SEO for Therapists and Mental Health Practices in Abilene

Abilene, known locally as the Key City, is home to three universities, Abilene Christian, Hardin Simmons and McMurry, and to Dyess Air Force Base, home of the B 1 bomber wing. Between those two institutions, this West Texas city holds two very different populations searching for a therapist for very different reasons, and a single generic page speaks to neither one well.

Trusted by local businesses across the U.S.1,200+ pages optimizedWeekly content & GBP postsPowered by Claude AI

Watch the overview of our products and services

Watch this video for a breakdown of our products and services

Drew, our founder, walks through the plugin, the 27 AI agents, the done-for-you agency packages and G Money, and who each one is for. Jump to the part you need:

Prefer to read? Explore what we do →

Want help choosing? Tell us about your business.

First, how does your Abilene site look right now?

Free instant scan of your actual page. The same checks Google and the AI answer engines run.

Local SEO in Abilene

How therapists and mental health practices get found in Abilene

A market bigger and more active than its size suggests

With 210 monthly searches for seo services and 570 businesses a month looking for seo or digital marketing help, Abilene's local search market is genuinely active for a city of 127,130 people, more competitive than several larger cities on this list. A median household income of $62,720 and 56 percent owner occupied rate describe a stable, moderately sized metro, one where private pay therapy is realistic for many households but insurance acceptance still matters to most.

Two audiences, one small city

College students at Abilene's three universities are typically searching for anxiety, adjustment and relationship counseling for the first time, often navigating a parent's insurance plan or student health coverage rather than their own. Military families connected to Dyess are dealing with deployment stress, frequent relocation and TRICARE questions on a completely different timeline. A practice that builds distinct pages for each, rather than one page assuming a single kind of searcher, is doing something almost no competitor in a city this size bothers to do.

Insurance and directories still shape the outcome

Abilene's active local search market doesn't change the basic dynamic every practice on this list faces. Psychology Today and the platform networks still rank first for the plain "therapist near me" search, and a searcher choosing between a directory listing and an actual practice site still wants to know quickly whether their insurance is accepted. A page that states panels plainly, separate from the specialty pages built for students and military families, gives an Abilene practice a real edge over a directory profile that offers neither.

The Abilene search market

What it actually takes to get found in Abilene.

Real numbers for this city, not a sales pitch.

Local search demand

Therapists and Mental Health Practices: what customers in Abilene search for.

Real monthly Google searches in Abilene for the phrases people use when they need therapists and mental health practices, and what one click costs in Google Ads. Ranking for them organically costs nothing per click.

What they searchSearches / monthCost per click
therapist110/mo$19.71
therapist near me70/mo$21.83
couples therapy70/mo$12.95
anxiety therapist30/monot enough data
counseling near me20/mo$13.35
child therapist0/monot enough data

About 300 searches a month in Abilene for therapists and mental health practices. Every one of them is a customer looking for a business like yours.

Google Ads Keyword Planner, geo-targeted to Abilene, measured October 2026.

See done-for-you packagesScan my site free

The search numbers

How the searches for therapists in Abilene set the build order

The largest figure behind SEO for therapists and mental health practices in Abilene is therapist, searched 110 times a month. Behind the top figure: therapist near me and couples therapy tied at 70, anxiety therapist at 30, and counseling near me at 20. Out of 300 searches a month, 90 carry near me, and those go to the Business Profile and the map. Across the five phrases, clients search 300 times a month. When clients in Abilene search for therapists, each phrase in this set gets its own answer. The plan gives therapist the homepage. Beyond the homepage, each phrase has a page of its own and never shares it with another head term. A plan built on these phrases is what SEO services for Abilene therapists should put in front of you.

Abilene at a glance

127,130people
46,682households
$62,720median household income
$178,900median home value
1974median year built
56%owner-occupied

Source: U.S. Census Bureau, ACS 5-year (2023).

What kind of business are you?

We tune the playbook to the trade, the search behaviour is completely different.

Don't see your trade? Tell us what you do and we'll look at the real search demand for it.

Browse every trade we cover

Four ways to grow

However you're built, there's a Vibe that fits Abilene.

Hire our team, run the plugin yourself, unleash the autonomous agent team, or let AI run your Google Ads. Mix and match as you grow.

Done-For-You · Agency

No marketing team?

Hire ours.

