A cafe does not need a manifesto about hospitality trends. It needs a clear page about weekend brunch near a named beach, a comparison with the next neighbourhood, and an FAQ about kids and waiting times.
Those are jobs to be done. Authority’s monthly plan mixes them on purpose so the site answers how customers actually look, not how marketers like to write.
Guides
When to visit, how to choose, what to expect. These pages stay useful long after the week they went live. They are the spine of a topic cluster.
Local pages
Neighbourhoods, landmarks, and “near me” intent. A hotel near Uluwatu Temple is not the same as a hotel that happens to be in Bali. Name the place the guest already has in mind.
Comparisons and best-for
Uluwatu vs Canggu, families vs couples, first-time visitors vs regulars. Honest comparison keeps the shopper on your site instead of a stranger’s list.
FAQs that sound like speech
Cost, timing, suitability, how a first visit works. Write the question the way someone asks a friend. Those pages are also the ones AI assistants can lift as a direct answer.
Match the page type to the job, not the other way around
See how Authority mixes these types in daily publishing and for local businesses.
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