... is by trying to not beat Google.
Because it's a race you can't possibly win.
There will always be people outsmarting you.
And algorithm changes outpacing you.
It's a dead end.
So instead of trying to beat Google, instead of trying to predict how the algorithm works and trying to win a race you can't possibly win, why not try to create your own keyword?
So how do you create your own keyword?
By showing up.
Over and over again.
By consistently over-delivering.
By keeping your promises.
And by building your brand.
Be it a personal brand or a brand name for your business.
A name that people will type into Google.
Because they about know it.
And know what it stands for.
That's the only keyword you'll ever be able to own.
And that's the only keyword you'll ever need to own.
So which one is yours?