Stop chasing keywords, start answering questions

Had a call with a founder yesterday who showed me their content roadmap. 47 blog posts targeting 47 keywords. Classic SEO playbook from 2015.

I asked: “What questions do your customers actually ask before they buy?”

Silence.

The shift I’ve seen work:

Before: “We need to rank for ‘project management software’“
After: “How do I convince my team to use a new tool?”

The first is a keyword. The second is a real question with a real person behind it. The blog post writes itself differently. The answer is more useful. Google notices.

Keywords are a signal of intent. But the intent is the thing. The question is the thing.

Start there.