SEO begins with Information Architecture
Consumed => “Getting Site Architecture Right” by Peter Da Vanzo on SEO Book.
The key takeaway? Do some homework. But don’t think about what it is you’re looking to say, think about what people are searching for. The Cape Cod real estate example in the article is spot on.
Moi? When appropriate, I often like to recommend a FAQ. Search is often question driven and reverse engineering questions and answers—that real people in your target market might be asking—into content doesn’t take a rocket scientist level of effort. That is, of course, you have the required empathy to think like your customers.