Pawsitive SEO: Lessons from My Dog (and Many Mistakes) on Thriving as a Consultant in the Age of AI

In this talk, I shared a very personal perspective on consulting, framed through ten lessons my dog has taught me. From “sniff before you sprint” to “don’t chase every car”, each principle is about focusing on what really matters: clarity, trust, relationships, and resilience.

It’s not a “how to win at SEO” playbook. It’s a reflection on the messy reality of being a consultant today—navigating uncertainty, learning from mistakes, and finding growth in unexpected places (including long walks and wagging tails 🐾).

The main message? Consulting isn’t about chasing every opportunity or delivering outputs. It’s about building loyalty, adding real value, and staying true to yourself.

Transcript

1. Pawsitive SEO: Lessons from My Dog (and Many Mistakes) on Thriving as a Consultant in the Age of AI SEO for Paws ×
2. Everything I Know About Consulting& &I learned from someone who still chases sticks  SEO for Paws ×
3. Let's Start With Gratitude Thanks to SEO Charity Thanks to Anton Shulke & Olesia Korobka Thanks to all the professionals speaking today Thanks to the SEO Community Thanks to you (yes, you're donating right now!) SEO for Paws ×
4. Please, Donate  https://www.seocharity.com/ Every contribution makes a difference. Think of it as the best ROI you'll generate today. SEO for Paws ×
5. What This Talk Is (and Isn't) Not "7 hacks for 2025" My messy, ongoing journey Wins, mistakes, questions you can steal A space for reflection Disagree with me ³ I learn more SEO for Paws ×
6. One Destination& Many Paths There's no single right way SEO for Paws ×
7. But& There Are Many Destinations Too Which one are you aiming for? n "That depends a good deal on where you want to get to." - The Cheshire Cat SEO for Paws ×
8. Choose Your Destination What does success mean to you? What do you want to achieve? What matters most right now? SEO for Paws ×
9. Wheel of Life SEO for Paws ×
10. Finding Balance Past = Purpose Present = Fulfillment Future = Objectives SEO for Paws ×
11. Finding Balance Past = Purpose Present = Fulfillment Future = Objectives SEO for Paws ×
12. My Journey So Far 1 Pre-Penguin & Panda Chasing the 4-Hour Work Week dream with niche sites and projects. 2 Agency + Clients Explaining "What is SEO?" and diving into agency work. 3 2016 (F*** I'm old) Founded a PR & link-building tool. 4 End 2023 Became a freelance SEO Consultant4embracing "the free life." SEO for Paws ×
13. From Personal to General Where are we now? SEO for Paws ×
14. Consulting in 'No Normal' AI (have you heard?) Search Fragmentation Distribution disruption Acronyms everywhere Where is my data? Economic uncertainty (Hi, Donald ö ) SEO for Paws ×
15. 3 Pillars for a Resilient Consulting Practice Findability Be discoverable to buyers, not algorithms Identity Sharp, memorable positioning Fidelity Loyalty & communities ³ reduce re-search, re-sell SEO for Paws ×
16. 10 Lessons from My Dog (and My Mistakes) Each lesson = a story + a principle From chaos ³ clarity From tasks ³ outcomes From vendor ³ advisor SEO for Paws ×
17. Lesson 1 4 Sniff Before You Sprint Objectives If this works, what will be true that isn't true today? Metrics How will we know 4 numbers or observable changes? Value Why is that worth doing now? × ï ï ï ï ï ï ï ï ï SEO for Paws ×
18. Lesson 2 4 The Hourly "Treats" Time b Value Hours b Outcomes Sell the walk, not the minutes × × ï ï ï ï ï ï ï ï SEO for Paws ×
19. Reality Check: Many Variables Client & Project Mgmt +10% 4 Small/medium biz, one decision-maker +20% 4 Large company, multiple stakeholders Optimism Bias +10% 4 Project I know well, very clear tasks +20% 4 Project with high uncertainty Workload 0% 4 Light/medium workload +10% 4 Heavy workload Value Justification 0% 4 Can't justify ROI, low value +20% 4 Can clearly justify ROI, high value Not scientific × × ï ï ï ï ï ï ï ï SEO for Paws ×
