1. Content - Ask yourself "What do you have to say that your readers want to hear?". Seek continuous improvement by obtaining reader feedback and monitoring click-through rates to determine what types of articles are most popular. Don't talk at your readers, talk with them.

“Broad and negative, or exact?”  I asked an interactive marketing colleague one day.

“Exact.” He replied, “You get better conversion rates from good ad text. And you often pay less for long tail keywords on exact match.”

“What about broad match though?” I inquired further, “If you’re careful and keep adding negatives, you can find all sorts of new keywords. And then you can switch the good ones you find to exact match.”