Audience research, digital channel evaluation, brainstorming and ideation, competitive positioning, information architecture, developing pillars, defining success, writing briefs, big thinking about content’s purpose, and the expertise/proof needed to create great content.
What worked for your website in 2010 will likely not work in the 2020s. Here's a user-centered, UX- and SEO-focused website redesign research process that works.
You're right to be skeptical of organic search algorithms. But it's also helpful to have an awareness of their very human characteristics. Here's how search and content algorithms work, broken down for the non-experts.
To put it another way: optimizing with GEO reverse engineering tactics is like entering a house through a small attic window. GEO ignores that the research frameworks literally embedded in the outputs of the model are the keys to the front door.
