Less content
for its own sake.
More useful work.
Start with the question someone is trying to answer. Make the page worth finding. Then measure whether it helped.
Before the next article
Write down the decision before opening a document.
“We need more content” is not a brief. What question will the page answer, and what should a reader be able to do afterwards?
- 01 /Name the reader and the task.
- 02 /Check what the existing pages already do.
- 03 /Choose a result you can actually observe.
Find the next piece of work.
FOUR WORKING NOTESMake a page worth finding.
Check access, purpose, titles and internal links before chasing a ranking.
02Give the brief a real job.
A workable structure, one reader task and a brief builder that runs in your browser.
03Run a smaller experiment.
State the hypothesis, the change and the condition that would make you stop.
04Measure the decision, not the dashboard.
Separate discovery, useful actions and outcomes before comparing totals.
Examples here are labelled as examples. No invented client results, traffic figures or testimonials. Read the publication notes.