You don't need more keywords. You need more opinions.

Hello Reader,

If you’ve been feeling like your content is just adding to the noise lately, there’s a technical reason why—and a very human solution for it.

As I'm planning this year's Summer of SEO programming, I've focused on what I'm seeing as "tipping point tactics" (my working term, it's a little cheesy!) that actually make a difference in business outcomes. You know, the things that land speaking gigs, attract clients operating at a different altitude than you ever expected, or that create that clear path from curiosity to client.

What I've honed in on are the three pieces at the top of my Post-Keyword SEO Pyramid, which you saw if you took my workshop by the same name earlier this year.

For the purposes of this newsletter, let's look at my favorite, Unique Insights (which sits just below the very top of my topical authority stack).

In the world of SEO and AI, there is a concept called Information Gain. The term sounds like heavy tech-speak, so I prefer to call this phenomenon "Insights," which is much more accessible to normal people. Simply put, Google and AI models are prioritize new information as well as patterns.

Pattern disruption is part of that process. If your content just repeats what is already on page one of search results, the algorithms—and more importantly, your audience—will eventually tune you out. And, you won't be cited by the various models crawling the internet for answers all day long.

So, the question to ask yourself with every piece of content is: What can you add that isn't already there? How can you disrupt the pattern?

Here are four ways to spark unique insights and increase what I refer to as your insight score:

1. Leverage Proprietary Data & Surveys

You don't need a massive research firm to get unique data. Ask your audience! I have a friend who surveys her mailing list every year and I genuinely look forward to her sharing those results because they contain nuggets of info you can’t find anywhere else. It's like lightbulbs going off left and right. Your customers or clients are often incredibly generous with their experiences—if you just ask.

2. The Power of the Personal Case Study

Sharing exactly how you got from Point A to Point B is a goldmine. Many people are unwilling to pull back the curtain because it feels vulnerable, but that’s exactly why it works. I personally have about half a dozen expansive case studies that I go back to the well for over and over again. Whether it’s trends I see across the hundreds of client sites I’ve reviewed or a specific project journey, that is proprietary data no one else can claim and AI can't replicate.

3. Lead with Counterintuitive Opinions

I know you have strong opinions about your work. Don’t be afraid to surprise people. Explain why a common belief in your industry is actually wrong or outdated. When you can say, "In my experience, here is what I’ve actually seen," you immediately provide value that a bot cannot generate.

4. Lean into Visual Storytelling

Sometimes the insight isn't in what you say, but how you show it. Both Google and AI tools are currently overweighting visual storytelling. I know a lot of folks aren't comfortable with writing or video, so this is a great alternative medium. If you don't have a competing data point to share, try tweaking the format. A unique visual breakdown of a complex topic can be an information gain all on its own.

This is what I call a humans first approach to visibility—focusing on genuine insights rather than chasing robotic keywords—is exactly what we tackle during Summer of SEO.​

Over the course of this three-month cozy group intensive, we work to turn your unique expertise into a sustainable search strategy that compounds over time. We move past the generic noise and build a presence that ensures you are no longer a best-kept secret.

We’ll be diving into these strategies from June through August. If you're ready to stop blending in and start building a visibility engine you actually own, join the waitlist now.​

Onward & upward,

Sarah