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Introduction
When I started with SEO in 2010, it looked completely different. One of the first tactics we used was hiding keywords in the footer using a blue font on a blue background. Users couldn’t see it, but Google could. It worked back then. Not anymore.
A lot has changed since. Since 2025, ranking in large language models is becoming just as important as ranking in Google. At the same time, traffic from Google is starting to decline for many sites. But that doesn’t mean organic search is dead. If you optimise for both search engines and AI responses, it can still be one of the most reliable ways to attract qualified buyers.
This playbook shows the exact content strategy I’ve used to scale three websites already. It’s based on long-form content and smart structuring, not keyword stuffing or shallow blog posts. It’s built for people who want lasting results instead of short-term tricks.
I’m also documenting how I’m applying the same approach right now to grow Solid Growth. You can follow along and use the same steps to build your own traffic engine.
Chapters
Define your organic growth strategy
Learn how to set a traffic goal, group keywords by intent and build a strategic content pillar map that scales. Finish this chapter with a clear launch plan ready to guide your organic growth.
Content production workflow
Turn your organic-growth strategy into a production system. Build one board to track ideas, score by impact, move tasks through a simple workflow and publish on time. Promote and reuse each piece.
Create high-quality content
Step-by-step guide to writing content that educates, engages and converts. Define a clear transformation, write for one reader, add proof, optimise for search and drive qualified, lasting traffic.
Optimise content for SEO and AI visibility
Use this marketer-friendly checklist to turn high-quality articles into discoverable assets. Craft title tags, schema, internal links, add llms.txt, fix speed and rank in Google, Bing and AI answers.
Repurpose content
Convert every long-form guide into a LinkedIn post, carousel, video and podcast snippet in minutes. Follow ready-to-use AI prompts and templates that keep backlinks flowing to your original article.
Promote your guide for lasting organic reach
Step-by-step plan to launch your repurposed assets: timing email blasts, social drops, community posts and forum replies. Engage for 60 minutes, log results, recycle winners and grow authority.
Tools
Go to tools
SurferSEO
SEO writing tool that suggests terms and structure to help pages rank while keeping copy readable.
SEMrush
SEO suite for keyword research, audits and content planning, useful for ongoing search work.
Books
Go to booksTraffic secrets
Russel Brunson
A broad look at audience building. Useful ideas for content, partnerships and email that compound over time.
Wiki articles
Go to wikiFurther reading
Growth marketing
You’re not growing fast enough and it’s time to fix that.
You’ve hit a ceiling. You need a structured approach that moves the needle without overwhelming your team.
