← Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Technical SEO infrastructure vs human-crafted content quality with limited resources
00:06:57
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- [00:00]
A
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
- [00:43]
B
Next one's gonna be a toss up, so we're gonna choose one or the other and this is kind of bring us into real world type scenarios where obviously there's always limited resources, limited things that you can take on. And so for this toss up, it's gonna be technical SEO infrastructure or human crafted content quality. So you have limited resources and you can only pick one to invest in. And let's, let's assume you're starting from a relatively even like your starting point is the level of technical debt or the level of content quality that you have on the site's relatively simple or even let's say, yeah, it's not a glaring hole.
- [01:27]
C
Because if you tell me that you have no ability to deploy structured data on your website, then I'm going to tell you you have to go dive in on the technical side because that ultimately is going to trump whatever value I think the quality of content might improve. But if you're telling me that that is the sort of thing that's already covered, then I am going to absolutely pick the quality and depth of content. Because this is ultimately where humans still get to shine through with our knowledge, our decision making, you know, our experiences and how that impacts what we come up with. But it kind of doesn't matter how much of the technical you get done, right? Like assuming everything continues to move forward from a technical perspective at the pace it's continuing right now. You, you could reasonably get to a point where a website is maxed out. There is not a lot more you can do technically to improve the website. Okay so if that is an existing possibility, that same possibility does not exist on the content side. You will never run out of content to explore the concept of query fan out and the attendant fanning of every entity and every relationship and every topic for that gets brought up as you fan out. You will never run out of the content side. You will always need humans in that loop. They will have to produce quality and the quality, I think it's worth defining here as well, right? Like, we all bandy this around like there's some kind of standard for quality. Okay? Like, you know, oh, everybody knows what the bar is. There we go. If you do this, you're higher. Quality, right? Quality is literally also defined because I assume you can write in complete sentences in, you know, proper language syntax and whatever language you're in using the proper letters and everything. But we have to look at quality now. You know, for. For most of our careers, we were told, you know, don't build for the crawlers, build for humans. Right? That's what we were told. That's what I told people, that's what we told clients, that's what we told coworkers. And it was a good ethos. It was correct and well aligned. You got to start building for the crawlers now because, like, they look for that information differently. So, like, you're not trying to trick Googlebot here, right? Like, that's not what we're saying. What we're trying to do is create an inclusive, holistic environment that invites CC Bot in, that invites all of the LLM bots in to see your content, which then means quality isn't just about sentence structure. It's not just about the words you're using. It's also about that chunking. It's about how you relate an entity, relationships an entity, an explanation, like all of these pieces to make them retrievable by that crawler. So your quality as a concept is now broader than maybe it originally was when you thought, oh, I know where the bar is, like, this is how we produce content. You know, it is changing a bit. But yeah, I'm taking content over technical moving forward.
- [04:36]
B
I would agree in that sense too, where I feel like the more and more we go down the path of like, edge SEO and some of these, like, you know, ability to automate these type of like, technical debt errors that might develop over time within a site. Like, you would expect that to be something that could be solved easier and easier by different tool sets.
- [04:58]
C
It gets. Look, my experience inside the engine taught me it gets solved in one of two ways. But it gets solved. Either the engine, you get it done eventually. Okay, so you like, I'm looking at like the M dot craze where we all went through that M dot domain.com because that was your mobile version of your website and nobody does M dot anymore because responsive design. And so you just don't need to worry about that anymore. So the tech solves the problem or the consumer of it. The engine in this case, although I struggle calling these LLMs engines, but the engine, they don't care anymore. They find a different way to care about the same data that you have, but without the hang up on the technicality. And we see that all the time with the crawlers and with Google solving, how I get into JavaScript and how I do these things and how I discover content in there. And so some of this is an adaptation at the platform level, some of it's going to be on you. But I do believe that that technical side moves forward in a much more linear lockstep sort of fashion than anything else. Right. Like all the rest of it, that's the human squishy side of it. That's not as easy to just say, oh, here it is. And there's like one. And that's all.
- [06:19]
B
So yeah, fair enough. So that's going to wrap up this episode of the Voice of Search podcast. Thanks again to Duane Forrester from Unbound Answers for joining us. If you'd like to get in contact with Duane, you can find a link to his LinkedIn profile in their Show Notes or or you can get more information about unbound answers@unboundanswers.com also be sure to check out his substack, which will be in the Show Notes, for some of these articles that have been referenced. And if you haven't subscribed yet and would like a daily stream of SEO content marketing knowledge in your podcast feed, hit the subscribe button on your podcast app or on YouTube and we'll be back in your feed soon with that. That's all for today. Thanks for stopping by and we'll see you in the next episode. It.