Prepared for Kate with AI assistance. Examples are illustrative, not customer testimonials.
Use the language of the customer question
Choose a main topic for each page and explain it with ordinary vocabulary. Include the relevant service and area where they genuinely help understanding. Avoid lists of unrelated search phrases or near-identical pages. Keywords in an editorial plan are guidance for writing; they are not a guarantee of ranking or a substitute for useful content.
Practical checklist
- Choose one main page topic
- Use familiar service terms
- Answer the actual question
- Avoid repeated keyword lists
- Read the copy aloud for natural flow
A prompt to try
Draft a homepage for [business] explaining [service] in natural English. Use the terms our customers recognise, but do not repeat phrases unnaturally or promise rankings.
Your next step
Use search intent to choose the question, then write the answer for a person.