Use your existing data to meet real people at the exact moment they need you
The Person + Occasion + Phase Worksheet - the exact template from Life After Keywords presentation from Lindsie Nelson - Head of SEO at Symphonic Digital. The template has all the AI prompts already written. Paste in your queries, get back a list of the people you're not writing for and what to build for each of them.
5 tabs, in the order you actually work
Built over 5 years with Sierra Nevada Brewing Co.
Get the worksheet
Free, no strings.
The sheet opens the second you submit. One email, then nothing unless you ask.
What you'll walk away with
Not a framework to think about. Three things on your screen:
The problem with ranking #1
Same ranking. Fewer people arriving.
We held #1 for "hazy IPA" for years at Sierra Nevada Brewing Co. We still hold it today. Organic traffic to that page kept dropping anyway.
That's the story across search right now, and chasing rank isn't the answer anymore.
The real problem wasn't the ranking. A large share of Sierra Nevada's actual buyers are women, and almost none of the beer education content we'd built, hop varietals, brewing science, IPA comparisons, was written for them. We weren't just losing traffic on our best keyword. We were writing to the wrong person.
So we stopped optimizing for the ranking and started optimizing for the person. Better for humans. Better for the bots that engage with humans.
Every keyword cluster already has a Who, a Why, and a When hiding inside it. You're not throwing out your keyword research, you're reverse-engineering it.
What's inside
Five tabs. Open the first one and go.
Export
AI first pass
The matrix
Stress-test
Content-type mapping
Built live, on a real brand, over five years
This isn't a theory someone wrote up over a weekend. It came out of five years of work with Sierra Nevada Brewing Co., and it's been recognized with a Silver SMARTIES™ North America Award and a Grand Indies Tech Innovation Finalist nomination.
10
PERSONAS
15
OCCASIONS
51
COMBINATIONS
Lindsie Nelson
Partner & Head of SEO/GEO, Symphonic Digital
Leading SEO, GEO, and AI-search strategy across B2B, consumer, and global brands.
Before you download it
A few things people ask
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Or have us run it on your site
The worksheet is free and yours, go build it. But if you'd rather not build it alone, or you want it run across every service line instead of one, that's the playbook we run for clients. Give us your Search Console access and we'll come back with where the real gaps are.
Get the worksheet
Five tabs, two AI prompts, formulas built in. Free.
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