What's Working in Our SEO Right Now

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Hey hey!

Today I’m going to show you exactly what's happening in our SEO.

This is a straight look under the hood at what's moving the needle across the Hirsch Gillivan portfolio, and what's killing results for others in the industry.

What’s working in our SEO

1. Hyper-focused BOFU keywords

We've gotten much more surgical about which keywords we actually go after: high intent, high value, bottom of funnel. Terms someone is actively using to find a solution our companies provide.

The goal is leads, not just impressions.

Here’s what that looks like in practice:

2. Updating existing content for LLM visibility

We've been going back into top-ranking blog posts and service pages and asking: "Would an LLM cite this?"

That means adding FAQs, structuring answers more clearly, and making sure the prompts our ICP types into ChatGPT or Gemini are directly answered on the page.

It’s a small change, but with a big upside.

3. Using Claude as a content tool

We paste in a draft or a live URL and ask for specific feedback. What's unclear, what's missing, what would make this more authoritative. Then we act on it.

It's not about AI writing the content. We’re using Claude to sharpen what we already know how to do.

4. Building quality backlinks—still

High DR, relevant, trustworthy sources. The fundamentals haven't changed. We're consistently building links that actually move domain authority.

Want results like this?

This is the exact approach my team and I at TrioSEO bring to every client. If you want us to apply it to your site, let's talk.

What’s not working across the industry

I keep seeing these practices from other sites and in the industry. These don’t work. So if you’re doing them, stop:

• Spamming hundreds of AI-generated articles creates a mess of a site, and Google is getting better at sussing out garbage at scale. Volume without quality is a trap.

• Still buying low-quality, spammy backlinks. This hasn't worked for years. And it’s a liability, not a shortcut.

• Over-relying on AI blindly. Claude is outstanding. I use it every day. But handing it the wheel without your own expertise in the mix? That's where I'm seeing things go sideways.

The bigger picture

SEO isn’t changing. But how you do it is.

Five years ago, it was about finding the right keywords and writing the best content. Today, the fundamentals are identical (quality research, quality content, quality backlinks). But now you can use AI to sharpen every step of that process.

AI Overviews and LLMs have eaten into top-of-funnel traffic. But there's still a ton of opportunity for companies willing to go after the RIGHT keywords. The ones people are still searching for real solutions.

That's where we're focused across all six portfolio companies.

And the data backs it up:

What’s next

We're building internal tools to make our SEO processes even stronger.

For us, that means Claude connecting with Ahrefs and Semrush MCPs for keyword research, competitive analysis, content outlines, and on-page optimization.

All of it informed by 10+ years of SEO expertise baked directly into the workflows.

Not AI for AI's sake. AI as an extension of what we already know how to do.

We’re being super precise about where we compete, staying obsessively focused on quality, and using AI to amplify expertise we already have.

Would you like this same playbook running on your site?

BOFU keyword strategy, LLM-optimized content, quality backlinks. We do this every day for B2B and SaaS companies.

If you’re ready to build SEO that actually drives leads, let’s get right to it.

Keep learning!

Until next week,

Connor

Whenever you’re ready, here are 3 ways I can help you:

1. My SEO Course: “The SEO System” teaches the exact daily, weekly, and monthly SEO processes I’ve used to scale multiple companies to 6, 7, & 8 figures in sales. Available for pre-sale now!

2. TrioSEO: Hire me & my team to create SEO content for your business. We’ll create a comprehensive SEO plan, execute, & keep you updated so your business gains more traffic, leads, & sales. Get a Free SEO Audit.

3. Promote yourself to 100,000+ SEOs, marketers, & entrepreneurs by sponsoring this newsletter and my social channels. (Booked out 1 month). Email me for info.

Connor Gillivan has been building six, seven, and eight-figure businesses for the past 10 years with SEO. It’s my personal mission to create a community and services that help you grow your business by finding more people who would benefit from what you. When I started out, I wanted to make the community an inclusive, welcoming table where everyone can come to get help using high-end SEO strategies to take their businesses to the next level. After several years, and over 3000 combined followers across Facebook and LinkedIn, I will always aim to get better at what I do every single day. In addition, my primary focus is on my relationship with you. This way every time you interact with me, you end up getting ideas that take your project to the next level. I particularly appreciate when my following provides feedback via testimonials, reviews, and comments left on my site or social media accounts. Because with that feedback, I can use it to make your next experience even better than the last. Since I put so much effort into my relationship with you, I hope that any investment in me is exactly the way you hoped it would be. Because by choosing to utilize my services, it’s my promise that I will provide an experience that you will love over and over again. Now, as much as I care about making the world a better and more efficient place for businesses like yours, I also care about your privacy. I’m committed to the right to your privacy and strive to provide a safe and secure user experience. My Privacy Policy, to which you can find a link at the bottom of my website homepage, explains how I collect, store and use personal information, provided by you on my website. It also explains important information that ensures I won’t abuse the information that you provide to me in good faith. By accessing and using my website, you can trust that what you want to be kept private, will be kept private. If at any time you would like to read the Privacy Policy and get a better understanding of your rights and liabilities under the law, feel free to visit my site, find the privacy policy in the footer, and read it. If there is something you are concerned about or wish to get more clarity on, please let me know by replying to this email. The Privacy Policy also informs you of how to notify me to stop using your personal information. If you wish to view my official policies, please visit my official website.

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