What should you publish next?

Fill gaps in customer answers before deciding whether to publish a new article.

A content plan decides which pages need additions, updates or new material. Start with questions customers cannot yet answer on your website.

The basics to remember

Correct errors and outdated information first, then fill important gaps. Do not create another identical article for a question an existing page can answer.
Create new content for a genuinely distinct question, using real business information and experience rather than rewording other articles.
Length follows the question. Google sets no required word count per article or monthly publishing quota.

See Google: Helpful, reliable, people-first content .

Handle old information, seasonal questions and new needs separately

Some questions recur annually, such as spring cleaning, holiday hours and next year’s bookings. Check real changes early and update the relevant explanation. Add a new year only when the answer changes with it. Do not simply change a title’s year to make old material appear new.

Sometimes customers need an organized resource entry rather than another long article. Group useful equipment manuals or maintenance materials you may publicly reference by question. Explain each resource’s purpose, source and conditions, and link to the original. Curation reduces the reader’s searching and judgment work; it does not mean copying articles.

Continue updating after publication based on customer questions and actual operations. When services or features change, update instructions. For a tool upgrade, record changes, dates and effects so old tutorials lead to current methods. If nothing changes, do not publish similar material to meet a weekly or monthly quota. Google recommends useful original information and warns against changing dates merely to appear fresh; see Google: People-first content .

Manage writing with sources and checks

Define the customer question, collect verifiable facts and original sources, then arrange sections. AI (artificial intelligence) can organize or draft material, but newly released products, prices, biographies and operating steps require source checks. Do not let a model fill gaps from memory. Separate discovering candidate sources from verifying them; an advertisement is not automatically reliable evidence.

Use suitable outlines: service pages cover scope, process and contact options; tutorials cover prerequisites, steps and results. Give each section one question, review it separately, then assemble the page. If information is missing, mark it for verification and withhold the claim instead of allowing automation to invent it. See Google: Using generative AI content on your website .

A team can follow “group questions → verify sources → write → configure pages → check → publish,” with someone responsible for each stage. Confirm the outline with a few manually prepared pieces before automating repetition. Languages should share reliable source material and receive review by someone familiar with the language. Generation speed cannot replace accuracy and quality checks.

Before commissioning writing or AI research, specify the reader, question, source scope and final format. Verify that the assigned material was actually read and that numbers and dates trace to sources, rather than checking only whether the draft looks finished. Repair omissions in the relevant section; do not switch topics or delete difficult questions to make the result seem complete.

Walk through an example

Check	Before (hypothetical)	After or appropriate action
Hours have changed	Keep writing new blog posts	Update service information first
Repeated booking questions	Add more slogans	Explain booking
A complete answer exists	Republish with another title	Check for a genuinely different need

Suppose customers ask what to prepare before a home visit. Check the repair page first. Add missing preparation details there unless a separate detailed explanation is needed.

Common misunderstandings