Hey commuters,
On this episode we dive into the world of SEO with one of the leading authorities on the subject, Tom Winter from SEOwind.
Direct from the picturesque city of Avignon, this conversation covers the latest SEO trends and the practical application of AI in content marketing.
Tom happened to be passing through from Warsaw, Poland, en route to Spain! The pleasant coincidence gave us the perfect opportunity to discuss the nuances of SEO - a field that’s always changing!
The Big Google Leak
A major topic we delved into was the recent leak about Google Search. Covered by Rand Fishkin, the leak contained essential details on how Google ranks pages.
According to Tom, while the leak confirmed some long-suspected principles—like the importance of backlinks and authority—it didn’t reveal completely groundbreaking information.
However, it did emphasize the importance of focusing on valuable content and maintaining site authority, which remain pivotal in SEO strategies.
Backlinks, often debated, were confirmed as still crucial for site ranking. Although Google seems to downplay their importance publicly, the leaked information validated their significant role. Tom's insights highlighted that backlinks, akin to academic citations, demonstrate value and shouldn't be overlooked in contemporary SEO practice.
Zero Click Search and Google's Evolution
As SEO continually evolves, staying ahead of trends like zero-click search is essential. Google’s introduction of SGE (Search Generative Experience), which aims at providing answers directly on the search page via AI, may change how clicks are distributed.
Yet, as Tom reassured, in-depth and detailed content remains indispensable. Longer content that can't be summarized in a snippet will continue to drive traffic to websites.
Google’s advancements in eliminating spam and low-quality content also mean that well-researched, valuable content has more room to shine. Despite initial bugs and humorous errors from AI features, Google's evolving precision holds promise for improved search experiences.
AI's Role in SEO—Embracing the Cyborg Method
Tom introduced us to the “Cyborg Method”, his unique approach to leveraging AI in SEO. By treating AI as a teammate rather than an intern, marketers can harness its potential effectively.
According to Tom, the Cyborg Method revolves around combining human expertise with AI’s capacity to process massive data sets quickly. This synergy allows for efficient content creation and strategic SEO optimization.
Research and Context:
Tom detailed how he uses AI to consolidate and digest large amounts of information, saving time and ensuring thorough research. By providing AI with context, he ensures the output is relevant and precise. This method extends to automating research phases, organizing search intents, and summarizing competitive analyses.
Content Structuring:
When generating content, breaking it into manageable sections and feeding them piece by piece into AI helps maintain focus and accuracy. Detailed prompts for each section ensure the AI’s assistance is directed towards specific goals, yielding highly contextual and valuable drafts.
Final Touches and Expertise:
While AI delivers significant drafts, injecting human insights and expertise is crucial. By blending in opinions and nuanced understandings from real-world experience, the content transcends beyond generic information to become highly relevant and authoritative.
I hope you find this episode super valuable! I know I really enjoyed the conversation!
#33: SEO Trends, AI and the ‘cyborg method’