Insights
Working notes on the parts of content that usually get skipped: old posts, approval queues, interviews, local pages.
Refresh, merge or delete? A decision table for posts older than a year
Four questions for every old URL, and a table that turns the answers into keep, refresh, merge, redirect or retire.
Maintenance6 min read
Changing the date isn't a refresh: what counts as a real update
Google lists date-bumping as a warning sign. Here's what a real update involves, and how to write it down.
Maintenance6 min read
Four posts a month or twelve? Picking a cadence your team can actually review
Content programs tend to stall in the approval queue. Some review-hour maths, and the point where refreshes beat new posts.
Planning6 min read
The 45-minute interview that feeds three articles
Getting real expertise out of a busy founder or engineer in 45 minutes, then turning one transcript into three pieces.
Writing6 min read
Location page 9 of 14: writing local pages that aren't doorway pages
Google's doorway definition, the questionnaire that makes each town's page different, and when two towns should simply share one page.
Local6 min read