Deciding what to write.
START FROM QUESTIONS
What do customers ask you? Every recurring question is a page worth writing, because if your customers ask it, others search it.
This is the most reliable content strategy available to a small business, and it costs nothing to research.
OTHER SOURCES
Search Console queries already bringing impressions, which show what you nearly rank for Search suggestions, which reflect real queries Competitor content, for gaps rather than imitation Support tickets and enquiries
PRIORITISING
Write first about things that are close to a purchase decision. A guide that answers a question someone asks just before buying is worth more than general interest content.
FORMAT
Match what currently ranks. If the results are all step-by-step guides, write a guide.
A REALISTIC SCHEDULE
Consistency beats volume. One good article a month, sustained, outperforms ten in a week and then nothing for a year.
WHAT NOT TO WRITE
Content produced only to have content. It ranks poorly, dilutes the site, and takes time you could spend improving what exists.
