Google Celebrates 27th Year Anniversary: 🥳 The Evolution of SEO and Marketing with Favour Obasi-Ike|Get exclusive SEO newsletters in your inbox.

This podcast episode covers the evolution of Search Engine Optimization (SEO), primarily centered around Google's 27th anniversary today. Favour emphasizes the importance of Google in the digital ecosystem, contrasting it with other search methods like Bing and AI platforms such as ChatGPT.

Key topics include the history of Google, from its original name "BackRub" to its current focus on AI integration and features like AI Overviews, and the foundational role of backlinks and semantic search in ranking. Furthermore, the discussion transitions into advice for businesses on using podcasting and maintaining a well-organized Content Management System (CMS) by creating numerous, contextually relevant pages to achieve better visibility and capture diverse audience segments in the evolving search landscape.

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Quiz Answer Key from this Episode

1. Google's original name was "Backrub." This initial search algorithm, created in 1996, functioned by analyzing backlink data to determine the importance and relevance of web pages.

2. The name "Google" originated from a misspelling of "Googol." A Googol (G-O-O-G-O-L) is a mathematical term for the number one followed by 100 zeros, which represented the founders' mission to organize a seemingly infinite amount of information on the web.

3. The modern "Backrub" concept is likened to a reciprocal relationship where platforms "back each other up." For example, a link from a LinkedIn profile back to a personal website, and a link from that website back to LinkedIn, creates a "back rub" where the two entities reinforce each other's authority through backlinks.

4. Embedding a YouTube video on your website creates a "double count" of watch time. A viewer contributes to the "page session time" on your website (first-party data) while simultaneously increasing the "watch time" on your YouTube video, benefiting both platforms.

5. The two primary organic methods are: 1) Creating multiple, semantically connected pages on your own website that thoroughly cover a topic. 2) Getting featured on multiple pages across different websites that link back to your site.

6. The PSPS framework stands for Product, Service, Problem, Solution. A business defines its product and service, then identifies the customer's problem (often expressed as questions) and provides the solution through its content and offerings, targeting both pre-purchase and post-purchase stages.

7. Connecting a website to Google Search Console is like registering a car. This action officially registers your website "property" with Google, activating its visibility across the worldwide web and all of Google's global data centers, allowing it to be found by searchers.

8. In 2013, the major shift was the introduction of the Hummingbird algorithm. This update moved Google toward semantic search and the use of Knowledge Graphs to better understand the context and intent behind user queries, rather than just matching keywords.

9. A business can create a series of dedicated pages that each tackle a specific, related aspect of "cookies." For example, pages could be created for "types of cookies," "dark-chocolate-cookies-vs-red-velvet-cookies," and "how-to-make-homemade-cookies," creating a dense, interconnected library of content that signals expertise on the topic to search engines.

10. "Search everywhere optimization" describes the modern reality where being visible on Google allows a brand to show up on other platforms as well. Because platforms like Reddit, Pinterest, and LinkedIn have high authority on Google, optimizing your presence on those sites contributes to your overall search visibility.

Glossary of Key Terms in this Podcast Episode

Alphabet

The parent company of Google.

Backlink

A link from one website to another. The more backlinks a business gets, the more authority it is perceived to have by search engines. It's described as a "back rub" or one site "linking back to you."

BackRub

The original name for Google's search algorithm, created in 1996. It analyzed backlink data. The term is also used as a metaphor for the reciprocal nature of backlinking.

BERT

An AI-related technology integrated into Google's search algorithm to better understand the nuances and context of language in search queries.

Content Management System (CMS)

The platform used to build and manage a website's content, such as Wix, Shopify, WordPress, or Squarespace. Your website itself is considered a content management system.

Domain Authority

A measure of a website's relevance and trustworthiness. Sites like Google and Facebook have high domain authority (in the '90s) because users spend vast amounts of time on them.

First-Party Data

Data that you own and collect directly from your audience. An example is the page session time of a visitor on your website.

Googol

The mathematical term for the number one followed by 100 zeros. The name "Google" was derived from a misspelling of this word.

Google Search Console

A free platform from Google that allows website owners to monitor their site's performance in search results. Connecting a site to it is described as "registering your car" for the worldwide web.

Hummingbird Algorithm

A major Google algorithm update in 2013 that marked a significant shift toward semantic search and the use of Knowledge Graphs to understand user intent.

Knowledge Graph

A system Google uses to understand facts about people, places, and things and the relationships between them. It was a key part of the move toward semantic search.

PSPS Framework

A business strategy model standing for Product, Service, Problem, Solution. It involves defining your offerings, identifying customer problems, and creating solutions for them.

Page Session Time

The amount of time a user spends on a single page of a website. High page session time signals to search engines that the content is valuable.

RankBrain

An AI and machine learning component of Google's algorithm that helps process search results, particularly for never-before-seen queries.

Second-Party Data Platform

A platform that you use but do not own, such as Instagram, YouTube, or Spotify. While you can control your account, you do not own the platform or the intellectual property on it.

Search Engine Results Page (SERP)

The page displayed by a search engine in response to a query from a user.

Semantic Search

A search process that aims to understand the user's intent and the contextual meaning of terms, rather than just matching keywords. Google began focusing on this with the Hummingbird update.

Uniform Resource Locator (URL)

The address of a web page. It is described as a "uniform database of information that can be found by search," where the file name contains the location of the resource.

Web.archive.org (The Wayback Machine)

An internet archive that allows users to see how websites looked at various points in the past. It provides historical "screenshots" of websites.

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Technical SEO Study with Favour Obasi-Ike: Website Speed / Content Delivery Network (CDN) / Content Management System (CMS) = Why Is My Website Slow?| Get exclusive SEO newsletters in your inbox.

Technical SEO is a major common issue for websites causing them to start loading slowly. We discuss that slow speeds are often caused by poor hosting platforms lacking sufficient bandwidth and uncompressed media, particularly images and videos.

Crucially, we emphasize the importance of acquiring and maintaining intellectual property ownership, including the domain and C panel (Control Panel) access, to prevent developers from holding site information hostage.

Additionally, the conversation highlights technical aspects like utilizing a Content Delivery Network (CDN), compressing files using tools like compressor.io, and employing proper image file types and alt text for improved search engine optimization.

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Answer Key

1. What is "Technical SEO"? Technical SEO, or "technical search engine (everywhere) optimization," refers to the technical methods used to ensure a brand or business shows up on web servers and desired websites, typically in the form of a link. It involves optimizing the underlying infrastructure of a website to improve its visibility and performance in search results.

2. Identify and explain the two primary factors discussed that cause a website to load slowly. The two primary factors are the hosting platform and the presence of numerous uncompressed images. A poor hosting platform may have insufficient bandwidth or be an overloaded shared server, while large, uncompressed image files significantly increase the amount of data a user must download, slowing the entire loading process.

3. What is a "high bounce rate," and how does it relate to a website's performance? A high bounce rate occurs when a visitor comes to a website and leaves quickly without interacting further. This is often caused by slow loading times, as users lack the patience to wait for content; another website might provide the same information three seconds faster, which is enough to make a user leave.

4. Define what a Content Delivery Network (CDN) is and name the two types of servers that comprise its network. A CDN, or Content Delivery Network, is a system that stands between a website's hosting (the origin) and the end-user. It caches and compresses website files, like images, across multiple geographic locations to deliver them to users more quickly. The two types of servers within a CDN are the origin server, where the website's original content is stored, and the edge server, which is geographically closer to the end-user and delivers the cached content.

5. Why is it crucial for a business owner to have direct ownership of their website's hosting server? Direct ownership of the hosting server ensures control over one's intellectual property and prevents being held "hostage" by a developer. If a business is on someone else's overloaded shared server, performance issues on one site can affect all sites (a "domino effect"). Owning the server provides direct access to the control panel, backups, and the website's blueprint, which is vital for management and troubleshooting.

6. Explain the role of "alt text" and how it contributes to a website's visibility and accessibility. Alt text, or alternative text, is a description added to an image's code. It provides context to search engines like Google and AI indexers, making the images searchable and improving the site's overall SEO. Furthermore, alt text is critical for accessibility, as it allows screen reading software to describe the image to visually impaired users.

7. What is a "cPanel," and what critical functions can be performed by accessing it? "cPanel" stands for Control Panel. It is the administrative dashboard for a website's hosting server. Accessing the cPanel is critical because it allows a user to get backup data, access the actual blueprint of the website, and see technical details like the file sizes of stored images.

8. Describe the significant negative impact that uncompressed images can have on a website, using the specific numerical example from the discussion. Uncompressed images drastically increase a website's loading time because of their large file size. The example given was an online store with 50 products, each with two image variations. If each uncompressed image is 5 megabytes, the total data added to the site's front-loading speed would be 500 megabytes, whereas compressing those same images could reduce the total size to just 50 megabytes (10% of the original) without losing quality.

