SEO is constantly evolving, but one thing remains constant: Google's goal is to provide the best results for users. While the signals (CTR, time on page, etc.) may change, Google's focus on quality does not. By creating the best content, you'll succeed regardless of changing rules.

David and Ana discuss:

How do you optimize for Google to provide the best results to users?

How does Google measure quality?

How do you create the best content?

What type of content works best nowadays?

How do you know that you’ve created the best content?

What do you track to ensure that you’re consistently measuring the best content?

How do you build content creation into an SEO strategy?

Hoow do you measure success?

David and Azahara discuss the importance of using AI to gain deeper insights into user intent and refine your keyword strategy.

Talking points include:

How do you use AI to gain deeper insights into user intent?

How do you ensure that you’re targeting the right users?

How does this lead on to refining your keyword strategy?

How do you make sure that keywords aren’t missed?

What do you mean by a cohesive approach?

What AI tools do you use?

How do you continue to refine your approach?

What are the advantages of this versus a more traditional approach?

What are your thoughts on how your approach will continue to evolve in the future?

David and Andy discuss why you shouldn't let your technical SEO slip after the Helpful Content Update.

Talking points include:

Google launched the Helpful Content Update in mid-2022. What was that about, and has anything changed since then?

How has the helpful content changed SEO?

Why do you say that you shouldn't let your technical SEO slip after the Helpful Content Update?

What are the key aspects of technical SEO that yo9u shouldn’t let slip?

Is this the same for every industry?

How do you track technical SEO success?

David and Carlos discuss why it's crucial to diversify your content strategy in the age of AI.

Talking points include:

How would you summarise the way that AI is transforming content marketing?

Why diversify your content strategy with video?

Why did you mention TikTok first?

What does a good TikTok SEO strategy look like?

Why does this fit into the customer journey?

What other video platforms do you recommend?

How do you measure the impact of a video SEO strategy?

How do you think that this will continue to evolve over the coming year?

David and Kalin discuss the importance of accepting that you don't always know what is going on.

Talking points include:

What do you mean by that?

What precisely do you have to accept you don't know what is going on?

Why does this matter?

How does this impact the way that you actively do SEO?

How does this impact the software that you work with?

How does this impact your strategy?

How does this impact the way that you manage a team?

To turn your tip around, what should you know that is going on?

David and Tamara discuss the importance of ensuring that your link-building strategies align with user needs rather than algorithms.

Talking points include:

How do you align your link-building strategies with user needs?

What kind of user needs are you referring to?

You talk about evading spam risks during core updates - what spam risks are you talking about and can you give me an example of a core update that has made it more likely for a site to be flagged as a spammer?

Should you just target your link building strategies at driving traffic now?

What mistakes do you tend to see with link building strategies?

What link building strategies tend to work best now?

What metrics track user-focused link-building success for SEO?

How is link building changing in the world of AI?

David and Rejoice discuss why you should expand your content ideation and keyword research beyond Google.

Talking points include:

What do you mean by Social Media SEO?

How do people begin their searches on social media?

How do you track this?

How can you determine the most appropriate content ideas to be targeting?

How do you optimise for social media?

Where does this fit into the customer journey?

Do you find that people use Google search as well, further down the buyer journey?

Can you determine keyword volumes?

How can you forecast likely results based on what you intend to target?

David and Naomi discuss the importance of using your internal data to find exactly what your customers want.

Talking points include:

What internal data should you be utilising?

What are examples of wishes that you’ve discovered that customers are looking for?

What sort of experience are you talking about when you’re saying that this is what you should use to address this?

What systems and tools do you use to make this procedure more effective?

What measurable impact does this have on SEO?

Competitors - how do you know that their content is hitting it out of the park?

David and Lucia discuss the importance of breaking the built-in failure cycle and running campaigns that delight your client.

Talking points include:

What is the built-in failure cycle?

What causes it?

What can you do to stop it and change it?

What are examples of campaigns that delight a client?

How do you make this more likely to happen in the future?

How do you replicate this or automate this?

David and Dan discuss why Time to Result - is key when planning page content.

Talking points include:

What do you specifically mean by TTR - it sounds like Largest Contentful Paint!

What are the key ways to ensure that the user’s key initial focus is on the content that is likely to satisfy their query?

What are some of the mistakes that websites make to distract users from what they’re looking for?

How can SEOs help to avoid this?

How can you measure the impact of this from an SEO perspective?

How does this impact best practice for mobile design?

How will user satisfaction continue to impact SEO success in the future?