I’ve been doing SEO full-time since 2017.

My approach today has evolved massively (and keeps adapting with each new Google or AI update).

Here are 10 things you should focus on in 2025: 1. AI Search

Google is quickly becoming AI-first.

AI Overviews are already here:

I’ve never shared this publicly until now:

We’ve helped local business owners make 7-figures in 12-24 months without running a single ad.

Here’s how we do it with local SEO: Google ranks the map pack #1 in 93% of local searches.

But what actually gets clicks?

- 45% click the map pack
- 30% click organic results
- 19% click Google Ads

I’ll prioritise this playbook accordingly:

Most companies are doing SEO backwards.

Literally all they need to 10x their SEO results is to flip the traditional funnel into a pyramid and start from the top.

I'll break down the Content Pyramid in this thread:
Level 1: Convert

Capture the most ready-to-buy searchers for your product.

SEO in 2025:

SEO, AIO, GEO, AEO, SXO...

A thread on what they actually mean: What is SEO?

Search Engine Optimisation is the original playbook for ranking on Google.

Think: “Will this help me rank higher on Google?”

How it works:

- Target keywords
- Build backlinks
- Improve on-page content
- Fix technical SEO (site speed/structure)

Example:

A SaaS company ranks #1 for “CRM for freelancers” by optimising its landing page and building backlinks from niche blogs.

2 years ago, I built a website glossary in 2 hours.

- 4M total SEO traffic (from 420 pages)
- 238K/mo current traffic
- $3.09 per page

The easiest SEO project I’ve ever done.

Here's how I did it: Firstly, why create a glossary?

1. You can rank for industry keywords to improve sitewide topical authority and EEAT.

2. You can attract natural backlinks and boost pages with internal linking.

3. Other glossaries are typically thin in content and easy to outrank as it can cost $10,000s (but <5% of websites are using AI).

4. There's an opportunity to beat competitors that don't yet use AI.

Blog posts are still generating millions in traffic and revenue for my clients in 2025.

Here’s my top 17 blog title templates: 1. Product list

X Best {Product Category} in 2025

Example:

SEO has changed.

16 differences you need to know:

1. Old SEO:

I’ll only optimise relevant keywords for search engines.

New SEO:

I’ll optimise keywords for search engines AND questions for AIO (Answer Engine Optimisation i.e. AI platforms like ChatGPT). 2. Old SEO:

I’ll optimise for featured snippets to win prime Google real estate.

New SEO:

I’ll optimise for featured snippets AND AI Overviews with short, direct ‘answer’ snippets within my content.

Planning new SEO content?

PLEASE do this first: 1. Get all your blog URLs into a spreadsheet.

Use Screaming Frog to crawl and export. It provides other useful information like titles and descriptions.

Connect further data sources:

- Ahrefs
- Google Analytics
- Google Search Console

How to get ahead of 96.55% of websites:

- Make SEO your #1 focus
- Work in 3-month sprints
- Do the fundamentals well
- Learn and iterate like mad

Sprints of high output are how you blow past your competition.

Yes, SEO takes time.

But the work doesn’t have to.

Here's how: Month 1: Strategy

Spend this month researching, learning and planning.

- Audit your website and existing content
- Talk to (and learn from) your customers
- Find new relevant keywords to target
- Create an action plan from the data

"SEO takes 6-12 months to see results"

Nah. You can get results in 90 days.

Here's my 90-day SEO playbook: The Content Growth Playbook

It took me 8 years and millions in SEO traffic and revenue for clients to develop this playbook.

But I'll give it to you for free in this thread:

If I were the Head of Content for a SaaS company, here's the exact 90-day playbook I'd run to add $1M ARR: 1. Media Brand

Create a 'faceless' social media content brand.

Publish daily content that’s hyper-focused on your niche and directly aligned with your target audience.

Publish content on any social channel:

- LinkedIn
- X (Twitter)
- Instagram
- YouTube
- TikTok

Example: @The_AdProfessor

I did this on one channel (LinkedIn) and it's helped increase product signup growth by 101%.

The anatomy of a perfect blog post:

(Use this 13-step checklist) The checklist:

1. Title: Craft a compelling title with your target keywords.

2. Description: Write a descriptive meta that entices clicks, similar to a well-crafted ad. Though not a direct ranking factor, it's bolded in search results and should include a call-to-action (CTA).

3. URL: Ensure it matches your target keywords. Avoid duplicate page structures and refrain from including years in URLs.

