How to Write Content
(Without Boring People to Death)

Find the Search Intent

Stop asking "What article should we write today?" and start asking "What is currently ruining someone's day?"

Imagine a person is staring into their washing machine

• Broad subject: Washing machines. (Useless.)
• The real problem: The machine smells like wet dog.
• The exact query: Why does my washing machine smell?

Once you have the core query, map the logical follow-up questions:

1. How do I get rid of the smell?
2. Why does it smell right when a cycle finishes?
3. How do I stop it?

That is search intent. It just means understanding what the user actually wants so you can map out the brief: Cause → Solution → Prevention.

Build the Blueprint Before You Write

Do not open a blank document and wait for inspiration. Outline your heading structure first so you stay focused.

Now the article is planned. No 2,000-word target, no existential dread, and no forcing keywords into every line like a broken robot.

Give the Answer Immediately

Do not make people scroll through background fluff or a five-paragraph history of modern laundry. State the solution upfront.

Now explain it in normal, clear language.

Nobody has ever searched Google for an "odour mitigation strategy." Write like a normal person.

Use Language People Actually Type

Keywords are just the phrases people use when they want an answer. Work them in naturally where they belong:

• washing machine smells after washing
• how to clean a washing machine
• get rid of washing machine smell

Good SEO: "If your washing machine smells after washing, start by checking the rubber door seal."

Bad SEO (Keyword Stuffing): "If your washing machine smells, our washing machine smell guide explains washing machine smells so your smelly washing machine stops smelling like a washing machine."

Be Better Than the Top Search Results

Search your target question on Google and analyze the top 3 results, not to copy them, but to spot their flaws:

• Are they 1,500 words long while saying almost nothing useful?
• Are they missing photos of where the filter actually lives?
• Did they forget to explain how to prevent the issue?

Make your page better by adding clear value: A quick 4-step checklist, guidance on where hidden drain filters live, or signs that point to a plumbing issue rather than a machine fault.

Add the SEO Furniture

Once the text is written, organize the page elements so search engines can digest the structure:

• H1: Exactly one main title per page.
• H2s & H3s: Subheadings that accurately describe the section beneath them.
• Internal Links: Connect to relevant pages on your site (e.g., How to Unclog a Drain).
• Title Tag: Why Does My Washing Machine Smell? | Brand Name
• Meta Description: A 1-2 sentence preview inviting the click.

Prove You Aren't Making Things Up

Google evaluates E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

Don't just claim expertise, show it:

• Detail practical steps that work.
• Cite official manufacturer guidance where relevant.
• Include a clear author bio with genuine context.

Use AI as a Tool, Not the Author

AI is useful for generating outline ideas, catching typos, or rephrasing clunky sentences.

Where AI fails: It defaults to bloated, generic filler text that reads like a corporate memo.

Use AI to speed up drafting, but review every line. Dumping raw AI text onto a site results in unreadable content that eventually gets buried in search results.

The Human Test

Before hitting publish, put away the SEO checklist and read the page as someone dealing with the problem right now. Ask yourself:

1. Did I get the answer immediately?
2. Is it easy to skim on a phone screen?
3. Is there any unnecessary fluff to cut?
4. Will the reader have to go back to Google to find something this post missed?

Publish, Measure, and Refine

SEO doesn't end at publication. Use Google Search Console to see what terms bring people to the page.

If analytics show visitors arriving via can vinegar damage washing machine seals?, open the editor and add a section addressing that specific point.