6 minute read
Writing content that ranks and gets read
Use what the top pages cover as a starting point, then write something more useful in your own voice.
Start from the search, not the page
Decide which search the page should win. Then look at what already ranks to understand what searchers expect: the depth, the format and the questions answered.
Use a brief
A brief lists the topics and questions the top pages cover, a sensible length and the number of sections. It is a checklist for completeness, not a template to copy.
Answer first, then explain
Give the answer early in plain words. Readers and AI assistants both reward pages that get to the point.
- A short summary under the main heading
- Question headings for the questions people ask
- Short sentences and familiar words
Add what only you know
Examples from your own work, local detail and practical steps make a page better than a summary of other pages. That is what earns links and mentions.
Check facts before publishing
Never publish statistics, prices or legal statements you cannot support. AI drafts can help you start, but every claim needs a human check.
Refresh what slips
Pages lose ground as others improve. A content audit shows which pages are thin, outdated or close to page one, so you know what to update first.