YouSaid · the spoken record

Ethan Smith

lines on the record: 90
first: 2022-12-01
most recent: 2022-12-01
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“It depends, but usually I'll say six to nine months. But it's a function of how much authority you have and how much existing SEO attraction you have. The more authority you have and the more attraction, the faster it is. So if a company like Netflix makes a change, you'll see it the next day. And if a brand new company starts from scratch, it'll take probably a year. So you start on SEO today, takes maybe three months to build the page types, do all the analysis, come up with a strategy, build everything, launch it. write 20 articles so three months to actually launch stuff and then three to six months to see it start to rank and and to grow so what's happening uh the earlier we are in less authority we have google is testing our pages on keywords that are less popular to see if our engagement is good and then with better engagement we'll rank more and more and it'll grow exponentially and so again”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“It's a bit niche. You don't have to have it. The application is screaming frog is one crawling. So I want to get all the URLs from some other site. So that's a good use case. The second is you can audit stuff on your site. So you can crawl your whole site and find error codes and redirect loops and things like that. And then another key use case for screaming frog is your internal link coverage. Do your pages on your site? Do they have links pointing to them within your site or do they not? So that's what screaming frog does. Screaming frog can be number five. I would just say you can build an SEO strategy without screaming frog, but certainly useful.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“A graphite that are not accessible that we use to power some of the stuff that I talked about where there's not already a tool. So topics like I mentioned, we have internal tools for that. We have internal tools for things like what subtopics you need, topical authority. There's just aren't tools for that. So we've basically built some in-house and we use that for when we're building strategies.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“Four tools, though tool one is Google Search Console. So Google Search Console is free. Real traffic information, you can do surf tracking, and you can do surp tracking for free. So every single keyword you rank for, you'll have that in there. So it's very useful. That's my number one tool. My second tool is clear scope. So there's a bunch of different tools for content analysis content scoring. Clear scope is the best one. And ClearScope will tell you what I talked about subtopics and comprehensive content. So that tool helps you understand whether or not you have a gap in your content. That's the second tool. The third tool would be a keyword research tool. There's many of them. SEM Russian NHRFs, I use the most AHRFs is my favorite, but SEMRush is good. There's a bunch of other ones. They're all pretty similar. So pick one of those. That's like $100, $200 a month, I think. Google Search Console is free. Clear scope is based on volume. And then the last tool or tools is that we have a bunch of internal tools.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“So what we do is we'll look for competitors. So we'll look at a food network, all recipes, other sites, and then we'll basically get all of their pages and all of their keywords using a tool like AHRS or SEMRush. So if we're starting from zero and we have no information about boot, we just go to other sites who have who've already done this and get all their information and data and figure out all the different pages that they have, all the different keywords that cluster to each page, the search volume or the traffic for each of these, and then we can prioritize them based on search volumes. So we have 10,000 food topics sorted by search volume or traffic volume. Then we want to look at how competitive we can be, which is topical authority. Then we want to look at conversion intent. How does food versus comics versus photography convert? And then we have a prioritized list of topics by”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“And again, because we have all these subtopic themes, our content is comprehensive, content score is higher, and users who are searching for five-year plan template get a template. And now we have a better engagement score. So those are two examples. And one thing that I'll say is the way that we can know how we should cluster keywords, like should we have one page for template versus examples? Should we have two separate pages? You can basically put in five-year plan template, five-year plan examples, and you can look to see how much overlap of the results are there. So if the results are completely different for those two keywords, you should probably have two different pages. But if they're all the same, Google's saying these keywords are essentially a single concept or a topic. So that's how you can think about which keywords should be clustered under one topic or another.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“So, if we only define what it was, what butter lettuce is, and we did not talk about health benefits, then we had this gap. And we're not going to perform as well. And part of why masterclass early on was able to outrank food network, who has way more, who had way more authority in food, is because other companies have these gaps. They were not looking at all 400 keywords and they didn't talk about health benefits. And therefore, they didn't rank as well because, A, Google's content scorers said, you're not comprehensive. And B, users who were searching for Butter Lettuce Health Benefits didn't get the answer and then left and went somewhere else. One other example that I'll give is with Better Up, we have this article five-year plan. And if you look at that article, I think it ranks for about 1,000 different keywords. And there are themes like examples and templates, personal versus business five-year plan, and five-year versus 10-year versus one-year plan.