It’s LLMs.txt this week.
AI Overviews last week.
Before that, it was AI Mode rollouts in the US.
Every few days, a new headline drops — and suddenly, everyone’s wondering if their SEO strategy is already obsolete.
The flood of updates creates pressure.
Your team feels it.
Your CMO feels it.
And if you own growth or pipeline, you’re expected to react fast.
But here’s the thing:
High-growth companies don’t win by reacting to noise. They win by focusing on what matters.
It’s Losing Track of the Right Ones.
Leadership sees the LinkedIn chatter and starts asking:
Valid questions. But answering them too quickly — or building your roadmap around them — is a fast path to distraction.
Because despite the noise, the fundamentals haven’t changed:
What has changed is the volume of distractions — and the lack of a filter.
You don’t need to be early to everything.
You need to be early to the right things.
That’s where ruthless prioritization comes in.
It’s not about doing less. It’s about doing what’s aligned with:
Use this filter:
If a tactic doesn’t check at least two of the following, it waits:
✅ Solves a real blocker right now
✅ Drives revenue or conversions in the next 1–2 quarters
✅ Matches real search and buyer intent
✅ Builds strategic value over time
Everything else is noise.
You don’t need a flashy AI use case to move numbers.
You need execution that compounds.
Examples:
These aren’t viral.
But they move the right metrics.
And they build trust with leadership — because they show your team knows what matters.
Adaptation is good. Chasing trends is not.
When your roadmap shifts with every tweet or product launch, you’re not adapting — you’re drifting.
Prioritization is what grounds you.
It protects your team’s focus.
It turns SEO into a revenue engine, not a checklist no one believes in, a trap Chris Green explains well in his post on SEO checklists.
I work with growth leaders and CMOs to refocus SEO strategy around what actually moves revenue.
No noise. No trend-chasing. Just smart execution, based on leverage.