1. Choose a real question and audience
Pick a question people actually ask in your subject area. Use first-party customer conversations if you have them, your site's search data, support questions, community discussions or search suggestions. Note where each question came from and avoid treating one source as a complete picture.
Clarify who needs the answer and what they are trying to do. A beginner asking what a term means needs a different page from a practitioner comparing implementation trade-offs.
2. Match the page to intent
Review the kinds of pages already serving the query, but do not copy them by default. Decide whether the reader needs a definition, instructions, a comparison, a reference or a worked example. If several distinct needs appear, split them into separate pages and connect them.
Write a one-sentence page promise before drafting. If the page cannot fulfill that promise with available evidence or expertise, narrow the topic or do more research.
3. Write the answer, then its context
Use a descriptive heading and give a direct, self-contained answer near the top of the relevant section. Define specialized terms and explain conditions that change the recommendation. Follow with the rationale, steps, exceptions or example a reader needs to apply the answer.
- State what the advice applies to and name important constraints.
- Prefer concrete steps and examples over broad claims.
- Cite the original source for factual or technical assertions.
- Use headings, lists and tables only when they improve comprehension.
4. Connect, review and update
Link to the most useful related pages with descriptive link text. Review the article on mobile and check its facts, accessibility, page metadata and structured data. Do not add structured data solely to seek a search feature; it must accurately represent visible content and meet the relevant requirements.
After publication, record what you can actually observe and revisit the page when its sources, topic or user needs change. The AEO beginner's guide explains the principles behind this workflow; the examples guide shows illustrative patterns.