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“I'll give two examples. So, an example with masterclass is butter lettuce The keyword, I think it ranks for about 400 different keywords. And there are themes like health benefits and other kinds of lettuce and recipes.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“Topic is going to rank for a thousand keywords. We don't want to write a thousand articles. And if we did, we wasted a bunch of money. So for best cameras, if I had best cameras, best digital cameras, best rated digital cameras, we wasted money if we wrote an article or made a page for all of those. And the order of magnitude can be substantial of wasted money. And then the last is that the page that is actually ranking for that needs to fulfill the intent of all 1,000 keywords. And if there's a theme that you're not talking about and you didn't know about it, then you're not fulfilling the intent and you're not going to rank as well. So for all of these reasons, it's much, much better to think in terms of topics rather than keywords.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“And so there's typically about any given page is typically going to rank or be able to rank for about 200 to 2,000 different keywords. And this is important for a few different reasons. So the first reason is that the search volume for what we're targeting is not the search volume for one keyword. So for best cameras, the search volume is not just the search volume for best cameras. The search volume for 2,000 different variations of best cameras. And so if you think the search volume for best cameras is 1,000, the topic of best cameras is probably 100,000. It's probably 10x at least the search volume of the keyword. And so when we're making prioritization decisions or should we go after this, we want another right search volume. We have the wrong search volume then where we're going to make bad prioritization decisions on a very large order of magnitude. The second is if our”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“When I started an SEO again, it was keyword based. Every keyword had one page. And now many keywords have one page. So if you're a commerce site and you have 10 million pages, it has to be automatically generated. There's no way for you to afford to write 10 million pages. So you have to automatically generate it. And that led to a bunch of low quality content. So since 2008 with Google Pan, and there's been a bunch of other algorithm changes, Google wants to again find a page that covers many different keywords. And the algorithm has improved. So for best cameras, they know that best digital cameras is the same as best cameras is the same as something else, some other variation of that. So the algorithm has improved and it has a semantic understanding. So the algorithm is targeting topics, whether that's our intention or not, you are targeting topics.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“That you could possibly search for a product had its own page, and that worked really well. The pages were of dubious utility because of that, but that worked well. That no longer works well. And Google does not want you to do that. So you'll see in there guidance that you should not have many minor variations of every single way that you could search. You should have themes or topics. And so a topic for best cameras, best cameras is going to rank for the best cameras, 10 best cameras, cameras best, best digital cameras. All these things are going to map to a single camera category page. And then there's a bunch of other category pages. So you basically take the 20 million commerce keywords and then you group the keywords at the topic level. And then you launch just those. So that's how you do a category page. And then on for an article or a listical, you would basically build out an article or a listical page type. And then you would have writers write articles and then publish them through.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“It depends, but it's usually not millions unless you're eBay or Izillow. But usually it's less than a million. It depends on the page type. So for a product page, typically you would index all of your product pages and however many product pages is the number of URLs. But you wouldn't want to index things that are thin or empty or we have a product that's out of stock and there's no description and there's no reviews. You might not want to rank all of those. But usually for product pages or item pages, you would index all of them that are of some threshold of quality. For category pages, you want to find all of the categories that go after keywords where the category pages are right page type. So what are all the queries where category pages ranking? And then you don't want a page for every single keyword. So when I started an SEO, you would have a category page for every single keyword. And so I was at a shopping site. I think we had 10 million plus pages. So every single way.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“It's click through. So it's if I typed invest camera, what's the rate of clicking on my position versus somebody else? So that's signal one related to that is, did you go back? So you clicked on my page and then you went back and you clicked on somebody else. That's a very bad signal. So that's engagement on Google.com. The second part of engagement, which is probably even more important, is did you stay on the page? And did you stay on the page for a long period of time? So Google's tracking everyone through Chrome and Android and they can actually see what happened after they left Google. And ultimately, Google wants you to end your session or find the answer, find what you wanted on that page. So the more you click on our URL and then go to the page and then stay there and spend time and get your answer, that's a key ranking signal.