John-Henry Scherck defends Google (extra SPICY🌶️) on EP39 TWIDM
Aug 1, 2023
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Join us as we chat with SEO expert JH Scherck about the pros and cons of West Coast living, the implications of John Mu's controversial tweet, and the emergence of generative AI for clients. Learn how SEO fits into B2B software strategies, the challenges of dealing with slow-moving large companies, and more.
Communication from Google to niche site owners is not owed, and site owners should focus on high-quality content and audience building.
Relying solely on AI-generated search results for controversial topics poses risks, and Google should prioritize returning value to shareholders and maintaining user trust.
SEO can be a powerful channel for B2B software companies, allowing them to build awareness, demonstrate value, and generate quality leads through owned media and audience-building.
Deep dives
The importance of clear communication from Google
The podcast episode discusses the lack of clear communication from Google to the niche site community. While some argue that Google should have a line of communication with niche site owners and provide transparency about algorithm changes, the podcast speakers take the opposite side, emphasizing that Google owes niche site owners nothing. They argue that niche site owners who engage in spammy practices and rely on AI-generated blog spam are actively making the internet worse. They highlight that Google's main focus is to return value to shareholders and not to help niche site owners succeed. Overall, the speakers believe that demanding communication from Google is an entitled take and that niche site owners should focus on creating high-quality content and building their audience rather than expecting Google's guidance.
The limitations of AI-generated search results
The podcast discussion also touches on the limitations of AI-generated search results, particularly in relation to controversial topics. While AI technology can provide value for factual and pragmatic queries, the speakers express concerns about the potential chaos that auto-generated answers could cause in terms of controversial or debatable topics. They argue that there is too much risk involved in relying solely on AI-generated answers, as there is no way to fact check or ensure accuracy. They believe that this is why Google should not prioritize the implementation of AI-generated search results and instead focus on returning value to shareholders and maintaining the trust of its users.
The effectiveness of SEO for B2B software companies
The podcast delves into the effectiveness of SEO for B2B software companies. The speakers highlight that SEO can be a powerful channel for these companies, as it allows them to build awareness, demonstrate their value, and generate quality leads. They discuss the importance of crafting content that showcases the company's unique approach or solution to specific problems, rather than focusing solely on keywords and traffic volume. They emphasize the value of owned media and building an audience, noting that SEO can be more cost-effective and yield long-term retained value compared to paid media strategies. Overall, the speakers encourage B2B software companies to leverage SEO as part of their content marketing strategy to increase visibility and attract relevant, interested prospects.
The Impact of Affiliates on Search Results
The podcast discusses how having an affiliate program can impact a company's visibility in search results. It mentions a customer who chose not to participate in affiliate programs and consequently did not appear in the top search results, even though they were a big player in their industry. This highlights the potential disadvantage of not being involved in the affiliate game, as it can result in decreased visibility and rankings in search engines.
The Role of Topical Authority in SEO
The podcast touches on the concept of topical authority and its importance in SEO. It discusses how AI-powered tools can generate content on various topics, potentially diluting the importance of topical authority. However, the speaker emphasizes that building topical authority through organic means, such as acquiring high-quality backlinks and creating authoritative content, is still crucial for competing in search rankings. They emphasize the significance of focusing on targeted, qualified leads rather than pursuing high-traffic content that may not attract the right audience or result in conversions.
Join us in this episode as we chat with SEO expert JH Scherck. From the pros and cons of West Coast living, to the implications of John Mu's controversial tweet, and the emergence of generative AI for clients, JH's insights reveal an intriguing perspective on the ever-changing SEO landscape. Discover how SEO can fit into your B2B software strategy, the challenges of dealing with slow-moving large companies, and much more. Tune in to EP39 for an enlightening conversation you won't want to miss.