9. What are the two recommended methods for incorporating video content on a website without negatively affecting its load speed? We strongly advises against directly uploading video files (e.g., MP4s). Instead, the two recommended methods are: 1) converting the video into a GIF and uploading the much smaller GIF file, or 2) embedding the video from a third-party platform like YouTube, which ensures the video is streamed from YouTube's servers and not the website's own server.

10. Name at least three free tools mentioned that can be used to analyze a website's performance and health. Three of these are GTmetrix, Google Page Speed Insights, and Siteliner. Other mentioned tools include Compressor.io and iLoveIMG.com for image compression and iLovePDF.com for documents.

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Meet Rob Hoffmann, the founder of the AI SEO LLM marketing tool "Mentions." Our conversation focuses on the evolving landscape of search engine optimization (SEO) due to the rise of Large Language Models (LLMs) like ChatGPT, Claude, Grok, DeepSeek, and Perplexity etc,, which are becoming alternatives to traditional Google search.

Rob Hoffmann discusses his journey into entrepreneurship, which started with an SEO agency called Contact, and how the need to track and improve brand visibility on these new AI platforms led to the creation of Mentions, which helps brands appear in LLM recommendations.

Throughout our interview, Rob Hoffmann emphasizes the importance of reverse engineering consumer behavior, the need for excellent customer service (even providing his direct phone number to customers), and the affordability of mentions compared to competitors. Our discussion concludes with practical advice for businesses on determining if investing in LLM visibility is worthwhile based on their customer's buying journey.

FAQs

1. What is Mentions, and why was it founded?

Mentions is a tool that assists brands and SEO agencies in navigating the evolving search landscape dominated by Artificial Intelligence (AI) and Large Language Models (LLMs).

Founding Rationale:

• Mentions was born out of Rob Hoffmann’s SEO agency, Contact.

• The shift was necessitated by the recognition that SEO had "changed a lot" recently in response to AI, with search trends moving away from Google and "towards platforms like ChatGPT" (along with Perplexity, Gemini, Claude, etc.).

• The founding goal was to be "the SEO agency of the future".

• The tool was specifically created to solve two problems: providing a way of measuring brands visibility on LLM platforms, and helping brands get more visibility on platforms like ChatGPT.

2. Why are LLMs becoming preferred search alternatives, and how does this affect marketing?

People are increasingly turning to LLMs because consumer trust in traditional Google search results (the SERP’s top 10 links) has declined, as many users feel these results have been "gamed" by marketers.

• Trust in ChatGPT: Conversely, trust in ChatGPT is "through the roof". This is because the chat-based interface makes interaction feel like a conversation with a friend or even a therapist, providing personalized responses from an "all-knowing AI entity".

• Customer Acquisition Channel: Because ChatGPT is becoming a frequently used search engine alternative, showing up in its responses when a user searches for a product (e.g., "what is the best organic sulfite free shampoo") is seen as a "great customer acquisition channel".

3. How does the mention tool conceptualize LLM visibility (GEO)?

Mentions is built on the understanding of how modern LLMs generate answers: LLM + search operator = the result.

• The Process: When a user inputs a query (e.g., "what is the best shampoo for dry scalps"):

    1. The LLM searches the internet (like Bing or Google).

    2. It scrapes the top 10 to 20 results that show up on those search engines.

    3. It digests, summarizes, and serves that information to the user.

• The Strategy: For a brand to achieve visibility in LLMs (GEO), they must first show up in those underlying search results (traditional SEO). Mentions helps brands reverse engineer the process by figuring out how platforms like ChatGPT get their data and, critically, what sources they are citing to provide responses, thereby guiding the brand to become a cited source.

4. What are the key features of the mentions platform?

Mentions helps users understand and optimize their content strategy based on LLM data.

• Prompts Section (Favorite Feature): This allows users to track specific searches or prompts. When tracking a prompt, mentions shows examples of conversations and, most usefully, lists the pages that are most being cited by ChatGPT. This list provides an "easy road map" for the brand to know whether they should create new content or reach out to those listed publishers to get mentioned.

• Analytics Feature: This feature pulls data from Google Analytics 4 (J4) into an easy-to-use dashboard. It helps users see which pages on their website people are visiting most often from LLMs (such as ChatGPT or Perplexity), along with geographical data and device usage (mobile vs. desktop). The founder notes that seeing this traffic is often a "magical experience" for users.

• Tracking Cadence (24-Hour Clock): Mentions inputs tracked prompts into all supported LLMs (ChatGPT, Perplexity, Claude, Deepseek, etc.) every 24 hours. This is essential because LLM responses are not identical on every search (the overlap is about 70%), so regular, repeated testing ensures the collection of a large data set, which increases the accuracy of the insights provided.

5. Who should invest in mentions or GEO (LLM visibility)?

The decision to use mentions depends entirely on the company's buyer journey.

• Yes, Use Mentions If: If the company’s buyer journey involves the ideal customer having a problem and then searching for an answer in Google or Chat GBT to inform their buying decision, then investing in SEO and GEO (LLM visibility) is recommended. If the end customer uses ChatGPT to inform their buying decision, then mentions is advisable.

• No, Don't Use Mentions If: If the product is an impulse buy (e.g., a consumer package goods product seen on TikTok or Instagram that prompts an immediate purchase), then search engines like Google or ChatGPT are not part of the buyer journey, and SEO/GEO is likely not the best investment of marketing resources.

6. How does mentions handle customer service and support?

Customer service is a highly emphasized competitive advantage and value proposition for mentions.

• Direct Access: Rob Hoffmann, the CEO and co-founder, gives his personal phone number, WhatsApp, email, and allows customers to contact him on social media (X/Twitter). This is done to avoid the frustration associated with generic AI chatbots, calling hotlines, or being put on hold.

• Personalized Onboarding: He finds it helpful to get on calls with users (or a co-founder) to provide a live demo, walk them through the platform, suggest useful features, and look at their specific site.

• Commitment to Resolution: Hoffmann promises that if a user has a question, he will answer it; if they encounter a bug, he will fix it (or ping a technical co-founder); and if they request a new feature, "we will ship that for you". Customers can literally pick up the phone and call him directly if they run into an issue.

7. How can people start using mentions?

To get started, users should go to the website mentions.so and create an account.

After creating an account, they will receive an email that allows them to book a call directly with Rob Hoffmann. He also welcomes connections via LinkedIn or X (search for Rob Hoffman), or email [email protected] to connect with Rob today!

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Why Is My Competitor SEO Outranking Me? Marketing Real Talk with Favour Obasi-Ike (Glossary)| Get exclusive SEO newsletters in your inbox.

🍪 Learn how to Outrank your Competitors with Strategic SEO and Content in this episode as we center on Search Engine Optimization (SEO) and strategies for outranking competitors for online search results. Key factors highlighted for improved ranking include content volume and depth, domain longevity, the incorporation of diverse media such as videos and infographics, and adherence to Google's E-A-T (Experience, Expertise, Authority, Trust) principles.

The conversation also emphasizes the importance of consistent content creation, utilizing platforms like YouTube and LinkedIn for broader reach, and analyzing competitor strategies using tools like Screaming Frog.

Ultimately, success in SEO is tied not just to ranking, but to converting traffic into sales through compelling offers and strong brand engagement, especially for local businesses via Google Business Profile optimization.

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FAQs

What are the main reasons a competitor might outrank me in SEO?

Competitors often outrank others for several key reasons:

• Content Volume and Longevity: They may have a greater number of pages dedicated to a specific topic or have content that has been published and active for a longer period, building trust and authority over time.
• Rich Media and Content Diversity: Successful competitors often incorporate diverse content types such as videos, infographics, tables, FAQ sections, glossaries, checklists, white papers, or lead magnets. They also use "clusters" or subtopics to provide comprehensive coverage of a main topic.
• Consistent Content Creation and Distribution: They actively create and distribute content across multiple platforms, such as podcasts, YouTube videos, and blog posts, then push this content to their website and email lists, creating a "compounding interest" effect.
• Adherence to E-E-A-T Principles: Google's algorithm (Experience, Expertise, Authoritativeness, and Trustworthiness) favors websites that consistently demonstrate these qualities. Competitors who maintain active, responsible, and responsive domains that align with E-E-A-T guidelines are rewarded.
• Depth and Quality of Content: Their content offers significant value, often being longer reads (7-30 minutes or more) and providing in-depth information. This increases engagement metrics like watch time for videos and reading time on websites, building a higher trust score for their site.
• Contextual and Experiential Information: They go beyond basic information to provide rich context, educational value, and an "experience" for the user, like describing the warmth and enjoyment of chocolate chip cookies, which resonates more deeply with the audience and signals value to the algorithm.

How does consistent content creation impact SEO rankings and user trust?