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“That and the better your engagement So, if it looks like users really want to be able to find a business and you do that better than anyone else, your engagement will be higher and you're higher engagement will cause you to rank higher and it'll cause you to rank higher right away. So it's not only a way to be robust against algorithm changes, it's a way to rank higher right now.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yes, and the only thing that I would say is I wouldn't have the goal be copy everyone else and just do, you know, do what we think the algorithm wants. I would take inspiration and make a great page. So if it looks like maps are useful and phone numbers are useful, you should include that, but I wouldn't just optimize purely to get a visit and then stop. I would take this inspiration. Users in general seem to want to be able to contact the business. And they want to be able to find the business, which is why there's a map. So what are some other ways that I could help users do that? That's how I would come up with requirements.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“But if you were to be very rigorous, you would essentially do that. But you're basically looking for what are correlations of URLs or page types that are ranking for these terms. Usually there's one or two page types. So sometimes there's two different ones. And it's like a fractured intent. And so an example would be best cameras. So you'll have a category page, analystical page typically. So you could have one or one or the other, but you will need one of those. If you have a product page, you're not going to rank. So you're basically looking for correlations of which page types are ranking for the terms that you want to rank for. And that's how you come up with your page type. And similarly, if you want to know what should go on the page, you again look for what are the correlations of the components of the pages that are ranking that are ranking for the terms that I want to rank for. For example, do I need a map or do I need an address or do I need a phone number? A way to answer that is to see what are the patterns of the pages that are ranking for the terms you want to rank.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“And what we could do is we could have a chapter page. And a chapter page is a transcript of what Gordon Ramsey said. And that actually won't rank. The page type is wrong. Google is not ranking chapter pages or transcribed text. The ranking articles. And so that's the short answer. The longer answer is if you want to rank for how to poach an egg, you would want to know, well, there's a thousand different keywords that this page is actually going to be targeting. So I'll type in all thousand of those different keywords and then look for the patterns of the page types for all thousand keywords. Now that's impossible to do manually.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“The short answer is you take a few keywords you want to rank for, you put them in Google, and you look for themes of the page types that appear. So for masterclass, you type in how to poach an A and you see that all the results are articles with a recipe. That's a very clear correlation that if I want to rank, I need a page like this. So with masterclass is an interesting example. They have classes and chapters and each chapter is like they have how to poach an eight chapter for Gordon Ramsey.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“Then, given the page type, we want to figure out the product requirements, so what needs to be on the address page on Zillow. Then we want to figure out the content strategy. What are the different subtopics and themes of content that needs to be on each page? And that's specific to the different page types. And then last is the infrastructure. So how do we help Google find all of these different pages via links? And so that's the workflow that I go through. It depends on your addressable market, what that strategy looks like, but those are the components for a high impact SEO strategy.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“So it depends. And here's the workflow that I would go through. So, first, we want to define the addressable market. And given the addressable market and what are the different topics and keywords that I want to acquire on, and then what is the page type that I need for that? So for Zillow, the addressable market is mostly address pages. For masterclass, it's mostly articles. And so we look at benchmarks. We see what keywords they're ranking on. Then we take those keywords, and then we figure out the page type.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yes, well, we want to decide of everything that the company could work on, what is their relative priority of SEO versus everything else, paid, social, and things like that. So we want to compare it with these other things and we want to look at the cost. And so, depending on the cost and the opportunity and how that compares with other channels, that's how I would make the decision about when and whether to do SEO.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“And they consistently over and over again perform really well. They're probably the most successful editorial SEO company. So those are a few examples.