Before you start
- Editorial workflow (even a solo author)
- Analytics or Search Console access
Name the audience and outcome for each URL
Every post should answer: who is this for, and what should they do or know after reading?
If the honest answer is “to rank for a keyword we do not serve”, do not publish.
Official: https://developers.google.com/search/docs/fundamentals/creating-helpful-content
Show real expertise where it matters
YMYL topics (health, finance, legal) need visible credentials, sources, and update dates.
Author boxes, bylines, and citations beat anonymous 800-word posts on regulated subjects.
Avoid search-engine-first templating
Do not publish dozens of near-duplicate city pages with swapped placeholders unless each page has unique, verifiable local value.
Prefer one strong hub plus genuine local detail over a mail-merge pattern.
Consolidate or prune weak archives
Audit tag and author archives that generate thin lists. noindex or merge tags when they add no navigation value.
Redirect merged URLs with 301 when you combine two articles into one definitive guide.
Measure satisfaction signals
High bounce alone is not failure — but pogo-sticking on misleading titles hurts long-term performance.
Align title, H1, and first paragraph; use table of contents only when articles are long enough to need it.