Want your content to show up at the top of Google without paying for ads? In this episode, Mark lays out his complete seven-step keyword strategy — the same process he has refined over more than a decade of SEO work. If you follow these steps every time you create content, you give yourself the best possible chance of earning free, organic traffic from Google search.<\/p>\n
Mark has been doing keyword research for over a decade, and he opens by acknowledging how much the game has changed. In the early days, SEO was essentially a war between content creators and Google, with creators trying to game the algorithm. Today, Google uses artificial intelligence to match search intent with the genuinely best content available. The old tricks — keyword stuffing, link schemes, thin content — no longer work and can actually get you penalized.<\/p>\n
But keyword strategy still matters enormously. Free organic traffic from Google is the most valuable traffic source on the internet. Here is the seven-step process Mark recommends before creating any piece of content:<\/p>\n
Step 1: Define your outcome.<\/strong> Before you even think about keywords, ask yourself what you want people to do when they find your content. What is the purpose? Who is the ideal reader? What action should they take? Getting clear on this prevents you from creating content that ranks but does not convert.<\/p>\n Step 2: Brainstorm base keywords.<\/strong> Imagine what keyword phrase you would type to find this content. List 5 to 10 base keywords in a spreadsheet. These are your starting points.<\/p>\n Step 3: Expand to long-tail keywords.<\/strong> Take your base keywords and find longer, more specific variations. The easiest way is to type your base keyword into Google and see what the autocomplete suggests. Consider the search intent behind each variation — does the searcher's goal match the content you are creating?<\/p>\n Step 4: Assess the competition.<\/strong> Search for your target keywords and examine the pages that currently rank. Use them as a benchmark. Your goal is to create content that is objectively better and more comprehensive than what already exists.<\/p>\n Step 5: Write and publish.<\/strong> Incorporate your keyword phrases naturally. The most powerful placements are in your title tag and section headers (H2, H3 tags). Do not stuff keywords unnaturally — Google is sophisticated enough to penalize that.<\/p>\n Step 6: Promote your content.<\/strong> Share it on social media and participate in conversations where your content would be a helpful answer. Initial traffic signals help Google understand that your content has value.<\/p>\n Step 7: Refresh your content periodically.<\/strong> Go back to existing content, add new information, update the date, and check what competitors are doing. Google rewards content that is well-maintained. This single step is one of the most underrated things you can do for your rankings.<\/p>\n Mark recorded this in May 2022. Since then, Google has rolled out multiple Helpful Content Updates and the March 2024 Core Update, which further rewards genuinely useful content written for humans. Google's Search Generative Experience (SGE) and AI Overviews now appear at the top of many search results, which has changed click-through dynamics. The seven steps Mark describes are still the right foundation, but in 2026 you also need to consider whether your content answers questions comprehensively enough to be featured in AI-generated summaries. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals have become even more important for ranking.<\/p>\n Listen to Late Night Internet Marketing on Apple Podcasts<\/a> or Spotify<\/a>. Have a question for Mark? Email feedback@latenightim.com<\/a> or call the digital recorder at 214-444-8655.<\/p>\nKey Takeaways<\/h2>\n
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