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Asking your data in plain wordsHow to check a draft before it goes liveHow to check a rival's websiteSEO basics
What a title tag is and how to write a good oneWriting meta descriptions that earn clicksHeading structure: H1 to H3 explainedHow to write helpful image alt textWhat a canonical tag is and when to use itRedirects: 301 versus 302 and how to avoid chainsWhat an XML sitemap does and how to check yoursRobots.txt: what it blocks and common mistakesWhat structured data is and which types matter for a small businessHow to fix duplicate contentMobile-friendliness: what to checkHTTPS and why browsers warnWhat keyword research is and how to startSearch intent: the four kinds and how to match a page to oneLong-tail keywords for small businessesHow to write a page that answers a searchInternal linking basicsWhat backlinks are and how to earn them honestlyAnchor text explainedWhat E-E-A-T means in practiceContent refreshes: when and how to update an old pageKeyword cannibalization: how to spot and fix itLocal SEO basics and a Google Business Profile checklistHow to read a search results page (SERP features)Core Web Vitals explained: LCP, CLS and interaction speedHow to speed up a slow page: images, caching and scriptsWhat Google Search Console shows: queries, pages, clicks, impressions and positionWhat Google Analytics measures: users, sessions and eventsSetting up a conversion or key eventClick-through rate: what is normal and how to raise itBounce rate versus engagement rateUTM tags: tracking campaigns correctlyHow to run a simple before-and-after SEO test, and why correlation misleadsSeasonality: why traffic moves without any change from youWhat a Google algorithm update is and how to respondA monthly SEO reporting checklist for a small teamWhat hreflang is and when a site needs itHow Google indexing works and how to check a page is indexedPagination and how to handle paged listsURL structure and slugsFavicons and why they matterHow JavaScript-heavy pages are crawled and renderedPreparing for voice searchCall to action writingWhat a lead is and how to capture oneLanding page basicsWhen to use the link disavow tool (rarely)Domain authority and similar scores: what they do and do not meanCloaking and other practices that break search guidelinesThe marketing funnel and how content maps to itHow to read heat maps and scroll depthPogo-sticking and short visits: what they tell youReading CSS-related page speed problems in plain languageImage formats and compression for a faster siteHow to write a clear page title and URL for a service pageHow often to publish contentHow to do a basic SEO audit yourselfHow to check why your traffic droppedWhat a manual action is and how to respondHow to submit your site to Google Search ConsoleHow to find and fix crawl errorsWhat a 404 page should sayHTTP status codes in plain wordsWhat a site migration needsHow to set up a new website for searchWhat mobile usability reports meanHow to write a blog post that ranksHow to do competitor research without special toolsWhat a content calendar is and how to keep oneHow to turn customer questions into contentHow to get customer reviews and why they matterGoogle Business Profile posts and photosHow to optimise a product or service pageWhat schema for a local business looks likeHow to measure whether content is workingHow to build topic clustersYour team and your data
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SEO glossary A to ZHow to turn customer questions into content
The questions customers already ask you are the best source of topics, and the words they use are the keywords.
What it is#
Customer questions are the things people ask before, during and after they buy: on the phone, by email, in the shop, in reviews and on social media. Each one is a topic that other people are also searching for.
Why it matters#
Content built from real questions matches what people actually type, so it tends to attract readers who are close to a decision. It also saves your own time, because you can send the link instead of answering the same question again.
How to collect them#
- Keep a running note by the phone or in the team chat. Write each question in the customer's own words.
- Read your inbox, contact form messages and chat logs for repeated questions.
- Read reviews, yours and your rivals', for worries and surprises.
- Ask your team what they explain most often.
- Search your main phrase and read the related questions Google shows on the results page.
How to turn them into content#
- Group similar questions. Ten ways of asking about price is one page.
- Give each group its own page or post, with the question as the heading.
- Answer in the first lines, then add detail, an example and a price range if you can give one honestly.
- Link from the service page to the answer, and from the answer back to the service.
- Add a short list of questions to service pages where it helps a buyer decide.
Common mistakes#
- Answering in vague terms to avoid committing. A real answer is what makes the page worth reading.
- Using internal jargon in headings instead of the customer's wording.
- Writing one huge FAQ page. Questions that matter deserve their own page.
- Never going back. Add new questions as they come.
For a method of ranking the ideas, see how to choose what to write next.
Keeping it going#
Set a monthly reminder to read your notes and pick the two most repeated questions. Publish an answer to those first. Over a year this builds a library of useful pages that is hard for a rival to copy, because it is based on your own customers and your own experience.