Week of 4/8/26

A client recently made a change based on feedback from one person. It added complexity to their process and more work to their day-to-day. The intent was good. They didn’t want to ignore the feedback.

If one or two people raise a concern or have a request, it’s worth noting. It’s not always worth changing everything to accommodate it.

A better approach is to document the feedback and look for patterns. If it keeps coming up, that’s a signal. Until then, it’s just one data point. ●

Week of 4/1/26

There’s a lot of focus on backlinks in SEO, and they still matter. Links help validate authority, trust, and relevance. That hasn’t changed.

What is changing is how that authority gets recognized. Search and AI systems are pulling from across the web, not just individual pages. They’re looking for consistency. The same signals showing up in multiple places.

It’s less about how many links point to your site and more about whether the internet consistently recognizes you for a topic. Mentions, profiles, listings, citations, and content across platforms all contribute to that picture.

Links still matter, but they’re part of a broader footprint. The shift isn’t from SEO to something new. It’s from building links to building presence. ●

Week of 3/25/26

There’s a lot of talk right now about “showing up in AI,” as if it’s separate from SEO. From what we’re seeing, it isn’t.

The fundamentals still matter. Clear topics. Useful content. Strong structure. Descriptive headings. Real expertise. A site that’s easy to understand. If anything, AI-driven search makes those basics more important, not less.

What may be changing is how people interact with search. AI tools summarize answers, surface fewer links, and rely on information pulled from across the web. That makes your broader presence matter more, not just your website. ●

Week of 3/18/26

Before writing a blog post, it helps to have a few keywords in mind. Not to force the writing, but to give it direction.

When you know the phrases people might search for, it’s easier to stay focused. The title, headings, and structure tend to align naturally with the topic instead of drifting into something broader or unrelated.

Thinking about keywords first also makes the post more helpful for SEO, because it increases the chances that your content matches what someone is actually searching for. ●

Week of 3/11/26

Not all website traffic is the same. Some traffic is passive. Your brand shows up in a feed, an inbox, or an ad while someone is going about their day. They weren’t looking for you. You’re creating demand. Other traffic is active. Someone searches for exactly what you offer. The intent is already there.

Both can work. But if time or budget is limited, start where intent is highest. Make sure you show up when someone searches for what you do, and measure what actually turns into revenue.

Traffic matters. Intent matters more. ●

Week of 2/25/26

We spent time with a client recently talking through SEO. Website changes. Content adjustments. The broader shifts happening with search and AI. At the end, they asked the most direct question: “If I do all of this, will Google rank my site higher?”

The honest answer is maybe. No one can guarantee rankings. You don’t know if something will move the needle until you test and measure it. But one thing is certain: if you make no changes at all, you’re guaranteeing that nothing improves. SEO isn’t certainty. It’s iteration.

Be cautious of anyone who promises specific rankings or overnight results. Search doesn’t work that way. ●