The ultimate guide to SEO | Ethan Smith (Graphite)

Name: The ultimate guide to SEO | Ethan Smith (Graphite)
Uploaded: 2022-12-01T13:00:32.000Z
Duration: 3 h 2 min

Importance of SEO vs Ads

In this section, the speaker discusses the importance of investing in SEO as much as ads.

Investing in SEO

Many companies invest heavily in ads but under-resource SEO.

Having a great SEO team is important because the amount of traffic generated can be equal to that from ads.

It doesn't make sense to spend millions on ads and only a small amount on SEO.

Introduction to Podcast Guest

In this section, the podcast host introduces Ethan Smith, who is an expert in SEO and has worked with several successful companies.

About Ethan Smith

Ethan Smith is an expert in SEO and has worked with companies like Masterclass, Thumbtack, Robinhood, Medium, and Honey.

The goal of the podcast is to provide tactical advice for building and growing products.

This episode will focus on providing guidance on how to win at SEO.

Understanding SEO

In this section, the speaker talks about when to focus on SEO and what needs to be done right to win at it.

Winning at SEO

Understanding when to focus on SEO is important. It's not always necessary or beneficial for every company.

To win at SEO, there are several things that need to be done right such as keyword research, content creation, link building, technical optimization etc.

Hiring the right people for your team is also crucial for success.

Sponsorship by Coda

In this section, the podcast host talks about Coda which is an all-in-one doc that combines documents spreadsheets and apps in one place.

About Coda

Coda is an all-in-one doc that combines documents, spreadsheets, and apps in one place.

It's a useful tool for organizing newsletters, content calendars, research, and writing.

Coda has templates and guides in the coded doc gallery which can be used by anyone.

Sponsorship by Mixpanel

In this section, the podcast host talks about Mixpanel which offers powerful self-serve product analytics.

About Mixpanel

Mixpanel offers powerful self-serve product analytics that everyone can trust.

It provides deep insights at the speed of thought at a fair price that scales as you grow.

Mixpanel builds powerful and intuitive product analytics that everyone can use and afford.

Introduction to Guest's Expertise

In this section, the podcast host introduces Ethan Smith as an expert in SEO and CEO of Graphite.

About Ethan Smith

Ethan Smith is the CEO of Graphite which is one of the top growth agencies in the world.

Graphite is especially good at SEO which many people consider to be a huge dark art.

The episode will focus on discussing tactics and strategies around winning at SEO.

How to Get People to Come: Learning SEO

In this section, the speaker talks about how he got into SEO and why it's important to fit SEO into a broader product context.

Getting Started with SEO

The speaker hired an SEO consultant, Leo Heriano from shopping.com eBay, who gave some playbooks.

The speaker did a bunch of testing over three years and came up with the programmatic SEO search page type of strategy.

Since then, the speaker went into growth and product broadly and specialized in SEO when Whirlpool bought his previous company.

Graphite: Building an Agency

After leaving his last company, the speaker started consulting as a solo practitioner but ended up doing it full-time after getting more inbound interest from companies like Master Class and Honey.

The projects went well, so he decided to start an agency called Graphite that focuses on building ethical content strategies inspired by early work done with Master Class around editorial SEO.

Graphite distinguishes itself by being able to get things done and build stuff.

Biggest Myths About SEO

In this section, the speaker talks about two common myths surrounding technical audits and editorial vs. technical SEO.

Technical Audits

Technical audits are misunderstood because they only provide a list of bugs to fix instead of helping companies grow. A better approach is having a strategy around technical components while also having a general SEO strategy for growth.

Editorial vs. Technical SEO

Some companies can benefit from programmatic SEO related to internal link architecture and fixing bugs. However, growing requires programmatic and editorial SEO focused on articles and content.

Companies tend to over-index on technical aspects while not focusing enough on editorial aspects.

When to Focus on SEO as a Company

In this section, the speaker discusses when it makes sense to focus on SEO as a growth channel and timing around when to invest in SEO.

