: Write articles that don’t contribute to the ongoing self-destruction of the SEO industry; there is no place on the open Web for clear, explicit “how to” SEO articles. Instead, present case studies that demonstrate your agency is able to get the job done; provide opinions about which business practices you abhor or adore; share ideas about how to use analytics data; talk about which conference speakers you like and why; share your experiences as a human being using the Web, not as a marketer trying to exploit search; focus on future trends in Website production that appeal to you; let people know where you stand on moral and ethical issues concerning Web marketing practices.