Voices of Search Podcast Summary: "Focus Less On Building Backlinks, Focus More On Content"

Podcast Information:

• Title: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
• Host/Author: I Hear Everything
• Episode: Focus Less On Building Backlinks, Focus More On Content
• Release Date: December 12, 2024

Introduction

In this episode of the Voices of Search podcast, host Tyson Stockton from Previsible IO engages in a deep conversation with Dmitry Dragolov, founder of Topic Ranker and growth advisor at Mingles. The central theme revolves around the evolving landscape of SEO, particularly the diminishing importance of backlinks and the increasing emphasis on original, high-quality content.

The Changing Relevance of Backlinks

Dmitry Dragolov initiates the discussion by expressing skepticism about the current effectiveness of backlinks in SEO strategies:

"I don't think they're all that relevant anymore, to tell you the truth."
– Dmitry Dragolov [03:27]

Dmitry shares his personal experience, revealing that despite significant investments in backlink building, his website's rankings have stagnated. He attributes this shift to Google's enhanced focus on information gain and the quality of content, rather than just the quantity of backlinks. This marks a significant departure from traditional SEO practices where backlinks were a primary factor in ranking algorithms.

Emphasis on Original Content and Information Gain

The conversation shifts to the importance of creating original insights and personal perspectives in content:

"We have to be able to create original insights and personal perspectives and big shift I think in the industry altogether this year is this focus on SEO. SEO is a different game now."
– Dmitry Dragolov [05:35]

Dmitry emphasizes that merely aggregating existing information or relying on general consensus content is no longer sufficient. Instead, marketers must produce unique, data-driven content that offers new value and fresh insights to stand out in the competitive SEO landscape.

The Influence of Generative AI and LLMs on SEO

The rise of Large Language Models (LLMs) like ChatGPT has further transformed SEO strategies. Dmitry discusses how these models generate "general consensus content" by aggregating information from across the web without adding original insights:

"LLMs do not have that yet. Their thought pattern is mainly they're really good at just crawling and regurgitating everything that's on the web..."
– Dmitry Dragolov [06:38]

He points out that to differentiate themselves, marketers need to produce content that offers something genuinely new—be it through unique experiments, proprietary data, or personal experiences—that LLMs cannot replicate.

Measuring Content Originality and SEO Performance

Tyson Stockton raises a crucial point about quantifying originality in content:

"How do we take this component of originality in content... how do we measure that and map that towards evaluating content?"
– Tyson Stockton [09:54]

Dmitry acknowledges the challenge and discusses current methods of tracking content performance in the context of LLMs, highlighting the need for new metrics that go beyond traditional SEO scores to evaluate the true value and originality of content.

Tracking Rankings in the Age of LLMs

Dmitry delves into the complexities of tracking SEO performance when LLMs are involved:

"I've been wrestling with this ranking tracking..."
– Dmitry Dragolov [11:04]

He explains that traditional ranking metrics are becoming less reliable as clicks from Google evolve, with a significant portion now interacting directly with LLM-generated content. Dmitry shares his methodology of using spreadsheets to track brand mentions and consistency in LLM responses, emphasizing the experimental nature of current tracking techniques.

Volatility of LLM-Driven Search Results

One of the standout points is the heightened volatility in search rankings due to LLMs:

"It's significantly more volatile than our standard Google search?"
– Tyson Stockton [20:18]

Dmitry confirms that even minor changes in query phrasing can lead to different LLM responses, making SEO stability a significant challenge. This volatility necessitates a more dynamic and adaptable SEO strategy, where consistency is harder to achieve compared to traditional SERPs.

The Evolving Role of PR and Content Distribution

The discussion moves to the integration of PR and multi-channel content distribution in modern SEO:

"Can I get into newsletters? Can I get into a YouTube channel?..."
– Dmitry Dragolov [24:45]

Dmitry argues that SEO professionals must now adopt broader marketing tactics, leveraging various platforms to distribute original content. This approach not only enhances visibility but also ensures that content is picked up by LLMs, further influencing search results.

The Emerging Importance of Reddit in SEO Strategy

A significant portion of the conversation focuses on the strategic role of Reddit in training LLMs and influencing SEO outcomes:

"Google signs this deal, they start using Reddit to train their LLM data..."
– Dmitry Dragolov [30:38]

Dmitry highlights the surge in Reddit’s influence on SEO due to its integration with LLM training data. He explains that marketers need to engage authentically on Reddit, contributing valuable insights rather than traditional promotional content. By doing so, brands can influence how they are represented in LLM-generated answers, thereby improving their SEO performance indirectly.

Conclusion and Final Thoughts

In wrapping up, Dmitry emphasizes the necessity for SEO practitioners to innovate in both content creation and distribution strategies:

"It's not that far from what we've done before... But we're forced to think that way."
– Dmitry Dragolov [29:27]

He reiterates that the future of SEO lies in creating original, insightful content and effectively distributing it across multiple platforms, including emerging avenues like Reddit. This dual focus ensures that content not only ranks well but also provides genuine value to users and stands out in the era of AI-driven search.

Notable Quotes:

• "SEO is a different game now."
  – Dmitry Dragolov [05:35]

• "LLMs do not have that yet..."
  – Dmitry Dragolov [06:38]

• "How do we measure originality and map that towards evaluating content?"
  – Tyson Stockton [09:54]

• "It's significantly more volatile than our standard Google search."
  – Tyson Stockton [20:18]

• "It's not that far from what we've done before... But we're forced to think that way."
  – Dmitry Dragolov [29:27]

Final Thoughts

This episode of Voices of Search underscores a pivotal shift in SEO strategies, urging professionals to prioritize originality and comprehensive content distribution over traditional backlink-focused tactics. With the advent of generative AI and platforms like Reddit influencing search dynamics, the landscape demands adaptability, creativity, and a multifaceted approach to content marketing.

For more insights and detailed discussions, listeners are encouraged to visit voicesofsearch.com and connect with the podcast and its guests through the provided channels.