Podcast Summary: The Yoast SEO Podcast – Episode with Mike King

Release Date: September 15, 2021

In this insightful episode of The Yoast SEO Podcast, host Yos (A) engages in a compelling conversation with Mike King (B), a seasoned SEO expert and the founder of Ipool Rank, a New York City-based marketing agency. The duo delves deep into strategies for increasing Click-Through Rates (CTR) using personas and explores the transformative power of internal linking in SEO. The discussion is rich with actionable insights, expert opinions, and thought-provoking ideas that are invaluable for both novice and experienced SEO professionals.

1. Introducing Mike King and His Journey

The episode kicks off with Yos introducing Mike King, highlighting his multifaceted career that spans SEO, content strategy, machine learning projects, and even a foray into the music industry as a rapper. Mike shares personal anecdotes about balancing his professional life with fatherhood, offering listeners a glimpse into the man behind the SEO expertise.

[01:08] Mike King: "I run Ipool Rank, which is a marketing agency here in New York City. We primarily do SEO and content strategy. On the back of that, we do a lot of other cool projects, like machine learning stuff, analytics stuff... I'm also a rapper. I just put out a new record. I'm also a father, which is my primary job..."

2. The Technical SEO Renaissance

Yos brings up the concept of a "technical SEO renaissance," a term Mike helped popularize. They discuss how the SEO landscape has evolved, emphasizing that technical SEO is far from obsolete. Instead, it's experiencing a resurgence as more professionals embrace coding and custom solutions to better understand and optimize the web.

[06:12] Mike King: "We're seeing more technical SEOs. There's more people embracing things like Python and building their own custom solutions and really understanding more how the web works."

Mike elaborates on how the integration of technical skills like Python programming is empowering SEOs to develop more sophisticated strategies, moving beyond generic plugin use to bespoke optimizations that align closely with Google's evolving algorithms.

3. Challenges with Current SEO Tools

The conversation shifts to the limitations of existing SEO tools. Mike expresses frustration with tools that provide data but restrict access for deeper analysis. He advocates for more powerful, flexible tools that allow SEOs to manipulate and interpret data without unnecessary barriers.

[11:14] Mike King: "A lot of these tools have all this data, but they don't actually let you access it. Their interfaces aren't powerful enough to really get insights out of. It's like they generate these fake numbers... We need more power tools rather than trying to abstract it for the lowest common denominator."

Yos concurs, highlighting the need for tools that offer direct data access, such as BigQuery integrations, enabling SEOs to perform customized queries and derive meaningful insights independently.

4. The Power of Internal Linking

One of the episode's focal points is the significance of internal linking in enhancing SEO performance. Mike shares empirical evidence from A/B tests conducted on large e-commerce websites, demonstrating how strategic internal linking can propel pages to the first search results page.

[17:37] Mike King: "If we build like 200 links to any given page, it pops up to the first page. It's like a step function of growth for SEO."

They discuss practical approaches to optimizing internal link structures, emphasizing the necessity of programmatic solutions or dedicated teams to manage and implement extensive linking strategies effectively.

5. Leveraging Personas for Increased CTR

Mike introduces a nuanced approach to SEO by integrating personas into keyword mapping and content strategy. He explains that beyond understanding search intent, mapping keywords to specific personas and their stages in the user journey can significantly enhance CTR.

[21:42] Mike King: "We map our keywords to different personas and the different stages in the user journey. This way, we write more to a person and what they're trying to accomplish, driving more clicks even if we don't always rank higher."

This persona-driven methodology ensures that metadata and content resonate deeply with targeted audiences, making them more compelling and tailored to user needs, thereby increasing the likelihood of clicks and engagement.

6. Future Directions and Innovations

Towards the end of the episode, Mike shares his ambitions beyond SEO, including writing a book, developing software, and expanding his role within his agency to focus more on sales, marketing, and research and development (R&D). He envisions Ipool Rank evolving into a comprehensive content brand with diverse offerings.

[36:46] Mike King: "I'm trying to ramp up the content we're getting out in a variety of different ways. So I've always wanted to do something like a Daily show for SEO. We're trying to be more of a content brand. And me, I'm trying to be like a media mogul."

Mike’s forward-thinking approach underscores the importance of continuous innovation and diversification in staying relevant and influential in the dynamic field of SEO.

7. Practical Takeaways for Listeners

In wrapping up, Mike directs listeners to Ipool Rank’s website, highlighting upcoming guides and tools that promise to deliver advanced SEO insights and capabilities.

[37:51] Mike King: "Just go to iporink.com. We keep putting out cool stuff. We've got a few more guides coming out that I think are going to be some of the better ones in our space."

Conclusion

This episode of The Yoast SEO Podcast offers a treasure trove of knowledge for anyone passionate about SEO. Mike King's expertise sheds light on the resurgence of technical SEO, the pivotal role of internal linking, and the strategic use of personas to boost CTR. His candid discussion about the limitations of current SEO tools and his vision for the future underscore the need for innovation and adaptability in the ever-evolving SEO landscape. Whether you're looking to refine your internal linking strategy or leverage personas for more targeted content, this episode provides valuable insights to elevate your SEO efforts.

Notable Quotes:

• Mike King [06:12]: "We're seeing more technical SEOs. There's more people embracing things like Python and building their own custom solutions and really understanding more how the web works."

• Mike King [17:37]: "If we build like 200 links to any given page, it pops up to the first page. It's like a step function of growth for SEO."

• Mike King [21:42]: "We map our keywords to different personas and the different stages in the user journey. This way, we write more to a person and what they're trying to accomplish, driving more clicks even if we don't always rank higher."

• Mike King [36:46]: "I'm trying to ramp up the content we're getting out in a variety of different ways. So I've always wanted to do something like a Daily show for SEO. We're trying to be more of a content brand. And me, I'm trying to be like a media mogul."

For More Information:

Visit Ipool Rank to explore Mike King's latest guides, tools, and SEO insights.