---
title: "Content: know what to write next, and what it must say · Rankly"
description: "Rankly picks the pieces worth writing from your own searches and demand, and gives each a full brief: what it must cover and the facts to use. It also finds pages that are slipping and titles people skip."
url: https://rankly.cc/features/content/
---

# Content: know what to write next, and what it must say

[Everything Rankly does](https://rankly.cc/features/)

# Know what to write next, and what it must say

Rankly picks the pieces worth writing from what people search for in your field and what your site already covers. Each one comes with a full brief. You or your writer write it, and Rankly follows it into Google.

What Rankly finds

## What to write, and what to fix

Rankly starts from your own searches in Google and Bing, then looks at what people search for around them.

1. ### Searches you have no page for

    Questions people in your field search for, and how often, that no page of yours answers.

    What you get: a topic, with why it’s worth writing.

2. ### What the top pages cover

    For each topic, what the pages Google shows first cover, so your piece misses nothing.

    What you get: a list of what the piece must cover.

3. ### The facts to use

    Figures and claims from your own pages, so the piece says nothing you can’t stand behind.

    What you get: each fact with the page it comes from.

4. ### Pages that are slipping

    Pages losing their place to other sites for the searches that bring you customers.

    What you get: what to bring up to date on the page.

5. ### Pages people skip

    Pages Google shows often that few people click, usually because the title doesn’t match the search.

    What you get: a clearer title and description, word for word.

6. ### What AI assistants search for

    The searches ChatGPT runs to answer questions in your field, turned into topics.

What you get

## One brief, ready for your writer

Here is a brief as Rankly hands it over, for the example accounting firm.

### Bookkeeping for a cleaning business

#### Why this one

Searched **about 170 times a month**. No page of yours answers it. The pages Google shows first are general guides, and none of them is from an accountant.

#### What it must cover, from the pages Google shows first

- Which records a cleaning business keeps, and for how long
- Supplies, equipment and travel between jobs
- Paying staff who work different hours each week
- When to register for VAT
- What a monthly bookkeeping service includes
- A short answer at the top, for people in a hurry

#### Facts to use, from your own pages

- Books closed by the 10th of each month _/small-business_
- Year-end accounts are part of every monthly plan _/small-business_
- Payroll for teams of up to 20 _/payroll-for-small-teams_

No figure goes in that isn’t on your site already.

#### Search it’s for

bookkeeping for a cleaning business

#### Who writes it

You or your writer. Rankly doesn’t publish anything on your site.

#### What Rankly checks after

- The piece is live and covers the brief
- Google reads it and shows it
- Where it ranks for its search, every week

How it’s counted

## From brief to clicks

Rankly follows every brief from the day the piece goes live to the visits it brings.

Live and read

The day the piece is on your site, and the day Google reads it.

Its place in Google

Where it ranks for the search it was written for, read every week, before your own figures show it.

Clicks

At four weeks, three months and a year. Refreshed pages and new titles are counted the same way, against similar pages you left alone.

## The rest of Rankly

- [**Technical** Pages Google can’t find or won’t keep](https://rankly.cc/features/technical/)
- [**AI answers** Named in ChatGPT, or someone else is](https://rankly.cc/features/ai-answers/)
- [**Links and mentions** Links you lost, mentions without one](https://rankly.cc/features/links/)
- [**Results** Every change counted, three times](https://rankly.cc/features/results/)