Hand your SEO to a team that lives in it. We run rankings, content, GBP, technical fixes and links end-to-end, and report your rankings, traffic and calls every month.

  • A full SEO department, no payroll
  • Everything handled for you
  • Clear monthly reporting
See packages →
Do-It-Yourself · Plugin

Have a team?

Give them a superpower.

The Vibe SEO plugin puts an AI assistant (Powered by Claude) in WordPress. Describe a change in plain English and it ships live, plus bulk generation, audits and schema tools.

  • Ship 10× faster
  • Enfold, Elementor, Divi + more
  • Mirrors to Yoast / Rank Math
Explore The Plugin →
Autonomous · AI Team

Want it hands-off?

Unleash 27 agents.

Agentic bolts a team of 27 AI agents onto your plugin, writing, fixing, optimizing and expanding your site every day, inside guardrails you set. The plugin, self-driving.

  • 27 specialists working daily
  • Writes, fixes & expands automatically
  • You approve the big moves
Explore Agentic →
Paid Ads · Automated

Want leads today?

Put G Money on it.

SEO compounds; G Money brings leads this week. It is Google Ads run by AI: it builds your account, then moves budget every day toward the ads that bring qualified leads.

  • Just set a budget
  • Never stops split-testing
  • Optimizes to qualified leads
Meet G Money →

Everything under one roof

What we optimize, and why it matters.

Modern SEO isn't one lever. It's a system. We work all of it, so nothing quietly holds you back.

Keyword & Rank Strategy

We find the exact phrases your customers type, from "near me" searches to the long-tail questions your customers ask, and engineer each page to own them. One page per intent, so you catch traffic from every angle without competing with yourself.

See the numbers for your market →

On-Page Optimization

Titles, meta descriptions, headings, internal links, image alt text and copy, all tuned on every page so Google understands precisely what you offer, where, and to whom. The unglamorous work that quietly wins page one.

Scan your site for this →

Technical SEO

The plumbing Google grades you on: site speed & Core Web Vitals, crawlability, indexation, XML sitemaps, structured data, mobile-first, HTTPS, canonicals, and clean redirects. If Google can't crawl it, it can't rank it.

Check your site now →

AEO: Answer Engine Optimization

Search is moving to AI. We optimize you to be cited by Google AI Overviews, ChatGPT, Perplexity and Gemini, through entity clarity, structured data, FAQ & how-to schema, and authoritative, quotable content. Be the answer, not just a blue link.

Included in every package →

Google Business Profile

Win the local map pack, where the calls actually come from. Full GBP optimization: categories, services, photos, attributes and Q&A, 3 to 5 posts a week, plus review generation and professional responses to every review, good or bad.

Local & GBP, in our packages →

Content & Blogging

Weekly, original, search-targeted articles that answer the real questions your customers ask, build topical authority, and give Google fresh reasons to rank you. Written to sound like an expert in Abilene, never spun filler.

Or let 27 agents write it →

Authority & Backlinks

Press releases to 500+ outlets, local citation building, and a clean, white-hat backlink campaign that pushes your Domain Rating up. Authority is the trust signal that separates page one from page five.

In our packages →

Reporting & Audits

Monthly SEO audits, error resolution, and reports that track your keyword positions, traffic and calls against a baseline, so you can see what moved. No fluff, no mystery, no "trust us."

Common questions →

Conversion & Trust

Rankings only pay when they convert. We tighten calls-to-action, surface reviews and trust signals, and make sure the customer who finds you actually picks up the phone or fills out the form.

Get started →

Done-For-You SEO

Want us to run SEO for you?

Every package delivers the same complete SEO system, done for you. The tiers scale how many markets we target and how often we run press, and the plugin is included in every one.

