The angle is your reason for a page to exist when ten others cover the same subject. It might be a unique audience, a sharper claim, original data or first-hand experience.
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Ways to find one
- Narrow the audience, such as for early-stage B2B SaaS
- Add something others lack, such as data or a worked example
- Take a clear position and back it up
- Cover the follow-up question competitors skip
Test it
Complete the sentence: unlike other guides on this, ours does what? If you cannot, the piece needs an angle before it needs writing.
Common mistakes
A clever angle with no search demand
Check the topic is something people look for, then differentiate within it.
Frequently Asked Questions
It must also be useful. A novel angle that does not help the reader will not earn links or citations.
Keep reading
- Information Gain: Information gain is how much new, useful information a page adds beyond what a searcher has likely already seen in other results on the topic.
- Original Research: Original research is content based on data a company collected itself, such as surveys, product usage analysis or experiments, published as new findings.
- First-Hand Experience: First-hand experience is content based on actually using, doing or testing the thing described, the first E in Google's E-E-A-T framework.
- Content Brief: A content brief is the plan for a single page: the search it targets, who it is for, what it must cover and how it should lead readers to the product.
- Above the Fold: Above the fold is the part of a page visible before scrolling. It decides first impressions and whether a visitor sees the answer or a wall of ads.
- AI-Assisted Writing: AI-assisted writing uses language models to help research, outline, draft or edit content. Google judges the result on quality, not on how it was made.
- Anchor Text: Anchor text is the clickable text of a link. It tells readers and search engines what to expect on the page the link points to.
- Answer-First Writing: Answer-first writing puts a direct, complete answer to the reader's question at the start of a page or section, then adds context and detail.
