Write pages that get quoted
One question per page, the answer first, something only you know. What makes a page rank, how to outline and write it, and how AI answers pick what they cite.
What makes a page rank
A page ranks when it answers one question better than the ten pages already there, on a site that covers the topic around it. What Google says it rewards, in its own words, the five checks before you publish, and the one thing that decides it.
How to outline a page: one question per section
An outline is the list of questions the page answers, in the order the reader asks them, each one a heading with the answer underneath. How to build it from the search results in twenty minutes, what a blueprint adds, and the four outlines that fail.
On-page SEO for a topic-first page
Once a page answers one question in the right shape, on-page SEO is twenty minutes of housekeeping: a title that says what the page answers, one H1, headings that are questions, a readable URL, alt text, and links. The checklist, and the old habits to drop.
Writing with AI without sounding like AI
Let the AI do the parts of a page that are the same for everybody: the research, the outline, the first draft. You do the parts that are only yours. Here is how to split the work, with a worked example.
E-E-A-T in practice: showing you have done the work
E-E-A-T is Google's shorthand for one question: has the person behind this page actually done the thing? How to show it on the page, on the site, and elsewhere on the web, with an espresso shop as the example.
Commodity content: how to tell if your page is one
Commodity content is a page any competent generalist could have written from the same brief: correct, tidy, and interchangeable with the ten pages already ranking. The twelve signals that give it away, the ten-minute fix, and the free scanner that runs the check.
How AI answers pick their sources
ChatGPT, Gemini and Google's AI Overviews answer first and cite where the answer came from. They cite the passage that answers one question in plain words, under a heading that is the question, from a name they have seen elsewhere. What that means for your pages, and how to check.
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