Duane Forrester provides a list of questions that search marketers should ask themselves before creating search-friendly content. Building a templete provides a repeatable process that removes the guesswork. Keyword research and Twitter trending topics can help provide guidelines to focus on. Don't overtarget keyword phrases, for example. He tells us that Bing doesn't "condone link baiting," but hooks (topics) that resonate with an audience can drive traffic, links, views, shares and more.