It depends on the tools you're already using, and paying for.
I would recommend you to pay for a tool that allows you to do some efficient keyword research, as well as competitor analysis if you don't already.
With this, you can either write articles targeting the keywords you found...
Moz has a pretty detailed list of signals used for spam score.
If you haven't read it yet, here it is : https://moz.com/help/link-explorer/link-building/spam-score#spam-score-signals
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