Economy
$750/mo
Get found locally and build momentum.
  • Up to 5 target cities
  • Weekly blog content
What’s included ▾
Foundation & Technical
  • Full technical audit & fixes: speed, crawlability, indexation, mobile, HTTPS, canonicals
  • XML sitemaps, robots & breadcrumbs; schema on every page
  • Redirect management + 404 monitoring
On-Page
  • Keyword research & mapping: one page per search intent
  • Titles, metas, headings, internal links & image alt tuned on every page
  • Homepage optimized for your core terms
Local & Google Business Profile
  • Full GBP optimization: categories, services, photos, attributes, Q&A
  • 3 to 5 GBP posts every week
  • Review generation + professional responses to every review
Content & Pages
  • Weekly blog content
  • We use your homepage as the template and expand it out to up to 5 target cities, each city gets its own primary landing page + up to 6 service pages
Reporting
  • Monthly SEO audit + error resolution
  • Monthly report: keyword positions, traffic & calls
Get started
Most popular
Standard
$1,500/mo
Expand across services & nearby cities.
  • Up to 25 target cities
  • 3 blog posts / week
  • Quarterly press releases (Jan, Apr, Jul, Oct)
What’s included ▾
Foundation & Technical
  • Full technical audit & fixes: speed, crawlability, indexation, mobile, HTTPS, canonicals
  • XML sitemaps, robots & breadcrumbs; schema on every page
  • Redirect management + 404 monitoring
On-Page
  • Keyword research & mapping: one page per search intent
  • Titles, metas, headings, internal links & image alt tuned on every page
  • Homepage optimized for your core terms
Local & Google Business Profile
  • Full GBP optimization: categories, services, photos, attributes, Q&A
  • 3 to 5 GBP posts every week
  • Review generation + professional responses to every review
  • Local citation building + NAP consistency
Content & Pages
  • 3 blog posts / week
  • We use your homepage as the template and expand it out to up to 25 target cities, each city gets its own primary landing page + up to 6 service pages
Off-Page & Authority
  • White-hat backlink campaign
  • Local citations across the directories that matter
  • Quarterly press releases (Jan, Apr, Jul, Oct) to 500+ outlets
Reporting
  • Monthly SEO audit + error resolution
  • Monthly report: keyword positions, traffic & calls
Get started
Premium
$3,500/mo
Dominate your market, aggressively.
  • Unlimited target cities
  • Daily blog posts
  • Monthly press releases
What’s included ▾
Foundation & Technical
  • Full technical audit & fixes: speed, crawlability, indexation, mobile, HTTPS, canonicals
  • XML sitemaps, robots & breadcrumbs; schema on every page
  • Redirect management + 404 monitoring
On-Page
  • Keyword research & mapping: one page per search intent
  • Titles, metas, headings, internal links & image alt tuned on every page
  • Homepage optimized for your core terms
Local & Google Business Profile
  • Full GBP optimization: categories, services, photos, attributes, Q&A
  • 3 to 5 GBP posts every week
  • Review generation + professional responses to every review
  • Local citation building + NAP consistency
Content & Pages
  • Daily blog posts
  • We use your homepage as the template and expand it out to unlimited target cities, each city gets its own primary landing page + up to 6 service pages
Off-Page & Authority
  • White-hat backlink campaign
  • Local citations across the directories that matter
  • Monthly press releases to 500+ outlets
Reporting
  • Monthly SEO audit + error resolution
  • Monthly report: keyword positions, traffic & calls
Get started
Custom Premier
from $10,000/mo
For multi-state & nationwide businesses.
  • Uncapped, multi-state / nationwide
  • Daily blog posts
  • Monthly press releases, per district / site
  • Dedicated account manager
What’s included ▾
Foundation & Technical
  • Full technical audit & fixes: speed, crawlability, indexation, mobile, HTTPS, canonicals
  • XML sitemaps, robots & breadcrumbs; schema on every page
  • Redirect management + 404 monitoring
On-Page
  • Keyword research & mapping: one page per search intent
  • Titles, metas, headings, internal links & image alt tuned on every page
  • Homepage optimized for your core terms
Local & Google Business Profile
  • Full GBP optimization: categories, services, photos, attributes, Q&A
  • 3 to 5 GBP posts every week
  • Review generation + professional responses to every review
  • Local citation building + NAP consistency
Content & Pages
  • Daily blog posts
  • We use your homepage as the template and expand it out to uncapped, multi-state / nationwide, each city gets its own primary landing page + up to 6 service pages
Off-Page & Authority
  • White-hat backlink campaign
  • Local citations across the directories that matter
  • Monthly press releases, per district / site to 500+ outlets
Reporting
  • Monthly SEO audit + error resolution
  • Monthly report: keyword positions, traffic & calls
Your Team
  • A dedicated account manager who knows your account
Call 866-VIBE-SEO
🏗️ One-time add-on New Website Build starting at $2,000 Some sites need a fresh, purpose-built foundation to hit maximum results. Pricing starts at $2,000 and scales with the size and complexity of the site. If we recommend a rebuild and it's declined, results may fall short of what you're hoping for.
See how we build your site →
Not sure which package fits?Call us and we'll talk through your goals, and the best path to hit them.
📞 Call 866-VIBE-SEO