Attributes of a Product or Company that Indicate SEO Potential

Two key attributes that indicate whether SEO could be a growth driver are:

The addressable market is large.

The company has existing authority or traction.

Starting from zero with no traction makes it too soon for Google to rank the site.

To assess authority, look at non-SEO traffic, which is an authority signal.

Use SimilarWeb to check total traffic and aim for at least 1,000 visits per day for non-SEO traffic.

Check the number of referring domains using Ahrefs or SEMrush and aim for at least 1,000 referring domains.

Assessing Addressable Market

Most sites have a large addressable market if they target the right persona.

Consider product offering, use cases, persona size, and external benchmarks (e.g., other shopping sites' traffic).

Look at products competitors and audience competitors (companies ranking for similar keywords).

How to Create Content That Ranks Well in Search Engines

In this section, the speaker discusses how to create content that ranks well in search engines.

Targeting Keywords

Identify keywords with high search volume and low competition using tools like Ahrefs or SEMrush.

Create content targeting those keywords by answering user intent behind them.

Creating High-Quality Content

High-quality content should be comprehensive and answer user intent behind targeted keywords.

Use subheadings, bullet points, and images to make content easy to read and understand.

Use internal linking to help search engines understand the site's structure and hierarchy.

Building Backlinks

Backlinks are a key ranking factor for search engines.

Build backlinks by creating high-quality content that others want to link to or by reaching out to other sites for guest posting opportunities.

Common SEO Mistakes

In this section, the speaker discusses common SEO mistakes.

Keyword Stuffing

Keyword stuffing is the practice of overusing keywords in content with the aim of manipulating search engine rankings.

This can result in penalties from search engines and lower rankings.

Duplicate Content

Duplicate content refers to identical or very similar content on multiple pages or domains.

This can confuse search engines and result in lower rankings.

Ignoring User Experience

User experience is an important ranking factor for search engines.

Sites that are difficult to navigate or have slow load times may rank lower than those with good user experience.

Understanding the Addressable Market

In this section, the speaker discusses how to determine the size of the addressable market and when it makes sense to invest in SEO.

Determining the Size of the Addressable Market

The size of the addressable market is an important factor to consider when investing in SEO.

Non-SEO traffic signals credibility and authority, which can improve search engine rankings.

Referring domains and shares are also important indicators of authority.

To determine if a market is big enough for SEO, look at competitors' total traffic and estimate conversion rates.

When to Invest in SEO

If a website has over 1,000 organic visits per day from search, it may be a good time to invest in SEO.

Direct, paid, email, and social traffic are examples of non-search traffic that can signal credibility to Google.

People usually don't focus on links or non-seo traffic specifically for SEO. They do it because they want to grow their company.

Factors Affecting Product Usefulness for SEO

In this section, the speaker discusses factors that affect whether a product will be useful for SEO.

Product Features That Can Help with SEO

No bullet points with timestamps available.

Other Factors Affecting Usefulness for SEO

The type of product can affect its usefulness for SEO. Products that generate content automatically may be more useful than others.

Types of SEO

In this section, the speaker discusses the three main types of SEO: programmatic, editorial, and technical.

Programmatic SEO

Pages that are automatically generated from a database of information.

Examples include eBay product pages and Zillow home pages.

Usually category pages and item pages.

Editorial SEO

Content created by a person such as an article or guide.

Driving more traffic than programmatic SEO.

Examples include Masterclass and BetterUp.

Technical SEO

The infrastructure of a website such as internal link architecture, tags, redirects, and page speed.

Applies to all types of websites.

Choosing the Best Type of SEO for Your Company

In this section, the speaker discusses which type of SEO is best for a company based on their category.

Editorial SEO is usually the best option but it depends on the category.

For companies with ugc like Glassdoor or sites like Zillow or eBay that generate pages programmatically, programmatic SEO may be more appropriate.

Every company has an opportunity for editorial SEO while programmatic SEO is sometimes an opportunity.

