Rethinking SEO in the age of AI | Eli Schwartz (SEO advisor, author)

Name: Rethinking SEO in the age of AI | Eli Schwartz (SEO advisor, author)
Uploaded: 2024-09-19T11:00:36.000Z
Duration: 3 h 50 min 10 s

The Shift in SEO with AI Integration

Understanding the New SEO Landscape

A significant shift in SEO is noted due to the rise of AI-generated answers in search results, leading to a perceived "apocalypse" for traditional long-form content strategies.

To succeed in this new paradigm, SEO should be viewed as a product; product managers must consider how users discover information outside social channels and ads.

It's crucial to understand user intent behind searches; if one cannot identify potential search queries, they should reconsider their approach to SEO.

Insights from Eli Schwartz

Eli Schwartz, a growth advisor specializing in SEO, has worked with notable companies like Quora and LinkedIn. He emphasizes the need for adapting SEO strategies amidst evolving technologies like LLM chatbots.

Google is rolling out changes that increase AI-generated answers at the top of search results, indicating rapid shifts in how users interact with search engines.

The Importance of Adapting Strategies

Eli expresses gratitude for being part of the podcast and highlights his extensive experience in helping companies navigate successful SEO practices over more than a decade.

The integration of LLMs and AI into search necessitates reevaluating what constitutes effective SEO traffic and business generation through search channels.

Reevaluating Traditional Tactics

Eli recounts an interaction with a CEO questioning traditional SEO tactics—keyword identification, content creation, and link building—which prompted him to rethink his approach to driving traffic through search.

Despite some companies sticking to outdated methods that once worked, the emergence of AI is compelling many stakeholders (PMs, CMOs, CEOs) to reassess their understanding of effective SEO.

Tools for Enhanced Product Experience

Pendo is introduced as an all-in-one product experience platform designed to help businesses analyze user engagement effectively while optimizing experiences based on insights gathered.

Brave Search: An Alternative Approach

What Changes Are Happening in Search and SEO?

The Emergence of Brave Search

Brave Search offers a cleaner results page with fewer ads, community-driven ranking options, and fights bias and SEO spam. It aims to provide an alternative to traditional search engines dominated by big tech.

Impact of AI on Search Engines

The rise of AI answers and large language models (LLMs), particularly with the introduction of ChatGPT by OpenAI, has forced companies like Google to rethink their approach to search.

Google's Response to AI Competition

Google claims it invented LLMs but faced significant competition from ChatGPT, which changed user expectations around searching for information without needing to click through multiple links.

Concerns Over the Future of SEO

There is a growing belief that traditional search engines may become obsolete, leading some to argue that SEO might no longer be necessary. However, this perspective is challenged as SEO remains crucial for visibility.

Wall Street's Influence on Google's Strategy

Google's stock price is heavily influenced by investor sentiment; if investors perceive Google as outdated due to competition from AI technologies, it could impact recruitment and funding opportunities.

Google's Initial Missteps with AI Integration

Launching Bard: A Troubled Start

Google initially responded poorly to the emergence of ChatGPT by launching Bard, which did not perform well during its public demo and negatively affected their stock price.

Introduction of SGE: A New Approach

In response to concerns about the relevance of search in an AI-dominated landscape, Google introduced the Search Generative Experience (SGE), essentially integrating ChatGPT-like features into search results.

Challenges Faced with Monetization and Liability

Google encountered issues regarding monetization since displaying generative responses could conflict with ad placements. Additionally, liability concerns arose over potentially harmful or plagiarized content generated by these responses.

The Evolution of Google's AI Features

Delayed Rollout and Testing Phase

Unlike its typical rapid launch strategy, Google took about a year testing its new features before officially unveiling them at Google I/O in May 2023 under the name "AI Overviews."

User Feedback and Adjustments Post-launch

After launching "AI Overviews," users reported problematic outputs such as misleading suggestions. This led Google to roll back certain features temporarily while they addressed these issues.

Implications for SEO Practices

Increased Visibility Challenges for Content Creators

With direct answers provided in search results through AI integration, traditional links are pushed further down the page. This makes it increasingly difficult for content creators' work to gain visibility online.

The Shift in Relevance Metrics

The Evolution of SEO in the Age of AI

The Shift from Traditional Keywords to AI Responses

The speaker discusses how their website initially focused on ranking for the keyword "cars," which is now considered too broad due to its multiple meanings, such as movies and types of vehicles.

