I've been participating in the r/SEO community on Reddit for 11 years. I'm passionate about the industry, and I love passing along anything that can help when someone asks. So I have to tell you how weird and mind-boggling it was when doing just that got me banned.
Okay, I'm going to share the story and--more important--the silver lining that came from this bonkers situation. I got to meet Torin Huff, a longtime digital marketing professional and all around cool guy. And it's not just that he's cool--Torin has some great perspective on local SEO, and I know you'll get some excellent ideas from his expertise. Have a look.
Here's how it unfolded. A genuine question arose about the best content optimization platforms. Since that's exactly what we built RivalFlow to do, I answered the question with a little background about how it works. I was giving an honest answer that directly addressed the problem they were trying to solve.
I mentioned RivalFlow's approach--making content more well-rounded and helpful by anticipating the searcher's questions and offering as many answers as possible.
The moderator in question, "WebLinker," appears to have a strong stance against content optimization tools, pretty much dismissing the importance of content in SEO altogether. His perspective seems to be that rankings are driven purely by backlinks—ignoring years of industry data and firsthand experience from SEO professionals who see the direct impact of content updates on rankings.
I challenged him on that idea and even offered some examples of how an authoritative post from a lawyer might not rank as high as another law office's post that is more thorough, more engaging, and ultimately helpful for the reader--even if the first lawyer has more experience in practice.
But instead of engaging in a discussion, the moderator deleted my response, permanently banned me, and wiped out every post I had ever made on r/SEO.
It was…weird.
Addressing it with the (ahem, newly installed) moderator got me nowhere, so I reached out to the person whose legitimate question was now left unanswered.
That’s where Torin comes in. He’s launching a new agency focused on local SEO, and his experience working with content writers gives him a solid perspective on how content optimization should be done right. We connected and had an enlightening conversation far beyond the moderation issue—about what actually works in SEO today.
Despite what some outdated perspectives may claim, content remains one of the most important aspects of SEO. Torin emphasized that many content writers struggle with direction, which is why optimization platforms are so valuable.
So what makes a good content optimization tool?
To me, that's fully rooted in how it approaches content. We agreed that Surfer was "best of breed", pre-LLM: it focused more on keyword emphasis (dare we say "keyword stuffing?) in creating new content. RivalFlow is much more in tune with what's happening now.
And what's happening now is that Google is rewarding helpful content. That's not just an opinion or theory we tossed out. It's not up for debate. It's on record.
Good SEO content isn’t just loading up on keywords or churning out surface-scratching blog posts. It’s about:
A good optimization tool makes it a point to align content with user intent. Ultimately that meets the needs of both search engines and human readers.
Google’s algorithms have become smarter, using AI and machine learning to assess content quality and relevance. That means businesses need to move beyond surface-level tactics and truly optimize their content for search intent.
AI-driven tools assist at different stages of content optimization: from initial content writing where the tool takes its best shot, to optimizing existing content. RivalFlow analyzes search intent, identifies content gaps, and recommends real improvements that align with what users (and Google) are looking for.
Torin pointed out that AI tools are especially useful for local businesses. Many business owners don’t have the time or expertise to craft perfectly optimized content on their own. Done with careful prompts or at least careful oversight, AI can streamline that process.
It gives small and local business owners more reach, doing tasks that take more time and expertise than what they might be able to offer: optimizing content to be relevant, well-structured, and targeted toward the right audience.
During our conversation, Torin shared some actionable SEO strategies that businesses can implement right now:
AI isn’t just changing SEO but the way people interact with technology in general. I shared a story about how I used ChatGPT at Home Depot to get a precise recommendation for a specific type of mortar I needed for a home repair project.
The ability of AI to provide such detailed and personalized answers is something that businesses—especially local businesses—can leverage to improve their customer interactions and efficiency.
This gives small businesses a base of knowledge that serves the customer well.
The story I shared about mortar shows that some shopping decisions require more up-front research. Some products sound similar but deliver vastly different results. AI tools have the potential to "learn" those important differences and help your customers get exactly what they need from your business. Matching your customers with a laser-specific fit gives them confidence that you are serving their needs and not just selling products and services.
You, as a business owner, might be able to suggest the right product because of your extensive knowledge. However, you can't be everywhere at all times. AI can stretch your reach to your customers, giving you a chance to match the resources that larger companies (with more employees) have.
Another interesting angle we explored was how AI can assist industries like home services, where language barriers and technical knowledge gaps often present challenges. AI tools are making it easier for small business owners and tradespeople to create high-quality content, write proposals, and engage with customers in ways they couldn’t before.
This is an opportunity for businesses to extend their services to new markets and audiences. I'm glad that we talked about this, because we've been working on improving language settings in RivalFlow, giving users added content that matches their article's existing language.
We get in the habit of pointing out SEO challenges for local businesses, but I like the unique benefits of leveraging Google's Business Profile (formerly Google My Business). This spotlights local businesses, and when done right, your profile and posts can drive significant traffic and revenue. The key is to set your profile and start building positive reviews.
One of the biggest local ranking factors is customer reviews. Torin pointed out that local businesses often underestimate how much weight Google gives to their reviews. Not only do they impact rankings, but they also influence consumer trust and click-through rates.
Here’s how businesses can optimize their review strategy:
We touched on whether AI tools could play a role in helping businesses manage their online reputation, such as generating intelligent and personalized responses to reviews. You don't want to leave that to AI alone, but it can help you vary your responses when you start to feel like you're saying the same "thank yous" with every response.
Mostly, it matters to respond to reviews earnestly. Don't attack any negative reviewers. It's a good opportunity to show future readers that you are reasonable in your reply. Positive reviews should get just as much attention.
Personalize your response to the experience that they shared. For a review that says they bought a gift for their cousin, thank them for trusting you with it and you were happy to be a small part of celebrating her cousin. It doesn't hurt to emphasize your value like "we're always happy to help people find the perfect gift."
Torin highlighted several ways to optimize GBP for better rankings and visibility:
Citations—mentions of your business name, address, and phone number across directories—are essential for local SEO. While Google values quality over quantity, ensuring your business appears in the right directories can make a big difference. We both hold BrightLocal in high regard for this kind of management, ensuring accuracy and consistency across listings.
As search engines evolve, the businesses that succeed will be those that invest in high-quality, optimized content. Outdated views that dismiss content as unimportant are simply ignoring reality. Google’s algorithms are getting better at understanding human intent, and AI tools are making it easier than ever to meet those demands.
Torin’s insights reaffirmed what many of us in SEO already know: content is essential. The right approach to content optimization can give businesses a serious competitive edge, especially when combined with AI-driven insights.
If you’re looking to improve your SEO strategy, start by optimizing your content the right way. Tools like RivalFlow provide the insights needed to stay ahead, helping businesses create valuable, rank-worthy content that genuinely helps users.
