David and Kaspar discuss why Google algorithms are all about signal input. Talking points include: What is signal input? How can SEOs control signal input? Google seems to issue more and more penalties all the time. Should SEOs be worried? Does Bing Search matter? Does any other search engine matter? Once the latest hype fades, what does really count in SEO? What is hype and what is something that matters - and how do you tell the difference? Performance or Backlinks - what's more important?

Lau Miguez shares with David Bain that in 2024 you should stop focusing on links and link numbers and instead, focus on strategy. Discussion points include: Why shouldn’t you focus on links and link numbers? What do you mean by focus on strategy? What does your strategy look like? How does the strategy that you recommend result in more, better quality links? What links are more effective nowadays? How do you measure the impact of your activities?

David and Krzysztof discuss the key elements of getting set up with your analytics. Talking points include: What are the key elements of getting set up with your analytics? What is your definition of a bounce rate? How do you merge analytics with Google Search Console data? How do you record user sessions with Microsoft Clarity? What metrics are you tracking on a regular basis? What are the pros and cons with GA4? What other options do Microsoft Clarity bring to the table?

David and Olga discuss the importance of doing SEO testing to prove the SEO concepts you preach. Talking points include: How do you know what to test? How do you test? What software do you use? How long should tests last? How often should you test? What shouldn’t you test? What don’t you test yet, but do you intend to test in the future?

David and Sally discuss the importance of striving to achieve stakeholder buy-in in an ever-evolving SERP. Talking points include: Why is this important? Who are the key stakeholders? How do you achieve stakeholder buy-in? How do you appeal to different stakeholders? How do you continue to work with different stakeholders? How does this impact the role of SEO moving forward? Why does the ever-evolving SERP landscape make this necessary?

According to Elena Dyulgerova, it;s essential that you diversify your traffic sources in 2024. Talking points include: Where are the best sources to diversify traffic sources from? What are the most valuable sources of traffic? How does Pinterest optimization work best in 2024? Is Pinterest only for e-commerce? How does this differ by industry? How do you optimise for different platforms?

Ash Nallawalla from CRM911 Digital believes that SEO deserves a bit more recognition – and businesses will benefit greatly from giving SEO managers a bigger voice. Discussion points include: Where in a corporate structure should an SEO manager sit? What do they need to control? What do they need to influence? How do they manage to climb the organisation hierarchy?

Helen Pollitt says that you need to ensure that SEO takes its rightful place as a strategic business function. Discussion points include: Why has SEO been traditionally been considered a marketing channel? Why is it imperative that SEO is fully integrated into design, brand, engineering, customer services and UX teams? How should a company change their focus from "SEO as a marketing channel" to "SEO as a strategic business lever"?

Gus shares that you can improve your impact by taking inspiration from how product managers operate. Gus says: “Think like a product manager." "For me, it’s about following a process of discovery, testing, and seeing whether the things that you’re doing actually have an impact or not. Let’s say you believe that you can improve indexation on a website. That’s your hypothesis. Then, you’re going to start with the discovery phase: what are the possible things you can do to solve this problem?...

You can diversify your own approach and skillset, but International SEO and Digital Marketing Specialist Monsterrat Cano is a firm believer in strength in numbers. It’s foolish to work alone, she says. Discussion points include: Can every SEO collaborate - even in-house SEOs working by themselves? How do you collaborate during a - migration process - recession - algorithm update - tech integration

In this episode David and Ashley discuss the importance of learning from what's currently ranking, but offer something different with your content. Discussion points include: How do you learn what you should be ranking for? How do you learn what’s currently ranking? How do you offer something different with your content? How do you know that search engines will prefer your content? What type of content tends to be more effective nowadays? How often should you update your content?

If you’re looking for a new weapon to add to your arsenal, Sara Taher from Assembly Global says that video is the way to go. She believes that this is where users and search engines are turning their attention. Sara says: “Integrate video content into your SEO strategy, be it long-form, short-form, vertical, horizontal, or square videos.” "You want to leverage video on the SERPs themselves and also on other platforms as well – like YouTube and TikTok. You basically want to create video...

