Podcast Summary: Grumpy SEO Guy - "SEO Is A Competition, Not A Checklist" (Episode 87)

Release Date: December 18, 2024

Introduction

In Episode 87 of the "Grumpy SEO Guy" podcast, aptly titled "SEO Is A Competition, Not A Checklist," the host delves deep into the fundamental misconceptions surrounding Search Engine Optimization (SEO). Drawing from 14 years of experience running an SEO agency, Grumpy SEO Guy aims to redefine how professionals and enthusiasts perceive and approach SEO. This episode serves as a pivotal moment in the series, emphasizing that SEO transcends mere checklist tasks and is intrinsically a competitive arena.

SEO is a Competition, Not a Checklist

Misconceptions About SEO as a Checklist

Grumpy SEO Guy begins by expressing his frustration with the prevalent belief that SEO can be boiled down to a series of checklist items. He criticizes the notion that simply implementing best practices—like optimizing H1 tags or improving site speed—ensures top rankings.

Quote [00:00]:
"I'm sharing with you the strategies that have helped me successfully run my SEO agency for the last 14 years... SEO is a competition, not a checklist."

The Futility of Following Easy Steps

The host argues that if SEO were merely a set of easy steps, everyone would implement them, rendering such tactics ineffective. He likens these checklist items to superficial modifications that don't contribute significantly to search engine rankings.

Quote [08:15]:
"SEO is not about what you do to your website because if it was, everybody would do that thing."

Analogies to Clarify the Concept

To elucidate his point, Grumpy SEO Guy employs various analogies:

1. Weightlifting Competition:
   He compares SEO to a weightlifting contest where success isn't determined by achieving a specific weight but by outperforming competitors.

   Quote [09:39]:
   "Winning a weightlifting competition is not about if you squat 600 pounds. It's about how much do you squat and how much does your competition squat."

2. Race Cars:
   Just as race cars require powerful engines beyond aesthetic enhancements like paint jobs and stickers, SEO demands substantial authority rather than superficial tweaks.

   Quote [09:54]:
   "Those things do not make your car faster. They're good race cars because they have powerful engines."

3. School Homework:
   Unlike school assignments where everyone can achieve top grades by following guidelines, SEO rankings are unique and competitive.

   Quote [23:36]:
   "SEO is not an assignment in school where if you do everything a certain way, you will get rewarded with 100%."

The Importance of Authority in SEO

Authority Over Checklist Items

A central theme of the episode is the paramount importance of authority in SEO. Grumpy SEO Guy emphasizes that while technical optimizations are necessary, they are only a small fraction of what truly influences rankings.

Quote [19:28]:
"What separates the people at the top of the search engines from everybody else... is authority."

Interconnectedness of Websites

He elaborates that SEO is fundamentally about how a website interacts and relates to other websites on the internet. This interconnectedness is where authority is built and maintained.

Quote [15:42]:
"SEO is about how your website relates to every other website on the Internet."

Critique of SEO Courses and Consultants

Repetition of Basic Concepts

Grumpy SEO Guy is critical of many SEO courses and consultants that reiterate basic and over-simplified concepts like "Content is King" without offering deeper insights.

Quote [16:15]:
"Most people that are producing SEO courses have no SEO experience... they're just trying to scam you by repeating the same nonsense."

Warning Against Paid Courses

He advises listeners to be wary of paid SEO courses, asserting that they often do not deliver valuable knowledge and are designed to exploit the desire for simple solutions.

Quote [16:50]:
"Please don't pay for them. But, like, look at Them and tell me if you think it is actually more than 1% of people that understand this concept."

Finding a Good SEO Consultant

When asked how to identify a competent SEO consultant, Grumpy SEO Guy emphasizes the importance of understanding that SEO is a competition and not merely about implementing a set checklist.

Quote [29:10]:
"Make sure that that SEO consultant understands that SEO is not a checklist, and SEO is not about what you do to your own website."

The Single SEO Problem

Focusing on Rankings Only

The podcast underscores that the sole problem in SEO is not achieving top search engine rankings. Other metrics like clicks, visitors, impressions, and conversions are secondary and do not directly constitute SEO issues.

Quote [26:00]:
"There is one SEO problem that exists, and that is your ranking somewhere other than the top of the search results, okay? That is the only SEO problem that exists."

Conclusion

Grumpy SEO Guy wraps up the episode by reiterating the critical message that SEO is a competitive field centered around authority and inter-website relationships, rather than a linear set of tasks. He urges listeners to shift their mindset from seeking easy checklists to understanding and mastering the competitive dynamics of SEO.

Final Quote [30:53]:
"SEO is not about what you do to your website. SEO is about how your website relates to every other website on the Internet."

He concludes with a call to action for listeners to subscribe, leave reviews, and engage with the podcast through Reddit or email for further discussions and support.

Key Takeaways

1. SEO as Competition:
   Viewing SEO as a competitive landscape where websites vie for authority and relevance rather than ticking off checklist items.

2. Authority is Paramount:
   Building and maintaining authority is crucial for achieving and sustaining top search engine rankings.

3. Skepticism Towards Simplistic Solutions:
   Beware of SEO courses and consultants offering oversimplified strategies, as true SEO success requires a deeper, competitive approach.

4. Single Focus on Rankings:
   The primary SEO objective is to rank at the top of search results; other metrics like traffic and conversions are outcomes, not SEO problems per se.

5. Interconnectedness of Websites:
   Understanding how your website relates to and interacts with other websites is essential in the SEO ecosystem.

Recommendations for Listeners

• Revisit Foundational Episodes:
  Grumpy SEO Guy recommends listening to Episode 34 ("How to Think About SEO If You Want to be in the 1%") and Episode 21 ("Everything You Need to Know about SEO in 38 Minutes") for foundational knowledge.

• Avoid Paid SEO Courses:
  Focus on free, experience-based resources rather than paid courses that may offer limited or misleading information.

• Engage with the Community:
  Participate in the Grumpy SEO Guy subreddit or reach out via email for personalized advice and to suggest future topics.

• Embrace the Competitive Nature of SEO:
  Shift your approach from following checklists to understanding and outperforming your competitors in building authority and relevance.

By challenging conventional SEO wisdom and emphasizing the competitive nature of search engine rankings, Episode 87 of "Grumpy SEO Guy" equips listeners with a profound understanding of what it truly takes to excel in the ever-evolving SEO landscape.