it s absolutely about both. you need be creating really compelling content and you need to do those technical seo tweaks, as well, which sometimes you ll need an seo expert to do for you. tell me some mistakes you see people make. sure. number one is the gut check mistake. this is when you re picking your key words using your gut instead of using tools. so you need to choose your key words based on popularity, but it s offer counterintuitive which synonyms and var aegzs are the best. a few of the top three tools i really recommend are ask the public.com and soovle.com and the best pay tooling is moz.com/explorer. number two is the broken record mistake. you do not want to be stuffing key words repetitively throughout your content. this is against google s guidelines and can get you penalized. number three is the blue light special mistake, having links point to go your site is