“Do you do SEO?”

Whenever someone asks me this, I go full possum-mode.

I’d rather duck, dodge, scamper away, or crawl into a hole than answer this question.

Why? Because SEO has gotten so confusing in the last few years.

What used to work doesn’t necessarily work anymore. Because the SEO landscape is changing EVERY. SINGLE. DAY.

Now we have to know how to rank for AI-generated results. How to get mentioned on Reddit. How to write social content that shows up in SERPs.

UGH MAKE IT STOP.

So what can we do?

We can’t just ignore SEO and hope it goes away. (I’ve tried this already, and can confirm it doesn’t work.)

I’m paying attention to the daily changes — like Instagram posts showing up in search results, Apple getting ready to launch its own search engine, and customizable Google search results.

But instead of feeling like I need to become an expert in every new update, I’m staying focused on the big picture. That means:

• Creating content people actually want
• Answering questions people actually ask
• Doing it in a way that AI and search engines understand

^This is what it all boils down to. So let’s talk about how to use each point to your advantage.

3.5 SEO things that are actually important (and won't make you insane)

Instead of sifting through the onslaught of news, best practices, and advice, focus on these 3 things to SEO-ify your site:

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#1 — Create content your customers actually want.

Keywords aren’t enough. Provide real value, solve real problems, and appeal to real people. Your online presence should clearly revolve around your niche, so you can show up when people look for answers.

What to focus on:

• Keeping your site fresh and updating existing content
• Staying on-topic in every piece of content

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#2 — Answer questions your customers actually ask.

This requires both keyword research and a deep understanding of your audience. Are they looking for pricing? A fix to the problem you solve? Be ready with those answers in their search results.

What to focus on:

• Understanding your audience’s needs with free resources like People Also Ask or Answer the Public
• Matching the nuances of search intent (informational, transactional, commercial, etc.)

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#3 — Write in a way that makes sense for humans AND AI.

This is simple: Just keep your info straightforward. That could be FAQs, blog posts, interviews, or even useful social posts. As long as you’re clear, useful, and relevant, you’ll be headed in the right direction.

What to focus on:

• Using internal links to help readers and bots find the content they need on your site
• Using simple, straightforward, skimmable language in your content

(Don’t forget the technical side — things like headers, image alt text, and metadata are just as important as your content itself.)
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Bonus: Do it all across multiple channels

(This is more important than ever rn)

You’ll be rewarded by showing up in more than one place — but not in random guest posts and directories like before.

Now, you need a reputable presence in places like LinkedIn, Instagram, or Reddit. Or mentions in highly-trusted sites and publications.

Quality is just as important as quantity, so it’s worth the time and effort to craft an online presence you’re proud of.

And if you want more specific action items, here's an article with 3 SEO mistakes to avoid (and specific things to do instead):

Get more free SEO advice

I know SEO can feel like a lot. If you have any questions or want to talk it out, feel free to hit reply or shoot me a DM on LinkedIn.

Mocktail of the month: Spiced Apple Fizz

Don't worry — we'll cover pumpkin spice next month.

Flavor profile: Crisp, cozy, lightly spiced, bubbly. Like sparkling cider in a comfy sweater.

What you’ll need:

• ¾ cup apple cider
• ¼ cup ginger beer (non-alcoholic)
• Sparkling water
• 1 cinnamon stick
• 1 apple slice

What you’ll do:

1. Fill a cute glass with ice and pour in the apple cider.
2. Top with ginger beer and a splash of sparkling water.
3. Stir gently to combine.
4. Garnish with an apple slice and cinnamon stick.
5. Light a candle, don your favorite cozy sweater, and enjoy.

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👋 I’m Cassidy — copywriter, content strategist, and founder of Content by Cass.

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And also your super-chill friend who says hi, shares her most embarrassing moments, and cheers you on every Thursday.

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​Follow me on LinkedIn for unfiltered, slightly jaded nonsense and insights

​Check out my services if you need a content or copywriting partner

​Book a free chat to say hi, learn more, and bounce ideas around

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