Voices of Search // Episode: "Key Items To Retain SEO Value"
Release Date: March 19, 2025
Host: Jordan Cooney
Guest: Cassidy Clement, Senior Manager of SEO and Content at Interactive Brokers
Introduction to Retaining SEO Value
In this insightful episode of Voices of Search, host Jordan Cooney engages in a deep conversation with Cassidy Clement, Senior Manager of SEO and Content at Interactive Brokers. The discussion revolves around the critical strategies and considerations necessary for retaining SEO value amidst the ever-evolving landscape of search engine optimization.
Defining Retaining SEO Value
Cassidy begins by unpacking the concept of retaining SEO value, emphasizing its multifaceted nature. She explains that retention involves a strategic approach to maintaining and enhancing the existing strengths of a website's SEO framework.
Notable Quote:
"The idea is we want to keep what we have and somehow gain more." (02:02)
Cassidy highlights the importance of evaluating whether the current website structure, including the Content Management System (CMS) and domain, will remain consistent or undergo changes such as migrating to a new CMS or domain. The primary goal is to preserve valuable assets while adapting to necessary updates.
Navigating the Changing SEO Landscape
Jordan and Cassidy delve into the complexities introduced by the shifting SEO landscape, particularly the rise of AI search engines. Cassidy points out that traditional metrics like click-through rates and traffic impressions are being reevaluated in light of these changes.
Notable Quote:
"Artificial Intelligence is a huge driver as to how do we migrate value and retain value." (03:57)
She emphasizes the need to shift focus from solely traditional metrics to incorporating AI optimization. This involves optimizing content not just for human users but also for AI-driven search engines that influence how content is surfaced and interacted with.
Prioritizing SEO Retention Efforts
When discussing the prioritization of retaining SEO value, Cassidy outlines a three-pronged approach:
- SEO Foundation: Ensuring that the core SEO elements are intact, including site structure, analytics, and tags.
- Links and Feeds: Managing internal and external links, redirects, and site navigation to maintain authority and user experience.
- Media Components: Preserving and optimizing multimedia elements such as videos, infographics, and social media integrations.
Notable Quote:
"There is no physical storefront anymore. This is your storefront. If you pull out one of the beams, there's a chance it could fall." (07:08)
Cassidy uses the analogy of a storefront to illustrate the interconnectedness of these elements, stressing that each component is vital to maintaining overall SEO strength.
Establishing a Review Cadence
The conversation shifts to the optimal timing for SEO reviews and audits. Cassidy advises that the frequency of these evaluations depends largely on the industry and the specific dynamics of the business.
Notable Quote:
"SEO is consistent work and it is over sometimes the course of a year for a full content change to really show its potential." (09:24)
For dynamic industries, a weekly dashboard review may be necessary to catch anomalies and respond to brief-term trends. In more stable sectors, monthly or quarterly reviews could suffice. The key is to balance regular monitoring with the ability to adapt strategies based on observed data trends.
Communicating SEO Value to Stakeholders
Jordan raises an important point about the evolving perception of SEO within businesses, moving from a purely performance-driven function to one that also encompasses brand awareness and user intent.
Cassidy responds by categorizing SEO value into three main buckets:
- User Experience: Enhancing how users interact with the website.
- Intent Marketing: Aligning content with the intent behind user searches.
- Brand Reputation: Building and maintaining a positive brand presence online.
Notable Quote:
"Are we looking for something that's going to explain information about the user? Are we looking at something that's going to explain our marketing and the intent of our marketing, or are we looking at something that's direct to our brand?" (14:10)
This framework helps in making the concept of SEO value more digestible for stakeholders by aligning it with familiar business objectives.
Challenges with AI Search Engines and Metrics
The integration of AI into search engines poses significant challenges for traditional SEO metrics. Cassidy points out that AI-driven search engines like ChatGPT do not currently provide robust data similar to tools like Google Search Console.
Notable Quote:
"AI search engine data is not the same one to one as traditional search engine data." (17:31)
She suggests using traffic acquisition filters and regex code snippets to isolate and analyze traffic from specific AI search engines. This approach helps in attributing SEO performance more accurately despite the lack of detailed AI-driven metrics.
Controlling UX and Web Assets to Influence SEO
In the final segments, Cassidy emphasizes the importance of user experience (UX) and web design in retaining SEO value. She outlines several key areas that can be controlled to enhance SEO performance:
- Load Times: Ensuring fast website loading to improve user engagement and rankings.
- Navigation: Simplifying site navigation to enhance usability and reduce bounce rates.
- Accessibility: Implementing accessibility standards to cater to a diverse user base and comply with legislation.
Notable Quote:
"The more engagement that's actually happening on the site, whether it's a session duration or there's actual that are positive and efficient, both in the way that they load and the way that they're interacted with, that is now being weighed in part of your ranking." (22:09)
Cassidy underscores the symbiotic relationship between SEO and UX/UI teams, advocating for close collaboration to ensure that design changes support SEO objectives rather than hinder them.
Conclusion and Looking Forward
As the episode wraps up, Jordan thanks Cassidy for her valuable insights and previews the next episode, which will explore optimization elements specific to AI search engines. Listeners are encouraged to connect with the hosts and access additional resources through the podcast's website and social media channels.
Closing Quote:
"Remember, the answers are always in the data." (25:23)
This concluding remark encapsulates the essence of the discussion, highlighting the importance of data-driven strategies in navigating the complexities of modern SEO.
Key Takeaways:
- Holistic Approach to SEO Retention: Maintaining SEO value requires a comprehensive strategy that preserves existing strengths while adapting to changes in the digital landscape.
- Adaptation to AI-Driven Search Engines: SEO strategies must evolve to account for the influence of AI on how content is discovered and ranked.
- Collaborative Efforts with UX/UI Teams: Enhancing user experience is crucial for both retaining SEO value and improving overall site performance.
- Data-Driven Decision Making: Regular monitoring and analysis of SEO metrics are essential for informed strategy adjustments and demonstrating value to stakeholders.
For more detailed insights and upcoming discussions, tune in to the next episode of Voices of Search.