Google changes the rules of SEO all the time. Now, Google is less and less about keywords and more about search intent. But we can use tools like SEMRush, Ahrefs, or Wordstream to serve search intent better. Keyword research, competitive analysis, and social media analysis can show us a glimpse into the reader's mind. Listen as Tom Gerencer of Gerencer Creative tells us how to use these tools to better serve search intent so more people see your content.

For a more in-depth look at increasing traffic by building empathy, check out Tom's book Think Like Google: Use SEO & Empathy to Rank, Convert, and Profit No Matter How Much They Change the Rules