E1 · The ranked list
40 minTake the 15 non-branded queries with the most impressions and sort each one into topic, improve, or ignore.
Done when: the list has 15 rows with impressions, best position, owner page (or "none"), and decision.
Lesson 5 · 17 min
Query with impressions and no page: validated topic
A paid tool estimates what people search for. Your Search Console shows what they already searched for and where you appeared. A non-branded query with impressions and no page made for it is a validated topic, for free. In this lesson you sort topics, pages to improve and noise, and you write the brief with a real asset.
Start the lesson
In this lesson you will
- 1What an owner page for a query is
- 2Topic, improve, or ignore
- 3Why each topic needs a real asset
- 4The brief for a new page
Goal: turn non-branded queries with impressions and no owner page into a topic list of 5 pages, each backed by a real asset.
01From query to topic
Click each block.
Click each block in the diagram to see what it does.
Two pages for the same search compete with each other. Before writing, ask whether the owner page already exists.
02From list to brief
Click each step.
1. Filter
Keep the non-branded queries that have impressions and make sense for your business.
A search that has nothing to do with you (a typo, a stray name) is noise: ignore it.
2. Sort
For each query, look for the owner page on your site.
No owner: topic. Owner outside the top: improve the owner page.
At INEMA (week of 10/05 to 10/11/2026)
The non-branded queries that appeared the most were in Spanish: "aprender ia" (10 impressions), "aprender inteligencia artificial desde cero" (10), "cómo aprender ia" (8). All landed on the Spanish page about learning AI, between positions 29 and 61. They already had an owner page: the case is to improve, not to write another one.
3. The real asset
Every new page rests on a real asset: a course, a project, an experiment, data from your business. Without an asset, the topic waits.
That is what keeps the page from being just another copy of the rest.
4. The gate
A person approves the list before anything is written. At most 5 pages at a time.
No 5 variations of the same keyword: that is content at scale, and Google treats it as spam.
03The topic list and the brief
Templates to copy. Swap what is between < > for your own.
Weekly topic list (template)
| query | impressions | best position | owner page | decision | real asset | |---|---|---|---|---|---| | <query> | <n> | <p> | <none> | topic | <course / project / data> | | <query> | <n> | <p> | </page/> | improve | - | | <query> | <n> | <p> | - | ignore (noise) | - |
Brief for a new page (template)
Target query: <query> Intent: <what the person wants to solve> What the top 10 already says and what is missing: <gaps> Required own data (the real asset): <course, project, number from your business> Internal links: <2 or 3 older pages that will point to the new one> Done when: <the page answers the intent with your own data and has 2 internal links coming in>
Example from the repository
| query | impr. | position | page |
|---|---|---|---|
| aprender ia | 10 | 34,5 | /es/aprender-inteligencia-artificial/ |
| aprender inteligencia artificial desde cero | 10 | 33,2 | /es/aprender-inteligencia-artificial/ |
| cómo aprender ia | 8 | 46,1 | /es/aprender-inteligencia-artificial/ |
| aprender inteligência artificial (PT) | 0 | - | no impressions this week |
From the weekly report of Oct 13, 2026.
- The ES queries already have an owner: the decision is to improve the ES page.
- The equivalent PT query had 0 impressions this week: no signal yet, so no new page for it.
04Practice: five topics with an asset
Use the most recent week of your export.
E2 · One brief
30 minPick the strongest topic that has a real asset and fill in the brief.
Done when: the brief has a query, intent, a named own data point (a course, a project, or a number of yours), and 2 older pages that will link to the new one.
05Test what you learned
The explanation appears after your answer.
Question 1 of 4
A non-branded query has impressions and lands on a page of yours at position 45, built for that subject. Topic or improve?skill
Correct
Writing a second page for the same search makes the two compete. Strengthen the owner page.Not this one
Writing a second page for the same search makes the two compete. Strengthen the owner page.Review: From query to topicQuestion 2 of 4
You found a good topic, but you have no course, project, or data of your own on the subject. What do you do?
Correct
The method only publishes a page backed by a real asset. That is what sets it apart from the others.Not this one
The method only publishes a page backed by a real asset. That is what sets it apart from the others.Review: From list to briefQuestion 3 of 4
Why not publish 5 variations of the same keyword?
Correct
Scaled content abuse. And remember the case from lesson 3: a batch of similar pages did not make it into the index.Not this one
Scaled content abuse. And remember the case from lesson 3: a batch of similar pages did not make it into the index.Review: From list to briefQuestion 4 of 4
Where does the "validated" topic in this lesson come from?
Correct
Validated because someone has already searched for it and you have already shown up. The exact search volume isn't available for free; this is.Not this one
Validated because someone has already searched for it and you have already shown up. The exact search volume isn't available for free; this is.Review: From query to topicQuiz complete
You got {a} of {n} right. Get them all right and the lesson is marked as complete.Pick an answer. The explanation shows up after you try.
06Take with you
Owner page firstIf the owner page exists, improve it. If it doesn't, it goes on the topic list.
Real assetWithout a course, project, or data of your own, the topic waits.
2026 yardstickGoogle's guide for AI (May/2026) asks for non-commodity content: your own data and direct experience. It's the same filter as the real asset.