In 60 Seconds

The New SEO

•Volume vs Intent: 'Plumber' has 10k searches but 1% conversion. 'Emergency Plumber for Burst Pipe' has 50 searches but 50% conversion. Chase the money, not the vanity volume.
•Topic Clusters: Google ranks *Authority*, not just pages. You need a 'Pillar Page' linked to 10 'Support Articles' (Hub & Spoke).
•Zero-Click Searches: 50% of searches end on the results page (AI Overviews). You must optimize for 'Featured Snippets' to be the answer.
•Questions > Keywords: People talk to Google/AI like a person. 'How much does a roof cost in Dallas?' Optimize for natural language.
•SERP Analysis: Before you write, look at the results. Is it video? Directories? Maps? Don't write a blog post if Google wants a video.

Old SEO: "Put the keyword in the H1 tag 5 times." New SEO: "Answer the User's Intent better than anyone else."

The 3 Types of Keywords

1. Navigational (The Brand)

Query: "Max Digital Edge login"
Goal: They know you. Just make sure your homepage ranks.

2. Informational (The Research)

Query: "Cost of tankless water heater"
Goal: Efficiency. Education.
Content: Blog Posts, Calculators, Guides.

3. Transactional (The Money)

Query: "Tankless heater installer near me"
Goal: Purchase.
Content: Service Pages, Landing Pages.

The Hub and Spoke Model

Don't write random articles. Build libraries.

Hub: "Everything about Water Heaters" (Main Page).
Spokes: "Tankless vs Standard", "Gas vs Electric", "Cost guide", "Maintenance tips."
Internal Links: All spokes link to the Hub. The Hub links to the spokes. This tells Google: "We are the experts on Water Heaters."

The "People Also Ask" Goldmine

Look at the PAA box in Google.

"Are tankless heaters worth it?"
"Do they run out of hot water?" Answer these EXACT questions in your H2 headers. This is how you win the Featured Snippet (Position 0).

[!TIP] Use GSC (Google Search Console) Your best keyword tool is your own data. Look at queries where you rank #15. You are close. Update that page. Add better content. Move to #3.

Read Next in This Hub:

Content ROI - Making it pay.
SEO vs PPC - Allocation.

Related System:

Local Visibility Systems - We do the research.