Most agencies obsess over vanity traffic and top-of-funnel informational content just to make their charts look good. I think that’s a massive waste of resources. I build strategies from the bottom of the funnel up, focused on commercial and transactional intent that actually generates a return.

I also disagree with the current trend of mass-producing AI content for the sake of publishing velocity. Pumping out generic content is a dangerous game that won’t survive the next core update. SEO is a game of quality, originality, and extreme relevance. At its core, it’s not about manipulating algorithms — it’s about the fundamental skill of getting a business more customers.

That came crashing down in 2015 when Google issued manual actions across my entire network, penalizing my sites and my clients’ sites overnight. It was the wake-up call I needed. I abandoned artificial tactics entirely and rebuilt my methodology around content-driven, white-hat SEO — focused on what actually adds value and withstands algorithm changes. That shift led me to document and systematize my process, which eventually became the foundation for everything I’ve built since.