Examples of Companies with Good Editorial SEO

In this section, the speaker provides examples of companies with good editorial SEO.

Masterclass builds content related to their classes while BetterUp creates content around career coaching.

NerdWallet has guides around credit cards and financial information while HubSpot has content around productivity.

Dot Dash is a conglomerate of many different publishers.

When to Invest in SEO

In this section, the speaker discusses when it makes sense for a startup to invest in SEO and how to prioritize SEO compared to other marketing channels.

Factors to Consider for Investing in SEO

The relative priority of SEO versus other marketing channels should be considered.

The cost and opportunity of investing in SEO should be compared with other channels.

If paid social is working well, it may not be worth investing in SEO just yet.

Key Activities for Successful Startup SEO

In this section, the speaker outlines the key activities that startups need to focus on to succeed at SEO.

Workflow for High-Impact Startup SEO Strategy

Define the addressable market and identify keywords and topics.

Determine the page type needed based on benchmarking and keyword research.

Figure out product requirements for each page type.

Develop a content strategy specific to each page type.

Establish infrastructure through links to help Google find pages.

Identifying Page Types

To determine what kind of pages a startup should create, they can take a few keywords they want to rank for, put them into Google, and look for themes of the page types that appear.

For example, if all results are articles with a recipe when searching "how to poach an egg," then creating an article with a recipe would likely be necessary.

Determining Content Strategy

To determine what content needs to go on each page, startups should look at correlations between URLs or page types that are ranking for their target keywords.

For example, if category pages and listicle pages are ranking highly for "best cameras," then a startup would need to create one of those page types to rank for that keyword.

Reverse Engineering Google's Algorithm

In this section, the speaker discusses how to reverse engineer Google's algorithm and create pages that are useful to users.

Understanding Google's Algorithm

The goal is not to copy what others are doing but rather to take inspiration and make a great page.

Look at what Google finds valuable and see what makes sense. Think about what else would make it even more valuable for users.

Focus on creating pages that are useful to humans, not just optimizing for search engines.

Engagement Signals

Engagement signals include click-through rate (CTR), bounce rate, and time spent on the page.

Users want to be able to find and contact businesses easily, so including maps and phone numbers can be helpful.

Higher engagement leads to higher rankings in search results.

Generating Pages

The number of pages needed depends on the type of page being created. Typically, it is less than a million unless you're eBay or Zillow.

For product pages or item pages, index all of them that meet a certain threshold of quality. For category pages, find all categories that go after keywords where the category pages are ranking well on your site. Avoid having a page for every single keyword variation as this no longer works well with Google's algorithm guidance.

Category Pages and Topics

In this section, the speaker discusses how to create category pages and articles or listicles. They also introduce the idea of topics versus keywords.

Creating Category Pages

To create a category page, you need to group keywords at the topic level and launch just those.

For an article or listicle, build out an articular listicle page type.

Writers can write articles and publish them through contentful or webflow or some sort of CMS.

Topics vs Keywords

Google wants to find a page that covers many different keywords, so it's important to target topics rather than individual keywords.

The search volume for what we're targeting is not just for one keyword but for 2000 different variations of that keyword.

A given page can typically rank for about 200 to 2000 different keywords.

It's much better to think in terms of topics rather than keywords because it helps avoid making bad prioritization decisions.

Examples of Topics

Example with Master Class Butter Lettuce

The keyword ranks for about 400 different keywords with themes like health benefits and other kinds of lettuce and recipes.

If we only define what butter lettuce is without talking about health benefits, then there will be gaps in our content score which will affect our ranking on Google.

Other companies had these gaps which led them not to rank as well as Master Class early on.

Example with Better Up Five Year Plan Article

The article "Five Year Plan" covers multiple topics such as career planning, goal setting, personal development, etc.

Clustering Keywords for Better Engagement

In this section, the speaker discusses how to cluster keywords and create pages based on search volume and engagement.