Consistent content creation is crucial for both SEO rankings and building user trust. When you consistently publish high-quality, relevant content:

• Algorithm Favorability: Search engine algorithms, like Google's, prioritize fresh and regularly updated content. Frequent updates signal an active and valuable resource, leading to better visibility.
• Topical Authority: Consistently covering a topic from various angles and through numerous subtopics (content clusters) establishes your website as an authority in that niche. This comprehensive approach tells search engines that your site is a go-to source for information, improving your ranking for related keywords.
• Increased Engagement: Regular content provides more opportunities for users to engage with your site. Longer articles, videos, and podcasts increase "dwell time" (time spent on your page), which is a positive signal to search engines that users find your content valuable.
• Trust and Loyalty: Just like building a relationship, trust is built over time. If you consistently provide valuable, educational, and engaging content, users will come to know, like, and trust your brand. This loyalty extends beyond initial clicks, encouraging repeat visits and conversions.
• Long-term Visibility: Content, especially well-optimized evergreen content, has a long lifespan. A comment made on LinkedIn four years ago, for example, can still generate engagement and connections today, demonstrating the lasting power of consistent authorship and digital presence.

What role do internal and external links play in improving SEO?

Both internal and external links are vital components of a strong SEO strategy:

• Internal Links: These are links from one page on your website to another page on the same website. They help search engines understand the structure of your site, distribute "link equity" (ranking power) across your pages, and improve user navigation. A well-organized internal linking structure allows search engine crawlers to discover more of your content and understand the relationships between different topics on your site. For example, if you have a main page about "chocolate chip cookies" and sub-pages about "types of chocolate chips," "flour options," and "baking ingredients," linking these sub-pages back to the main page creates a strong content cluster.
• External Links (Backlinks): These are links from other websites to your website. They act as "votes of confidence" from other sites, signaling to search engines that your content is valuable and authoritative. The more high-quality, relevant external links pointing to your site, the higher your perceived authority. Strategies for acquiring external links include press releases (e.g., a Yahoo News press release for $400 can provide a powerful link) and being featured in articles on other reputable platforms. These links are critical for establishing domain authority and improving rankings, especially in competitive markets.

How can businesses analyze competitor SEO and identify opportunities to outrank them?

To effectively outrank competitors, businesses need to conduct a thorough analysis of their rivals' SEO strategies:

• Use SEO Tools: Tools like Screaming Frog can crawl competitor websites to analyze their content, page structure, internal linking, and external links. This provides insights into the types of content they're producing and how it's structured.
• Examine Content Depth and Diversity: Look at the quantity and quality of content your top competitors are publishing. Do they have more pages, longer articles, or a wider variety of content formats (videos, infographics, FAQs)? Identify gaps in your own content compared to theirs.
• Identify Keyword Gaps: Analyze which keywords your competitors are ranking for that you are not. Tools like SpyFu (which offers a GPT for competition analysis) can help identify these missing keywords and content opportunities.
• Understand Topical Authority: Assess how much "topical authority" your competitors have built. This means looking at how comprehensively they cover a subject and its related subtopics. To outrank them, you need to develop even stronger topical authority by providing more informational, educational, and valuable content.
• Monitor Search Engine Results: Directly search on Google, ChatGPT, Siri/Alexa for your target keywords. Observe who appears in the top results and analyze their content, website features (local business, fast website, citations, social media presence, email sign-ups), and overall user experience. This "reverse engineering" helps identify what the algorithm is currently favoring.
• Leverage AI for Analysis and Strategy: AI can help analyze competitor content and suggest prompts for creating superior content. It can also assist in strategizing for holidays or specific product launches by analyzing trends and competitor offerings.

What is the significance of Google's E-E-A-T guidelines in modern SEO?

Google's E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines are fundamental to modern SEO and play a crucial role in how search engines evaluate and rank content.

• Experience: This refers to the creator's first-hand experience with the topic. For example, if you're writing a review of a product, demonstrating that you've personally used it adds value and credibility.
• Expertise: This signifies that the content creator has a deep understanding and knowledge of the subject matter. This can be evidenced by qualifications, professional experience, or a history of creating high-quality, informative content on the topic.
• Authoritativeness: This is about the perceived authority of the content creator and the website as a whole. It's built through recognition from other reputable sources (backlinks), positive mentions, and a strong brand presence online.
• Trustworthiness: This encompasses the accuracy, honesty, and safety of the website and its content. A secure website (HTTPS), transparent information, and a history of reliable content contribute to trustworthiness.

By adhering to E-E-A-T principles, websites signal to Google that their content is reliable, credible, and comes from a knowledgeable source, leading to higher rankings and greater user trust. This is why having a strong "authorship" profile—where your name and expertise are clearly linked to your content across your website and other platforms—is becoming increasingly important.

How can businesses improve their local SEO and engagement on platforms like Google Business Profile?

For local businesses, improving local SEO and engagement on platforms like Google Business Profile (GBP) is critical for visibility and attracting nearby customers.

• Optimize Google Business Profile: Ensure your GBP listing is complete, accurate, and regularly updated with essential information like business hours, address, phone number, and services offered.
• Generate Engagement: Actively encourage customers to leave reviews on your GBP. Responding to these reviews, both positive and negative, shows engagement and customer care.
• Consistent Brand Messaging: Talk about your brand more consistently across all online platforms. This reinforces your identity and helps users recognize and remember your business.
• Utilize Local Keywords: Integrate location-specific keywords into your website content and GBP description (e.g., "roofing company Chicago").
• Citations: Ensure your business information (Name, Address, Phone Number – NAP) is consistent across various online directories and platforms, as these "citations" contribute to local authority.
• Photos and Videos: Upload high-quality photos and videos of your business, products, and services to your GBP to make your listing more appealing and informative.
• Encourage User-Generated Content: Get customers to share their experiences with your business online, whether through reviews, social media posts, or photos. This organic engagement boosts visibility.

Increased engagement and a strong brand presence on GBP signal to Google that your business is active, reputable, and relevant to local searches, leading to better local search rankings.

What is "authorship" in SEO and how does it contribute to rankings and brand building?

Authorship in SEO refers to clearly identifying the creator of content, linking their name and expertise to the articles, videos, or other media they produce. This concept is increasingly important because it aligns with Google's E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness).

• Building Credibility: When search engines can clearly identify an author who consistently produces high-quality content on a specific topic, it enhances the perceived expertise and authority of both the author and the website.
• Brand Relevance: Authorship helps establish a strong brand identity. Your unique "voice," tone, style, and message become recognizable, creating a deeper connection with your audience. This consistency builds a brand that people can remember and trust.
• Content Longevity: Content associated with a recognized author tends to have a longer shelf life and can continue to attract engagement years after publication, as demonstrated by the LinkedIn comment example.
• Cross-Platform Recognition: Authorship extends beyond a single website. By connecting your author profile across various platforms (e.g., LinkedIn, social media, external articles where you're featured), you create a comprehensive digital footprint that reinforces your expertise.
• Improved Search Signals: When your name appears as the author on multiple reputable sites, it sends strong signals to search engines about your authority and relevance, potentially boosting your rankings for related topics.
• Direct Client Connections: Establishing authorship can lead to direct client inquiries and opportunities, as people seeking experts in your field are more likely to find and connect with you.

Implementing authorship involves clearly stating your name as the author on your website articles, linking to your professional profiles, and ensuring consistent branding across all your online presences.

How important is the "offer" in converting traffic, even with excellent SEO rankings?

Even with top-notch SEO rankings and abundant traffic, the "offer" is paramount for conversions. As highlighted by Russell Brunson, an exceptional offer can dramatically change a product's perceived value and a customer's willingness to buy.

• Value Stacking: A strong offer isn't just about the product itself; it's about stacking value. This means clearly articulating all the benefits, bonuses, and unique advantages that come with your product or service, making the overall package irresistible.
• Beyond Features: Instead of just listing features, a powerful offer focuses on the ultimate benefits and transformations the customer will experience. For example, instead of just selling "SEO," an effective offer might promise "10 hungry buyers for your product," highlighting the tangible outcome.
• Customer-Centric Approach: A good offer addresses the customer's desires, pain points, and aspirations. It taps into their emotional and psychological drivers, making the purchase decision feel logical and compelling.
• Conversion-Driven Content: Your website content, especially on landing pages, should be designed to support your offer through educational material and strong calls to action (CTAs). Multiple, clear CTAs encourage users to take the desired next step.
• The "Why" Behind the Buy: People buy based on emotion and justify with logic. Even if they find you through excellent SEO, if your offer doesn't resonate or clearly demonstrate value, they won't convert. The initial search might be informational, but the offer is what drives the transactional decision.
• Prioritizing the Offer: Before pouring resources into SEO, ensure your offer is well-defined and compelling. If the offer "sucks," as one speaker bluntly put it, even being ranked number one won't lead to sales. It's about getting the "ducks in a row" by having a great website, authorship, and then a stellar offer.

