Everyone obsesses about getting the click — CTR, impressions, rankings. But the real metric that moves the needle today? Being the last click. If someone searches → clicks your page → and doesn’t go back to Google to try again, that’s the signal. That tells Google you resolved the search. That’s retention. That’s intent match. That’s why your competitors with weaker backlinks and lower domain authority sometimes outrank you — they’re the last click more often. So stop measuring success only by traffic and positions. Start measuring how often people stay, scroll, engage, convert, or simply don’t bounce back to the SERP. Modern SEO is not about being the first result — it’s about being the final answer.

Most websites still produce content by picking a keyword, stuffing it in headers, and hoping Google cares. But Google doesn’t reward keyword presence, it rewards intent fulfillment. Behind every query is a job to be done: compare, decide, diagnose, evaluate, buy, fix, learn, or plan. When your content is built from intent, not just keywords, you answer the actual need. You know you’ve succeeded when visitors don’t need to return to Google to clarify their search. That’s what signals to ranking systems: “This page solved it.” So before writing a word, ask: what is the user trying to get done? Then build the page around that mission. Keywords get you seen, intent gets you chosen.

Thoughts on fatjoe.com?

SEO Skool update: According to Danny Sullivan, all of Google’s ranking systems, including AI-powered search, reward content written for humans, not for algorithms, LLMs, or trendy acronyms like GEO or AEO; despite new AI search experiences, Google says there’s nothing new you need to do beyond what has always worked: create content that genuinely satisfies users, answers their questions clearly, and feels like “this is exactly what I was looking for,” because the more you optimize for specific systems or models, the further you risk drifting from the core goal, and as those systems improve, human-first content is what consistently stays ahead.

Google clarified that canonicalization happens twice on JavaScript sites: once on raw HTML, and again after JS rendering. If your HTML and JavaScript set different canonicals, Google may get conflicting signals and index the wrong URL. Best practice:Set the canonical in the initial HTML and keep it identical after rendering. If JS must control it, don’t include a canonical in the raw HTML. Always ensure only one canonical tag exists after render. Important for React, Vue, and Angular sites, check raw vs rendered HTML in Search Console if canonicals look off.