#14 What I’m Doing Differently In 2025
SEO is dead. Keywords are a lie. Schema markup? Pointless.
If you’re still playing the old SEO game in 2025, you’re losing.
After two years in the trenches of enterprise SEO, I’ve cracked the code. My approach isn’t about chasing clicks or hoping Google throws us a bone. It’s about leveraging the web as a strategic weapon to dominate markets, build pipeline, and close deals
Here’s how I’m ditching outdated tactics and doubling down on what works.
1. Search ≠ Keywords
Let me say this loud and clear: keywords are trash.
If you’re still wasting time framing strategies around keywords and their MSV (monthly search volume), you’re not just wrong—you’re delusional.
MSV is a fantasy created by Google Ads. You can’t build a winning strategy off a 1–3 word query that means something different to everyone. What you can do is burn time, money, and resources.
Forget keywords. Focus on audiences. Focus on intent. Focus on action.
2. Schema Markup
Confession: I was a schema markup evangelist.
I truly believed structured data could influence search algorithms, maybe even LLMs. Guess what? It doesn’t. And it won’t.
Schema markup is now a niche play. If it doesn’t give me an immediate tactical advantage—like crushing it in an eCommerce surge—I’m out.
LLMs don’t care about your markup. They’re already miles ahead. The real game is understanding NLP (natural language processing) and scaling processes to analyze content better, faster, and deeper.
Traditional SEO tactics? They’re irrelevant on this battlefield.
3. Traditional SEO
SEO isn’t just dead. It’s been dead for years.
Updating metas. Improving content. Grinding for visibility. It’s a slow, painful game that won’t get you on the scoreboard. Senior leadership doesn’t want traffic; they want market share. And market share doesn’t come from hope-fueled marketing.
Let me spell it out: I’m not here to “optimize.” I’m here to win.
Yes, web hygiene matters. Yes, it has its place. But I’m not spending my time or budget waiting for Google to smile at me. Winning SEO is proactive, aggressive, and built on business outcomes.
4. Watch Bloomberg
I’m not a finance guy. But I am a business guy.
My enterprise sells to other enterprises. And you know what drives enterprise decision-making? Markets. Fed decisions. Geopolitical chaos.
So now, I watch Bloomberg. I track the U.S., Australian, Korean, and Japanese markets every day. Why? Because understanding macro trends gives me the ammo I need to pitch timely, relevant ideas to sales teams.
This isn’t SEO. It’s strategy. And that’s how you win.
5. Audience Research
Keyword research ≠ audience research. Stop confusing the two.
Audience research starts with your ICP (ideal customer profile). Then it drills down to specific accounts and contacts. That’s account-based marketing.
In 2025, I’m using tools like Bombora, Bloomberg, and SparkToro to collect data. But here’s the kicker: data points are useless until you connect them. My job is to join the dots and create insights that are actionable at the account level.
This isn’t a year-long game. It’s a daily pursuit of wins.
6. Digital PR
Backlinks? Irrelevant.
When you work for a global brand, you’re not fighting for domain authority. You’re fighting for brand authority.
Digital PR is about one thing: owning the conversation. I want every enterprise to think of Adobe first. Not Canva. Not Salesforce. Not ServiceNow.
Brand searches drive sales. Digital PR seeds those searches. After that, our case studies, sales teams, and website do the heavy lifting.
7. Delete More Pages
Google lied to us. For years, they rewarded mass publishing. More pages. More content. More garbage.
Here’s the truth: more is not better.
More pages mean more problems. Content decay. Scalability nightmares. Resource drains. The only thing “more” guarantees is more liabilities.
In 2025, I’m cutting content ruthlessly. The goal isn’t to cover every topic. The goal is to produce tactical, high-impact pages that matter. If it doesn’t drive outcomes, it’s gone.
Content isn’t a volume game anymore. It’s a precision strike.
Final Thoughts
This isn’t SEO as you know it. This is business-first search strategy.
The old rules? Forget them.
The old tactics? Leave them behind.
2025 is about smarter, sharper moves that put points on the board today—not next quarter.
Stop chasing rankings. Start driving results.
My 2025 SEO Playbook is your cheat sheet to outsmart the competition, sidestep the noise, and make SEO your unfair advantage.
See you next week.