Study first
Review the ideas behind the questions
These notes cover what should be clear before writing starts: intent, structure, search copy, links, and image context.
Brief the page before writing
A useful brief defines the page purpose, intended reader, source base, and the specific question the page should answer.
- Start with the user problem and the page outcome before writing sections.
- Add sources before drafting so claims can be checked while writing.
- Keep the brief focused on one clear page purpose instead of unrelated search terms.
Plan visible search signals
Titles, snippets, and page summaries should accurately describe what the user will find on the page.
- Write unique, descriptive titles that match the page topic.
- Use page content that supports accurate snippets in search results.
- Avoid promising benefits in search copy that the page does not deliver.
Structure the page for scanning
A good on-page plan helps readers move through the page with clear headings, useful links, and image context.
- Use headings that follow the reader's task or decision path.
- Use descriptive internal links to connect related pages.
- Give important images nearby text and alt text that explain their purpose.