Ex-Google senior employee Kaspar Szymanski explains what really matters in SEO

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Mar 24, 2025

Kaspar Szymanski, a former Google Search Quality Team member and co-founder of SearchBrothers.com, shares invaluable SEO insights for 2025. He emphasizes the importance of server logs in understanding Google’s behavior and the critical role of branding in SEO. Kaspar highlights the unique challenges small businesses face and warns against outdated practices like low-quality backlinks. The discussion also stresses a holistic approach to SEO, integrating user experience with technical strategies for lasting impact in a competitive digital landscape.

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ADVICE

Focus on Impactful SEO

Focus on impactful SEO strategies, not short-lived hypes.
Prioritize signal input and ignore Google updates, as they will happen regardless.

INSIGHT

Server Log Goldmine

Server logs are crucial, especially for large websites, for managing crawl budget.
Recording server logs is essential; if not recorded today, they're gone forever.

ADVICE

Utilizing Server Logs

Start recording server logs now if you aren't already, and preserve them for at least six months.
Analyze server logs to see which important pages Google is crawling and identify technical issues.

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