Hitting publish is where the work starts, not where it ends. That single idea explains the useful half of this blog, which covers building a title around the words people are actually typing, then doing the promotion afterwards through social channels instead of hoping.
The warning post is the sharpest thing in it: five ways to get a site removed from search results overnight, including the link scheme a national newspaper uncovered at a large American retailer whose rankings had been suspiciously perfect for months. It works as an antidote to advice treating links as something you simply accumulate.
There is a piece on perceived scarcity, on why a deadline changes behaviour even when everyone involved knows it was chosen arbitrarily.
The rest is news he was following, from a court case to a meteor over Russia, and it reads as a scrapbook. Take the search posts and leave the headlines where they are.