Your keywords are in the wrong place. I can prove it.

_{Day 246/100}

Hey—It's Tim. 

Day 2 of the Wave 2 countdown.

Today I'm showing you what's changing with the SEO Score.

And why every other tool is checking the wrong thing.

Everyone checks if keywords exist

Surfer does it. Clearscope does it. Frase does it.

"Did you mention 'project management' 8 times? ✓ Great job!"

Cool. Useless.

Because here's what they're not telling you:

It matters WHERE the keywords go.

Not just that they exist somewhere in your 2,000-word blob.

Keyword proximity is the thing nobody talks about

There's a ton of evidence showing that keywords need to live near their related concepts.

If you're writing about "data sync tools," you can't just:

• Mention it once in paragraph 2

• Mention it again in paragraph 19

• Call it a day

Google's looking for clusters. Related ideas grouped together. Proof you actually understand the topic, not that you keyword-stuffed.

This is hard to track manually.

So we built something that shows you exactly what's happening.

Here's how it works now

These are all sketches for now, they’ll be in the app in the next wave.

1. Sub-topic sections get highlighted

When you're writing, Penny now shows you where each sub-topic begins and ends.

Not just H2s. The actual section where you're covering a concept.

This matters because now we can track keywords inside each section. You'll see the order, the depth, the coverage.

2. Click any keyword → instant colour-coding

• Green = keyword is in the section where it should be

• Yellow = keyword is next to the section (close, but not quite)

• Red = keyword is outside the section (wrong place entirely)

You can instantly see which keywords are pulling their weight and which are just... sitting there doing nothing.

3. Penny tells you exactly what to fix

The feedback isn't "add more keywords."

It's:

• "Move 'data automation' into the integration section"

• "This keyword is isolated—connect it to the workflow explanation"

• "You mentioned 'RevOps' twice in the intro but never in the decision section"

Specific. Actionable. Fast.

I need to say this though

Keywords are not the be-all-end-all of ranking.

They're just the easiest way to show you what needs to happen.

Under the hood, there's a lot more going on with your SEO score:

• Content structure

• Entity relationships

• Topical authority signals

• User intent matching

But you don't need to know all that.

You just need to know: right phrases, right place, right groups.

Do that, and the rest takes care of itself.

I didn't just make this up

This isn't me having a hunch about keywords at 2am.

This is built on how LLMs and Google actually process language—entity relationships, semantic clustering, contextual proximity.

If you want to go deep on why where matters more than how many, here's my starter pack if you wanna nerd out about it.

• https://developers.google.com/search/docs/appearance/ranking-systems-guide

• https://rush-analytics.com/blog/google-seo-entities

• https://www.hikeseo.co/learn/technical/natural-language-processing-examples

• https://surferseo.com/blog/ranking-factors-study/

• https://workseo.in/10-reasons-semantic-proximity-beats-keyword-density-in-modern-seo/

• https://www.seo.com/blog/keyword-density-prominence-and-proximity/

I've read these about 47 times. EACH.

You don't have to.

That's what Penny's for.

Why this matters for Wave 2

Old SEO tools give you a checklist.

New Penny gives you a map.

You can see:

• Where your keywords live

• Where they should live

• Exactly how to move them there

It's the difference between "you need 8 mentions of this keyword" and "move this phrase into paragraph 6, right after you explain the problem."

One is homework.

The other is a $90k editor sitting next to you.

Wave 2 ships in 2 weeks.

Lock in 50% extra credits before it's gone →

See you tomorrow.

✌️ Tim "Proximity > Density" Hanson
CMO @Penfriend.ai

Same brain, different platforms: X, Threads, LinkedIn.

P.S. The colour-coding thing sounds simple.

It's not.

We had to teach Penny to understand:

• What counts as a "section"

• How close is "close enough"

• Which keywords belong together

• When proximity actually matters vs when it doesn't

Took 4 months to get right.

You'll use it in 4 seconds.

Penfriend.ai
Made by content marketers. Used by better ones.