Being found by people looking.
WHAT PEOPLE SEARCH FOR
Their problem Alternatives to a product they use Comparisons How to do a specific task
WHAT TO PUBLISH
Material answering each of those.
WHAT WORKS BEST EARLY
Specific, narrow topics with less competition.
WHY
Broad terms are dominated by established sites, and competing for them wastes months.
WHAT TO WRITE ABOUT
The questions in your support inbox and sales calls.
WHY
They are proven searches, in customers' own words.
WHAT COMPARISON PAGES PROVIDE
Visibility to people evaluating alternatives.
WHAT THEY REQUIRE
Honesty about where the competitor is better.
WHY
Dishonest comparisons are recognised and damage credibility.
WHAT INTEGRATION PAGES PROVIDE
Visibility to users of each product you connect to.
WHAT TECHNICAL BASICS MATTER
Pages that load quickly Titles and descriptions that are accurate A structure search engines can follow Pages that work on phones
WHAT TO AVOID
Publishing volume without substance Keyword stuffing Content indistinguishable from competitors
WHAT TO MEASURE
Visitors from search who become trials, not visitors alone.
WHAT TO EXPECT
Months before results, and compounding afterwards.
