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"They Nuked My Site Overnight" - Lars Lofgren on Google's Collapse

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Apr 5, 2025

Guest

Lars Lofgren

Lars Lofgren, an experienced digital marketer and early Neil Patel employee, shares his insights on the recent Helpful Content Update that impacted his website's visibility. He dives into the challenges creators face with Google's algorithms and critiques the company's approach to independent creators. Lars also discusses innovative SEO strategies, including compact keywords, and the importance of diversifying marketing channels. Adding a touch of humor, he recounts a wild encounter with a fur seal during his travels, blending marketing wisdom with personal storytelling.

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Transcript

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Episode notes

insights

INSIGHT

YouTube's Dominance

Google's acquisition of YouTube solidified its monopoly on long-form content.
This limits creators' options if penalized by Google Search.

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ANECDOTE

HR Advice Site Penalization

Lars Lofgren built an HR website, following Google's guidelines.
Despite good content and rankings, Google's update caused a 90% traffic drop.

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ADVICE

SEO Strategy Shift

Build an audience on YouTube first, then focus on SEO.
SEO is now a reward after dominating a niche or platform.

Get the Snipd Podcast app to discover more snips from this episode

The YouTube Dilemma: Dominance and Discontent

01:33 • 6min

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Revolutionizing SEO: The Compact Keywords Strategy and Google's Disconnect

07:36 • 4min

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Navigating Google's Search Quality Challenges

11:16 • 22min

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SEO Strategies and Marketing Tactics

33:18 • 20min

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Mastering Informational Product Marketing

53:14 • 12min

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A Comical Chase with a Territorial Fur Seal

01:05:10 • 3min

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Mastering Copywriting in the Age of AI

01:08:26 • 8min

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E640: Lars Lofgren breaks down the Helpful Content Update penalization on his website, why this happened, and what this says about the state of Google.

We also talk about SaaS marketing, information product marketing, product evangelizing, and YouTube’s dominance.

Lars is a legendary marketer - one of Neil Patel’s early employees, a well-known killer in affiliate SEO, a popular blogger, and advisor to Dropbox, Evernote, and more.

Lars’s blog: https://larslofgren.com/ Lars on LinkedIn (tell him you came from this podcast and he’ll accept your connection): https://www.linkedin.com/in/larslofgren/ Lars on 𝕏: https://x.com/larslofgren

🧲 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/

00:00 Introduction and Guest Background 01:44 Google's Monopoly and YouTube's Dominance 03:39 Challenges with Google's Algorithm 08:45 Google's Approach to Independent Creators 12:05 Critique of Google's Internal Operations 22:49 SEO Strategies and Content Creation 23:54 HRAdvice and Challenges 34:53 SaaS Marketing Strategies 37:01 Diversifying Marketing Channels 37:50 Google Ads and Landing Pages 38:53 Founder Evangelist Strategy 39:58 LinkedIn Playbook 41:15 Parasite SEO Explained 43:52 Reddit Marketing Challenges 53:17 Info Product Marketing 57:08 Reality of Info Products 01:05:33 Fur Seal Encounter in Antarctica 01:08:59 Importance of Copywriting

The Edward Show. Your daily digital marketing podcast: https://edwardsturm.com/the-edward-show/

#googlehelpfulcontentupdate #saasmarketing #searchengineoptimization #digitalmarketing

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