Choose useful topics and search phrases

A useful search phrase describes what your intended visitor is trying to find. Start with customer questions and the service you actually provide, then write a page that answers that need.

Pick one main purpose for the page

For a career coach, “career coaching for new managers” describes a service. “What happens in a first coaching session?” describes a question a supporting article can answer. These pages have different jobs and should contain different information.

Write down the intended reader, their question and the next step that makes sense after the answer. If two planned pages would contain almost the same text, consider one stronger page instead.

Gather the words customers use

Review enquiries, conversations and the language used to describe your service. Use relevant search data when it is available, but do not treat an AI suggestion as measured search volume.

Ask AI to organise questions or propose an outline from your notes. Review suggestions against your actual service and avoid inventing demand, locations you do not serve or outcomes you cannot support.

Use clear wording in the right places

Make the topic clear in the page title, main heading and introduction. Use descriptive headings for the details. Write naturally rather than repeating an exact phrase in every paragraph.

Choose a readable URL and a matching title and description. Describe images according to what they show rather than using alternative text as a place to repeat keywords.

Add details that make the answer useful

Explain the process, include a real example and address a common concern. For a service page, state what is included and how to enquire. For a help article, show the current steps and how to check the result.

A location page should contain useful information specific to that location. Replacing a city name across many identical pages does not create a distinct answer for each reader.

Review the published result

Check that the public page answers the original question. Link to it from relevant pages so people can find it. Use Search Console data, when available, to see which searches lead to impressions and visits.

Improve the page when you identify a missing answer. Do not keep changing the topic or URL just because rankings have not changed quickly. Google's SEO Starter Guide explains the broader approach.