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What's the Best Effective SEO Strategy for Beginners? Marketing Essentials with Favour Obasi-Ike (Glossary)| Get exclusive SEO newsletters in your inbox.

This discussion offers an in-depth exploration of Search Engine Optimization (SEO) strategies, primarily for beginners and small business owners emphasizing the importance of audience targeting, answering user questions, and consistent content creation (such as blogs and podcasts) to improve online visibility.

Key technical SEO aspects are highlighted, including securing a website with HTTPS, creating and submitting a sitemap (XML file) for search engine readability, and focusing on long-tail keywords for better conversion rates. The conversation also touches on the effective use of various platforms like Clubhouse, Google Analytics, and Google Search Console for data intelligence and content distribution, ultimately aiming to protect, earn, and scale a business's online presence.

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FAQs

1. What is the fundamental principle of effective SEO for beginners?

The best SEO strategy for beginners starts with understanding and targeting your audience by asking questions. SEO is fundamentally about providing answers to the questions people are asking. This approach not only helps you create relevant content but also aligns your efforts with how search engines (like Google, ChatGPT, Pinterest, YouTube, and Amazon) operate. By consistently answering these questions, you build authority and credibility, which are crucial for visibility and growth. Tools like Answerthepublic.com, Answersocrates.com, SparkToro.com, and Ubersuggest.com can help you identify these questions and understand audience intent.

2. Why is audience understanding crucial for SEO and content creation?

Understanding your audience is paramount because it allows you to create content that directly addresses their needs and queries. When you create content with the user's questions in mind, you're not just optimizing for algorithms; you're building a connection with your potential audience. This "three-way connection" between you, your audience, and the algorithm ensures that your content resonates with those actively searching for solutions. It helps bypass the algorithm by matching user intent with your offerings, leading to higher engagement and a stronger brand.

3. What are the essential technical SEO elements for a beginner's website?

For a beginner, ensuring strong technical SEO involves several fundamental steps:

• HTTPS Security Connection (SSL): Always secure your website with an HTTPS connection. This creates a privacy area for users, builds trust (indicated by a padlock in the browser), and is a crucial ranking factor for search engines. Websites without this are often flagged as "not secure," leading to immediate user abandonment.
• Sitemap (XML File): A sitemap is like a brain or a map for your website, allowing algorithms to read and understand its structure and content. While humans read HTML (hypertext markup language), algorithms read XML (expandable markup language). Platforms like WordPress (with plugins like Yoast, RankMath), Squarespace, Shopify, and Wix automatically generate sitemaps, but they must be connected to tools like Google Search Console and Google Analytics to be fully activated and effective.
• No Broken or Duplicated Links: Regularly check for and fix broken links and avoid duplicating content, as these issues can confuse search engines and negatively impact your ranking.

4. How important are blogs and consistent content creation for SEO?

Blogs (or articles, sources) are essential because they tell the world you have something valuable to say. Websites like Wikipedia, Reddit, Shopify, and Canva all leverage blogs to provide information. A consistent blogging strategy feeds your website with good, indexable information that can be submitted to various search engines (Google, Yahoo, Microsoft) and AI platforms (ChatGPT). This consistency helps you earn credibility, which in turn leads to broader distribution across different platforms, strengthening your online presence. For new businesses, publishing content 1-2 times a week can show significant results within 3-6 months.

Glossary of Episode Key Terms: SEO for Beginners

A

Algorithm: A set of rules or instructions that a search engine uses to rank websites and determine the relevance of content to a user's query.

AnswerThePublic.com / Answersocrates.com/ SparkToro.com / Ubersuggest.com: Website tools used for keyword research and understanding audience questions and interests.

Article: A piece of written content on a website, essential for SEO and establishing expertise.

Audience Targeting/Marketing: Focusing marketing efforts on a specific group of consumers who are most likely to be interested in a product or service.

Access Links: See Backlinks.

B

Backlinks/Referral Links/Access Links/Image Links: Different types of links pointing back to a website, which are crucial for SEO authority.

Binary Code: A computer language that uses only two symbols, typically 0 and 1, to represent information.

Blog: A section of a website featuring regularly updated written content.

Bootstrapping: Starting a business with little or no outside capital, relying on personal finances or operating revenues.

Bottom of Funnel: The stage in the customer journey where users are ready to convert; content here targets these users.

Broken Links: Hyperlinks that point to non-existent or moved pages, negatively affecting user experience and SEO.

C

ChatGPT/Perplexity/Pinterest/YouTube/Amazon: Examples of platforms where users search for information, and SEO strategies can be applied to increase visibility.

Clubhouse Plus: A paid feature on the Clubhouse app, offering tools to enhance user experience and business growth.

Content Distribution: The process of publishing and promoting content across various platforms and channels.

Content Reproduction/Publish/Distribute: The process of creating, making available, and spreading content across various channels.

Conversion Opportunities/Lifts/Engagement: Metrics indicating how often users take a desired action (e.g., signing up, purchasing), how much those actions increase, and how users interact with content.

Credibility: The quality of being trusted and believed in, built through consistent and valuable content.

D

Data Intelligence/Market Intelligence: Gathering and analyzing information to understand market trends, customer behavior, and competitive landscapes.

Duplicated Links: Multiple links pointing to the same content, which can confuse search engines and dilute link equity.

F

FAQs (Frequently Asked Questions): A section of a website that provides answers to common customer questions, useful for both users and algorithms.

G

Google Analytics: A free web analytics service that tracks and reports website traffic, providing insights into user behavior.

Google Business Profile (formerly Google My Business): A free tool from Google that helps businesses manage their online presence across Google, including Search and Maps.

Google Developers: A platform for developers to learn about and use Google technologies.

Google Search Central (formerly Google Webmasters): A resource provided by Google for website owners to improve their site's visibility in Google Search.

Google Search Console: A free web service by Google that helps website owners monitor their site's performance in Google Search results and troubleshoot issues.

H

High Volume Searches: Refers to keywords that are searched for a large number of times by users.

HTML (HyperText Markup Language): The standard markup language for documents designed to be displayed in a web browser, forming the readable text and links on a webpage.

HTTPS (Hypertext Transfer Protocol Secure): A secure version of HTTP, the protocol over which data is sent between your browser and the website. Indicated by a padlock icon in the browser.

I

Indexable Content: Content that search engines can discover, read, and add to their index.

International Business: A classification of a business based on its geographic operational scope being global.

K

Keyword Research: The process of finding and analyzing actual search terms that people use to find information.

Keywords (for LinkedIn Newsletter): Important words or phrases in the title that help the newsletter rank in search results.

L

LLM Refs: A platform mentioned for AI-related search insights, particularly with Search Console and analytics.

Local Business: A classification of a business based on its geographic operational scope being a specific town or city.

Long-tail Keywords: Specific, longer keyword phrases that typically have lower search volume but higher conversion rates.

Low Volume Searches: Refers to keywords that are searched for a small number of times by users.

M

Meta Tag/Meta Data: Hidden elements in a webpage's HTML that provide search engines with information about the page.

Metadata (for video): Information about a video file, such as title, description, tags, and timestamps, that helps search engines understand and rank it.

Mindset/Toolset/Skillset: Three crucial "sets" for business success, emphasizing mental approach, available resources, and learned abilities.

Mobile-first Design: Designing websites primarily for mobile devices, given that a large percentage of web traffic comes from smartphones and tablets.

MP4 File Name Convention: The naming structure of a video file, which can impact its discoverability if not optimized with keywords.

N

National Business: A classification of a business based on its geographic operational scope being an entire country.

P

Pixels (Meta, Pinterest, Google, TikTok): Small pieces of code placed on a website to track user behavior, conversions, and build audience lists for advertising.

Podcast Distribution: The process of making a podcast available on various platforms (Apple, Spotify, iHeart, Pandora).

Post-purchase: Refers to the stage of a customer's journey after they have made a purchase.

Pre-purchase: Refers to the stage of a customer's journey before they make a purchase, influencing the type of content they seek.

Protect, Earn, Scale (PES): A three-piece business model emphasizing security, credibility, and growth.

Q

Quota on Google: A limit on the number of links (e.g., 10 per 24 hours) that can be submitted to Google for indexing.

R

Regional Business: A classification of a business based on its geographic operational scope being a specific area or state.

Rookie Mistake: A common error made by beginners.

RSS (Really Simple Syndication): A web feed format used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format.

S

SEO (Search Engine Optimization): The process of optimizing a website to rank higher in search engine results, thereby increasing organic (unpaid) traffic.

Sitemap (XML file): A file where you provide information about the pages, videos, and other files on your site. Search engines read this file to crawl your site more efficiently.

Source: The origin of information or content.

