what is currently on page one.
The pipeline combines AI tooling as a production layer with human review where it makes sense. Strategic coordination and final editing are done by Petr Kučera (founder of PPC ONE, 15 years of experience in online marketing).
For medical and regulated industries we add an expert review (an external specialist from the field) and a compliance check - no content on YMYL topics goes out without review.
Work outside the monthly plan and time for ad-hoc requests is billed at CZK 1,700 / h. This rate applies to ad-hoc requests, individual consultations, crisis management during a Google update and generally anything beyond the plan's credit capacity.
Inside the plan the effective hourly rate works out at around CZK 770-800 / h, depending on the chosen tier. Buying work in bulk within a package therefore saves roughly half compared with hours ordered separately.
Looking for other PPC ONE services too?
PPC advertising, audits, websites, server-side measurement, social media, banners.
Visibility in Google and in AI answers takes months to build and compounds over time. Every month you don't start is a head start you hand to the competition. Tell us about your website and we'll suggest what makes sense to start with this very month.
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