The agency

SEO for therapists and mental health practices in Abilene, done for you every week

For therapists in Abilene, the agency's work runs in order: the audit first, then pages and posts, with a report every month. From $750 a month, month to month, everything the agency builds for your therapy practice business is yours. A technical foundation comes first: in month one the agency audits and fixes speed, the phone layout, crawling, indexing, HTTPS, sitemaps, canonicals and redirects, and adds schema to every page. Rather than several pages chasing one search, keyword research maps one page to each thing people search for, and your pages stop competing with each other. Up to six service pages and a landing page are built for each city you want to win, with your homepage serving as the template. The Economy plan covers five cities, Standard covers twenty five, and Premium has no limit.

The Business Profile gets its categories, services, photos and Q&A set up properly, then three to five posts a week and a professional reply to every review. Blog posts for your therapy practice site go out weekly, three times a week or daily, by plan. Press releases sent to more than 500 outlets each quarter or month come with Standard and above, along with citations in the directories that matter and white hat backlinks. Baselines are recorded first, and the monthly report covers rankings, map pack position, traffic, calls and form fills, walked through by a real person who knows the account. For the practice owner who would rather serve clients than run a website, therapy practice marketing in Abilene gets done, with the report walked through each month.

🧩 Do-It-Yourself · The Plugin

The last SEO plugin you'll ever install.

Yoast and Rank Math color a dot green and call it a day. Vibe actually does the work: it spins up unlimited local landing pages, pulls real keyword demand, fixes your technical SEO, and builds your schema, a complete SEO toolkit living right inside your WordPress admin.

🏙️

Unlimited local pages

Turn one template into a ranking landing page for every city you serve, hundreds of unique pages in minutes, not months of copy-paste.

📊

Real keyword demand, built in

Pull live Google search volume for your services and towns, so you build for demand that's provably there: not vanity keywords.

🔧

Six scanners, one-click fixes

Speed, schema, meta, links and more. Vibe finds what's holding your rankings back and fixes it for you, it doesn't just flag it and shrug.

🧬

Rich-result schema

Automatic structured data that earns stars, FAQs and rich snippets in Google, no code, no stacking five plugins to get there.

✏️

Edit in plain English

Describe the change you want and the built-in assistant makes it live. It's a power tool you drive, you stay in control the whole time.

🔌

Fits your stack

Enfold, Elementor, Divi and more, and it mirrors cleanly to Yoast or Rank Math if you're already running one.

Explore the plugin → Free version available · no credit card

Inside your WordPress

The person who already edits the Abilene therapy practice site can run its SEO

For therapists in Abilene, the site is often kept in house, by the practice owner or someone on staff. Most SEO plugins offer a green dot and leave the rest to you, while Vibe SEO was built by running an agency on it. Service Areas pulls the places you serve from OpenStreetMap, and Virtual Pages and Generation make a real indexable page for each, with Block Variations rotating the wording. Bulk SEO fixes titles and descriptions for a hundred pages on one screen, Image SEO writes alt text and converts images to WebP, and Redirects catches 404s. Holding anything below your star floor for your approval, GBP Automation writes a reply to each review in your voice and posts to your Business Profile on a schedule.

Finding problems falls to six scanners, one each for links, AI copy, grammar, SEO, Google Signal and duplicate text, and each finding gets a plain explanation and a fix on the same screen. The Google Signal scanner would catch a noindex tag left on the couples therapy page, which keeps it out of Google. Keywords reads your own Search Console: page two queries with real impressions, pages seen but not clicked, and questions no page of yours answers. Type a request in plain English and the Vibe AI assistant, powered by Claude, takes it from inside the admin. Paid plans start at $45 a month for one site, and the plugin is free to start. Alongside Enfold, Elementor, Divi and most other builders, the plugin does its work on the site you already have. When the work is kept in house, an Abilene therapist sets the pace, not an agency.

🤖 Autonomous SEO · Add-on

A team of 27 AI agents, powerhousing your SEO every single day.