SSL (Secure Sockets Layer): A standard security technology for establishing an encrypted link between a web server and a browser, ensuring data remains private. (Often referred to interchangeably with HTTPS).

T

Technical SEO: Optimizing the technical aspects of a website (e.g., speed, mobile-friendliness, crawlability) to improve its search engine rankings.

Top of Funnel: The stage in the customer journey where content aims for broad awareness.

Topical Pillars/Clusters: A content strategy where a broad "pillar" topic is supported by multiple "cluster" content pieces that delve into specific subtopics.

U

URL (Uniform Resource Locator): The address of a resource on the internet, such as a webpage.

UTM Parameters (Urchin Tracking Module): Tags added to a URL to track the effectiveness of online marketing campaigns.

W

Web Page: A single document on the internet, typically in HTML format.

Web Link: The address (URL) that points to a specific web page or resource.

Website: A collection of interconnected web pages under a single domain name.

X

XML (eXtensible Markup Language): A markup language that defines a set of rules for encoding documents in a format that is both human-readable and machine-readable, commonly used for sitemaps.

Y

Yoast/RankMath/All-in-One SEO: Popular WordPress plugins that assist with SEO tasks, including sitemap generation.

Digital Marketing SEO Resources:

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The ROI Power of SEO Blogging: Time, Money, and Energy Explained with Favour Obasi-Ike | Get exclusive SEO newsletters in your inbox.

In this episode, we explain the Return on Investment (ROI) of blogging for businesses, emphasizing the long-term benefits in time, money, and energy highlighting that blogging, even using AI for content creation with human refinement, significantly boosts online visibility and authority by answering frequently asked questions.

Key strategies include optimizing content with keywords for search engines, updating older posts, and repurposing existing content from platforms like Clubhouse as blog posts or podcast episodes to maximize reach. The conversation also touches on the importance of creating an author profile for credibility and using search operators to understand market positioning, ultimately asserting that consistent, relevant content creation is crucial for organic growth and sustained business presence.

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FAQs on Blogging ROI and Digital Authority in the AI Age

1. What is the fundamental concept behind the ROI of blogging?

The Return on Investment (ROI) of blogging is viewed through three core ingredients: time, money, and energy. While many associate ROI primarily with monetary gain, the discussion emphasizes the long-term benefits and efficiency blogging can bring to a business. The idea is that a focused investment of these three resources into blogging can lead to significant and sustained positive outcomes, even if the initial outlay seems small. The goal is to maximize the impact of content creation by strategically using these ingredients, ultimately leading to increased visibility, authority, and potential for passive income.

2. How can I determine if blogging is a worthwhile strategy for my business or industry?

A practical method to assess the relevance of blogging for your business is to use Google search operators. By typing "blog / [your topic]" (e.g., "blog / social media tips" or "blog / how to cook chicken") into Google, you can see existing blogs that cover your intended subject matter. This directly shows you what Google recognizes as relevant content in your niche, and whether your competitors are present. If you don't see your own website or content in these results, it indicates a missed opportunity and suggests that blogging could be a beneficial strategy to gain visibility and authority in your industry. Additionally, using "site:yourdomain.com [keyword]" can reveal if your existing content is being indexed for specific keywords.

3. How does updating old blog content contribute to its ROI, especially in the context of AI?

Updating older blog content is crucial for maintaining and enhancing its ROI. Search engines, particularly with the rise of AI, prioritize "last mod" (last modified) dates. This means that content that has been recently updated and republished is more likely to appear in search results. By updating existing blogs, you signal to search engines that your information is fresh and relevant, increasing its visibility and authority. This practice can double the efficiency of your initial time investment, as you're leveraging existing content to continue attracting traffic and engagement, rather than starting entirely from scratch with new articles.

4. Can AI tools like ChatGPT be used to effectively create blog content, and what is the recommended best practice?

Yes, AI tools like ChatGPT can be effectively used for blog content creation, but the best practice is to use them as a first draft or a starting point, rather than as the sole author. While AI can generate content, it's crucial for the blogger to "humanize" it, injecting their unique voice, insights, and brand personality. One participant even mentioned using AI to write content specifically for their local business and achieving top search rankings after humanizing it. The recommendation is to use AI to get content ideas, summaries, or even initial drafts, and then to personally refine and optimize it. This ensures that the content is not only informative but also authentic and engaging for the target audience.

5. How can I leverage various online platforms (search engines, social media, AI answer engines) to maximize the reach of my blog content?

To maximize the reach of your blog content across various platforms, a balanced strategy is recommended:

• Search Engines (Traditional): Use Google and Bing for traditional search visibility.
• Answer Engines (Voice Search): Consider how your content would be found via voice assistants like Siri, Alexa, or Google Assistant, which provide direct answers.
• AI Search Engines: Utilize platforms like ChatGPT, Perplexity, and Grok for AI-driven responses.

By observing which brands consistently appear across all these platforms for a given topic, you can identify top authorities. Your goal is to become one such authority by consistently providing fresh, recent, and quick information. This involves writing extensive blog posts on your website (80% of your effort) and then leveraging social media (20% of your effort) to promote and build community around that content. People often discover information through search and then seek out the brand on social media, so a cohesive presence across all platforms is vital.

6. What is the significance of an "author profile" in blogging for increasing online visibility and authority?

An author profile attached to your blog posts significantly boosts your online visibility and authority. Most website platforms (WordPress, Wix, Squarespace, etc.) allow you to create an author profile for your published content. This profile typically includes links to your social media (LinkedIn, Facebook, X, etc.), creating a comprehensive digital footprint. Search engines and AI servers actively look for authors, profiles, and associated links, which helps them understand the context and credibility of your content. By presenting your blogs under a clear author profile (either your personal name or company name), you establish yourself or your brand as a recognized expert, increasing your chances of showing up for topical searches and building trust with your audience.

7. How can I transform existing content, like podcast episodes or Clubhouse replays, into effective blog posts to drive traffic?

Existing audio content, such as podcast episodes or Clubhouse replays, can be efficiently repurposed into blog posts to drive traffic. The process involves:

1. Transcribing the audio: Use tools like Notebook LM (Google) or Descript to transcribe the audio into text.
2. Extracting key information: From the transcription, identify frequently asked questions (FAQs) and summarize the main points.
3. Humanizing and optimizing: Take the summary and use AI tools (like ChatGPT) to refine it into a comprehensive blog post. Crucially, humanize the AI-generated text to match your brand's voice.
4. SEO Optimization: Incorporate relevant keywords into the blog post's title, body, and URL to improve searchability.
5. Linking: Embed the audio (podcast or replay) within the blog post and link the blog post back to your website, social media, and any other relevant platforms.

This strategy maximizes content that you've already invested time and energy into, effectively "killing two birds with one stone" by reaching both audio listeners and text readers, and creating a loop of traffic between different content formats.

8. What is the "crawl budget" in relation to publishing multiple blog posts per day, and how does it affect content indexing?

The "crawl budget" refers to the limit on how many new or updated links Google Search Console will process from your website each day. While you can publish an unlimited number of blogs on your own website (your "house"), Google has a quota, typically allowing you to submit around 10 links per day for indexing. This means that even if you publish 20 blogs in a day, only the first 10 submitted will likely be immediately logged and processed by Google's system within a 24-hour period. Each published post is logged with a precise date and time stamp (hours, minutes, seconds, milliseconds). Understanding the crawl budget is important for managing expectations regarding how quickly your new content will appear in search results and for strategically planning your publishing schedule if you aim for rapid indexing.

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SEO Secrets: Why Do Search Engines Rank Webpages Higher Than Others? with Favour Obasi-Ike) | Get exclusive SEO newsletters in your inbox.

This discussion focuses on web page ranking and SEO strategies, particularly in the context of evolving search algorithms and AI. Favour highlighted the importance of domain authority and page authority, emphasizing that content needs to be contextual, comprehensive, and in multimedia formats to rank effectively.

They discuss practical tools like Google Search Console and SEOGets for analyzing website data and improving rankings. Additionally, the conversation touches on the accelerated pace of content indexing due to social media and podcasts, suggesting that unique analysis and experience, especially through quotes and diverse content clusters, are crucial differentiators in a world saturated with AI-generated content.

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FAQs on Elevating Web Page Ranking in the AI Era

1. Why do some web pages rank highly on search engines while others don't?

Web pages rank differently due to various factors that influence their visibility to search engine algorithms and users. Key reasons for higher rankings include strong domain authority, relevant and contextual content, the use of multimedia formats, and addressing user queries effectively. Conversely, pages may not rank well if their content is outdated, contains error messages or broken links, lacks credibility, or fails to provide the type of information users are actively seeking. Essentially, a page's ability to rank is a reflection of its usefulness, credibility, and technical optimization in the eyes of search engines.

