You have to turn that knowledge and horizon-level gaze into kickass content. These pieces need to be spectacular. It can’t be just a 500 word blog post. It should be planned and executed carefully, and will likely take more than a weeks time to build.
A search driven visitor should not only find the answer to their query when they arrive on your page; they should be taken aback by the level of excellence compared to everything else in the search results.
It doesn’t have to happen all at once. Like Seth Godin said, "ship it”! You can improve on it over time. The goal here is not to make every blog post or tweet “epic”. The goal is to build a few pieces of cornerstone content that do their job better than anyone else. Some companies might only need one of these to make a dramatic impact on their business.
So get your version 0.1 out there now. Take an hour every week and make it better. Have more time to put into it? Sweet! Make it even better!
It may start out just as a 500 word post, but over time, you will add visuals, video, audio, diagrams, transcriptions and more. You will make a list of other resources and link to related pages on your site that help folks deep dive into specific topics.
Think about putting in an hour every week to making this one piece of content better. In a year, you will have put in over a full work week’s worth of time. My guess is that you will be rewarded. and not just with Google placement. If you are handling the lead-gen portion well, you should see a dramatic shift in revenue as well.
Be honest with yourself, there. How many pieces of cornerstone content do you have on your site right now? If the answer is none, you are in the majority. But it's not too late to get your version 0.1 out there.