Day 13/100: About Page Written

Matthew Edward
3 min readDec 19, 2020

I actually want to call this my ‘mission’ page I think. But maybe not, because Google might recognize that as established authority. OR I could make it my about page in the URL Slug and change it in the navigation link.

Let’s answer some of the most basic questions people might have if they are on our about page. We want to include a story and we want to answer the questions of:

  • Who?
  • What?
  • Where?
  • When?
  • Why?
  • How?

We also want to establish our (E)xpertise, (A)uthority and (T)rust. E.A.T according to Google. Not just for Google, but for potential partners and getting links to your website from established resources. What will inspire these three things in the best way possible? I personally believe that telling stories is the best way to capture this attention in a positive way. But also using the page as a hub to social proof.

Setting Up A Content Calendar

Doing the keyword research has been trying yet successful. Information and action go together like monitors and keyboards. It is powerful when your brain takes in new theories and then your body applies those theories in practice.

I have a solid list of 350 keywords, I feel good about the on-page seo theories I’m learning and it’s time to use those theories to write a shitload.

Prioritizing 350 pages of content is no easy task. Let’s list our next steps.

  • Create an Airtable for our content calendar
  • List the first ten articles to write
  • Create content brief for each article
  • Write the articles according to technical requirements
  • Refill the list by repeating this process once per week

We can do that right now. Setting up the Airtable and completing this process will help organize the plan. This will enable easier onboarding in the future when we hire.

Create an Airtable for the content calendar

Filling in the blanks of the Airtable I created will get us the organization that we need to start. I just…



Matthew Edward

Current journey: 100 days documenting a niche site build in public. A progress log. PLOG?