The worst SEO myth in the industry

Summary

Podcast Summary: "The Worst SEO Myth in the Industry"

Podcast: Voices of Search
Host: Tyson
Guest: Kaspar Siminsky, Senior Director at Search Brothers, former Google Search Team member
Date: April 1, 2026

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Episode Overview

This episode tackles one of the most pervasive and persistent myths in the SEO industry: the overemphasis on acquiring more backlinks, specifically focusing on PageRank-passing links. Tyson and guest Kaspar Siminsky discuss how this outdated belief leads many organizations astray and share practical, actionable advice for SEO professionals, with particular emphasis on enterprise businesses.

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Key Discussion Points & Insights

Introduction and Framing (00:22)

• Tyson introduces Kaspar Siminsky, highlighting his deep industry experience and time at Google Search.
• The central theme: identifying and debunking the “worst SEO myth” still believed in the industry.

The Backlink Obsession: An Outdated Myth (02:20)

• Kaspar highlights how some agencies continue to sell the idea that building or buying PageRank-passing links is essential to SEO success.
• He frames this as not only unnecessary, especially for most websites, but potentially a wasteful focus in the current landscape.

Quote:

"There is a whole SEO industry out there just building, or rather selling, PageRank-passing links."
— Kaspar Siminsky [00:42]

Kaspar's Core Advice (02:20–02:43)

• Kaspar decisively urges listeners to move away from the mindset that acquiring more backlinks is the primary route to SEO improvement, especially in 2026’s landscape.
• Instead, he advises focusing on:
  • Product improvement
  • Website speed and user experience
  • Overall site quality

Memorable Quote:

"The vast majority of websites out there do not need more backlinks. If you've been contemplating doing that, don't do it. PageRank isn't necessarily something you need to be focusing on. Improve your product, make your website faster, do something else."
— Kaspar Siminsky [02:20]

The Takeaway for Enterprise SEO (02:20–02:43)

• The episode’s advice is especially pointed for enterprise-level sites, which are often targeted by agencies promoting backlink campaigns.
• Kaspar emphasizes that resources are better spent improving internal site factors and content quality rather than chasing (often dubious) external link building campaigns.

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Notable Quotes & Moments

• “PageRank isn't necessarily something you need to be focusing on. Improve your product, make your website faster, do something else.”
  — Kaspar Siminsky [02:20]

• "There is a whole SEO industry out there just building, or rather selling, PageRank-passing links."
  — Kaspar Siminsky [00:42]

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Important Timestamps

• 00:22 – Episode introduction, topic framing, and guest introduction
• 00:42 – Identification of the backlink myth in the SEO industry
• 02:20 – Kaspar's ultimate advice: stop focusing on more backlinks
• 02:43 – Episode wrap-up and guest contact info

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Episode Tone & Language

• The conversation is succinct, practical, and direct.
• Kaspar’s advice is clear, myth-busting, and rooted in a pragmatic understanding of how modern SEO works.
• The tone is lightly critical of outdated practices but focused on constructive, actionable alternatives.

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Summary Takeaway

For those looking to succeed in SEO—especially at the enterprise level—the time has come to retire the obsession with backlink acquisition. As Kaspar Siminsky emphasizes, improvements in website speed, product quality, and overall user experience now deliver far greater and more sustainable SEO benefits than legacy “PageRank-passing” campaigns.

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Recommended Listening
If you found this myth-busting episode insightful, subscribe for more actionable SEO and content marketing knowledge on Voices of Search.

Transcript

[Tyson]

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 My name is Tyson

and joining me today is Kaspar Siminsky, Senior Director at Search Brothers and former member of Google Search Team. Today Kaspar and I are going to be talking about the latest changes in the industry and how you can take that into practice, especially in the enterprise arena. If you had to once and for all distinguish one SEO myth, what would it be?

[Kaspar Siminsky]

You know, some of us might be laughing about it, but there is a whole SEO industry out there just building, or rather selling Patreon Passing Links Time

[Sponsor Voice]

for a one minute break to hear from our sponsor, Pre Visible. So you're looking for SEO help and you got a couple of options. You could start replying to spam from agencies that claim they can get you to rank number one on Google. You can pay an hourly rate for a consultant who will inevitably nickel and dime you with hourly charges. Or you can work with a cookie cutter agency to quickly launch a strategy less project with low success rate. None of those sound very good now do they? Well, that's where Pre Visible's integrated consulting model comes in. Pre Visible draws from a collective free 40 years of SEO and digital marketing experience to unlock your organic growth opportunities. They build custom solutions that combine strategy, technical expertise, content and reporting to effectively operationalize SEO for your business. Pre Physical's four stage approach ensures that your SEO programs thrive by starting off with a strategy first approach. Then they support you in your efforts to create quality content, help you identify technical issues, and most importantly, they'll work with your cross functional teams to integrate your SEO strategies to make sure that your SEO budget actually drives results, not just your agency's bottom line. So join brands like Yelp, eBay, Canva, Atlassian Square, all who rely on the SEO consultants at Pre Visible. For more information go to Pre Visible IO that's Pre Visible P R E V I S I B L E I O

[Kaspar Siminsky]

so if I may kill one myth, or if I may make one recommendation, the vast majority of websites out there not need more backlinks. If you've been contemplating doing that, don't do it. PageRank isn't necessarily something you need to be focusing on. Improve your product, make your website faster, do something else. But don't spend your time building more PageRank passing backlinks. It's not in your best interest.

[Tyson]

That's going to wrap up this episode of the Voice of Search podcast. Thanks again to Caspar Ziminski, senior Director at Search Brothers, for joining us. If you'd like to get in contact with Casper, you can find a link to his LinkedIn profile in the show notes, or be sure to go over and check out his company's [e-mail] if you haven't subscribed yet and you'd like a daily stream of SEO and content marketing knowledge in your podcast feed, hit that subscribe button in your podcast app or on YouTube and we'll be back in your feed in the following day with that. That's all for today. Thanks for stopping by and we'll see you on the next episode.

[Sam]

Sam.