1. Execution > Planning
You can plan until you’re blue in the face, but the only way to know what works is by producing. So what does it mean to produce?
In the context of SEO, it means:
- Optimize technical/UX performance
- Optimize & upgrade existing pages
- Create new SEO-driven pages
- Send more outreach emails (for link acquisition)
Yes, you’ll need to do keyword research and an SEO audit. However, be careful not to spend too much time in these phases.
Action is what produces results and allows you to learn what works.
2. Different is Always Better
Find a unique angle for the keyword you’re tackling.
For example, if everyone has “how-to” posts, build a data-driven post.
Again, focusing on differentiation is the only way to avoid a race to the bottom.
3. Ignore Short-Term Volatility
Whenever you’re working with a new website, you’re going to experience volatility.
It’s normal because your website doesn’t have enough authority to deserve stability.
Examine the performance of any given keyword by months, quarters, and years.