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What the episode covered
Very often how your article is structured is the reason why users are not encouraged to read and will, therefore, leave your website and look for another one that will pick up their interest. Sometimes you may have a very good article, but your headline is not enticing enough, or that the information the users are looking for is further down to the bottom of the article.
It is really important to know the right structure and balance within your article so that the searchers and users are able to stay and find your article as a good fit for their needs. The objective of this episode is to help you build articles that will engage users and lead conversions to your website.
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01:13 What are some of the things commonly overlooked in articles on many websites?
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01:32 How does the ERICA framework help in creating a good prototype article?
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02:29 Important aspects to consider in an article’s structure.
06:54 Why is it important to avoid huge content walls or text walls in an article and how can this be avoided?
07:14 What are some creative Call-To-Actions that you can include in an article?
07:40 A recap of what should be included in a good prototype article.
What I would emphasize today
Search has moved beyond one channel. Google still matters, but your buyers also use AI answers, YouTube, Reddit, reviews, communities, and comparison content before they decide.
That means the practical question is not just “does this rank?” The better question is: does this help the right buyer find enough proof to trust us?
How to apply this now
- Diagnose the actual visibility gap.
- Check whether the buyer researches this topic on Google, AI tools, YouTube, Reddit, or another platform.
- Create the asset that answers the question clearly.
- Add proof, examples, and structure so both humans and AI systems can understand it.
- Measure whether the work leads to better qualified demand, not just more traffic.