Writing Content That Ranks and Converts

Match search intent first

Look at what currently ranks for your target query. If the results are step-by-step guides, a product page will struggle. Match the format searchers expect.

Lead with the answer

Give readers the core answer early, then expand with detail, examples and context. Respect their time.

Show real expertise

Include specific examples, processes and opinions grounded in experience. Generic content that could be written by anyone is easy to replace.

Connect content to commercial pages

Every informational article should have a logical next step: a related service, a guide, or a consultation. Use contextual internal links, not just a generic banner.

Use an editorial brief that answers real questions

Before drafting, define the audience, search intent, business objective, main question and supporting evidence. List the objections a reader needs resolved and identify the most relevant next step. Research the current search results, but do not copy competitors' structure mechanically. The brief should explain what your page contributes that is missing or unclear elsewhere.

Draft the direct answer first, then add examples, limitations and implementation detail. If a claim depends on a platform rule or external study, link to an appropriate source and record when it was checked. For regulated topics, involve a qualified reviewer rather than presenting general marketing copy as professional advice.

Maintain content after publication

Content needs an owner after it goes live. Review pages when offers, products or platform practices change, and correct broken links or outdated screenshots. Use Search Console and enquiry data to identify where visitors need clearer answers. Do not change a publication date merely to make an unchanged article look fresh. Useful updates should improve accuracy or completeness, not just add words.