In this curated discussion titled “SEO Myths and Garbage Today,” a constellation of SEO experts from #SEOChat unveils their strategies, blending experience, and insight to guide you through the digital galaxy.
Q1 Some say one SEO tool is all you need for keyword research/tracking.
But tools are biased by their design & the info they rely on.
Using one tool means you could be missing out on a lot.
A1 I use SEO tools twice in my keyword research process. I start with tool data get a general idea. Then, I pull target audience info from the SERPs, competitors & social media & make decisions based on when/where/context of keywords & check it against the tool data #SEOChat
A1: In reality, the subjective human mind should be factored into any KW research performed. That said, cross-referencing between a tool & Google’s KW Planner helps ensure you hold a perspective across both what’s searched for (all) and what’s paid for (advertisers).
A2 I absolutely do not use funnels. Not in the typical sense, anyway. Instead, I build customer paths for specific audiences and build them with context in mind. And context does matter #SEOChat
A2: Funny you posted that view of a hurricane! I like the idea of satellites. Customers are on different “orbits” around the desired (business) outcome of purchasing/signing up. KWs live on different levels of orbit. Some will stay within gravitational pull and remain forever in orbit. Others will be adequately “nudged” down to a lower level, closer to purchase. When developing quality content, it’s critical to determine which orbital level (degree of intent) that phrase/theme exists.
Filters, not Funnels. Funnels shouldn’t leak etc. 😀 Filters remove chaff/unwanted stuff, help direct flows, and cover multiple points/stages, can loop back etc. Different stages of the journey, different intents, go to different parts of the funnel.
Q3 SEOs often fall into the trap of doing things the same as their competitors. And we can’t deny that that can work for rankings.
But for how long? Do you do things the same as your competitor or try to stand out? How do you use competitor analysis? #SEOChatpic.twitter.com/lkMP4Yh6Gh
A3 I don’t find competitor analysis all that useful. I go back to the target audience and find areas competitors ignore. So, for a beauty spa client, I target a lot of local health, wellness, lifestyle, local gossip & well-being info. No competition #seochat
A3: Competitor research is like checking your pulse. It’s meaningless without context. There is always merit to “standing on the shoulders of giants.” If an established entity realizes success with XYZ effort, fair to model. That said, this is not the path to carving out a worthy niche. Great marketing focuses on a “one thing” for consumers. The more unique, helpful, and true that One Thing is, the greater your potential.
#SEOChat A3. Blindly copying boils down to luck. You are relying on them (or their SEO’s) having a clue. More often than not, you’ll be replicating without a reason – and wasting resources. Instead, observe, assess, investigate/test, then do your thing!
A4 I think we’re seeing content shift into two buckets: search vs service. Not that that doesn’t exist already, but I think we’ll see the divide between the two pretty sharply. I don’t think we’ll see too much generic stuff ranking, though. Waste of time IMHO. #seochat
You produce whatever content: a) Satisfies your Audience(s) needs/wants b) That serves Business Goals If that means some general/light stuff, so be it. But – if the content is of low value, it may be worth noindexing it.
A4. I think it’s a true balancing act between using generic copy for easy algorithm wins vs. copy that better serves the users but won’t rank as high. I think the key is to utilize generic copy for H2’s and H3’s and save the detailed copy for the paragraphs. #seochat
A4: Useful content is useful content. If clients can’t get out of their own way, this may warrant a parting of ways. Google already surfaces generic answers. More in-depth, thoughtful answers are generated (or at least polished) by humans. That’s my guiding light.
Let’s summarize the key takeaways from our exploration of SEO myths and garbage today.
1. Unveiling the Keyword Cosmos: Angie Nikoleychuk and Travis kicked off our journey by demystifying the keyword research process. It’s not just about relying on tools but also tapping into the subjective human mind. The fusion of tool data with audience insights and context creates a robust strategy. As Travis points out, tools can be linear, but digging into the SERPs and leveraging tools like @AlsoAsked adds a vital layer of topical understanding.
2. Funnels versus Filters: A paradigm shift was introduced by Angie Nikoleychuk, challenging the conventional funnel approach. Instead, she advocates for customer paths and contextual filters that direct flows across different stages and intents. Darth Autocrat resonates with this concept, emphasizing the importance of removing unwanted elements and looping back in a dynamic, filter-driven journey.
3. Competitor Analysis with a Purpose: In A3, Angie Nikoleychuk and Darth Autocrat shattered the notion of blindly copying competitors. Competitor research, they argue, is like checking your pulse—meaningless without context. Mordy Oberstein reinforces the idea that focusing on a unique, helpful “One Thing” for consumers is the path to carving out a niche. Travis warns against relying on luck and advocates for observing, assessing, and doing your thing.
4. The Evolution of Content: A4 dives into the shifting landscape of content creation. Angie Nikoleychuk emphasizes producing content that satisfies audience needs and serves business goals. Darth Autocrat introduces the concept of two content buckets: search versus service. It’s not about generic content but a balancing act between algorithm wins and user-centric detailed copy.
5. Quality Trumps All: Madeline Clark drives home the point that useful content is the ultimate trump card. In a world where Google surfaces generic answers, in-depth, thoughtful content generated or polished by humans stands out. It’s a guiding light that emphasizes quality over quantity.
As our journey through the SEO galaxy concludes, remember that the pursuit of knowledge and adaptation is an ongoing odyssey. Embrace the ever-evolving SEO landscape, debunk myths, and chart your course towards a digital future where quality, context, and user-centricity reign supreme.
Stay tuned for more illuminating discussions with #SEOChat, where experts converge, myths crumble, and new realities emerge.
Jeremy Rivera started in SEO in 2007, working at Advanced Access a hosting company for Realtors. He came up from the support department, where people kept asking "How do I rank in Google" and found in the process of answering that question an entire career. He became SEO product manager of Homes.com, went "in-house" at Raven Tools in Nashville in 2013. He then worked at several agencies like Caddis, 2 The Top Design as an SEO manager and then launched a 5 year freelance SEO career. During that time he consulted for large enterprise sites like Smile Direct Club, Dr. Axe, HCA, Logan's Roadhouse and Captain D's while also helping literally hundreds of small business owners get found in search results.
He has authored blog posts at Authority Labs, Raven Tools, Wix, Search Engine Land. He has been a speaker at many SEO conferences like Craft Content and been interviewed in numerous SEO focused podcasts.
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