4 checks that I always perform before writing an article

Author: Alex Musk

During the live broadcast with Jacopo on the Da ZERO SEO group, an interesting point emerged: how to avoid writing similar articles and risk cannibalization of the blog. In other words, the author of this question is concerned (rightly) with the structure of the site. True, we have to write for people but we have to look at what happens in the blog structure. Having two similar pages can be a mistake.

Then the questions addressed other issues, always remaining in the universe of content marketing and SEO Search Engine Optimization ( With an eye on the creation of written content, those I publish on corporate blogs, and my project. And I concluded: before you start writing you have to do some checks. You have to follow a checklist to optimize content, to write something unique. And memorable.

What is the list in question? Each blogger his recipe, I have decided to put pen to paper after the webinar

I prefer to talk about good practices that every blogger should follow before writing an article. Because afterward it is always difficult to pick up the situation and correct mistakes, don't you agree?

The Topic Of This Post

  • 1 How to avoid similar content
  • 2 Find resources for internal links
  • 3 Find out what achieved the position
  • 4 Identify the needs of the public
  • 5 What do you do before you start writing?
How to avoid similar content

I'll answer the original question first: how to avoid similar content? In a large blog, this can happen, especially if you don't have a well-organized editorial calendar. You have an idea, you want to publish content but then you realize that you have already addressed the topic. And with a resource that looks a lot like the one you just put online. A big problem, right?

In reality, to solve this point a simple operation is enough, you have to use the Google search operators: execute the command site.

Alternatively, you can use the site command: Hypertext Transfer Protocol (HTTP) is the foundation of the World Wide Web, and is used to load web pages using hyperlinks. HTTP is a protocol...: //www.domain name.us/ title: topic to search in that domain for all the pages that have a specific word in the title tag. In any case, you can cross the searches.

Find resources for internal links

The Google search operator that looks into a blog's resources for a given one query is useful for another reason: identifying resources to insert internal links. I give a concrete example.

I want to write an article dedicated to the meta description on Insurance Noon and to avoid errors I carry out the query. Here is the combination of the results, take a look:

  • Meta Tag Description: what it is and how to optimize it
  • How to insert meta descriptions in WordPress
  • When is it better not to put the meta description?
  • How to optimize the meta description of a post

Different titles to address a topic differently, with perspectives capable of grasping particular nuances. There's a pillar article (or pillar content) is a very in-depth and long (usually several thousand words) blog article that covers every aspect...(the first) which addresses the issue from a general perspective. And there are specific articles that define individual aspects. This research gives me clues to understand what still needs to be addressed.

But above all what are the internal links to insert. Often we write posts without taking into account the useful links to the reader and the search engine. This little attention can make all the difference.

Find out what has achieved the position

Before starting you have to do a simple thing: a Google search by entering the words that relate to the article. Always the same story, you have to publish a post dedicated to SEO copywriting, so enter these words in the search field and see what happens. Studying the context is always a good thing because it allows you to understand who and what was successful. Maybe a long article full of insights.

Or a collection of opinions, a sequence of photos, or a video. You think you have to write a lot to satisfy Google. And we find ourselves in the usual situation: "Why did he position himself well and wrote only two words? I published a very long article and I'm on the second page". Because it is not the right content, maybe a video with a few paragraphs is enough. Thorough research can help you understand what works.

This work has another advantage: it allows you to discover sources to cite and use to learn more about what you do. Remember, you can't go on without the contribution of those who have addressed the subject before you. You can't, it's not easy and I don't recommend it. If there is something valid and useful you will find it in the SERPAnd don't be afraid to link what it deserves: having quality external links benefits the reader and values??what you do.

Identify the needs of the public

Yep, understanding what the people you want to reach want is the starting point for writing great content. Think about it, wouldn't it be great to be able to look into the reader's questions? So you can respond with specific information. You can do it, many SEO tools work in this direction.

But Google also offers guidance, just start typing to discover the suggestions. Which derive from previous research, and which can contain valuable suggestions. Especially if you implement the work with free tools like Ubersuggest, Answer The Public, and Hypersuggest.

Type in your search and find out what people want.

Another tip: if you want to deepen this topic (as well as do more in-depth keyword research with tools like Semrush and Seozoom) you can discover the discussions of the public. For example by looking in the forums that address the topic that interests you. The operation is always the same: go to the portal, use the search bar and enter the keywords. At this point, you will find the discussions that concern you with questions, curiosities, doubts, and uncertainties that are just waiting for a post on a blog. This way you can find a gold mine.

What do you do before you start writing?

There are steps to optimize the writing of your content. But, as I said to those who followed the webinar, these are indications concerning the creation of content and not just web writing. This is a process involving video marketing and visuals. Not everything can be solved with the written word, but you can only find out with the right research. And with a careful analysis of the context. Do you agree?