Navah Hopkins believes that SEOs need to know about Performance Max ads. Discussion points include: What are Performance Max ads? What will iOS17 do for tracking and attribution of your marketing campaigns? What creative works best? Ad or landing page perspective or both? Why are they different? What does adapting content to visual first placements mean? Why are they better? Is there any downside? Why are they important for SEO? How should paid and SEO work together?

Crystal Carter believes that you should be using multimedia to slice across your marketing channels. Discussion points include: What do you mean by slicing? Does multimedia work for every type of content? What stage in the customer journey does multimedia content work for? Does multimedia replace content? Do you mean multimedia off site? What does the ideal content production process look like? How is AI changing multimedia content?

Izzy Wisniewska believes that you should befriend other marketeers and go holistic in 2024. Talking points include: What does holistic actually mean in practice? How do you unite as a marketing department in a large organisation? How does a content team, PR team, video team join forces with sEO to deliver a more effective customer experience? What other teams impact areas like: EEAT, technical performance, user experience, speed, user intent, content quality What does this mean for channel...

In this episode, David and Sukhjinder discuss the importance of knowing your audience, meet their search intent & ensure your content is “Helpful”. Discussion points include: Why is knowing your audience and meeting their search intent even more important in the age of SGE? How do you know your audience? How do you meet their intent? How do you ensure that your content is helpful for both users and search engines? What does having E.E.A.T.-worthy content actually mean? How is this...

Luke Carthy believes that 2024 is the year of the yearning for original, creative and well-written human content. Discussion points include: What can humans do that AI can’t do? What’s the difference between well-written human content and AI content? What should humans stop doing and hand over to AI? How long will this be the case for? How is TikTok a competing ecosystem to Shopify and Google? What should SEOs do about this? Is it an SEO’s job to optimize for every platform?

Nikki Halliwell shares that creating actionable audits that your client understands, and can be used by stakeholders at all levels and being able to follow them through and get fixes implemented by working closely with dev teams and speaking their language for faster implementation. Discussion points include: What is an actionable audit? Is there any type of audit that you see SEOs doing that don’t provide much value? What stakeholders should be using this audit? What language should you be...

Andor Palau shares the importance of investing in additional tools and external testing when doing a migration. Talking points include: What are some examples of some of the preventable errors that can occur with migrations? What tools do you use? How do you end up paying with missing revenue? What different perspective or different data layers might you end up missing? How should you plan for a migration? Who should you involve in a planned migration? Is there anything that you need to keep...

As many contributors to this project have alluded to, the long-reaching arms of AI are reaching into many aspects of digital life, which is why Emma Russell from Oxford Comma Digital says that you need to be a more discerning gatekeeper, and that you should Limit crawlability to your content.

In this episode, David and Manu discuss the importance of keeping a wide open eye and being flexible in your SEO approach. Discussion points include: Can you give an example of the new possibilities of integrating AI in your workflow and processes? When you say, “make sure you have access to the right and accurate data”, what data are you referring to? How do you work cross-channel? How do you determine what delivers the most value to your audience? How do you know when to pivot an SEO strategy?

Fili Wiese shares what impact site speed and Core Web Vitals has on SEO in 2024. Discussion points include: What impacts site speed most in 2024? - Server and hosting - File sizes and types - Plugins and add-ons - Traffic volume - Poor coding How should we be using Core web Vitals to direct our site performance improvements? Inside Search Console? - Loading (Largest contentful paint - how fast is fast enough? How do you improve this?) - Interactivity (First input delay - how fast is fast...

Tom Pool advises that you ensure technical quality throughout your entire site. Discussion points include: What does good technical site quality look like in 2024? Has anything changed in terms of technical setup best practice in the past couple of years? How does a good technical set up deliver better user experience? How do you build a solid technical foundation if you’re not sure how large you’re going to grow? If users are happy using your site is it worthwhile to continue to invest in...

Alexandra Tachalova shares that building the right links should be one of the biggest priorities for marketers. Discussion points include: What are the right links at the moment? What are the wrong links at the moment? How do you get the best links? Why is this more important than other marketing activities? You say that Sites that have a strong domain authority can easily reach excellent results in Google SERPs without building any links back to their individual pages - does this mean that...