Agentic supercharges the plugin with 27 specialized AI agents that write, fix, optimize, and expand your site around the clock, each an expert at one job, all working together inside the guardrails you set. It's an entire SEO department that never sleeps, never forgets, and gets smarter every day.

They publish fresh content, repair technical issues, target new keywords, build out your service area, watch your Google Search Console results, and double down on what's working, while a built-in adversary and safety officer reject anything that isn't right before it ever touches your live site.

Add Agentic → $250/mo: founding price, locked in for life · add-on to any plugin plan
Your agents · today27 working
✍️Author published "Spring maintenance in Abilene"live ✓
🔧Fixer repaired 3 broken links + 2 thin metasdone ✓
📍GBP posted today's update + replied to a reviewdone ✓
🎯Strategist targeted a high-intent keyword clustermapped ✓
🛡️Adversary rejected 2 weak drafts pre-publishsafe ✓
📈Analyst: a "near me" keyword #12 → #4+8 ✓

Writers

Daily blogs + unique page content written to the phrases Abilene searches.

Fixers

Scan and repair broken links, weak titles, thin metas and missing schema.

Strategists

Cluster the high-value keyword + its long-tail cousins onto one page.

Expanders

Build new city & service pages to cover your whole area, safely.

Stalkers

Study local competitors and surface the gaps for you to take.

Analysts

Learn from Search Console outcomes and double down on what ranks.

Local / GBP

Daily Google Business posts, review replies and profile hygiene.

Guardians

Adversary review, spam-safety and self-monitoring so nothing bad ships.

Your SEO department

Every page change for Abilene therapists, checked by two gates

Every therapist in Abilene is up against the other practices that keep posting and updating, and the practice owner rarely has time for that. The team is 27 specialized agents. Six of them, the Analysts, run the scanners and write work orders. The Stalker studies what your competitors publish on their public pages, never copies a line of it, and hands the Expander or the Author a gap brief. Missing service and area pages go to the Expander, which builds them. On the writing side, the Author fixes what the Analysts find and writes original copy for each page's target phrase. The Keyword Strategist gives each page one head term and its long tail phrases, so no two pages chase one search. The GBP Agent posts daily and sends negative reviews to you, while the Authority Builder audits citations and drafts link outreach for you to send.

Inside your own WordPress site, where every change stays visible and reversible, Agentic works through the plugin as an add on. At $250 a month on top of the plugin, month to month, Agentic turns a toolkit into a department, one that works whether or not you had time. Before anything publishes, the Reviewer, also called the Adversary, tries to reject the draft and removes any claim you did not verify at setup. Anything that looks like doorway spam is vetoed by the Search Safety Officer, which also controls the pace of new pages. Approval is automatic or one click, you choose which pages the agents may touch and how many changes a day, and one switch pauses the agents. The daily upkeep an Abilene therapy practice site needs is now someone's job, and that someone works inside the limits you set.

How it works

From "where do I even start" to ranking in four steps.

1

Audit & Strategy

We analyze your site, your competitors, and what Abilene is searching for, then map the keywords worth winning.

2

Build & Optimize

Technical fixes, on-page optimization, new service & city pages, schema, and a fully tuned Google Business Profile.

3

Publish & Promote

Weekly content, GBP posts, reviews, press releases and backlinks, the steady signals that move rankings.

4

Measure & Grow

Monthly audits and plain-English reports show what moved and what's next. We double down on what works.

The scoreboard

Results you can measure: page by page.

Rankings, traffic and calls are tracked from a baseline set before any work starts, so you can see what moved.

+38
avg. positions gained per tracked keyword
3.1×
more pages ranking in the top 10
Weekly
fresh content & GBP posts published
50+
Domain Rating target on Standard+
Before → After · 90 days
"near me" searches#41→#4
your top Abilene keyword#28→#2
"best in Abilene" terms#33→#6
buyer "pricing" searches#52→#9
urgent "now" searches#19→#1
💰 AI-Automated Ad Campaigns

SEO wins the long game. G Money wins you leads today.

Google Ads, run by AI. Tell it a weekly budget and G Money builds, launches, and optimizes your Google Ads from scratch (keywords, AI-written ads, bidding, and conversion tracking), then learns from real qualified leads and revenue, not just clicks. No agency retainer, no dashboards full of knobs. Just a budget.

