Stop Trying to Please Everybody
Paul Pape and Marc Pitts on why niching down, the rule of 100, and just getting started beat chasing everyone at once. Lessons from Unscripted.
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Distribution Is the Last Moat Standing
When AI makes execution cheap and infinite, distribution is the only durable edge. Lessons from Nick Eubanks and Robert Spinrad on Unscripted SEO.
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Write for Four Readers: The Scanner, the Reader, Google, and ChatGPT
Structure pages for skimmers, deep readers, Google, and now LLMs. Tom Malesic and Stephan Bajayo on depth, headings, and writing content that gets pulled.
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Cash Flow Is Queen: The Money Fundamentals Most Marketers Ignore
SEOs obsess over rankings while ignoring cash flow, clean books, and focus. Two small business pros on the money fundamentals marketers skip.
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First Impressions Are Visual, Commitments Are Verbal
Why messaging clarity beats another design refresh, and how two SMB marketers rebuilt trust by fixing the brand promise instead of over-rotating to digital.
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Your Website Is the Center of Everything — And Most Are Quietly Broken
One hard truth from two podcast guests: if your website converts poorly, nothing else in your marketing matters. Why conversions beat traffic.
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AI Search Is Not SEO 2.0 — Stop Treating It Like Keywords
AEO isn’t SEO with a new coat of paint. Why getting found, chosen, and paid by AI is a different game, and why small businesses have the edge.
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Relevance Is the Only Link Metric That Survived
After 20 years of link building, DA, DR and trust flow are vanity. Relevance, entity associations and signal diversity are what actually rank.
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Authority Is What Other People Say About You
Entity signals and third-party citations beat self-published content. Cite your sources so LLMs can verify your claims and cite you back.
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Patrick Stox on Building in the GEO Era
As a freelance SEO consultant who’s worked in-house, at an agency, and solo, I felt every bit of Patrick Stox’s career arc when we talked — he’s lived the same in-house/agency/freelance loop I have, and he’s just struck out on his own again. What I took away wasn’t a list of tactics; it was a
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