Here are my 3 core takeaways from this interview:
1. How to Learn SEO Fast
Measuring the number of mistakes you make is not a very good measure of development.
You could make the same number of mistakes continuously, or that number of mistakes could rise continuously, and your level of knowledge and development could increase alongside it. That's often the case.
The thing that you should track is how good you are at learning from mistakes. You can make a hundred mistakes in one week, and then you can make a hundred mistakes in the second week. The thing that isn't acceptable is to make the same mistake more than once.
You do that a lot at the start because you can't quite isolate what really it was that you specifically did that is not quite working.
Some people fall into the trap of trying to avoid problems and mistakes as opposed to embracing the art of failure and actually taking those learnings and applying them.
Your goal is to be very good at knowing what you've done wrong.
2. The Most Dangerous SEO Mistake You Can Make
No matter how much theory and content you consume about SEO, you will never realize the nuances involved within it until you start doing it.
There's a fundamental jump from the creation of great content to getting results that is often missed. A big part of this is backlinks.
They start a new site. They create a bunch of content. They'll often say, "I'm going to publish five blog articles a week for the next ten weeks."
You start doing that and you very quickly realize after 6-7 weeks that barely anything's ranking. Maybe you get semi-lucky and a few things are trickling in, but, based on your expectations, it's usually never getting close to where you would expect it to be.
A lot of people try to answer the problem with more volume. Imagine that in the context of paid advertising. You spend $100K and you get really bad CPA (Cost Per Action). Would you decide to spent $200K right after that? You would never do that!
Some people try ramping up to 10 pieces of content or 20 pieces of content a week, but there's a cost associated with this, whether it be time or cash. When it still doesn't work, then they realize: I need to do something different.
People fall into the trap of trying to do twice as much of the thing that isn't working and hoping it will deliver results.
3. Explain SEO to your CMO / CEO (The Easy Way)
Distill the information important down to what stakeholders want to hear.
I don't need to be sharing with Brian Halligan, CEO of HubSpot, the minutia of a technical issue that we're trying to fix. What Brian would want to know is, if we invest stuff into this, what's the net result? Is it worth it?
Come to them and say, "Hey, we've got these 10 different things that we can do. There's also a cost attached to these 10 different things. Here are the problems it will solve and why it's worth it."
Showcase a vision outside of an individual tactic.
Watch the full SEO for the Rest of Us Interview: Coming Soon!
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