SEO strategies are still centered around high-volume keywords, but there's a shift towards AI-generated overviews that can provide more specific answers to user queries.

Users can ask detailed questions about travel, like finding a beach vacation within a certain distance, which highlights the efficiency of AI responses compared to traditional search methods.

Changes in User Journey and Discovery

The discovery phase of search has transformed; while users may still find initial information through AI, they will return to traditional search engines for deeper exploration.

This change means that even if a site ranks well for specific queries, it might appear lower on the results page due to prominent AI-generated answers taking precedence.

Impact on SEO Metrics and Traffic

The speaker reflects on the potential disruption caused by LLMs (Large Language Models), suggesting that they could overshadow traditional content sources in providing quick answers.

Despite initial fears of an "apocalypse" in SEO due to these changes, there hasn't been significant traffic decline yet; however, future impacts are anticipated as AI tools become more integrated into search.

Algorithm Updates and Their Effects

Recent algorithm updates complicate tracking traffic changes because fluctuations may be attributed either to these updates or emerging AI features affecting visibility.

Understanding user journey stages is crucial; different types of websites will experience varying levels of impact based on their content relevance and user intent.

Specific Examples: Health Information vs. E-commerce

Websites like WebMD may face challenges as users increasingly rely on concise AI summaries for health-related inquiries instead of sifting through extensive articles.

Understanding the Impact of Structured vs. Unstructured Data

The Evolution of Search and SEO

The speaker reflects on their experience with a website dedicated to providing the date of Hanukkah, highlighting how Google has changed the landscape by offering direct answers in search results.

Discussion on structured data, which allows Google to easily provide specific information (e.g., future dates for holidays), contrasting it with unstructured data that requires interpretation.

Emphasis on how AI tools like ChatGPT can analyze unstructured data to deliver useful statistics and insights, enhancing user experience.

Clarification that while some searches may require detailed content, others can be efficiently answered through direct queries, showcasing a shift in user behavior.

The traditional SEO model focused on creating extensive content; however, Google's ability to summarize reviews and ratings is changing this dynamic.

Top Funnel vs. Mid Funnel Searches

Explanation of top-of-funnel searches where users seek general information (e.g., "top podcast tools") versus mid-funnel searches that are more specific (e.g., "Riverside price").

Examples provided illustrate how platforms like G2 will face disruption as Google provides immediate answers rather than directing users to multiple sources.

Transition from top-of-funnel inquiries to mid-funnel decision-making is highlighted as crucial for conversions in marketing strategies.

The speaker notes that previously successful long-form content strategies are becoming less effective due to Google's evolving search capabilities.

Users now expect concise answers directly from Google instead of sifting through numerous SEO-driven pages filled with generic responses.

Adapting Strategies in a Changing Landscape

Acknowledgment of user frustration with irrelevant search results; there's a growing demand for straightforward answers from search engines like Google.

Google's goal is framed as providing the best possible answer upfront while still linking out for further exploration when necessary.

The conversation shifts towards what marketers should do in response to these changes—emphasizing an understanding of SEO as a product management challenge rather than just a marketing one.

Understanding SEO Challenges for SaaS Companies

The Mismatch in Expectations

Many SaaS companies expect marketers to handle SEO without aligning the product with user search intent, leading to ineffective strategies.

As SEO evolves, it is crucial to consider mid-funnel user experiences and how potential customers discover products outside traditional channels.

User-Centric Product Positioning

Marketers and product teams must collaborate to understand what users are searching for and position their products accordingly.

A case study in the health app sector illustrates that writing numerous blog posts does not compensate for a poor product experience.

Learning from Real Examples

The importance of aligning marketing efforts with actual product capabilities is highlighted; if the product fails to meet user needs, marketing will be ineffective.

Case Study: Zapier's SEO Strategy

Identifying User Needs

Early discussions with Zapier revealed that while users needed integrations (e.g., Gmail and Salesforce), they were unaware of Zapier's existence as a solution.

By focusing on common integration challenges rather than promoting Zapier directly, they successfully showcased their value proposition.

Creating Awareness Through Education

This approach created a "flywheel" effect where users began exploring other integrations once they understood how Zapier could solve specific problems.

