E4: I used a repeatable method to rank #1 on TikTok for “Build in Public,” an entrepreneurship movement that I love deeply.

However, this was a mistake.

I should have considered brand a lot more. I rank #1 because my handle is “Build in Public” and I got fairly big. But now the traffic from ranking first for this keyword doesn’t matter to me and I have a brand name that is not as sexy as it could have been.

Here’s what I would have done differently at the beginning if I wanted to continue ranking 1 for “Build in Public” while having a different, more unique brand name.