The narrator says to avoid manipulative link building tactics like buying links or joining link schemes. These may boost rankings temporarily but will get your site penalized by Google. Instead, focus on creating high-quality content that brings value to users.

Tools, data, news, and other useful references tend to attract lots of quality backlinks over time. ShipBob and Shopify have pages with shipping data and a business name generator which have earned thousands of backlinks.

Promoting your content across email, social media, ads etc. helps get it in front of more potential referrers. Reaching out to top content producers and asking to be included in their content helps too.

You can use broken link building and outdated link building to replace dead links or outdated content with your own. Use tools to find all the backlinks pointing to that old content then let those sites know you have better, updated content on that topic.

Contributing guest posts to other sites in your space helps build quality backlinks. Getting interviewed on podcasts can also earn links from any sites covering that podcast episode.

The goal is to convert temporary visitors coming from search engines and social media (rented audience) into an owned audience by collecting their email addresses or phone numbers. This allows you to market to them repeatedly over time.

Email addresses are the most valuable asset for connecting with potential future customers. There are many methods to collect emails, like lead magnets (free resources in exchange for emails), free trials of products/services, and free estimates for service businesses.

You can also install pixels on your website to enable retargeting ads on social platforms. This allows you to re-engage visitors who previously came to your site or added items to their cart.

Building a social media audience increases traffic to your site. Promote your content, product launches, customer success stories, news and updates to generate interest and clicks back to your owned properties.

Increasing your audience and distribution builds authority signals that boost SEO rankings. Better SEO and more repeat traffic from an owned audience ultimately grow sales over time.

The narrator talks about using content to convert website visitors into customers or email list subscribers. Effective copywriting involves crafting engaging, persuasive content that leads readers to take a desired action.

It's important to understand your target audience and write content that resonates with them specifically. Establish a clear purpose for each piece of content and adjust the tone and structure accordingly.

Use strong, benefit-focused titles and openings to draw readers in. Focus on explaining the benefits of your product or service rather than just its features.

Write clearly and concisely, using formatting to make the content easy to consume. Address potential objections to build trust and credibility. Adding social proof like reviews and testimonials can also help build trust.

Have one primary call to action per page. Continually review, optimize and measure content performance over time to improve results.

Outranking incumbent businesses with large audiences or market share seems difficult, but is possible by providing unique, helpful content to newcomers. Educate beginners from the ground up to build trust and authority.

Focus on newness and relevancy that incumbent content may lack. Put dates in titles to indicate your information is the latest. Get ahead of future search trends by covering new and breaking topics even before they show up in keyword tools.

Persistently produce excellent content over a long period to build domain authority and links. This is how incumbents became large corporations. Compete by playing the long game - continually iterate and improve.

The narrator discusses two key virtues for search engine optimization (SEO): trust and value. There are different SEO strategies - white hat focuses on building trust and value, while black hat tries to manipulate search rankings. The narrator advocates for a white hat approach.

To build trust, SEOs need to demonstrate credibility to Google, searchers, and site visitors. This involves signals like backlinks, performance, excellent content, straightforward design, and accurate information. Users should feel comfortable sharing information and signing up for email lists.

Value means creating content that genuinely helps the audience, not just the site owner. This builds loyalty and engagement. Audiences that consume and share content help sites rank higher and grow. The goal is becoming an authoritative, trusted source of valuable information.

When starting out, SEOs likely won't have much trust or value yet. The narrator says to start building both over time by producing excellent, helpful content. This attracts an engaged audience and leads to better Google rankings and conversions.