Best Practices

Stop Letting Tools Do the Thinking: Why Real Keyword (and Prompt) Strategy Starts with Questions, Not Lists

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A Mini Rant Most keyword research guides — and now most prompt-building “frameworks” — make the same mistake: they start with tools. They tell you to plug something into SEMrush, Ahrefs, or ChatGPT and get a list of keywords or prompts. That feels efficient. But those lists reflect what everyone else is doing — not

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When Actionable Bullet Points Became Blasphemy: The Search for Substance on Stage

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Should your keynote entertain, educate, or radicalize attendees? That question has been on my mind since a recent industry event. I had planned to use the time to clear out some emails, but the keynote speaker came highly recommended, and there was a fair amount of hype. Against my better judgment, I decided to invest

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Why Comparing Yourself Only to Named Competitors Is a Faulty SEO Strategy

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The Trap of Traditional Comparison In business and SEO, we’re often tempted to measure our performance against a familiar set of named competitors—those companies we know, respect, or fear. But this approach is comforting at best, misleading at worst, and ultimately self-limiting. Once, when presenting to a room full of sales and business intelligence executives

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