The conversation explores the tragedy of the commons in relation to search and artificial intelligence. It discusses Google's defensive posture and the increase in large brands in search results. The conversation also delves into the history of content farms and the impact of the Panda algorithm. It highlights the challenges faced by challenger brands and the importance of balancing false positives and false negatives. The story of Healthline's SEO journey is shared, focusing on their product-led approach to differentiate themselves in the health and medical information field. In this conversation, Ethan Hays and Alex discuss the underinvestment in SEO at large companies and the challenges in getting resources for SEO initiatives. They explore the factors influencing this underinvestment, including the short-term focus on quarterly financial results and the complexity and uncertainty of SEO outcomes. Ethan emphasizes the importance of simplifying the language and articulation of SEO to senior executives, focusing on revenue, profit, and operational costs. They also discuss the need to break down technical complexity and communicate SEO in a way that is easily understandable to non-SEOs. The conversation highlights the opportunity for the SEO industry to promote simplicity and improve communication to drive greater investment and understanding of SEO.

Key Takeaways

• Large companies often underinvest in SEO due to the short-term focus on quarterly financial results and the complexity and uncertainty of SEO outcomes.
• Simplifying the language and articulation of SEO to senior executives, focusing on revenue, profit, and operational costs, can help secure resources for SEO initiatives.
• Breaking down technical complexity and communicating SEO in a simple and understandable way is crucial for gaining buy-in and support from non-SEOs.
• The SEO industry has an opportunity to promote simplicity and improve communication to drive greater investment and understanding of SEO.

Show Links

• Visit Moz and STAT Search Analytics
• Connect with Ethan Hays on Twitter
• Connect with Alex Birkett on LinkedIn and Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/