Here's the part that makes it unfair: it's never done testing. From day one it runs dozens of split tests in parallel (different headlines, descriptions, audiences, bids and channels all at once), measures each one down to qualified leads and closed revenue, then kills the losers, scales the winners, and writes fresh ad creative to beat its own best. Every day the budget shifts toward whatever's producing the cheapest real customers. And because it learns across every account on the platform, your campaigns launch smart on day one and only get sharper.

Just set a budget. No setup, no knobs
Launched already optimized, day one
Search, Local Services & Performance Max
Optimizes to qualified leads & revenue
Hard spend guardrails, self-monitoring
Gets smarter across every account
Weekly budgetoptimizing live
$1,000 /week
Local Services Ads$420 · $18/lead
Search$330 · $24/lead
Performance Max$180 · $31/lead
Remarketing$70 · $12/lead
Budget flows to the cheapest qualified leads52 leads · $19 avg
01 · TEST

Split-test everything

Dozens of ads, audiences & bids, head-to-head.

02 · LEARN

Measure real outcomes

Scored down to qualified leads & revenue.

03 · IMPROVE

Reallocate & rewrite

Winners scale, losers cut, new creative added daily.

Questions therapists and mental health practices in Abilene ask us

Why would an Abilene therapy practice need separate pages for students and military families?
Because they search differently and need different answers. A student searching from Abilene Christian or Hardin Simmons cares about cost, confidentiality and whether a parent's insurance covers care, while a Dyess family cares about TRICARE acceptance and support through deployment and relocation. Combining both into one generic page under serves each.
Should an Abilene practice also build a statewide Texas page?
It's worth considering. Texas's licensure rules let a therapist serve the whole state through teletherapy, and West Texas includes many smaller towns and rural counties with few or no local providers, making a statewide page a genuine extension of demand rather than a formality.
Should an Abilene therapist build a page about faith integrated counseling?
If you offer it, yes. Abilene is home to several church affiliated universities and many congregations, and plenty of residents search for Christian counseling specifically. A page explaining how faith fits into your sessions, and how you work with clients who prefer a secular approach, helps both groups choose. Be precise about your training so the page reads as clinical care rather than a sermon.
How can an Abilene practice address privacy worries in a smaller city?
Address them openly on your site. In a city where clients may run into their therapist at church, the grocery store or a campus event, many hesitate to book. Explain how you handle meeting clients in public, describe a discreet entrance or parking if you have one and offer telehealth for those who want distance. That reassurance answers a fear many Abilene clients never say out loud.
What should an Abilene therapist's Google profile include without client reviews?
It should include every detail that builds trust without testimonials: your license type, specialties, insurance panels, telehealth availability, accurate hours and real photos of the office. Write the description for the people you see most, such as students, couples or military families. A complete profile can compete in Abilene even with few reviews, since your ethics code limits asking clients for them.
Which insurance details matter most on an Abilene therapy practice's site?
List every panel you accept by name, including TRICARE if you are credentialed, plus your self pay rate, sliding scale and superbill policy. Abilene clients include university employees, hospital staff, military families and ranch households on individual plans, so the first question is almost always coverage. Put that information near the top of each specialty page instead of in a footer.
When do Abilene college students search for counseling most?
Students tend to search early in the fall semester, as adjustment and homesickness set in, and again around midterms and finals. Publish and refresh student pages in August, before classes start at ACU, Hardin-Simmons and McMurry, and mention evening and telehealth slots that fit class schedules. Say whether you see students who also use campus counseling, since many want an outside option.
Should Abilene therapists write for ranchers and farm families under drought stress?
Yes, if that work fits your training. Drought, cattle prices and long hours weigh on farm and ranch families across the Big Country, and many live far from any provider. A page on rural stress, with telehealth sessions scheduled around chores and a plain explanation of fees, reaches people who would never search for a therapist using clinical words.

More therapists and mental health practices SEO pages in Texas.

Every Texas city with its own therapists and mental health practices page, or pick another state.

Other states

Ready to rank for therapists and mental health practices in your market?

Let our team run your SEO end-to-end, or put the Vibe SEO plugin to work today. Either way, you'll always know where your rankings, traffic and calls stand.

Questions? Call 866-VIBE-SEO and talk to a real strategist.