SEO & Organic Search
Being found when the buyer is already searching.
Workflow
Step 1Keyword Research
ObjectiveFind the searches that matter.
InputMarket, personas
OutputKeyword map
Key activities
Research intent-driven keywords
Decision points
What do buyers search?
Tools: SEO tools, ExaRoles: Marketing
Success: Keywords mapped
Quality gate: Go: intent-based. Loop back: vanity.
Why it matters
- Organic is the highest-margin demand channel — the buyer comes to you already problem-aware. It compounds slowly and stays.
Best practices
- Target intent, not just volume — problem searches convert.
- Fix technical SEO before creating more content.
- Build topical authority: pillar + cluster.
- Track rankings to traffic to conversion, not just rankings.
Common mistakes
- Keywords nobody problem-aware searches.
- Content ahead of technical health.
- Chasing rankings that never convert.
Key questions
- What is the buyer searching when they have our problem?
- Which pages rank but don't convert?
Agents that drive this
SEO AnalyzerWriter
Tools we use · alternates in [ ]
Exa[ Tavily, Apify, Brave Search ]Google Analytics[ Plausible, Mixpanel ]Plausible[ GA, Fathom ]