For generating content that drives traffic, companies should start with topics closely related to their services and expand into broader areas that establish them as experts.

Creating interesting content that people want to talk about can lead to natural link building. If your content resonates, it will likely be shared and linked to by others, enhancing your SEO efforts.

I started with SEO in the 1990s by creating a paper airplane site, which taught me how to do SEO effectively.

For new websites, you should start your organic SEO strategy as soon as the site is live, while also generating paid traffic to gain visibility and allow organic traffic to grow over time.

If your organic traffic disappears, start by analyzing your rankings and traffic sources to identify potential penalties or issues, and then take corrective actions to recover.

Tracking performance through Google Analytics is vital, as it allows companies to see which URLs are generating traffic and conversions, even if they can't see the specific keywords used. To optimize your website, start by analyzing your best-performing content in Google Search Console to identify keywords that are generating impressions but not clicks, as well as those that are clicked but not converting.

The best SEO professionals are creative, curious, and analytical, capable of developing hypotheses based on best practices and past performance.

SEO is underrated; it can be a goldmine for generating traffic if done correctly, despite many people shifting their focus to ads.

You should start thinking about content marketing only after you've created something that people want and are confident that users are not churning.