20. Lesson 3 4 Pick Your Human Don't waste cycles with gatekeepers Find the economic buyer You also need an ally inside Ideas only matter if implemented × × × ï ï ï ï ï ï ï SEO for Paws ×
21. Lesson 4 4 Mark Your Territory Don't be everywhere but forgettable Build influence, not noise Publish distinctive IP × × × × ï ï ï ï ï ï SEO for Paws ×
22. Lesson 4 A Simple Influence Plan × × × × ï ï ï ï ï ï SEO for Paws × Signature Idea Findability + Identity + Fidelity Flagship Asset Quarterly "SEO in the Messy Middle" brief Distribution Talk ³ Post ³ Thread ³ Clip ³ Newsletter ³ Workshop Proof Short case notes framed in OMV
23. GEO = SEO is already taken, sorry. SEO for Paws ×
24. Let's talk about tags SEO for Paws ×
25. Let's talk about tags Not this. SEO for Paws ×
26. Let's talk about tags Nor this. SEO for Paws ×
27. Specialist or Generalist? Specialist Generalist The real treasure hunt: Be a Process Master, not a Task Master SEO for Paws ×
28. Lesson 5 4 Sit. Stay. Then play. Don't over-customise, don't just "do" Act as a Trusted Advisor Focus on decisions, not dashboards × × × × × ï ï ï ï ï SEO for Paws ×
29. Monthly 4 Progress Narrative (1-pager) Objective we're changing (from OMV) The goal we agreed to pursue What happened this month (facts + anecdotes) Real events and human stories Meaning (why it happened) Context and interpretation Decision / next experiment (owner + date) Clear action with accountability × × × × × ï ï ï ï ï SEO for Paws ×
30. Weekly 4 Short Email Update What I did What I need What I'll do next × × × × × ï ï ï ï ï SEO for Paws ×
31. Lesson 6 4 Don9t Chase Every Car Mistake: Chasing every lead Fix: Use a Screening Checklist Strategy: Decide this week, not write 60 pages × × × × × × ï ï ï ï SEO for Paws ×
32. My Screening Checklist Buyer: Direct access secured? OMV: Clear & compelling? Leverage: Do I have distinctive advantage? Horizon: Can we move a core metric in 6-12 months? Fit: Energy high? Team aligned? × × × × × × ï ï ï ï SEO for Paws ×
33. The Power of No "Every time you say yes to something, you say no to everything else." Greg McKeown, Essentialism Saying no costs more& But matters more Trade-offs are real × × × × × × ï ï ï ï SEO for Paws ×
34. Stop & Ask: Is It Worth It? Inertia b strategy Don't create on autopilot Every "yes" has a cost × × × × × × ï ï ï ï SEO for Paws ×
35. The Discretionary Walk True prize: Freedom to choose Value-based model = More control Wealth = Discretionary time × × × × × × ï ï ï ï SEO for Paws ×
36. Lesson 7 4 Self-Care = Be Your First Client Treat yourself as your first client Build your brand on your values Be comfortable with how you work Sleep well at night × × × × × × × ï ï ï SEO for Paws ×
37. Brand = Visibility + Strengths Visibility is everything Content C vs Networking Λ ³ Know your strength Use both: Reach + Depth × × × × × × × ï ï ï SEO for Paws ×
38. Lesson 8 4 Don't Just Follow Mistake: Order-taker, not advisor Role: Solve problems, not execute tasks Be a peer, not a subordinate × × × × × × × × ï ï SEO for Paws ×
39. Lesson 9 4 Scent the Opportunity Dogs sniff ³ Build relationships Consulting = Relationship business Brand + trust > Technical skill × × × × × × × × × ï SEO for Paws ×
40. Lesson 10 4 The Unconditional Wag Loyalty isn9t bought, it9s earned Consistency > One-off brilliance Influence + trust create your moat × × × × × × × × × × SEO for Paws ×
41. 10 Lessons from My Dog 01 Sniff before you sprint Conceptual Agreement (OMV) 02 Hourly treats Sell value, not hours 03 Pick your human Talk to the economic buyer 04 Mark your territory Build influence & IP 05 Sit. Stay. Then play. Be a Trusted Advisor 06 Don't chase every car Use a Go/No-Go screen 07 Be your first client Brand & visibility, built on values 08 Don't just follow Guide with trust, not orders 09 Scent the opportunity Relationships > tasks 10 The unconditional wag Loyalty & advocacy × × × × × × × × × × SEO for Paws ×
42. Good Girl, Joy! "Everything I know about consulting I learned from someone who still chases sticks."  https://www.seocharity.com/ Please, donate ̬ SEO for Paws ×