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Buffer is truly an amazing example! Also notice that they didn't even mention links, SEO or Google. Guest blogging makes you independent from the Google moloch. I read about Buffer for the first time on a blog as well. I didn't search and find it on Google.
> For coming up with topics, I have one simple strategy when you start out: copy the hell out of others. If you are writing about cars, look which sites have the best posts about cars that get the most traffic and copy them. *raises pitchforks* > Of course I don't mean to steal their content, but to copy the structure, see how they are writing posts, how they promote them and so forth. *lowers pitchforks* You almost had me start a mob, Leo. I'm glad you aren't advocating creating *eerily similar* content from other, more popular sources.
This is a great example on how not to rely on Google for traffic, but have it as a side benefit. Going for actual eyeballs and referrals traffic is way better than focusing on keywords and rankings. The latter is a nice secondary, but shouldn't be the main focus.