Tinder's Approach to SEO

Overcoming Internal Barriers

Working with Tinder’s Chief of Growth, Udi Milo, emphasized the need for an effective SEO strategy since Tinder had previously neglected this area.

Targeting Relevant Search Queries

How to Leverage SEO for Solving Loneliness with Tinder

Understanding the Problem of Loneliness

The discussion begins by framing Tinder as a solution to loneliness, particularly for individuals who have moved to new cities and are seeking connections.

User research revealed that Tinder addresses loneliness, leading to the creation of localized content related to online dating in various cities worldwide.

Despite advancements like AiO reviews, the core issue remains: users still seek solutions for their loneliness, which is not fully addressed by these reviews.

The Role of SEO in Addressing User Needs

Effective SEO should align with the buyer's journey, focusing on mid-funnel problems such as loneliness rather than just keyword optimization.

For those new to SEO, understanding user needs is crucial; this involves empathizing with potential customers and recognizing what they search for.

Steps to Start Implementing SEO

Step 1: Understand Your User

The first step in effective SEO is developing customer empathy—understanding who your users are and what problems they face.

Companies often fail at this step; without knowing what users search for, they risk ineffective SEO strategies.

Step 2: Create Relevant Assets

After identifying user needs, focus on creating relevant content or assets that address those needs effectively.

Emphasize programmatic content creation over manual efforts due to scalability concerns.

Step 3: Build a Product-Focused Approach

Treat SEO as a product development process requiring design resources and engineering support rather than merely producing optimized content.

Key Insights on Market Opportunities

It's essential that there is an existing search interest in the product being marketed; otherwise, pursuing SEO may be futile.

Understanding the Challenges of SEO for SaaS

The Mixpanel Experience

The speaker reflects on their experience with Mixpanel, highlighting that despite following SEO best practices, the expected results were not achieved. This was an eye-opening moment regarding client expectations and realities.

The speaker notes that while they provided keywords and content strategies, the conversion issues stemmed from Mixpanel being a complex product requiring integration across companies rather than a simple purchase.

They emphasize that SaaS products like Mixpanel are expensive and involve friction in the purchasing process, making it unlikely for users to convert directly from search results.

Identifying SEO Challenges in SaaS

The speaker argues that while SaaS solutions address specific problems, awareness of these problems is often not generated through SEO but rather through brand marketing efforts.

An anecdote about interviewing with Google Cloud illustrates that even major players recognize the limitations of SEO as a marketing channel due to complex decision-making processes involved in B2B purchases.

Evaluating SEO Opportunities

The discussion shifts to evaluating whether investing in SEO is worthwhile for a company. It’s noted that many companies mistakenly believe they can generate significant leads solely through organic search without considering sales processes.

The speaker stresses that understanding when and how much to invest in SEO is crucial. Companies must assess their unique situations before committing resources.

Cost Considerations for Implementing SEO

Acknowledging the myth that "SEO is free," the speaker outlines various costs associated with implementing an effective SEO strategy, including time, resources, and direct expenses.

Using SurveyMonkey as an example, they explain how successful organic traffic generation requires investment in content creation and management systems tailored to user needs.

Investment in SEO vs. Other Marketing Strategies

Evaluating the ROI of SEO Investments

The speaker discusses the importance of evaluating whether investing a million dollars annually in SEO will yield returns soon, comparing it to other marketing strategies like brand ads or influencer campaigns.

Emphasizes that decisions regarding SEO should be strategic rather than default; companies should assess total costs and the appropriateness of funds allocation.

Opportunities Beyond SEO for B2B SaaS Companies

While acknowledging that SEO can be beneficial, the speaker suggests that B2B SaaS companies may find larger opportunities elsewhere due to their customer journey not being fully online.

Shares an example of a gardening SaaS tool that prioritized expensive content-based SEO over attending relevant trade shows where they could directly engage potential customers.

Analyzing User Acquisition Channels

Highlights the need for businesses to consider actual user acquisition methods when deciding on marketing investments; if sales are primarily driven offline, then online conversions through SEO may not provide good ROI.

Introduces four core growth engines: SEO, paid advertising, virality, and sales; notes that large companies often utilize all but smaller firms might benefit more from focusing on fewer channels.

When Not to Invest in SEO

Suggests some companies may never see significant benefits from investing in SEO; mentions Google Cloud as an example where attribution for customer acquisition via SEO is unclear.

