6 min readContent & SEO
How To Write A Content Brief A Writer Can Actually Use
Keyword, word count, and three competitor links is not a brief. What to specify, what to leave open, and why the sources section decides the draft.
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6 min readContent & SEO
How To Write A Content Style Guide People Actually Follow
A 40-page style guide gets read once. What belongs in a one-page version, what to leave to judgement, and how to make the rules enforceable.
Read article →5 min readContent & SEO
How To Write A List Post That Is Not Slop
The format is not the problem. Twelve interchangeable entries written from other people's marketing pages is. How to make a list post worth publishing.
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How To Write A Meta Description That Earns The Click
Search engines rewrite most of them, which is exactly why the ones that survive matter. What to promise, what to cut, and the length that actually displays.
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How To Write A Newsletter People Actually Open
Open rates are now unreliable and the first line matters more than the subject. What to put in the preview text, and the structure that keeps subscribers.
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How To Write Alt Text That Earns Its Place
Alt text is written for someone who cannot see the image, not for a crawler. The decision tree, the cases where empty is correct, and the keyword mistake.
Read article →6 min readContent & SEO
How To Write An FAQ Section That Gets Extracted
Most FAQ blocks are padding with a schema tag attached. What makes a question worth answering, and the formatting rules that decide whether it parses.
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How To Write Headlines And Title Tags That Do Different Jobs
Your H1 and your title tag are read in different places by different people. Why one string for both usually fails, and how to write each one.
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How To Write Internal Links And Anchor Text That Do Something
Read more is a wasted link. How to choose which pages to link, where in the paragraph to put them, and what the anchor text should say.
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Scaled Content: Where The Line Actually Is
Programmatic pages are not automatically spam, and hand-written ones are not automatically safe. The test Google applies, and how to stay on the right side.
Read article →6 min readAI Models & News
The Em Dash Is Not Proof Of AI Writing
The internet decided one punctuation mark exposes machine writing. The measurements say otherwise, and the real tells are harder to spot and harder to fake.
Read article →6 min readContent & SEO
Why Your Traffic Dropped Without An Algorithm Update
Volatility without a confirmed update is now common. The boring explanations to rule out first, in order, before you rewrite pages that were fine.
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