4. Content

Nobody types your product’s name into a search box yet. People search for their problem, in their own words. They ask for the same answer in a dozen different phrasings.

Two pages here.

What to write about when nobody searches your name is the plan. Collect the real phrasings and group them into clusters — sets of phrases that want one answer. One page per cluster, and the order of the pages last.

What a page that ranks and gets cited is made of is the shape of the page itself. It includes the failures block, and that is the part nobody can copy off you.

Do the plan first. I spent a month writing pages around my own word for the feature. It was a good word. Nobody typed it.