Clustering Keywords

Use tools like Ahrefs or SEMrush to get all the pages and keywords of competitors.

Cluster keywords based on whether they are essentially a single concept or topic.

If there is no overlap in results for two different keywords, then they should have separate pages.

Prioritizing Topics

Sort topics by search volume or traffic volume.

Look at topical authority to see how competitive you can be.

Consider conversion intent when prioritizing topics.

Tools for SEO Strategy

In this section, the speaker discusses some of the most useful tools for creating an SEO strategy.

Recommended Tools

Google Search Console: Provides real traffic information, serp tracking, and keyword ranking information. It's free and available to anyone with a website.

Clearscope: Helps identify gaps in content by analyzing subtopics and comprehensive content.

Keyword Research Tool: There are many options such as SEMrush or Ahrefs that help identify high-volume keywords.

Internal Tools: Used to power some of the strategies where there isn't already a tool available.

Screaming Frog

Screaming Frog is a crawling application used to audit your site for error codes, redirect loops, internal link coverage etc.

It's not necessary but it can be useful in building an SEO strategy.

SEO Timelines and Leading Indicators

In this section, the speaker discusses how long it takes to see results from SEO efforts and what factors influence the timeline. They also talk about leading indicators that can help determine if an SEO strategy is working.

Timeline for Seeing Results

The timeline for seeing results from SEO efforts depends on the authority of the website and existing SEO traction.

For a new website, it could take up to a year to see any impact.

Generally, it takes around 6 to 9 months to see results, but it could be faster for websites with more authority and traction.

It takes around 3 months to build page types, do analysis, come up with a strategy, build everything, launch it, and write 20 articles.

After launching, it takes another 3 to 6 months to start seeing rankings and growth.

Google tests pages on less popular keywords when a website has less authority.

With better engagement on these keywords, a website can rank higher for more competitive keywords within that topic.

Leading Indicators

A leading indicator is ranking at least number 20 for anything.

Even with a small number of pages, there are signs of progress early on. For example:

Launching something and ranking number 15 in the first week

Going from number 15 to number 12 to number eight

Starting to get impressions for keywords

Moving up in rankings from number eight to number five

Getting more clicks after moving up in rankings

It's common for the first try or several tries in SEO not be implemented correctly. Therefore one should wait until they see leading indicators before scaling their efforts.

Lemon.io Sponsorship

In this section, the speaker introduces Lemon.io as a sponsor and explains how they can help companies find skilled senior developers quickly.

Lemon.io matches companies with vetted, results-oriented senior developers.

They can help companies grow by providing them with the engineers they need to move quickly.

Hiring a Developer for SEO

In this section, the speaker talks about hiring developers or tech teams for SEO and provides recommendations on how to hire them.

Hiring for SEO

The speaker recommends finding someone who is an "SEO God" with experience in programmatic SEO.

It depends on the strategy, stage of the company, opportunity, and budget. Programmatic SEO is more specialized and requires technical ability. Editorial SEO has a larger pool of people who can do it.

Programmatic SEO requires clustering keywords at the category level and dealing with user-generated content (UGC). It's hard to find people who are great at programmatic SEO. The speaker is biased towards in-house hiring.

Companies often under-resource SEO and over-resource ads. Depending on the opportunity and complexity of the strategy, it may be worth investing in a really great SEO team.

Hiring for Programmatic vs Editorial SEO

Programmatic SEO is harder to find people who are great at it due to its many nuances around indexation logic.

Editorial SEO has a much larger set of people who can do it than programmatic seo.

Finding a Programmatic SEO Person

Look for sites that have had really good growth in percentage of traffic from organic search (80% or higher), even if they aren't well-known brands. These companies have had a harder route to go through and there are fewer people recruiting them.

Overall, when hiring developers or tech teams for SEO, consider the strategy, stage of the company, opportunity, and budget. Programmatic SEO requires technical ability and is harder to find people who are great at it. Editorial SEO has a larger pool of people who can do it. When looking for a programmatic SEO person, look for sites that have had really good growth in percentage of traffic from organic search, even if they aren't well-known brands.

