Voices of Search // Episode: Building a Better SEO Future By Learning Its Roots

Podcast Information:

• Title: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
• Host/Author: I Hear Everything (Pre Visible)
• Description: Dive deep into the ever-changing world of content and search engine marketing. Discover actionable strategies and learn ways to gain insights through data that will help you navigate the topsy-turvy world of SEO.
• Episode: Building a Better SEO Future By Learning Its Roots
• Release Date: January 31, 2025

Introduction

In this insightful episode of Voices of Search, host Jordan Cooney from Pre Visible engages in a profound conversation with Lane Ellis, the CEO and founder of RL Systems. The discussion centers around the pivotal theme of shaping a better future for Search Engine Optimization (SEO) by understanding and leveraging its historical roots.

Refresher on Previous Episode

Jordan kicks off the episode by reflecting on the previous installment, where he and Lane delved into the intersection of fitness and endurance sports with SEO. They explored how personal disciplines, such as endurance sports, can instill perseverance and resilience—qualities essential for navigating the ever-evolving landscape of SEO. Jordan encourages listeners to revisit this episode for Lane’s compelling personal stories about commitment and overcoming challenges, drawing parallels between athletic endurance and sustained SEO efforts.

Importance of Learning SEO's Roots

Transitioning to the current episode’s theme, Jordan emphasizes the significance of understanding the historical foundations of SEO. He notes that as SEO continues to evolve rapidly, especially with advancements in AI and changing consumer behaviors, grounding strategies in their historical context can provide stability and insight.

Lane Ellis echoes this sentiment, stating:

“SEO's history is crucial. Without understanding where it comes from, it's like trying to optimize a website by only looking at a sitemap page.”
[04:25]

Lane shares his personal journey, beginning in 1984 with a Commodore 64 computer, highlighting how his long-term engagement with technology and SEO has given him a unique perspective on its evolution. He underscores that knowing the history of search and SEO prevents reinvention of the wheel and helps practitioners avoid past pitfalls.

Addressing Negative Stigma in SEO

Jordan raises a critical point about the negative stigma often associated with SEO—particularly the perception that it involves manipulative tactics or "cheating the system" to gain preferential treatment from search engines like Google.

Lane responds with optimism, advocating for a positive and ethical approach to SEO:

“We need to focus on making sure SEO is headed in a positive direction, taking the positive elements from SEO in the past and focusing on how to serve people better.”
[08:09]

He introduces the concept of “best answer content”, emphasizing the importance of creating content that genuinely answers user queries and adds value. Lane encourages the industry to move away from quick fixes and spammy tactics, instead prioritizing integrity and user-centric strategies.

Emphasis on Quality in SEO

Jordan delves deeper into the elusive concept of quality in SEO, questioning why defining and maintaining quality remains challenging despite its frequent mention in guidelines and best practices.

Lane elaborates on this complexity:

“SEO is always changing. It's always shifting... We need to focus on making sure it's headed in a positive direction, taking the positive elements from SEO in the past and focusing on how to serve people better.”
[14:53]

He highlights the fundamental origin of the web—to provide valuable answers to users—and ties it back to SEO’s role in facilitating this mission. Lane asserts that maintaining quality involves:

• Serving user needs effectively
• Learning from past trials and errors
• Adding unique value and creativity to SEO practices

Role of Industry Pioneers

Jordan and Lane discuss the influence of SEO pioneers who have shaped the industry over the decades. Lane emphasizes the importance of learning from and respecting these early voices to inform current and future strategies.

Lane mentions industry veterans like Brett Tabke, Mike Grehan, Rand, and Eric Enga, recognizing their contributions and the wealth of knowledge they offer. He expresses an aspiration to compile insights from these pioneers into a comprehensive resource, underscoring the value of their experiences in navigating SEO’s complexities.

The Future of SEO and AI

As the conversation progresses, Jordan shifts focus to the impact of Artificial Intelligence (AI) on the future of SEO. He seeks Lane’s perspective on how AI will intertwine with SEO practices moving forward.

Lane responds with enthusiasm and cautious optimism:

“It's inevitable, and I'm really excited to see how the story of AI changes search and SEO... It's exciting, it's scary, but it's also thrilling.”
[17:15]

He anticipates that AI will both offer significant advancements and introduce unforeseen challenges. Lane encourages SEO professionals to stay adaptable, embrace the changes AI brings, and continue to prioritize user-centered strategies amidst technological transformations.

Conclusion

As the episode wraps up, Jordan and Lane reiterate the importance of grounding SEO practices in historical knowledge, maintaining ethical standards, and embracing innovative technologies like AI. They emphasize that building a better SEO future relies on a balanced approach that honors past lessons while eagerly anticipating future developments.

Notable Quotes:

• Lane Ellis [04:25]:
  “SEO's history is crucial. Without understanding where it comes from, it's like trying to optimize a website by only looking at a sitemap page.”

• Lane Ellis [08:09]:
  “We need to focus on making sure SEO is headed in a positive direction, taking the positive elements from SEO in the past and focusing on how to serve people better.”

• Lane Ellis [14:53]:
  “SEO is always changing. It's always shifting... We need to focus on making sure it's headed in a positive direction, taking the positive elements from SEO in the past and focusing on how to serve people better.”

• Lane Ellis [17:15]:
  “It's inevitable, and I'm really excited to see how the story of AI changes search and SEO... It's exciting, it's scary, but it's also thrilling.”

Final Thoughts:

This episode serves as a compelling reminder that understanding the roots of SEO is essential for fostering a sustainable and ethical future in search optimization. By learning from the past, addressing longstanding challenges, and embracing new technologies, SEO professionals can navigate the dynamic landscape with confidence and creativity.

Listeners are encouraged to connect with Lane Ellis through his LinkedIn profile, as mentioned by Jordan, and to explore further resources available on voicesofsearch.com for comprehensive summaries and contact information.

Additional Resources:

• Ahrefs Webmaster Tools: A free tool for monitoring SEO health, backlinks, and keyword performance. ahrefs.comAWT
• Pre Visible Website: Previsible.io
• Connect with Jordan Cooney: Twitter handle @JTKOEENE
• Connect with Lane Ellis: LinkedIn profile via show notes

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