Summary In today's episode, I explore how to use an engineer with strong data analysis skills and SEO interest but no marketing background by mapping their core technical capabilities to your marketing needs. Here's what this means for you. You gain a practical framework for turning technical talent into marketing value, which saves you time…
Stephanie asks, “Should I be creating content for search engines or people?” With the advent of modern, AI-driven SEO, this is largely the same thing. Transformer-based natural language processing makes writing for people and writing for machines much closer, thanks to the way machines understand and predict. Models like BERT now understand sentences and paragraphs,…
Summary In today's episode, I explain how modern search engines like Google use transformer models such as BERT to evaluate content at the sentence and paragraph level instead of fixating on individual keywords. Here's what this means for you. You'll discover that writing for people and writing for search engines are now essentially the same…
Masha asks, “What does it really mean to be an SEO expert? Considering the depth and breadth of SEO, is it even possible to be an expert on all aspects of SEO?” It depends on how we define SEO itself. SEO, or search engine optimization, is all about optimizing our digital properties to be found…
Summary In today's episode, I break down what it really means to be an SEO expert and explore whether mastery across all SEO disciplines is even achievable. Here's what this means for you. You'll gain a clear framework for thinking about SEO expertise so you can build a well-rounded skill set that actually drives traffic,…
Tara asks, “With the confirmation of BERT’s role in search ranking as Google DeepRank, could you explain more what this means?” BERT is a model, which is like saying it’s a blender or a frying pan. It’s how BERT is used that impacts our understanding of its SEO impact. BERT is great at: – classification…
Summary In today's episode, I explain how Google's BERT model (now confirmed as part of "Deep Rank") works within the search ranking algorithm and what it means for your SEO strategy. Here's what this means for you. You gain a clear framework for creating content that aligns with what BERT rewards so your pages rank…
Sasha asks, “How do you check if your website is mobile-friendly?” There are four different, easy ways to check: The Mobile Friendly Test for a single URL Search Console for site-wide checks using the mobile usability tests Search Console for site-wide mobile Core Web Vitals Google Chrome Developer Tools to check the UX Watch the…
Summary In today's episode, I walk through four free methods for checking whether your website is mobile-friendly and share when to run each one. Here's what this means for you. You gain a practical checklist for keeping your site usable across devices and aligned with Google's mobile-first index. You'll also learn these concepts: how Google's…
Elizabeth asks, “What’s the difference between digital PR and traditional PR?” This is in reference to a set of techniques promoted by search engine companies to focus PR outcomes on SEO. In reality, there isn’t and shouldn’t be a difference. If you’re doing public relations well, the outcomes are the same. There shouldn’t be a…