Programmatic SEO

In this section, the speaker talks about programmatic SEO and how most of their time is spent looking at other companies that are performing well to understand what's working. They also discuss how they recreate successful pages and come up with product requirements.

Analyzing Other Sites

The speaker spends a lot of time auditing other companies' sites that are performing well.

They use tools like Ahrefs or LCM Rush to get all the URLs and keywords of these sites.

The speaker spends a lot of time on programmatic on the category page side going through lots of keywords and then manually clustering them.

Recreating Successful Pages

The speaker spends more time assessing other people's sites than testing because analyzing other people's sites helps them come up with valuable hypotheses.

They spend a lot of time coming up with ideas for successful pages and working with engineers to build them.

Testing SEO

Testing should be done after launching things, usually around month six or later.

Split testing is usually the best route, but sequential tests can also be useful in some cases.

Bucketing is an important part of testing, and it can be done without using any specific tool.

Conclusion

In this section, the speakers wrap up their discussion on SEO by emphasizing the importance of understanding user intent and providing value to users.

Understanding User Intent

Understanding user intent is crucial for creating content that provides value to users.

The speaker emphasizes the importance of creating content that is relevant to users' needs and interests.

Providing Value to Users

Providing value to users should be the main focus of any SEO strategy.

The speaker suggests using data analysis to understand what's working and what's not, and then making changes accordingly.

Hiring an Editorial SEO Strategist

In this section, the speaker discusses the importance of hiring an editorial SEO strategist and how to go about it.

Hiring an Editorial SEO Strategist

The right approach is to write useful content and information.

Selecting which topics to write about is important based on search volume by topic, topical authority, competition within that set of topics, and conversion intent.

Prioritize a list of topics then create an outline with subtopics before giving it to a writer.

Workflow: SEO manager does topics and outlines; writer writes; content manager publishes; SEO manager analyzes results.

An editorial SEO strategist needs workflow and tools more than deep expertise in SEO.

Operationally Structuring Editorial Strategy

10 to 25 articles per month depending on addressable market size, number of topics in the market, how long you want to take to go out to them, how many you want to go after.

SEO Strategy

In this section, the speaker discusses how to approach SEO strategy and what factors to consider when deciding on the number of articles to write.

Leading Indicators for SEO Success

Use leading indicators such as keyword rankings and article performance over a period of time (e.g. 3 months) to determine if your SEO strategy is working.

Once you have identified successful indicators, you can scale up your content creation efforts based on ROI and budget constraints.

Minimum Team Size for Content Creation

The minimum team size for effective content creation is one SEO person and one writer.

An SEO person should focus on strategy while a writer should focus on creating quality content.

Types of Pages for Programmatic and Editorial Content

The main types of pages for programmatic content are category pages (grid or list of items) and item pages (single item).

UGC pages such as question-and-answer forums are also important page types.

For editorial content, the main page type is a page with written content such as an article or guide. Other types include product marketing pages, homepages, and support pages.

Choosing Page Types Based on Impact and Scope

To decide which page types to prioritize, look at Google's valuation of each type within your market segment based on impact and scope.

Scaling Up Content Creation Efforts

To win a topic like "butter lettuce," identify all relevant keywords that overlap with top-ranking results in search engines.

Create multiple variations of the same topic by targeting different keywords that overlap with top-ranking results.

Creating Spin-Out Sub-Articles

In this section, the speaker suggests creating spin-out sub-articles by looking at the keywords that you're ranking for and breaking out sections of health benefits into separate articles.

How to Create Spin-Out Sub-Articles

Look at the keywords you're ranking for

Identify themes where you covered a topic but not ranking as well as desired

Break out that section of health benefit into a separate article

Conflicting Advice on SEO

The speaker discusses how there is conflicting advice on SEO and provides advice on how to learn and improve your SEO skills.

