When a bankruptcy attorney asked me to help him boost his organic website traffic, I suggested we start with a series of articles centered around a relevant topic.

We agreed on a few guidelines:

• Engaging and easy to read for consumers
• Relevant and sufficient search volume
• Accurate and helpful

Not a problem.

But since I’m not a lawyer my first step (after keyword research) was to supplement my topic research by interviewing my client.

Rather than echoing the answers provided by his competition, I went after the things that were most important to him. The result was content that was not only helpful, but also leveraged my client’s strengths.

Finally, to ensure accuracy I gathered all of the facts presented by the article in a spreadsheet. This allowed my client to review each of them carefully, without being tripped up by formatting.