Search optimisation takes up so much of this blog that it stops being a topic and becomes the whole shelf. Dozens of posts approach ranking from slightly different angles, and if you want the same advice restated until it finally sticks, that repetition is a feature rather than a fault.
Two pieces break the pattern and both are worth finding. One walks you through pointing a domain you own at a hosted blog, which is the sort of technical chore that stops people for weeks and gets explained almost nowhere. The other asks whether anybody is reading at all, and names the particular loneliness of publishing into silence.
Doug Flitton also promotes a lead capture platform and describes exactly what it includes, which reads as the promotion it is.
His strongest recurring argument is that nobody stumbled into a well known brand by luck, and that the marketing behind it was deliberate.
Take the domain post if you are stuck on setup, then work through the search run.