At a Glance
The project in brief
BASED ON
My work rebuilding Al Bawaba’s business section
PERIOD
2023
CATEGORY
Content & Marketing
THE PROBLEM
Business news rewritten from third-party reporting, with little of its own value
THE METHOD
Templates, heading structures, keyword discipline and unique angles
LANGUAGES
Arabic and English
The Situation
Everyone was rewriting the same reports
Most business news online starts as someone else’s reporting: a wire story, a market update, a company statement. Many outlets simply rewrite it.
Search engines see a hundred near-copies of the same story. None of them earns authority, and a site full of them starts to look like it has nothing of its own to say
THE EIGHT QUALITIES
What to look for, and what it looks like in practice
- Templates for recurring coverage. Gold prices and stock updates run every day. I built templates for them, so each update was fast to produce and consistently structured.
- Heading structures. I set rules for headings, including how to spread keyword instances across different headings instead of stuffing them into one.
- Keywords inside professional writing. The articles still had to read as serious news. The right keywords went where a good editor would put them anyway.
- A unique angle every time. Instead of rewriting or editing third-party reporting, each piece had to add something: context, a comparison, or a question the original didn’t ask.
THE SHIFT
From rewriting to adding value
The question behind every story: what does this give a reader that the original report doesn’t?
the lessons
What any content team can take from it
- Templates free your writers for the work that needs judgment.
- Spread keywords across headings. One heading carrying every keyword helps nobody.
- SEO and serious journalism aren’t at odds. Good structure serves both.
- Rewriting earns you nothing. An angle earns you authority.
The results are in the success story, Rebuilding Al Bawaba’s Business Section: traffic up 118% in five months
Work with me
Want your content to add value, not just volume?
I build templates, heading structures and editorial standards that make content rank and read well, in Arabic and English.