The internet is a testing ground for ideas.
Some work, most don’t.
That’s the game.
But the most powerful ideas are the ones that stand the test of time, not the ones that disappear the next day.
If you are anything like me (and most everyone else online), you’ve probably experienced the pain of seeing a post get a little traction only to have it die out shortly thereafter.
Of course, the current state of the internet seems to be designed for this exact type of short-term visibility—Shorts, Reels, TikTok, X, etc.—but true leverage comes from creating content that gets discovered for years to come, not something that’s just another flash in the pan.
So how do we create things that are timeless, and, more importantly, how do we make sure they will be discovered for years to come?
Well, it starts with intention.
Understand the psychology of intent
Creating content that converts begins with understanding human psychology.
Remember, most people aren’t actually looking for you—they’re looking for solutions.
They spend money and attention on things that deliver transformation and improve their lives.
So if your work is only about you, you’re probably going to have a bad time.
If you want to be discovered, start by identifying the specific problems your audience is facing, then position yourself as the most desirable solution.
This means getting into the mindset of your audience and, more specifically, your ideal customer.
What are they searching for?
What do they need help with?
What motivates them to take action?
Understanding these things allows you to tap into all the various ways you can deliver value and help them solve their problems.
And when you demonstrate value and expertise consistently, you build the trust necessary to turn a stranger into a customer.
So ask yourself: what can I do for one person that will change their life for the better?
If you can answer that, you can build a business.
Focus on the inputs you can control—the value you provide—and discovery will follow.
Leverage keywords for discovery
To understand what people want, understand what they are searching for.
If you are not leveraging search engine optimization and keyword research, you are leaving a lot on the table.
With over 90% of the search volume online, Google remains the powerhouse of the internet, so it makes sense to do all you can to take advantage of its reach.
By using tools like Moz or Answer the Public, you can stop guessing and start answering the exact questions your audience is typing into the search bar.
Mastery of your craft is a byproduct of repetition, but discovery is a byproduct of strategy.
Every post, video, or product is a data point in a larger experiment.
When you use specific keywords in your social media and long-form content, you create digital breadcrumbs that lead people back to your brand.
Do this for long enough and you will build a sustainable ecosystem for discovery.
Take it from me: I have YouTube videos from five years ago that still consistently drive traffic to my business because I did this very thing.
Search engine optimization and keyword research isn’t “hacking” the system, it’s understanding the long-term needs of your customer.
That’s good business.
Build brand equity with an evergreen mindset
If you want to build a thriving internet-native business, you have to think in decades, not days.
This means focusing on evergreen content—work that remains relevant and continues to solve problems years after it’s published.
A handful of high-quality, timeless pieces will drive more traffic to your business than constantly chasing the latest thing or what was in the news yesterday.
And it’s easier to maintain too.
Great things take time, energy, and determination.
Your goal should be to build a body of work that acts as a 24/7 sales team.
While short-form videos on TikTok or posts on X are great for momentum and continually sourcing the needs of your audience, they should always serve as entry points to your "anchor" content.
This approach builds equity with your audiences and establishes you as a student of your craft.
It also positions you as a thought leader and problem solver, which is precisely what your potential customers are looking for.
So if you want to build a successful business online, stop playing catch up and start playing the long game.
That’s how you build leverage that actually scales.