Content revised 20 October 2026.
A more useful content process starts with a clear question and evidence you can act on. Improve the page that serves the need before adding another task to the calendar.
Use a brief decision record
Write down the audience, the question, the intended page and the business reason for the work. Add what you already know and what needs checking. This makes it easier to distinguish a missing answer from a desire to repeat a popular keyword.
Review existing work before commissioning more
Look for a relevant service page or guide that can be improved. Check whether another article already answers the question. Preserve useful source detail and established URLs unless a clear editorial or migration reason justifies a change.
Research competitors for questions, not copy
- Identify which decisions their pages help with.
- Check the sources behind significant claims.
- Look for gaps relevant to your actual offer.
- Use your own evidence and explanation in the resulting page.
Edit for meaning before a tool score
Make the title accurate, answer the main question and add the supporting detail a reader needs. Use a conversational tone when it fits, but keep technical and legal meaning precise. A scoring tool can suggest checks; it can't approve a business fact or establish original expertise.
Review outcomes without reacting to every fluctuation
Keep a change log and compare relevant queries, landing pages and enquiries over suitable periods. Investigate tracking or technical faults before attributing every movement to wording. A useful process makes the next decision clearer rather than requiring an endless stream of new articles.
Official guidance: Google’s content self-assessment guidance.