Advises against spending time optimizing search results for certain businesses if they do not significantly convert through those channels.

Rethinking Digital Presence for Restaurants

Argues that restaurants might not need websites or invest in SEO since most customers use platforms like Google Maps or delivery services instead of browsing restaurant sites.

Critiques common restaurant website designs which focus too much on ambiance rather than essential information like hours and menus.

Expectations Around Results from SEO Efforts

The discussion shifts towards understanding how long it typically takes to see results from SEO efforts and what constitutes successful conversion metrics.

Understanding SEO and Its Impact on Business

The Complexity of SEO Timelines

When consulting a doctor, the response often varies based on individual circumstances; similarly, the timeline for SEO success depends on the specific company and its goals.

Larger companies may see immediate revenue generation from new web developments, while smaller firms might take months to gain visibility or traction in search engines.

Conversion expectations vary significantly depending on whether a company is media-focused or a SaaS tool; understanding these distinctions is crucial for effective SEO strategy.

Metrics That Matter in SEO

Companies should focus on relevant conversion metrics rather than just traffic; for media companies, page views are essential, while SaaS tools should prioritize Marketing Qualified Leads (MQLs).

Many businesses mistakenly equate high traffic with success without considering actual conversions; this misconception can lead to ineffective content strategies.

Deleting non-converting content can be beneficial; traffic that does not convert does not contribute positively to business objectives.

Defining Effective Conversion Metrics

It's vital to establish clear conversion metrics tailored to business needs—these could include MQLs, dollar conversions, or engagement actions like video views.

Startups should track meaningful metrics such as backlinks and social shares as indicators of successful content engagement and potential growth opportunities.

Evaluating SEO Success Over Time

Understanding what matters most to a startup is key; rankings may be important for investor presentations but should align with actual conversion goals.

Unlike paid marketing channels that focus on efficiency and results, SEO often lacks rigorous performance tracking—this needs addressing for better strategic alignment.

The Importance of Milestones in SEO Efforts

SEO Milestones and Their Importance

The Process of Building an SEO Strategy

The initial phase involves a month dedicated to ideation on the project, followed by a second month for creating a Product Requirements Document (PRD) for engineers. The third month is when actual work begins, emphasizing the importance of meeting these milestones.

Missing milestones can lead to frustration among stakeholders, as they may question the progress after several months without tangible results. This highlights the necessity of tracking and achieving set goals.

As milestones are met, teams can evaluate their success against expectations, such as indexing pages post-launch. This allows for assessing whether SEO efforts are effective at smaller scales before larger successes become visible over time.

Case Study: Quora's Rapid Traffic Growth

An example from SurveyMonkey illustrates how Quora quadrupled its traffic within three months after implementing key SEO recommendations. Initially, Quora restricted access to answers until users logged in.

A significant change was encouraging users to view answers without logging in, which increased visibility and engagement with content.

Another recommendation involved improving site navigation by displaying related questions, making it easier for both users and search engines to explore content effectively.

Enhancing Discoverability Through Sitemaps

Creating categorized HTML sitemaps allows search engines to navigate through all questions and answers on Quora’s platform efficiently. This enhances discoverability and improves overall user experience.

Content Strategy: Solving User Problems

Effective SEO content should address user problems rather than merely generating blog posts filled with generic information. Companies like Zapier and Canva exemplify this approach by providing practical solutions through templates that align with their monetization strategies.

It's crucial that any content created serves a purpose within the buyer journey; otherwise, it risks being ineffective despite potentially high traffic numbers.

Integrating Product Journeys into SEO Efforts

For companies like SurveyMonkey or Tinder, aligning programmatic content with product offerings ensures that traffic generated leads directly into user engagement with products or services offered.

AI and Its Impact on Content Creation

Introduction to OneSchema

Christina Gilbert, founder of OneSchema, discusses the importance of creating valuable products that can be monetized.

OneSchema has launched a new product called OneSchema File Feeds, enabling quick integration with systems via CSV exports to SFTP folders.

The tool allows customers to offer numerous integrations without needing engineering resources, streamlining processes for product teams.

Integration Reliability

Christina emphasizes the focus on integration reliability to prevent outages caused by bad data entries.

OneSchema includes a validation layer that alerts teams about incorrect data before it enters their systems.

AI as a Tool in Content Creation

Discussion shifts to using AI for content creation; it's highlighted as a tool rather than a complete solution.

