1. The main objective is to outperform the competition, not to be perfect. This means:
   • Longer and more comprehensive
   • More technical / more generalist, simpler
2. We write for HUMANS:
   • NO KEYWORD STUFFING
   • NO PLAGIARISM/DUPLICATE CONTENT

And above all, do not write just for the sake of writing: create content that you would want to read. Speak directly to your personas and put yourself in their shoes.

1. To avoid:
   • Thin content: An old SEO strategy was to create mini articles of 200-300 words on each micro-topic. This is no longer a good tactic. Google, like users, prefers rich and varied content that answers questions from multiple perspectives.
   • Duplicate content: Copying and pasting content from other websites is not allowed. This also applies internally: avoid using copied and pasted phrases like "learn more" and others.
   • Hiding text from the user (white text on a white background in HTML): Content must be readable and accessible.
   • Keyword stuffing: Do not excessively "stuff" the content with a single word. Focus on creating rich and diverse semantic content! Use as many synonyms as possible.
2. When writing, consider repurposing your SEO content to avoid isolating your strategy.
   • Your content can be transformed into:
     • Graphs and images for LinkedIn and Google Images
     • Graphics
     • To-do lists
     • Videos (Youtube, …)
   • Ensure that your assets can be adapted to social media platforms and other channels in the future (email, podcasts, etc.) as much as possible!