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“I'll give you a couple that I work with, and then I'll give a couple that I don't work with. So masterclass is one of the projects that I'm most proud of. And they do a great job and build a lot of content about their classes and it's stuff that's related to their classes. Another example is Better Up, which is a coaching platform so people can get a virtual coach to improve their career and build a lot of content around how to give difficult feedback, how to create a five-year plan, things like that. So those are two projects that we worked on that I'm really proud of. A couple other examples that I did not work on. So NerdWallet is one of the top editorial SEO companies and they have guides around credit cards and financial information and their stuff is top notch. HubSpot does a really good job, so they have a lot of content around productivity. And I've done really well. The other is.dash. Like all recipes and investipedia.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“It depends, but the short answer is editorial SEO is usually the best. But it depends on your category. Given your addressable market, you want to see the page type that maps to the queries that you want to target. And sometimes that's an article and sometimes it's not an article. So for Zillow, that would not be an article. It should mostly be programmatically generated pages or for an eBay. It's mostly going to be programmatically generated pages or for most commerce companies. But for most other companies, it's editorial SEO. So editorial SEO is always an opportunity for every single company if there's an addressable market and programmatic SEO is sometimes an opportunity. The nice thing about programmatic SEO is that you don't have to spend money for each page that you create. So Zillow doesn't spend money for every single home page that they create. eBay doesn't spend money for every product page that exists. Editorial SEO, every page has a cost. So that's kind of how I think about it.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“So that's editorial SEO. And then there's technical SEO. So Technical SEO is just the infrastructure. So, like internal link architecture, tags, redirects, page speed. That applies for everything. But those are the three main types”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“And editorial SEO is more and more actually driving more traffic than programmatic SEO. Programmatic SEO used to be almost all SEO when I started. And editorial SEO has overtaken that.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“There's programmatic SEO, there's editorial SEO, and then there's technical SEO. So programmatic SEO are pages that are automatically generated from a database of information. So for eBay, product pages are generated automatically from information in their database, or for Zillow home pages, address pages are generated based on information in their database. For a site with UGC like Glassdoor, that is programmatically generated as well. So that's programmatic SEO. It's usually category pages and item pages. item page meaning product page page about a home page about a video so it's like an individual item and then there's category pages which are grids or lists of items so those are the two main page types for programmatic seo then there's editorial seo so editorial seo is where a person actually sat down and wrote a piece of content like a writer wrote something like an article or a guide or a listical”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“So when we're looking at all of our different channels, SEO paid social other, we want to do impact versus scope. And we talked about impact. Scope is another one. So if you have no content at all and no UGC, then the scope is higher to compete in the addressable market. If you have a ton of UGC like Glassdoor, the scope is lower. So the more UGC you have, the more like Brazilo, the more addresses you have for a shopping site, the more SKUs, more products you have. The scope is lower. It's easier to compete for those. So definitely consider that. But if you have no UGC and no SKUs, you could still compete through editorial SEO and through other ways. So it's not that that would tell you you cannot if you don't have those things, but those things make it easier. Therefore, the scope is lower. Therefore, impact versus scope ratio makes more sense.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“It depends on how much truck that you want, but the heurist, I mean, the heuristic is to look at other sites that are your product competitor, your audience competitor, and you can get their totals and then you can say whether or not those totals are meaningful, but I would do totals times what I think my conversion rate is equals sales. Compare that with other channels. So how much could I get paid? How much could I get messier? How much could I get from social? And then that's how you would decide which channel and whether or not SEO is the channel to focus on.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, it has total traffic and then it has traffic by channel and it has countries and other things where I'll look at total traffic and then by channel and then total times percent non-SEO equals total traffic from non-SEO.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“Could do either. Usually, people don't specifically focus on links or non SEO traffic for SEO. They just do it because they want to grow their company. So usually that's what happens and it happens for free. But you could be intentional about it if you want to.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“Google wants to see that you're not just an SEO site. If you're not getting any traffic from anywhere else and it's only from SEO, then you're an SEO farm, essentially. So, the more traffic you have that's not from SEO, that means that you're credible. The more referring domains you have, that means you're more credible, more authority, the more shares you have, more authority. So the more of these signals, the more you're a known brand in Google's eyes and the more authority you have and the better you can rank. So it's the non-SEO traffic piece that I especially want to look at.