He writes about a straightforward tactic to improve search visits, by optimizing keywords you use, versus your competitors.
Great advice for anyone working on optimizing content sites (i.e. all websites).
He talks about gathering the URLs and keywords of your competitor sites:
…Delete the rows that contain the keywords for the homepage URL.
You are doing it because you want to go for long tail phrases as they will drive more total traffic, and they are easier to rank for. Typically, internal pages rank for more long tail phrases than a homepage, which is why you want to delete the rows that contain the homepage URL.
Now that you have a list of keywords your competitors are going after, you should look at their content.
Once you do, create your own content, incorporating similar keywords.The key to this process is to make sure your content is better than your competitor’s. If it isn’t, you won’t generate more social shares, links, or traffic.