4. Schema Markup: Implement schema types like Article, BlogPosting, and Breadcrumbs for enhanced SERP presentation.

5. Original Images: Every image should have an alt attribute (i.e. alt-text) for SEO and accessibility.

6. Content Length: Aim for a minimum of 700 words, adjusting based on competition and query specificity.

7. Table of Contents with Jump Links: Utilise anchor links for easy navigation. Google indexes these, enhancing user experience (UX) and providing valuable data.

8. Heading Structure: Follow a proper format with a single H1 and supporting text under each heading. Use H3s and H4s appropriately.

9. Internal Links: Ensure every page has internal links leading to and from it. This aids in crawl efficiency and contextual relevance.

10. Product Card Embeds: Embed product cards to increase CTR. Test different CTAs, especially for high-traffic articles.

11. HTML Elements: Use lists, tables, and accordions to capture featured snippets and improve UX metrics like session duration.

12. YouTube Video Embed: Ideally, pair each blog post with a complementary YouTube video. Embedding videos can enhance visibility on both Google and YouTube.

13. CTA for Engagement: Encourage user engagement with clear CTAs. This can lead to better interaction metrics and conversions.

10 blog post templates I use in every SEO campaign:

(And how to write them in minutes)

1. Competitor alternative How to write in minutes:

- Go to ‘Custom Articles’ in
- Browse the ‘Template Library’
- Select ‘Competitor Alternative’ template
- Change the template/prompts to fit you
- Upload your CSV list of competitors
- Run your first draft for all competitors Byword.ai

The number of websites I see getting 1,000s/mo of SEO traffic to their blog but ZERO conversions is nuts.

"But how do I get more conversions???"

Here are the 5 things I tell them: 1. Collect emails with content upgrades

How to convert 5-25% of your traffic into email signups:

1. Publish and rank your blog post
2. Wait for 100-250 visitors/week
3. Create a post-specific 'upgrade'
4. Use click-to-popup button CTAs

The upgrades you should create:

AI Overviews are starting to dominate Google.

Your SEO needs to include AIO (AI Optimisation).

Google is rolling out AI Overviews as we speak, replacing featured snippets and taking up prime real estate.

Here's how to optimise for AI Overviews: What are AI Overviews?

Google AI Overviews are AI-generated responses providing quick answers to searches.

They are displayed above traditional organic results and feature websites in the results.

Click-through rate (CTR) is at an all-time low in SEO.

Websites need to stand out on the results page to win the click.

Here are 8 ways how: 1. Write your title tags between 40 to 60 characters

Titles in this range have shown an 8.9% better average CTR than titles that are shorter or longer.

My first "SEO Heist" post got 15M views online and was discussed with Google's CEO in an interview.

SEO Heist = "Stealing" traffic from your competitors.

Here are 11 ways to do an SEO Heist: 1. Identify competitors

Identify your top competitors and make sure to differentiate between product competitors and SEO competitors.

SEOs: “SEO takes at least 6-12 months”

My client: 425,000 new SEO traffic in 12 months.

70,000+ traffic in the first 5 months alone.
10,634 leads and 3,786 paid signups total.
Growing 25% month-over-month.

Here are the 5 things we did: 1. Technical Fixes

We ran an audit and fixed standard issues like:

- Canonical tags
- Broken internal links
- Missing titles/descriptions

But crucially:

How I create SEO content plans:

I flip the traditional funnel into a pyramid, then I start at the top.

This framework:

- Prioritises revenue
- Builds a content moat
- Earns backlinks naturally
- Scales organic traffic quickly

This thread breaks down the SEO Pyramid: 1. Convert

A. Help users decide between products:

[Competitor] vs [You]
↳ Mailchimp vs Beehiiv

[Competitor] vs [Competitor] vs [You]
↳ Mailchimp vs ConvertKit vs Beehiiv

SEO is changing in 2025.

15 differences you need to know:

1. Old SEO:

I’ll optimise for featured snippets to win prime Google real estate.

New SEO:

I’ll optimise for featured snippets AND AI Overviews with short, direct ‘answer’ snippets within my content. 2. Old SEO:

I'll only focus on Google SEO.

New SEO:

I’ll optimise for other platforms as my users aren’t limited to one search engine.

Programmatic is THE biggest opportunity in SEO.

1. Use automation (like AI)
2. Create pages at an unprecedented scale
3. Target 1,000s of keyword variations

I've spent way too much time studying the very best programmatic SEO campaigns.

Here are 7 of my favourites: 1. @Wise

Wise generated 350,000+ currency converter pages in multiple languages and more than 60 country-specific sub-folders.