2. What is "domain authority" and why is it important for web page ranking?

Domain authority refers to the credibility and trustworthiness of your entire website in the eyes of search engines. It's often represented by a score from 0 to 100, with a higher score indicating greater authority. A strong domain authority is crucial because it signals to search algorithms that your website is a reliable source of information. This trust is built through the credibility of your content and its context. A website with high domain authority can help its individual web pages rank more easily, even if a new page is just published, because the overarching trust established with Google (and other search engines) extends to all its content. Tools like Ahrefs can be used to check your website's domain authority.

3. How do content pillars and content clusters contribute to a webpage's ranking?

Content pillars and content clusters are strategic approaches to organizing your website's content to improve ranking. Content pillars are broad, foundational topics central to your business or niche. Content clusters are groups of related, more specific articles or pages that link back to a central pillar page. This structure creates a "roadmap" for both users and search engines, demonstrating a comprehensive understanding of a topic. By providing detailed, interconnected content around specific themes, you establish your website as an authoritative resource, allowing people to find you based on various related search queries, thus boosting your overall search visibility.

4. How can multimedia and different content formats improve web page rankings?

Incorporating multimedia and diverse content formats significantly enhances a web page's ranking potential. While basic text is important, pages that include elements like embedded YouTube videos, infographics, FAQs, pricing lists, and even quotes, offer a richer user experience. Videos, for example, generate captions (text within text), and podcasts can be transcribed, effectively creating "text to the power of three" (text, audio, video all contributing to textual content). This multi-format approach provides more context and content for algorithms to parse, caters to different learning preferences, and increases user engagement, signaling to search engines that the page is valuable and comprehensive.

5. What role do search engines like Google Search Console play in optimizing web pages for ranking?

Google Search Console (GSC) is a free and essential tool for website owners to monitor their site's performance in Google Search. It acts as the "internet service provider" for your website within Google's database. GSC provides valuable data on how users find your site, which queries they use, and how your pages are performing. By tracking queries, impressions, and clicks, you can identify what information people are seeking and then strategically create or refine content to address those needs. Submitting your sitemap and regularly checking GSC allows you to ensure your content is indexed, track its performance, and make informed decisions to improve rankings. Other search engines like Bing and Yandex also offer similar tools.

6. How can an individual's unique analysis and experience differentiate their content in an AI-driven world?

In an era where AI can rapidly generate vast amounts of content, unique analysis and personal experience have become paramount differentiators. While AI can produce factual information, it often lacks the nuanced insights, personal anecdotes, and real-world expertise that a human can provide. For instance, when discussing a topic like cooking eggs, an AI might list recipes, but a human can share their experience with different pan types or specific techniques that yield better results. Injecting your personal perspective, insights, and expert opinions into your content creates a level of authenticity and depth that generic, AI-generated content cannot replicate, making your pages more valuable and trustworthy to both users and search algorithms.

7. What are some actionable strategies for improving web page rankings quickly today?

The landscape of SEO has evolved, allowing for quicker ranking compared to a decade ago. Here are some actionable strategies:

• Utilize Google Search Console (GSC): Install GSC, analyze query and page data (potentially with tools like SEO Gets), and use AI to help create prompts for analyzing this data to build better web pages.
• Leverage Domain Authority: If you have a powerful website, new or revised content can rank faster due to Google's existing trust. Press releases can also help promote important content as news is a strong signal to search engines.
• Content Context & Clusters: Focus on creating contextual content around specific topics, using content pillars and clusters to cover subjects comprehensively.
• Multimedia Integration: Embed videos, infographics, and other visual or audio elements. Ensure these elements have accompanying text (captions, transcriptions).
• Answer User Queries (The 5 W's and 1 H): Create content that directly answers common questions people are asking, using the "who, what, when, where, why, and how" framework in your articles and URLs.
• Create "Tools" Content: Articles or pages about "tools" (free or paid) often attract significant traffic because users are actively seeking solutions.
• Consistency and Recurrence: Regularly update and create content, and don't be afraid to revisit and expand on successful topics over time.

8. How has AI impacted the way web pages rank, and what does it mean for content creators?

AI has significantly altered the ranking landscape. While traditional search engines (Google, Bing) remain crucial, AI search (like ChatGPT or Google Gemini) now plays a role in how information is discovered. For content creators, this means adapting to a system where "ranking" on AI might be more accurately described as "earning impressions" or "citations." AI models scrape data from existing online sources, so content that already ranks well on traditional search engines is more likely to be cited by AI.

This emphasizes the importance of:

• Traditional SEO Foundations: Continue to optimize for Google and other search engines, as they remain the primary data source for many AI models.
• Clarity and Intent: Create content that directly answers user questions in a clear, structured manner, as AI prioritizes direct answers.
• Attribution and Sourcing: Ensure your content is authoritative and properly attributed, so AI tools can confidently cite your work.
• Podcasts as a Ranking Tool: Podcasts, with their associated show notes and transcripts, are becoming a powerful way to rank quickly on both traditional and AI-driven searches, as they offer rich, contextual audio and text.

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SEO Services Edition: Is SEO "Dead" in 2025? Who Knows? (Case Studies, Testimonials, and Ultimate Guide with Favour Obasi-Ike) | Get exclusive SEO newsletters in your inbox.

Favour Obasi-Ike presents an engaging and conversational discussion that emphatically argues for the continued relevance of Search Engine Optimization (SEO) in 2025 and beyond, directly refuting the idea that SEO is "dead."

Favour Obasi-Ike, joined by other marketing professionals (with a guest LIVE! audio testimonial), highlights that SEO is foundational for online visibility across various platforms, including traditional search engines and AI-driven systems like ChatGPT. The dialogue stresses the importance of consistent content creation, strategic updates, and a holistic approach to online presence, emphasizing that SEO is not merely about keywords but about understanding user intent and providing valuable, well-structured information.

Favour Obasi-Ike illustrates these points with practical examples and case studies, demonstrating how effective SEO can significantly boost website traffic, lead generation, and overall business growth by ensuring content is discoverable and impactful. The discussion ultimately positions SEO as a continuous, essential investment that underpins all successful digital marketing efforts.

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FAQs about the Is SEO "Dead" in 2025? Who Knows? Episode:

1. Is SEO dead in 2025?

No, SEO is not dead in 2025; in fact, it's more vital than ever. The perception that SEO might be obsolete often stems from a misunderstanding of what it truly encompasses. Search Engine Optimization (SEO) is fundamentally about being discoverable online. With 8.2 billion people in the world and 1.1 billion websites, and an astounding 8 to 16 billion daily searches on Google alone (with 15% being new searches every day), the act of searching for information is constant and growing.

The conversation clarifies that "SEO" isn't limited to traditional search engines like Google. Platforms such as ChatGPT, Google, Reddit, TikTok, LinkedIn, Apple Podcasts, Spotify, and YouTube all function as "search engines" where content needs to be optimized to be found. Therefore, anything you do to increase your visibility on these platforms is a form of SEO. The speaker emphasizes that fancy new terms like GEO, AEO, AIO, or SXO are just "cosmetics" for the same underlying principle: making your content discoverable. The core idea is that if you're not focusing on SEO, you're missing out on crucial opportunities for people to find your website and business.

2. How has AI impacted SEO, and does it replace traditional SEO efforts?

AI does not replace traditional SEO; instead, it exposes and adds structure to it. AI tools and platforms like ChatGPT, Alexa, Siri, Grock, Deepseek, Meta AI, Cloud, Perplexity, and Gemini rely on information from existing traditional platforms and servers. This means that to be found by AI search engines, your content first needs to be optimized and present on these traditional sources (like Google, Bing, Yandex, etc.).

The speaker highlights that AI search engines respond based on information given from a "source." If you are not optimizing your original content and website (the "source"), you cannot become a "resource" for AI. AI is looking for well-structured, authoritative content with clear brand citations and links. Having duplicate profiles or unverified business claims on platforms like LinkedIn, for example, can negatively impact how AI (and traditional search engines) perceive your online presence, making it harder for your business to be recognized and recommended. Essentially, AI leverages and amplifies the importance of a robust, well-optimized online foundation.

