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The editorial decision
Before commissioning a new article, compare its reader question with existing coverage. Ask what distinct decision, evidence or tool the new page will provide. If the answer is essentially the same, improve the existing article or add a clearly useful section. Creating separate pages for tiny keyword variations can make the publication harder to navigate and maintain. The editorial goal is a coherent body of knowledge, not a growing count of near-identical URLs.
A working method
Use a short commissioning note: intended audience, specific question, unique contribution, supporting evidence and next step. Review the note against the content inventory before drafting. If two articles overlap, decide whether they should be merged, differentiated or linked as complementary pieces. Preserve genuinely different use cases when they require different actions, not just different job titles. After publication, use reader feedback and enquiry quality to judge whether the distinction helped anyone.
Hypothetical example
A proposed article about “smart profiles for consultants” repeats an existing guide with only the profession changed. The editor instead creates a distinct piece about separating public portfolios from client-confidential documents, giving the audience a new decision framework and a practical checklist.
Make it practical.
Use this checklist as you read. Checks are not stored.References & further reading
Further reading: Google spam policies ↗Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
