On "Keyword strategy in SEO: What it is & how to create one"

Keyword strategy is table stakes, not a strategy—it's the foundational work you do before strategy even starts. The real move is figuring out which keywords are actually defensible for your site given your domain authority, content depth, and competitive position, then ruthlessly prioritizing the ones that drive business outcomes. Most teams waste months mapping queries and intent clusters without asking whether they can realistically rank or whether a rank would matter. Pick your battles first, then build the content machine around them.