Hey Reader, The biggest mistake I see people make with keywords? They go after high-volume terms that have zero intent. A couple of years ago I was auditing a student’s site. They were ranking number one for some “amazing” keywords — stuff like city names. So think: they were ranking for “Toronto, Ontario.” Which sounds incredible, right? But here’s the catch... they weren’t getting any clicks. No conversions. Nothing. This was back before AI Overviews or any of the Helpful Content updates —...