Keith Goode landed in Round Rock over 20 years ago.

He didn’t have a job. Just an invitation to crash with a friend. He saw potential here. Something felt right.

And now? He’s helped some of the biggest brands in the world fix their most complex search challenges.

But back then?

Like a lot of us, he started by doing SEO before it even had a name.

Back in the days of Altavista and Yahoo, ranking was about cramming keywords into your meta tags – or if you were feeling shady, hiding white text on a white background. It worked. It was stupid. But it worked.

Then Google happened.

Suddenly, the game changed. Keywords still mattered, sure. But links mattered more. Relevance mattered more. The web was no longer a flat directory. It became a network of topical neighborhoods.

Keith adapted. Most didn’t.

He kept pushing. Kept learning. And when a friend told him “You’re already doing SEO,” he Googled the term and realized – yep, this is the thing I’m built to do.

The world of search is a moving target.

That’s the headline. Here’s the story underneath it.

If you’re a local business in Round Rock just trying to get found by locals, technical SEO still matters. A clean site structure. Crawlable pages. A solid Google Business profile. All of that is your blackjack table.

But if you’re playing in global markets?

You’re sitting down at baccarat.

You’ve got to think bigger. Think about how your content is being consumed by LLMs, AI agents, chat-based crawlers—not just Googlebot.

That means understanding how AI scrapes your site, how fast it loads, what your schema says, how your internal linking works, and yes, how well your content actually answers real human questions.

So what’s the #1 challenge businesses face when they hire Keith?

They don’t know what they don’t know.

They got a website built on the cheap. It looks okay. It’s got a few photos. A menu. An about page. But under the hood? It’s a mess. No structure. No accessibility. No meaningful way for bots (or humans) to find what they’re looking for.

And content? Half the time it’s written by AI – or worse, by an agency that thinks throwing some keywords at a wall is “strategy.”

Keith fixes that.

He brings clarity to chaos. He crawls the site like a search engine would and shows you exactly where the gaps are. Where it’s broken. Where it’s slow. Where it’s costing you money.

Because this stuff is measurable. And if you don’t measure it, you can’t improve it.

We talked about AI agents. DeepSeek. Open source LLMs. Tarpitting bots to protect your bandwidth. Even “Her” the movie.

But the core truth is this:

Search is splintering.

People don’t just “Google” things anymore. They ask Siri. They talk to Alexa. They use ChatGPT. They click maps. They watch TikTok. They trust what friends recommend in a Facebook group.

So the job of technical search optimization?

It’s not just to help you rank in Google.

It’s to make sure your business is findable wherever and however people are looking.

That means making things easier for customers. And yes, that means it gets harder for the business. Every reduction in consumer friction increases friction somewhere else. That somewhere is usually you.

So what do you do?

Keith said it best.

Know your game.

Figure out what table you’re playing at. Know the stakes. Then decide what “winning” looks like, and get help if you don’t know how to play.

If all you need is a $5 seat at the local SEO table? Great.

If you’re scaling nationally or globally? You’d better be ready to ante up.

Want to find Keith Goode?

Search for “Keith Goode Technical Search Optimization.”

Google will take it from there. But if you want to go direct, visit goodesearch.com.

And if you’re a business owner in Round Rock who just wants to win your game?

Reach out. Keith is the kind of guy who’ll help you figure out what game you’re actually playing.

That alone could change everything.