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“For something like I'm at a WeWork right now. So for WeWork, I could look at the traffic for other rental office companies, or I could look at companies that are ranking for the kinds of things that I would want to rank for. And they may not be direct fronted competitors. So like Fintech is interesting. So for Robin Hood, Robin Hood could look at other sites that allow you to sell stocks in crypto, or they could look at Investopedia. Investopedia doesn't allow you to buy stocks, but they have a bunch of traffic. It's not a product competitor, but it's an audience competitor. And so these competitors basically can tell you what the size of that market is. So that's how I think about the addressable market. So ideally, it's large. It typically is. And then the more authority I have, the more I can compete. If I'm starting from zero, it's probably too early. But once I have traction, SEO can then multiply that traction.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“For that product, what is the persona? What's the size of that? And then I would assess that typically by looking at external benchmarks. So if I'm a shopping site, and I haven't started yet, I can look at other shopping sites. I can see how much traffic they have. So again, I can go into similar web. If I'm wish.com and I want to see what my traffic potential is, I can put in Walmart and Wayfair, put it in similar web, look at their total traffic. You can get similar webs free for all of this. And then I can get a sense of how big I can get. The one other thing I'll mention is that there are product competitors and audience competitors.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“And then, in terms of the addressable market, that's a little bit more complicated. But most markets are pretty large actually in SEO. But we want it to be large. So with power is actually an interesting example. So they're a clinical trial lead gen site. They want to acquire people to take clinical trials. How many people are typing online? I want to take a clinical trial. Not very many. But there are people that could be taking clinical trials is very large. And so if we target the persona, like what's the key demographic of who might be a candidate for taking clinical trial? It's very, very large. And so we can then create content that targets that like gig economy or college students or people like that. And so if you think about targeting the persona, most sites have a very large address market. But the way that I would think about the address of the market is that, which is what product am I offering? What are the use cases?”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“And Google doesn't want you to just be an SEO site, and they want you to be a credible domain before they rank you. And if you're starting from zero, they don't have enough signals that you are. So the way that we assess that is I will go into the first signal I'll look at is what's your traffic? What's your current traffic? And your non-SEO traffic is actually an authority signal. So I'll go into similar web. I'll put the domain in. I'll look at the total traffic and I'll want to see at least, I would say 1,000 visits a day roughly for non-SEO at least. You have five visits, that's very little. And then the second thing I'll look at is the number of referring domains. So I'll go into AHRFs or SCMRush and look at the total number of referring domains. I'll try to have at least 1,000 roughly referring domains. You could grow with less than that and less than 1,000 visits, but it's much harder. And the more you have, the easier it is to grow and the faster you can grow and the more you can.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“There's two big things. The first thing is the addressable market large. So the addressable market for SEO large. And for most categories, it is. The second is, do you have authority? Do you have existing traction? If you start from zero and you have no traction, so we talked with seed stage companies and Series A companies. Typically, they don't have a lot of authority and it's too soon.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“And a few other things, and bugs. But that's not how you grow. The way that you grow is with programmatic and with editorial SEO. And I think editorial SEO, and by that I mean articles and content, manually written content is underappreciated. So I think those are the two biggest myths.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source
“And essentially what that is give me a list of bugs to fix, which is different from help me grow. And so a tech audit is basically, it's this strange thing in SEO where you basically get screaming frog, which is this tool. You buy it for, I think it's $150, you crawl the site, and then you give a report and you say, here are bugs, which is not that useful. What the company actually wants is they want to grow. And so we'll try to reframe that. And number one, technical SEO, I think, is misunderstood. You want a strategy around your technical components and you want a general SEO strategy to help you grow. So I think that that's the biggest myth. And then I think similar to that is that people over index on technical SEO and not enough on editorial SEO. Some companies can benefit from programmatic SEO, which is related to Second SEO. Technical SEO is mostly internal link architecture.”
2022-12-01 · Lenny's Podcast · The ultimate guide to SEO | Ethan Smith (Graphite) · IDENTIFIED FROM THE TRANSCRIPT · source