3. What are the key elements for a strong online presence in 2025, beyond just keywords?

In 2025, a strong online presence moves beyond solely focusing on keywords to prioritizing conversations, user experience, and a holistic, structured approach to content. Key elements include:

• Content with Purpose: Focus on "who are you talking to? Who are you serving? Why are you showing up?" Your content should address specific questions and needs, aiming for positive, neutral, or negative sentiment analysis from AI.
• Continuous Optimization: SEO is not a one-time fix. Websites and content need regular updates. Blogs, for instance, have a *24-month cycle*, meaning consistent updates are crucial to maintain visibility. The "last modified" timestamp is vital for algorithms.
• Structured Content: Turn unstructured content (like a simple blog post) into structured articles with headings, internal/external links, embedded scripts, iframes, tables, infographics, FAQs, quotes, images, alt text, and schema (microdata/rich snippets). This makes it more digestible for both humans and search engines.
• Platform Integration & Tokenization: Your website should be connected to all relevant online platforms (Instagram, LinkedIn, YouTube, podcasts, etc.). When a page is updated, it gets "tokenized" (duplicated) across various search engines and platforms (Google, Yahoo, DuckDuckGo, Brave, Bing, ChatGPT). This ensures wide distribution and recognition.
• Google Search Console: This is paramount. Connecting your website to Google Search Console is the "internet service provider of Google" and allows you to track impressions, clicks, and positions, providing crucial data on your marketing efforts.
• E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Google's guideline emphasizes providing the best user experience. This means creating a well-structured, intentional, and high-quality online presence that builds trust and authority.

4. Why is continuous content creation and updating crucial for SEO?

Continuous content creation and updating are crucial because SEO is an ongoing process, not a one-time task. Websites need "oil changes" and "tire alignments" through new articles, blogs, and updates to remain healthy and high-performing for algorithms.

Key reasons include:

• Content Decay: Blogs have a *24-month active cycle*. If content isn't updated within three years, its chances of sustaining visibility become slim, even with good initial content. The "last modified" timestamp on your content signals freshness and relevance to search engines.
• Algorithm Recognition: Search engines and AI prioritize active, recent, and updated information. Consistent updates help algorithms recognize your website as a continuously relevant and valuable source, leading to better rankings.
• Meeting Evolving Search Needs: Search volumes and user needs change with seasons, holidays, and emerging trends. Regularly updated content allows your business to align with these evolving search patterns.
• Increased Impressions and Authority: Consistently producing and updating 52 pieces of content a year can significantly boost your website's impressions and domain authority. This demonstrates expertise and a sustained commitment to providing value.
• Audience Retention: A continuous flow of valuable, updated content helps build an "attention map"that fosters a "retention curve," keeping your audience engaged and returning.

5. How can businesses leverage diverse online platforms for SEO, and what's the role of podcasting?

Businesses should leverage diverse online platforms by connecting their website as a central hub to all their social media, content, and directory listings. This creates a structured pathway for discovery and builds authority. The speaker emphasizes that platforms like LinkedIn, YouTube, Apple Podcasts, Spotify, and Reddit are all search engines in their own right.

Podcasting is highlighted as an exceptionally powerful tool for several reasons:

• Know, Like, and Trust Factor: Podcasting is described as the fastest way for someone to "know, like, and trust" you, as it allows for a deeper, more personal connection through voice.
• Authoritative Content: Like blogs and books, podcasts have an author, contributing to your overall "dominant authority online."
• Wide Distribution and Citation: Podcasts are distributed across *30-40+ stations* (Spotify, Apple, Pandora, iHeart, Podcast Addict, Alexa), each acting as a resource. When AI (like ChatGPT) or other search engines cite a podcast link, it directly mentions your content and business.
• Content Repurposing: Turning podcast episodes into topical blogs (show notes with hypertext links) auto-indexes your content through servers, further increasing visibility across traditional and AI search engines.
• Organic Lead Generation: Podcasting can organically attract clients without needing paid ads. As demonstrated by a client who gained clients from Google and ChatGPT after starting a podcast, it builds authority that leads to organic discovery and trust.
• Niche-Based Search: Podcasting allows for highly niche-based content, meaning if you show up consistently, algorithms will rank and refer you to people specifically looking for your expertise.
• By integrating podcasts with other platforms (website, social media, email lists) and consistently producing valuable content, businesses can significantly expand their reach and establish strong online authority.

6. What is the significance of "tokenization" and the "last modified" date for online content?

"Tokenization" refers to the process where, every time you update or "last modify" a page on your website, that page is essentially duplicated or recognized as an individual entity that can be shown on various web platforms and search engines. For example, if your website is updated, that updated content can then appear on Google, Yahoo, DuckDuckGo, Brave, Bing, and even AI platforms like ChatGPT.

The "last modified" date is a crucial signal to algorithms. Just like your phone updates its software regularly, your website content needs consistent updates. If a blog post, for instance, was published in 2022 and hasn't been updated by September 2025, the algorithm recognizes this lack of recent activity. While it might still appear online if there's no competition, its chances of sustaining visibility are slim. A recent "last modified" date indicates to search engines that the content is fresh, relevant, and actively maintained, increasing its likelihood of being found and ranked. This continuous "tokenization" of updated content across the web amplifies your digital footprint and authority.

7. What is the speaker's definition of "future" and how does it relate to SEO?

The speaker defines "future" based on its Latin origin, "futurist," meaning "to grow or become," and its dictionary definition as "the time or a period of time following the moment of speaking or writing; time regarded as still to come."

This definition directly relates to SEO by emphasizing that every piece of content you create – whether speaking on a podcast or writing a blog post – is an act of "speaking or writing into the future." It's a proactive planning project where your current efforts manifest over time. Just as one plans to build a house with a blueprint, SEO involves strategic planning and consistent execution. Answering questions in the form of web links or podcast episodes serves as a long-term investment. The way you answer one question can lead to several more, creating a continuous flow of engagement and discovery. By actively creating content now, businesses are building an online presence that will continually attract users in the "time still to come," ensuring sustained growth and visibility.

8. What essential steps should a business take to start or improve its SEO strategy, especially when seeking professional help?

To effectively start or improve an SEO strategy, especially when seeking professional help, a business should take several essential steps:

• Establish a Foundational Online Presence: The absolute first step is to have a website, or at minimum, a domain name. A website acts as the "anchor" for your business online. Without one, you lack a central hub for discoverability and tracking.
• Connect to Google Search Console: This is non-negotiable. Google Search Console is the "internet service provider of Google" and allows you to track critical data like impressions, clicks, and positions, which are vital for understanding and proving SEO effectiveness.
• Define Goals and Strategy: Before engaging with an expert, have a clear understanding of your business goals. If you don't have an SEO strategy, bring your business plan, and a professional can help build one from there. This includes understanding who you are talking to, who you are serving, and why you are showing up.
• Understand Investment Levels: Be prepared for an investment. While specific figures are mentioned (starting around *$1,500/quarter*), the key is to recognize that SEO is a continuous investment, not a one-time expense, and it offers long-term gains.
• Prioritize Content Creation for Search Engines (and then humans): As advised, "write everything for search engines, not for you." Focus on creating content that aligns with how algorithms discover and present information. This indirectly means writing for humans as well, as search engines aim to serve relevant and valuable content to users.
• Embrace Multi-Platform Content: Create diverse content forms (blogs, podcasts, videos, social media posts) that answer common questions people are asking. Distribute this content across relevant platforms, ensuring interconnections (e.g., website links in podcast show notes).
• Be Intentional and Consistent: SEO requires active, consistent effort. Dedicate time weekly (e.g., 45 minutes a day for 45 days) or invest in professional management to consistently update and optimize your online presence. This consistency builds authority and ensures you're actively engaging with algorithms.
• Prepare for a Consultation: When booking a call with an SEO expert, be ready to discuss your website, business plan, and specific goals. Professionals will often audit your website, provide insights via Loom videos, and offer structured plans (quarterly, biannually, or annually) with clear communication (e.g., weekly recorded calls).

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What Are the Best Blogging and Publishing SEO Practices for New or Established Websites? (Digital Marketing Masterclass with Favour Obasi-Ike) | Get exclusive SEO newsletters in your inbox.

This marketing discussion from Clubhouse audio centers on Search Engine Optimization (SEO) and its role in online business growth, particularly through blog content. It emphasizes that SEO is more than just ranking; it's a consistent strategy for online visibility.

Favour Obasi-Ike recommends publishing blog posts regularly, suggesting one to two per week for new businesses and three to four for established ones, while also stressing the importance of updating older content to maintain relevance and a competitive edge.

Furthermore, the conversation highlights the significance of structured data, diverse content formats (text, audio, video), and distributing content across various platforms to maximize reach and engagement, ultimately leading to organic traffic and reduced advertising costs.

FAQs on SEO Content Strategy for Online Growth

How often should a new website publish blog posts for SEO?

For a new website just starting out and building momentum, it's recommended to publish one to two blog posts per week. This approach allows a new business or solopreneur to establish a consistent online presence without feeling overwhelmed. Publishing once a week translates to 52 new web links annually, which can significantly contribute to a website's visibility on search engines like Google, ChatGPT, and Bing. This frequency is considered a "gear one to gear three" strategy, focusing on foundational content and answering common customer questions.

What is the recommended blog post frequency for established businesses aiming for accelerated growth?

Established businesses looking to drive fast and significantly boost their SEO should aim to publish anywhere from three to four times a week. This higher frequency, referred to as moving from "gear one to gear five," is for businesses with the resources to create consistent, high-quality content. The more frequently new and updated content is published, the faster search engines like Google understand the website's relevance and authority, leading to improved rankings and increased organic traffic.