Companies previously relied on freelance platforms for cheap content, often resulting in low-quality output. AI can replicate this at no cost but should be used wisely.

Effective Use of AI in E-commerce

E-commerce sites can effectively use AI for writing product descriptions instead of generating fluff content that doesn't serve user needs.

Major retailers like JCPenney and Macy's utilize SEO strategies focused on product keywords rather than excessive content.

Best Practices for Using AI

It's advised not to use AI for entire blog posts but rather enhance existing pages with useful information such as titles and descriptions.

Google assesses the helpfulness of content; thus, small contributions from AI are less likely to raise concerns compared to full-page generation.

User Perception and Acceptance of AI Content

There is skepticism towards companies openly declaring their use of AI in content creation due to negative public perception.

Understanding the Challenges of AI-Generated Content

The Perception of AI Content

There is a belief that the issue lies with the content itself rather than user perception; older financial summaries, while not written by journalists, still provide useful information without needing to read lengthy reports.

The Rise of Low-Quality Content

Noah Smith highlights a growing concern about an influx of low-quality content generated by AI. Despite this, users will still gravitate towards valuable and well-written material, regardless of its origin.

Google's Struggle with Content Volume

Google faces significant challenges due to the exponential growth in online content. This has led to increased crawling costs and a backlash against certain websites as Google attempts to maintain quality in search results.

Implications for LLM Training

Large Language Models (LLMs) are trained on vast amounts of internet content but face difficulties when it comes to filtering out AI-generated material, which can lead to poor training outcomes.

Navigating AI Overviews for Branding

Getting featured in Google's AI Overview is seen as a branding opportunity. Google includes links within these overviews for liability protection, indicating that they summarize rather than endorse specific content.

The Impact of Links and Brand Visibility

User Engagement with Links

A survey indicated mixed responses regarding user engagement with links provided by Google’s summaries; approximately 50% reported clicking on them, suggesting some level of interest despite skepticism about their usefulness.

Duplicate Search Results Challenge

The presence of both an AI Overview and traditional search results creates redundancy. Companies must navigate this landscape carefully to ensure their brand benefits from visibility without giving away too much free content.

Brand Recognition vs. Link Ownership

Being mentioned as a brand in an overview indicates successful branding efforts; however, appearing merely as a link may suggest that Google has appropriated your content without providing adequate credit or benefit.

Brand Building Strategies in SEO

Common Misconceptions About Link Building

A prevalent myth in SEO is that simply acquiring links through guest posts or low-authority sites will enhance visibility; this approach often fails because such sites lack genuine readership.

Importance of Authentic Branding

Effective link building should focus on creating a strong brand rather than just accumulating links. Quality products and services naturally attract mentions and organic backlinks from reputable sources.

Evolving Nature of Links

Understanding Programmatic vs. Editorial SEO

Clarifying Programmatic and Editorial SEO

The speaker discusses the distinction between programmatic SEO and editorial SEO, emphasizing that both approaches can be integrated into a comprehensive strategy.

Programmatic SEO involves aggregating multiple data sources to create pages, while editorial focuses on crafting detailed content for each topic or entity.

An example of programmatic SEO is TripAdvisor, which compiles user-generated content (UGC) and data about hotels without writing individual articles for each property.

Examples of Successful Programmatic SEO

TripAdvisor's approach allows them to dominate search results by merging various datasets into one page per hotel rather than creating extensive blog posts.

Zillow exemplifies programmatic SEO by using diverse data sets to provide property valuations, combining government data with real estate comparisons.

Both companies rely solely on organic traffic through search engines rather than paid advertising for their specific pages.

User Intent in Choosing Between Approaches

The speaker highlights that understanding user intent is crucial; users often seek quick answers (e.g., home values or ratings), which may not require long-form content.

In contrast, an editorial approach would involve creating lengthy articles about every hotel or property, which is impractical and costly for these platforms.

Challenges with Programmatic Content Creation

Companies must assess whether there’s genuine user interest in the content they plan to create; otherwise, it leads to wasted resources on irrelevant pages.

The speaker warns against creating numerous low-value pages simply based on potential keywords without considering actual user demand.

Key Considerations for Effective Programmatic SEO

Successful programmatic efforts require scale and a clear use case; if neither exists, the initiative may fail to attract visitors effectively.

