Write a how-to article: "[How to do X]". [N] steps with product links. Include HowTo schema.
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Write a how-to article: "How to layer skincare products in the right order". Structure: intro, 8 numbered steps with images, common mistakes section, FAQ. Add HowTo schema and link to relevant products in each step.
- HowTo schema that describes the steps for search engines and AI assistants.
- Numbered steps with imagery, expected outcomes, and product links.
- Common-mistakes section addresses the queries shoppers Google after.
- Direct-answer prose that AI assistants can quote.
What you're trying to do
How-to articles answer the questions shoppers search for ('how to layer skincare', 'how to wash linen'), and they are the kind of page AI assistants quote for step-by-step answers. They also help customers use your products correctly.
Things to watch out for
- Step clarity: Fudge writes one action per step, not paragraphs of advice.
- HowTo schema: Fudge adds it to describe the steps for search engines and AI assistants; Google no longer shows How-To rich results.
- Imagery: Fudge prompts for step images; falls back to text-only with image placeholders.
- Mobile flow: steps stack vertically with clear separators.
How Fudge does it
Fudge writes the article into a blog draft, researching the topic using your brand context (your products, brand voice, existing pages, and any notes or sources you give it) and structuring it for SEO and AEO. Everything starts in draft — review, edit any section, and publish when you're ready. No content goes live without your approval.
Why how-to articles still win in 2026
How-to content keeps its search traffic for years. Procedural queries such as “how to layer skincare”, “how to clean a leather bag” and “how to wash linen” don’t go away when seasons change, so they bring predictable traffic month after month. HowTo schema describes the steps for search engines and AI assistants; Google no longer shows How-To rich results.
When to write one
Three conditions make a how-to article worth writing:
- There’s an obvious shopper need (“how do I use this?”) that your product touches.
- There’s existing search volume — check Google Search Console or run a content gap analysis to confirm.
- You can demonstrate first-hand expertise. Generic “how to layer skincare” is a commodity; “how to layer skincare for sensitive Mediterranean climates” is differentiated.
Skip the how-to if it’s a topic where every brand already publishes the same article. Find the angle where your specific knowledge adds value.
What makes one great
- HowTo schema markup: Fudge adds it so search engines and AI assistants can read each step. Google no longer shows How-To rich results, so treat it as labelling, not a ranking boost.
- 5–10 numbered steps — fewer feels incomplete; more loses readers. Fudge calibrates step count to the complexity of the task.
- An image per step — even simple line illustrations. Visual scaffolding holds attention for procedural content.
- A “common mistakes” section — distinguishes great how-tos from generic ones. Most articles only tell you what to do; great ones tell you what not to do, and why.
Common mistakes to avoid
The most common failure is generic procedural advice that any brand could publish. “Apply moisturizer in the morning” is filler. “Apply moisturizer within 60 seconds of toner while skin is still damp” is specific advice that demonstrates expertise.
The second mistake is missing the product link at the natural step. If step 4 is “use a hydrating serum”, that’s where the contextual product link belongs — not at the bottom of the article in a generic “shop our skincare” CTA.
Pair how-to articles with an ingredient deep-dive for shoppers who finish the how-to and want to understand the underlying science.
Fudge writes both with its blog writer.