Useful content helps a specific reader complete a task. Before drafting, state the question, the intended reader, and what the reader should understand or do afterwards. A long article is not automatically a better answer.
Identify what you can add from the business itself: an explained process, an original example, product details, an expert interview, a comparison method, or a worked calculation. Label invented teaching scenarios as examples. Do not manufacture results, testimonials, research or experience.
Build the brief before the article
Outline the main answer, supporting questions, necessary evidence, visual examples and next step. Decide who must review technical or specialist claims. Keep source notes so future editors can verify and update the page.
AI can assist with outlining or editing, but a confident draft can still contain errors. Verify facts, check source references, and remove filler. Producing many unoriginal pages primarily to manipulate rankings can violate Google's scaled-content-abuse policy, regardless of the production method.
Apply it
- Choose one customer question from your intent map.
- Write the answer in two plain sentences.
- Add three supporting sections that help the reader act.
- Identify one original contribution and the evidence needed.
- Assign an author, review owner and update trigger.
Your quality check
Could the page help a reader if they arrived directly rather than through search? Are its promises supported? Is the next step appropriate? Use the content brief worksheet to answer those questions before publishing.
Record your work in the SEO workbook. Your notes and progress save only in this browser; keep a copy of important work.
Further reading: Official guidance ↗