Advice for Learning SEO

Base your learning on data analysis of your site and competing sites

Generate hypotheses based on data analysis

Test and validate those hypotheses

Focus on analyzing other sites and your own site to find what works

Contact people who run SEO at companies to ask questions

Overcoming Blocks in Implementing Strategies

The speaker talks about how most of what is recommended in SEO consulting never gets launched due to lack of resources.

How to Overcome Blocks in Implementing Strategies

Most recommendations never get launched due to lack of resources

Interview people from other SEO agencies or recruiting SEO at other companies

Common problem is not getting enough resources

Importance of SEO Org Design and Prioritization

In this section, the speaker discusses the importance of SEO org design and prioritization in ensuring that SEO gets the necessary resources to be successful.

Key Points:

SEO is often not prioritized because it competes with other product priorities.

Having a well-designed org structure and executive buy-in can help prioritize SEO.

The mysterious nature of SEO makes it difficult to describe its value, leading to deprioritization.

The amount of work required for effective SEO at scale can also make it challenging to prioritize.

Becoming an Authority on a Topic as Core SEO Strategy

In this section, the speaker explains why becoming an authority on a topic is critical for effective SEO strategy.

Key Points:

Authority is a complex concept that involves multiple inputs beyond just links.

Topical authority is more important than overall domain authority.

Google looks for sites with disproportionate authority on specific themes or topics.

Inputs for determining topical authority include anchor text, shares, social activities, and branded search.

Topical Authority and Adjacent Topics

In this section, the speaker discusses how topical authority and adjacent topics can help a website rank higher in search results.

Topical Authority Example: Jello Shots

The speaker gives an example of a blog post that ranked well for jello shot recipes.

The entire domain benefited from the topical authority of jello shots and related topics.

Pages that were semantically related to jello shots also ranked well.

Focusing on adjacent topics can help a website rank even if competitors have more domain authority.

Adjacent Topics Example: Gordon Ramsay

The speaker gives an example of MasterClass, which had authority for instructors like Gordon Ramsay but not for food in general.

By focusing on adjacent topics related to Gordon Ramsay, such as beef wellington or poaching eggs, they were able to rank higher in search results.

Disproportionate knowledge or expertise in a specific topic can lead to high topical authority for that topic.

Topics vs Keywords

A topic is a broad description of a thing or idea, while keywords are specific terms used to describe it.

Finding groups of keywords where the same results show up repeatedly creates clusters that represent topics.

Ingredient Graphs and Adjacent Topics

An ingredient graph shows how different ingredients are related to each other within a broader category (e.g., food).

Focusing on adjacent topics means looking at what other ingredients or categories are related to your primary topic.

Expert Curated Taxonomies vs Algorithmic Dynamics

There are expert curated taxonomies available, but Google mostly relies on algorithmic dynamics to generate graphs based on co-occurrences and search refinements.

These graphs are constantly changing, so it's important to stay up-to-date on the latest trends and topics.

Search Engine on the Record

In this section, Gary Iles and John Mueller discuss how Google crawls the web to look for co-occurrences and search refinements that feed into how relationships are understood. They also talk about internal links and their importance in growing SEO.

Importance of Internal Links

Internal links are an underappreciated lever for growing SEO.

Pages with more internal links get more traffic, while fewer links result in less traffic.

Adding more internal links to product pages with no links resulted in a 300% increase in traffic.

Google crawls the web through links, so having enough internal links is crucial for Google to find all your pages.

Challenges with Internal Link Algorithms

Internal link algorithms are typically either facet-based, recommendation-based or popular-based.

Facet-based algorithms create silos where some pages don't have enough links to other related pages.

Recommendation-based algorithms skew towards a subset of popular pages, leaving many others without enough internal links.

Most sites have a power curve where only 5% of pages get 95% of the internal links.

Takeaways

Having enough internal links is crucial for Google to find all your pages and give them credit.

Use tools like Screaming Frog to scrape your site and check if each page has at least five or ideally ten unique internal paths leading to it.

