Well-written, authoritative blog posts and articles provide value to readers, enhance search engine optimization, make great shareable content, and help position your brand as an authority in your industry. 

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Based on your goals (SEO lift, social shares, link-building, etc.), I start with research to determine what information your target audience is seeking. I use that to narrow down the key words and phrases that will enhance on-page SEO. I look for gaps in existing content to help nail down competitive topics. Finally, using those findings, I craft interesting, valuable content that appeals to humans—and algorithms.