Understanding Google's Market Dominance and SEO Myths

The Role of Tools Like Zapier

Discussion on how tools like Zapier provide solutions for specific combinations, unlike many template companies that create programmatic templates without clear use cases.

Mention of SurveyMonkey's ability to create a limited number of templates, highlighting the challenge in scaling beyond a certain point.

Insights from the Recent Google Verdict

Overview of the recent ruling against Google, revealing insights into their strategy and future direction in search.

The judge's understanding of SEO and digital marketing is noted as superior to many industry professionals.

Court Analysis on Google's Monopoly Claims

Examination of Google's argument against being labeled a monopoly; the court clarified that social media cannot be compared to Google Search.

The verdict revealed Google's market share, stating they hold 98% of mobile searches, challenging previous claims by Microsoft about their own market share.

Default Partnerships and Their Impact

Focus on how default distribution agreements significantly contribute to Google's success; Neva's inability to compete despite having a better product was highlighted.

Discussion on how partnerships with companies like Apple and Chrome solidify Google’s dominance in search.

Future Competitors and Brand Loyalty

Speculation on whether startups like ChatGPT or Claude can unseat Google; emphasis on brand loyalty and distribution power as key factors in maintaining Google's position.

Insight into why Google is investing in AI: pressure from Wall Street and potential revenue loss due to competition.

Implications of the Trial Outcome

Consideration of whether the trial could change Google's default status; however, skepticism remains regarding any significant shifts in market dynamics.

The Dynamics of Search Engines and SEO

The Role of Google and Apple in Search Engine Defaults

Discussion on Google's dominance as a search engine, emphasizing its extensive data collection over 25 years. Concerns are raised about the implications for Apple if they break default agreements with Google.

Clarification that Google's payments to Apple are based on revenue sharing from ads, amounting to approximately $20 billion, rather than a nefarious deal. Other companies can propose similar arrangements but lack the financial capacity.

Mention of court findings indicating that competitors like Neva struggle due to Google's financial advantages in securing partnerships with Apple.

Market Penetration Insights

Reference to a survey conducted years ago revealing DuckDuckGo's market penetration at only 1%, despite efforts to increase visibility through branding and partnerships.

Notable growth of DuckDuckGo's market share from 1% to 2% over more than a decade, highlighting challenges faced by smaller search engines against Google’s dominance.

The Future of SEO and User Choice

Assertion that SEO is not dying; users will always seek information actively. Home assistants have limitations due to their lack of choice in responses.

Emphasis on the necessity for real user data in search engines, which Google possesses through historical searches. AI cannot fully replace the need for diverse search results tailored to individual preferences.

Implications for Businesses and Revenue Models

Acknowledgment that while top-of-funnel searches may decline, businesses still require actions from users (e.g., hotel bookings or product purchases), maintaining demand regardless of search volume changes.

Discussion on how certain sectors like media may suffer revenue declines as information becomes freely available online, contrasting with traditional business models reliant on ad clicks.

Common Misconceptions About SEO

Addressing the myth that all businesses should engage in SEO simply because they have funding or marketing teams. It’s crucial to evaluate whether it aligns with user journeys effectively.

Understanding SEO Myths and Strategies

Debunking Common SEO Myths

The misconception that raising funds necessitates hiring an SEO team is addressed; it's important to clarify this myth.

Link building is framed as brand building, emphasizing the importance of relationships between content and products rather than just acquiring links for SEO success.

The belief that following basic steps guarantees top rankings on Google is challenged; while best practices are essential, nuances exist in ranking algorithms.

Starting with SEO: Expert Guidance vs. DIY

When beginning an SEO journey, seeking expert advice is recommended to avoid common pitfalls and accelerate learning curves.

Hiring inexperienced in-house staff due to budget constraints may not be the best decision; experience matters in effective SEO execution.

Agency Involvement in SEO

Agencies often focus on deliverables like content creation, which may not always align with a company's actual needs or strategy.

Delivering strategic guidance can be challenging for agencies since results from strategies take time to manifest compared to tangible deliverables.

The Role of Social Media in Search Behavior

Discussion around TikTok and Instagram's potential to replace traditional search methods highlights changing user behaviors among younger generations.

A statistic reveals that 63% of Gen Z uses TikTok for searches, indicating a shift towards video-based content for information gathering.

