KEYWORD RESEARCH MIGHT BIAS YOUR SEO

Summary from the TLDR Founders newsletter

Keyword research is like writing bad survey questions - it assumes what people want before asking. A pizza shop targeting "Domino's" keywords gets clicks from people who specifically want Domino's, not any pizza. This seems obvious once pointed out, but most SEO starts with chasing high-volume keywords anyway. The author's client proved this wrong. Instead of writing another generic "best parenting tips" article (huge search volume), they wrote about the psychological cost of giving screens to toddlers. Zero people searched for that exact phrase, but parents loved it so much that it created its own search demand.