The best-ranking pages make the searcher's job easy.
Structure
- Answer first. One or two sentences that directly answer the search.
- Explain. The details, steps, examples and exceptions.
- Anticipate follow-up questions as headings.
- Next step. What to do now: a product, a tool, a related guide.
Style
- Short paragraphs and descriptive headings.
- Lists for steps and comparisons.
- Plain words; explain jargon when you must use it.
- Real examples and your own experience.
A before-and-after example
Before: a page titled "RO Filters" that starts with the company's history, then lists products, and only at the end mentions how often to change filters.
After: a page titled "How often should you change an RO filter?" that answers in the first two sentences (sediment every 6 months, carbon every 6–12, membrane every 2–3 years, depending on water quality), then explains each filter, the warning signs and the costs, and ends with a link to book a filter change.
The second page matches what the searcher wanted and keeps them reading.
Test with real people
Ask someone unfamiliar with the topic to find the answer on your page. If it takes them more than a few seconds, move the answer up.
Answer, then sell
Helpful pages earn trust. Add your offer after the answer, not instead of it.
Check it
Search your keyword and compare your page with the top results. Do you answer faster, more completely and more clearly? If not, improve that first, before anything technical.
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