I was listening to a webinar by conductor and I took some notes I'd like to share. It was about Holiday Season SEO Strategy. Lot of the information were discussed and most were the same old thing but for me three things stood out
1) Personas - SEOs hardly discuss this
2) Bad Conversation = It doesn't necessarily mean that keyword is bad, its your content\offering\services
3) Null Reports = These are the keywords that people search on your website but they can't find matching content. Here are some opportunities for you.
Again most of the items may sound repetitive for more seasoned SEOs but I thought I share anyway.