Identify the decision behind the search.
“Content marketing” could mean a definition, a course, or a service. “Content marketing agency for manufacturers” suggests a more specific buying context. Before drafting, write down what the reader is trying to accomplish and what would help them take the next step.
Review the current results for a small set of relevant queries. Note the page types and questions they address. Treat that review as context, not an instruction to reproduce the same outline. Your page still needs a distinct reason to exist.
Match the format to the task.
For a service comparison, consider scope, working process, relevant experience, and constraints. For a practical question, explain the steps and show an example. For a definition, explain the term before introducing your offer.
A useful editing test is to hide your brand name and read the opening paragraph. Does it answer the searcher’s likely question, or could it introduce almost any business? Replace vague promises with specifics your team can support.
Use a brief you can evaluate.
Record the primary question, intended reader, page format, essential evidence, and desired next step. Then review the finished page against those decisions. Google recommends descriptive titles and helpful content; repeating a phrase is not a substitute for meeting the reader’s need.
Sources & further reading
Guidance checked September 24, 2026. Practical workflows and examples are our recommendations.