1. Introduction
   1. This is not a in-depth masterclass on site optimization (and that's a very good thing)
   2. I'm not going to give you a million in-depth tasks that will take you forever to do
      1. You'll never get to them that way ...
   3. I'm going to teach you the easiest, "do it fast" factors that will help you get the best return on effort for the beginning "optimizer"
2. Treat your blog like a business
   1. Your job isn't to be "social"
      1. There's nothing wrong with being social
      2. It's part of the job, but it's not THE job
   2. Too many people waste time trying to get "attention"
      1. "Friends" are not the same thing as buyers
      2. "Page Views" are not the same things as orders
   3. What you really need to focus on is building an audience of customers
      1. Readers who ARE buyers
      2. Readers who want to spread the word
      3. Page views from the people most likely to buy
3. Your blog's job is to fulfill specific business purposes
   1. To attract the right people (potential customers)
   2. To help them discover if your solutions are the right fit for them
   3. To make it easy for them to get the "next" thing they need to do.
4. Confirm your target audience
   1. Who is it who is ready to buy from you?
      1. Not who "needs" your stuff ...
      2. Not who "wants" your stuff ...
      3. But who is READY to trade money for what you offer?
   2. What qualifiers make them ready to buy from you?
      1. Specific income levels?
         1. What levels make it possible for them to buy?
         2. What levels make it easy for them to buy?
      2. Specific pain levels?
         1. What's hurting them?
         2. How bad is the hurt?
      3. Specific opportunity levels?
         1. Where are they with their life / business?
         2. Why are they ready to buy now?
5. Confirm your target products / services
   1. What are they most likely to buy?
      1. We often focus on "possible" and not "likely"
      2. Just because it will help them the most doesn't mean they want it the most
   2. What are the *primary* products that these people need?
   3. What are the *primary* services that these people need?
   4. What are the core keywords people will be searching for?
      1. Don't stress about perfection right now
      2. Just get "good enough"
      3. Study keyword analysis if you really want to crush it
      4. What you'll be putting into place later will increase word-of-mouth
6. Get your blog built around that
   1. Pretend you're a potential customer
   2. What would it take to make them feel like your website was custom-created just for them?
   3. What core topics do you need to talk about?