Optimizing Link Structure for SEO

In this section, the speaker discusses how Google enters a website and the importance of having a flat link structure with as few levels as possible. The speaker also talks about building an internal link algorithm and API to optimize link spread.

Importance of Flat Link Structure

Google enters a site frequently through popular pages with lots of links.

It's important to have a flat link structure with as few levels as possible from crawl points.

Fixing poor link spread can result in significant opportunities for optimization.

Building an Internal Link Algorithm

The speaker worked on Thumbtack's internal link algorithm and built one for a shopping site in 2007.

They built an API that can power this on any site and have seen good lift from it.

Fixing poor link spread can result in significant opportunities for optimization.

Placing Links for Optimal SEO Results

In this section, the speaker discusses where to place links on a webpage for optimal SEO results.

Placement of Links

Navigation links in the footer don't count as much as body links.

Body links count more, so it's best to place them at the bottom of an article or category page above the footer.

Fulfillment in Working in SEO

In this section, the speaker talks about their experience working in SEO and how fulfilling it can be despite initial setbacks.

Fulfillment in Working in SEO

Initially, the speaker found it demotivating to try things that didn't work.

However, getting wins and seeing significant traffic from their work is very fulfilling.

The speaker also enjoys doing unconventional things and breaking rules.

Using GPT-3 for SEO

In this section, the speaker discusses using GPT-3 to generate pages for SEO and their thoughts on its effectiveness.

Using GPT-3 for SEO

The content generated by GPT-3 should be good and useful.

The speaker mostly doesn't recommend using GPT-3 for SEO but acknowledges there may be exceptions.

The Importance of Underlying Wisdom in AI-Generated Content

In this section, the speaker discusses the importance of underlying wisdom in AI-generated content. They provide an example of how GPT-3 generated a false claim about a soap being oxide-free and explain that most AI-generated content is just sentences similar to other sentences that have been written.

The Problem with AI-Generated Content

GPT-3 can generate sentences that are indistinguishable from human-written ones, but often lack underlying wisdom.

Most AI-generated content is factually accurate but lacks underlying wisdom, making it potentially dangerous if used for decision-making.

Writing articles on topics like cancer treatments without underlying wisdom can be particularly problematic.

Structured Data as a Solution

Structured data can help generate factual and useful content based on actual information or knowledge.

Extracting structure from clinical trial information is an example of using structured data to generate useful content.

Using AI in Content Creation

AI can be used to extract structure, decide which topic to write about, find subtopic themes, and determine topical authority.

A human writer can then use this information to create a piece of content with underlying wisdom.

SEO Opportunities: Assessing Market Size and Competitiveness

In this section, the speaker provides advice on exploring SEO opportunities by assessing market size and competitiveness.

Assessing Market Size

To assess market size, find product competitors and audience competitors and evaluate their traffic levels.

Evaluating Competitiveness

To evaluate competitiveness, consider factors such as total authority, referring domains, and traction.

Compare SEO with other alternative focuses and determine the scope of investment.

Conclusion and Gratitude

In this section, the speaker expresses gratitude for the opportunity to speak and provides information on where to find them online.

Final Thoughts

The speaker expresses appreciation for the value provided in the episode.

The importance of underlying wisdom in AI-generated content is emphasized again.

Contact Information

The speaker provides information on where to find them online.

The Importance of Sharing Information

In this section, the speaker talks about the importance of sharing information and how it can help people who are starting in growth.

Sharing Information is Meaningful

The speaker emphasizes the importance of sharing information with others.

He mentions that when he was starting in growth, he had no guidance or information other than a consult that pointed him in the right direction.

He expresses gratitude for operators who share their experiences and knowledge with others through podcasts and other means.

The speaker notes that getting access to this information is meaningful and helpful for those who are just starting out.

Conclusion

In this section, we learned about the importance of sharing information. The speaker emphasized how valuable it is to have access to knowledge and experience from others in your field. By doing so, you can avoid making mistakes and get on the right track faster.