Beyond initial publication, how important is updating old blog posts for SEO?

Updating old blog posts is crucial for maintaining SEO relevance and extending the lifespan of your content. Every time an article is updated (given a "last modified" date), it resets its 24-month relevance cycle with search engines. This combats "content decay," where older, un-updated articles lose visibility to newer, more recent information on the same topic.

Best practices suggest updating content monthly or at least quarterly. Updates can include adding FAQs, recent statistics, use cases, quotes, videos, or other rich media. This consistent updating signals to search engines that your content remains current, practical, and authoritative, improving its chances of ranking higher and for longer.

What are the "three levels" of showing up online that are critical for SEO?

The three critical levels for showing up online in a systematic and structural way are:

1. Website: This is the overall digital presence, providing the "full platter" of your brand and offerings.
2. Web Page: This refers to individual pages within the website that contain specific content. It's the "content of the website."
3. Web Link (Blog Post/Article): These are the individual pieces of content that provide access to the specific information on a web page. They serve as "leading tools" for growth and are the primary way people find content on search engines. These three layers must work together, much like the components of a burger or sandwich, for effective online visibility.

How do search engines evaluate content, and what role does "structured data" play?

Search engines evaluate content by reading both the visible text (HTML) and the underlying script (XML). To rank effectively, content needs to be presented as "structured data," which goes beyond just getting a raw response from an AI tool. Structured data includes elements like headings, titles, metadata, schema markup, internal and external links, images with alt text, and other organizational components. These elements help search engines understand the context, relevance, and relationships within your content, making it easier for them to index and rank your pages for relevant queries.

Search engines, including AI platforms like ChatGPT, scan the top 20 Google results for relevance, recency, and practicality, aligning with Google's E-E-A-T (Experience, Expertise, Authority, and Trust) guidelines.

How can businesses maximize the reach and impact of their blog content beyond just publishing it on their website?

To maximize reach, blog content should be actively distributed across various platforms, treating each blog post as a valuable piece of intellectual property. This includes:

• Email lists: Sending new blog posts to subscribers.
• Social Media: Sharing content on platforms like YouTube (as video), X (formerly Twitter), Reddit, Pinterest, and Threads.
• Content Repurposing: Transforming blog posts into videos, podcasts, infographics, or other formats to suit different platforms and audience preferences.
• Connecting with other content: For instance, ensuring every podcast episode has a corresponding blog post to appear on Google.

This multi-channel approach leverages both search (people actively looking for information) and social (content being discovered in feeds) to drive traffic and engagement, increasing the chances of content being seen and resonated with.

What is the impact of regularly updating website content on search engine understanding and overall business value?

Regularly updating website content, particularly blog posts, significantly enhances search engine understanding of your business and its offerings. The more often you update your content, the more thoroughly Google and other search engines comprehend your topics, expertise, and relevance. This consistent engagement builds trust and authority.

Furthermore, the content on your website contributes directly to its intellectual property and overall business value. Just as renovating a house adds value, adding and updating content to your domain increases its worth, making it a more attractive asset for potential scaling or sale. A diverse range of well-optimized content allows your website to "tackle different channels" and answer a broader spectrum of user questions, akin to a television offering many channels.

What are common pitfalls to avoid when creating content for SEO, especially regarding AI tools?

A major pitfall to avoid is simply copying and pasting content generated by AI tools like ChatGPT without further refinement. While AI can be useful for gathering information or suggesting ideas, the output is often "unstructured data." Directly using such content can lead to penalties from search engines because it may regurgitate information already available elsewhere, lacking originality, structure, and the human touch that builds E-E-A-T. Instead, AI tools should be used strategically:

• Restructuring: Use AI to rewrite content in a specific style (e.g., lifestyle blog, third-person with quotes and attributions).
• Idea Generation: Obtain content ideas or initial drafts.
• Enhancement: Incorporate AI-generated elements after thorough review and integration into your structured format.

The goal is to transform unstructured AI output into well-structured, original, and valuable content that resonates with both human readers and search engine algorithms.

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Meet Julie Lokun, the founder of The MediaCasters and Cre8tive Con. This discussion centers on the importance of authentic networking, emphasizing in-person connections and genuine follow-up over superficial interactions. Julie Lokun and Favour Obasi-Ike highlight the value of self-awareness in professional settings, distinguishing between introvert and extrovert networking styles, and the significance of building relationships based on trust and mutual support.

They also address the practicalities of establishing and safeguarding a business, advising listeners on due diligence and surrounding themselves with a supportive team.

FAQ about this episode on event networking?

1. What are the key elements of effective personal and professional branding?

Effective personal and professional branding is crucial for successful networking and overall career growth. It involves understanding how you present yourself to the world and how others perceive you. This includes your online presence, your demeanor in person, and the consistency of your message. A strong brand is authentic, clearly communicates your vision, and resonates with your audience. The "Cold Play concert" example highlights the potential for public incidents to drastically impact one's brand, emphasizing the importance of being mindful of your actions both publicly and privately.

2. Why is follow-up considered the most important and often overlooked aspect of networking?

Follow-up is paramount in networking because it transforms initial encounters into meaningful connections. Many people neglect this step, leading to superficial interactions that don't yield results. The hosts emphasize that if a follow-up doesn't happen, it might indicate a lack of genuine connection or interest sparked during the initial conversation. Effective follow-up isn't just about sending an email; it's about actively listening during the initial interaction, identifying how you can offer value, and making a memorable impression that encourages the other person to want to connect further.

3. How can individuals move beyond superficial networking and build deeper, more valuable relationships?

Building deeper connections goes beyond exchanging business cards. It requires being genuinely interested in others rather than solely focusing on self-promotion. Asking insightful questions, actively listening, and identifying ways to connect people with others in your network are powerful strategies. This approach fosters a sense of "know, like, and trust," which is the foundation of any strong relationship, whether personal or professional. By focusing on creating value for others, individuals can build a robust network that extends beyond fleeting encounters.

4. What are the differences between introverts, extroverts, and ambiverts in a networking context, and how can each type succeed?

The discussion highlights that introversion, extroversion, and ambiversion relate to how individuals manage their energy, not necessarily their shyness or confidence. Extroverts gain energy from social interaction, while introverts' energy can be depleted by large groups. Ambiverts exhibit a mix of both. For introverts, pacing themselves, choosing events they are passionate about, and potentially having a "sherpa" or partner can make networking more manageable. Extroverts need to be mindful of not overwhelming others and tailoring their approach. Self-awareness is key for all, allowing individuals to navigate networking spaces effectively by understanding and managing their own energy levels.

5. What is the vision and purpose behind Creative Con, and what does it offer attendees?

Creative Con was born from the desire to create a live event that elevates the voices of powerful entrepreneurs. The founder, Julie Lokun, aimed to provide a stage for individuals who are changing the world through their businesses, books, and media presence. Creative Con is designed to be a transformative experience where attendees can build meaningful connections, be surprised and delighted by the program, and leave as a "different, better version" of themselves. It emphasizes collaboration, learning, and fostering a supportive ecosystem for entrepreneurs.

6. What is the ideal balance between speaking and listening during networking events?

The hosts strongly suggest a 70/30 split: listening 70% of the time and speaking 30%. The rationale is that if people are truly interested in what you have to say, they will ask you questions. This approach emphasizes curiosity and humility over self-promotion. By listening more, you gain a deeper understanding of others' needs and can identify opportunities to provide value, leading to more profound connections. The only exception is if you are a paid keynote speaker, in which case speaking 100% of the time is appropriate.

7. What is the future of networking, especially in an era of AI and digital communication?

Despite the rise of AI and digital platforms, the hosts firmly believe that the most powerful networking will always be done "IRL" (in real life). While online tools like Clubhouse, Roam, and Zoom have their place, nothing replaces the ability to look someone in the eye, feel their energy, and experience their genuine presence. In-person connections foster sincerity, build "know, like, and trust" more effectively, and are crucial for vetting potential partners. The effort required for in-person networking pays off in dividends, as it builds more robust and authentic relationships.

8. What essential advice is offered for entrepreneurs and individuals navigating business relationships and personal growth?

Several pieces of advice are offered for success in both business and personal growth. Firstly, "be a good human" and act with integrity and strong morals. Secondly, entrepreneurs should surround themselves with a trusted team or "anchors" who can offer diverse perspectives and help them make sound decisions, especially when entering into contracts. Always trust your gut instinct, but also do your due diligence by researching potential partners and ensuring their business practices are legitimate. Don't be afraid to ask for mentorship or assistance, as genuine people will often recognize and respond to sincerity. Lastly, embrace an authentic self, be consistent, work hard, and don't expect easy shortcuts.

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