Why I Stopped Chasing Keywords – And What I Do Instead

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If you’ve spent any time around SEO advice online, you’ve probably heard some version of:
“Just find high-volume keywords and write blog posts around them.”

For a while, I followed that advice. It sounds logical. But in practice?
It often led to robotic content, posts that didn’t connect with real people, and clients wondering why their traffic wasn’t converting.

So I stopped chasing keywords. And started doing something much more effective -and human.

The Problem With Keyword-First SEO

When you’re building content solely around what tools tell you is popular, you end up with:

Topics that don’t align with your audience’s actual needs
Stiff writing that’s over-optimised and underwhelming
A whole lot of work for very little return

It felt like shouting into the void.


And for my clients – founders, creatives, and marketers with limited time – that approach just wasn’t cutting it.

Close-up of a person holding a tablet showing growth charts on a wooden desk setup.

What I Do Instead (And Why It Works)

Rather than starting from a blank page and a list of keywords, I begin by asking:

What’s already working that we can optimise?

Here’s what that looks like:

I use Google Search Console to find content that’s getting impressions but not clicks
I identify underused keywords that already have momentum
I optimise existing content to better match search intent – without changing the tone or losing what made it good to begin with

This approach saves time, gets faster results, and creates content that sounds like a real person wrote it – because one did.

The Results Speak for Themselves

This method isn’t theory – it’s tested.

For PerformanceLab, it helped generate a 700% increase in organic traffic in 12 months.
For another client within technology sale industry, it led to a 297% traffic increase and 114% more ranked keywords in just six.
And for a niche business with no existing site, I built and ranked a lead-gen site that drove 3,050 monthly clicks in under a year – from zero.
A neat workspace featuring a laptop displaying Google search, a smartphone, and a notebook on a wooden desk.

It’s Not Just SEO – It’s Strategy

If you’re a founder or marketing lead, you don’t need more noise or more blog posts.

You need clarity. Focus. A way to make SEO feel like it’s finally working with your brand, not against it.

That’s why I work the way I do – not to follow trends, but to create real, sustainable results for people who care about what they’re building.

Let’s Talk

If you’re tired of SEO that feels like guesswork, I’d love to help.

Explore my services or start the conversation – and let’s build something that actually moves the needle.

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