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The narrator outlines two methods for doing keyword research: finding new keywords with Ahrefs, and analyzing existing data from Google Search Console. For new keywords, the "include" filter in Ahrefs allows accessing a large database of keywords to filter by difficulty and traffic potential. The narrator demonstrates finding specific "how to" keywords related to sleep, as well as using the related keywords feature to find additional options. For existing data, looking at impressions and clicks for rankings between 5th and 10th position can reveal valuable keywords to optimize. The narrator gives examples from their business site showing high impression keywords to potentially create new content for. The two methods together provide a process for thoroughly researching valuable keywords.

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SEO hubs are a powerful way to structure website content by bundling related keywords and topics. They involve creating a hierarchy with a generic top-level page, more specific subtopic pages, and very specific keyword-focused content pages. This helps provide valuable, well-organized information to users.

Hubs rank well and attract links because they thoroughly cover a topic by linking to quality external resources. Passing authority down through internal links also builds the strength of subpages.

The bottom-up approach involves first targeting long-tail keywords with specific content before bundling them into topics and hubs. The top-down approach starts with broad research first before drilling down.

Examples of effective SEO hubs given were an educational programming course, Atlassian's technical guides, a career data site, and Under Armour's product pages.

SEO hubs help pages target both short high-volume and long-tail keywords by providing a hierarchy for users to easily find the specific information they need.

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The narrator explains that your SEO competitors may not be your actual business competitors. For example, in the sleep niche, the nonprofit Sleep Foundation ranks alongside the mattress company Casper.com. So you compete with different types of businesses for rankings.

Ahrefs makes competitor research easy. You can see which domains rank for similar keywords as yours. This shows who you directly compete with in rankings. You can also find "content gaps" - keywords your competitors rank for that you don't. This reveals opportunities to optimize content and rank for those terms.

To siphon competitors' traffic, create fresh, unique content on their topics. Or target keywords more precisely than they do. For example, write specific content for a generic piece of content that happens to rank well. Being more specific can help you outrank them for that term.

Use Ahrefs' Organic Competitors and Content Gap features. Filter keywords by your niche to identify new terms to target. Analyze competitors' content and keywords to inform your own strategy.

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Writing is fundamental for creating valuable online content and business. The more effectively you write, the better you can provide value, sell products, and build an impactful internet business.

To improve, focus on writing that actually makes an impact on readers. Use feedback from others to refine your writing until it resonates. Unread or unshared writing provides little value.

Master concise, simple, and engaging writing. Write shorter paragraphs and avoid walls of text. Making writing easy to digest increases its impact.

Practice writing with small pieces of content first. Small mistakes early on will make you a better writer than tackling expert guides right away. Use simple keywords so it's easier to get signals on what works through links earned or feedback.

Keep practicing writing across different forms of content. An ability to communicate clearly through writing will grow your traffic, business, and influence.

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Google wants to provide content that helps people, not just content designed to rank high in searches. Google uses their EEAT framework to evaluate content quality and trustworthiness.

The E's stand for experience and expertise. Google favors content from creators with first-hand experience and expertise on the topic.

The A stands for authoritativeness, which comes from the creator's level of credentials and experience. More authoritativeness increases content quality and trust.

The T stands for trustworthiness. Content should be accurate, honest, safe, and reliable. Google determines trustworthiness by comparing content to other sources.

High quality content provides original analysis and research. It clearly presents sourced information and demonstrates the creator's expertise. It is well-produced with good user experience.

Quality content is hard to reproduce. It provides unique value compared to other content. This builds trust with Google and helps improve search rankings.

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