User Journey Insights: Funnel Stages

Different platforms serve distinct purposes along the user journey; TikTok may excel at top-of-funnel discovery while Google remains vital for mid-funnel actions like booking travel.

Understanding the Mid-Funnel in SEO

The Concept of Intent in the Buyer Journey

The mid-funnel represents a stage where potential buyers exhibit intent to purchase specific products, contrasting with the top of the funnel where users are merely curious and lack clear intent.

Focusing solely on top-of-funnel metrics like rankings is ineffective as it does not align with user intent or buyer behavior; this approach fails to connect KPIs with actual business outcomes.

Myths Surrounding Technical SEO

A prevalent myth is that technical SEO can resolve all SEO issues. Recent Google updates aim to eliminate low-quality content, which often leads sites to mistakenly believe technical fixes will restore traffic.

Many businesses misdiagnose their traffic drops as technical problems rather than addressing content quality; thus, they seek audits without understanding the root cause of their issues.

For large websites (e.g., Zillow), technical SEO is crucial for site navigation and crawlability, but for smaller sites (e.g., a 100-page SaaS tool), investing heavily in technical solutions may be unnecessary.

Misconceptions About Page Speed and Its Importance

Agencies often emphasize page speed improvements as critical; however, in many competitive environments, especially against slower competitors, these enhancements may not yield significant benefits.

Simplifying SEO practices makes them more accessible; even product managers without extensive SEO backgrounds can implement effective strategies that drive substantial results.

Setting Realistic Expectations for SEO Outcomes

Understanding expectations from SEO efforts is vital. This involves recognizing how to forecast potential outcomes accurately when entering new markets or launching products.

Traditional keyword-based forecasting methods often underestimate potential traffic. Instead, considering broader metrics such as population size can provide a clearer picture of market opportunities.

Effective Forecasting Techniques

A common method involves estimating search volume for keywords and projecting click-through rates based on rankings; however, this often leads to conservative estimates that do not reflect true market potential.

Market Forecasting and SEO Insights

Understanding Market Size for Shoe Sales in Japan

The speaker estimates the potential market size for shoe sales in Japan, starting with a hypothetical population of 100 million people, focusing on men as the target demographic.

After considering age demographics, the potential customer base is narrowed down to 25 million by excluding older and younger individuals who are not targeted for shoe sales.

The discussion highlights that only a fraction of this group (10%) will purchase shoes online, leading to an estimated 2.5 million online buyers for whom SEO efforts should be directed.

Challenges in Bottom-Up Forecasting

The speaker critiques bottom-up forecasting methods, suggesting they often start with inaccurate keyword research volumes which can lead to flawed forecasts.

An example from working with WordPress illustrates how keyword research tools can misrepresent search volume data significantly compared to actual figures from Google Search Console.

Importance of Accurate Data Sources

Emphasizing the need for accurate data, the speaker notes that if initial numbers used in forecasts are incorrect, it compromises the entire forecast's validity.

Acknowledges that while reaching absolute truth may be impossible, top-down approaches provide better insights than mere guesses.

Limitations of Keyword Research Tools

The speaker explains that many keyword research tools rely on proprietary algorithms and estimations rather than real-time data from Google Ads due to restrictions on sharing exact search numbers.

Tools like Similarweb use browser plugins to estimate traffic but still cannot capture every user's search behavior accurately.

Practical Applications of SEO Data

While acknowledging limitations, the speaker suggests using keyword tool data for normalization and understanding user journeys rather than as definitive metrics for forecasting.

A case study during COVID demonstrates how reliance on external tools can mislead stakeholders; actual traffic data from Google Search Console proved more reliable than third-party estimates.

Future Outlook on SEO Expertise Demand

SEO Trends and Growth Advising

The Impact of Search Layout Changes on SEO

Companies must adapt their strategies due to evolving search layouts, which can significantly alter traffic patterns.

A shift in focus from rankings and traffic to the suitability of SEO practices may arise, prompting increased demand for SEO consulting services.

The speaker notes a personal increase in inbound inquiries related to SEO as businesses seek guidance during these transitions.

Skills for Aspiring Growth Advisors

Effective communication, sales techniques, and proposal writing are essential skills for those looking to become growth advisors.

While operational skills are important, they should not overshadow the need for strong sales capabilities; aspiring advisors should practice these skills while maintaining their current jobs.

Building a personal brand is crucial; one should view themselves as a product throughout their advisory journey.