In this conversation, Dr. Kate Dee and Joe Amaral discuss the topics of SEO and SEM, specifically focusing on Google and its algorithms. They explain the difference between organic search and paid search, as well as how Google determines authority and ranks websites. They also discuss the challenges of AI-generated content and the constant changes in Google's algorithm. Joe Amaral highlights the benefits and drawbacks of using paid ads, including the potential for deceptive practices. They also touch on the topic of SEO sabotage, where competitors use toxic backlinks to negatively impact a website's search rankings.

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Takeaways

• Google's search engine results page (SERP) displays both organic search results and paid ads, which can be identified by the 'sponsored' label.

• Organic search results are determined by Google's complex algorithm, which considers factors like authority and relevance.

• Paid ads can be a useful tool for businesses to gain exposure and reach their target audience, but they can also be used in deceptive ways.

• Google's algorithm is constantly evolving, and it can be challenging to keep up with the changes and ensure high search rankings.

• SEO sabotage is a malicious tactic where competitors use toxic backlinks to negatively impact a website's search rankings.

• It is important for consumers to be discerning when evaluating search results and to do their homework before choosing a service provider in the aesthetics industry.

Chapters

00:00 Introduction and Background

07:02 The Importance of Organic Search for Consumers

14:22 The Benefits and Drawbacks of Paid Ads

29:32 SEO Sabotage

37:27 The Role of Education