Begin with the decision a customer is making. A service page should explain what is offered and how to enquire. A supporting article should answer a related question in enough detail to be useful, then point readers to the next relevant page.
1. Pick questions with a purpose
Start with the service-page content checklist. List questions from enquiries, sales conversations and Search Console; assign each to the page that best answers it. A question about what an audit includes belongs near the audit service, while a step-by-step explanation can live in an article.
2. Link where the next step is useful
Read internal linking for service websites. Use descriptive anchor text that says what the destination offers. Link between a guide and the related service or case when that context helps; do not add repetitive links to every paragraph.
3. Maintain what is already published
Review titles, facts, dates, broken references and competing pages before creating another post. Keep distinct pages when they serve different questions; update or merge only when the reader benefit and redirect destination are clear. The full archive helps locate older material.
Turn a question into a page decision
For each customer question, record who asks it, the existing page that answers it, the missing detail, the person who can verify the answer and the next useful link.
"What does your audit include?" normally belongs on the audit service page. A detailed explanation of checking indexability can justify a separate guide. If an existing page already answers the question well, no new article is needed.
After editing, read the page without its navigation or surrounding articles. The main answer should still make sense. Add links where the reader genuinely needs the next explanation or action.
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Source: Google Search Central guidance on helpful content. Reviewed 14 October 2026.
