Editorial programme

Publishing that compounds instead of decaying

Two articles a month, published for a year, beat twenty published in a fortnight and then abandoned. Not because search rewards patience for its own sake, but because each piece links to and strengthens the ones before it, and a cluster of twelve related articles ranks in a way twelve unrelated ones never will.

The calendar is agreed a quarter ahead and ordered so the early pieces support the later ones. Every article gets a brief before it gets a writer: the phrase, the angle, the sections, the sources, the internal links. A writer working without one produces something readable that ranks for nothing.

• A quarterly calendar built from search evidence, not from a brainstorm
• A brief per article, so the first draft is close rather than exploratory
• A writer who knows the field, and an editor between them and publication
• Metadata and internal links done as part of the piece, not afterwards
• A monthly report of what each piece earned against what it was meant to earn

What to expect, and when

For a site with existing authority, individual pieces start ranking within weeks. For a new site, six to nine months before the programme pays for itself is the honest range, and anybody quoting faster is describing paid traffic under another name.

Facts are checked against the sources named in the brief, then checked again by you. That second pass exists specifically so nothing wrong goes out under your name.