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Optimize the Forest,
Not the Trees:
Move Beyond SEO Checklists
I’vegota
harshtruth
toshare…
IT seems that SEO
professionals don’t
have the greatest
reputation lately…
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - MozCon 2024
SEO Industry…
SEO audits
are a waste
of time.
Insights are not specific
enough, and aren’t suited to
our business and audience
Recommendations are
confusing, vague and hard
to implement.
MANY DISAPPOINTED SEO CLIENTS
How did we
get here?
And what can we do about it?
We need to redefine SEO
SEOs don’t ruin
the internet.
We improve it.
As an industry,
how can we rebuild
trust with the outside world?
How can we change the
discourse to show that
SEO - when done correctly
- is essential?
We need to separate
SEO tricks & hacks
from sustainable
growth strategies.
WE CAN GET THERE BY
LEARNING TO THINK
1.Critically 2.Holistically 3.Long-term
Rethinking
the SEO
Checklist
There are
24,000 results
on Google with
“SEO checklist”
in the title
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - MozCon 2024
Plus, new Instagram
and youtube ads for
SEO checklists or SEO
automation through ai
You could implement every item on
every one of these checklists
without any meaningful
seo success?
What if I
told you:
Or worse: what if
these approaches
can even get your
site penalized or
destroyed by
algorithm
updates?
Many of those same SEO
shortcuts are the things
Google is penalizing and
devaluing in 2024
And another
vicious cycle:
SEO tunnel vision
SEO gets
excited
about
knowing a
cool new
trick
SEO
approaches
client
strategies as
“a bunch of
tricks”
SEO tricks don’t
lead to actual
results
SEO learns a cool
new trick
SEO starts
thinking of SEO
as a bunch of
cool tricks
Improving
core web
vitals
Fixing
pagination
Adding
image alt
text
To make matters worse…
SEOs often rely on the tools to do
the “thinking” for them.
or even to automate things that
should not be automated.
“Pretend you’re a
Google Search
Quality Rater…”
“Evaluate
this content
for E-E-A-T”
“Find low-
competition
keywords”
“Find me 10 sites
with DA 80+”
SEOs’ attempts to
oversimplify SEO with LLMs:
“Do a full
technical audit”
“Check this page
for broken links”
…and the AI response
is almost always:
OK!
Problem: Chatgpt Is Living In
An AI Fantasy Land.
It Doesn’t “Know” Search Volume
Or Domain Authority.
It Doesn’t “Know” How To Be A
Quality Rater.
It’s Not Retrieving Data
From A Database.
ChatGPT reality
Data-driven
reality
Keyword Monthly Volume (Moz)
seo optimization 4300
keyword research 2900
backlink building 200
on-page seo 500
off-page seo 200
seo tools 4300
local seo 6500
seo techniques 500
seo strategy 1700
seo ranking 1700
363 pixels
396 pixels
498 pixels
397 pixels
431 pixels
The problem with
SEO 迟辞辞濒蝉…
SEO TOOLS GIVE RECOMMENDATIONS
THAT REQUIRE CONTEXT,
PRIORITIZATION AND CRITICAL THINKING
SEO TOOL RECOMMENDATIONS:
SEO tool:
Your meta descriptions
are too long
Actual reality:
Google re-writes 70% of
them anyway
SEO TOOL RECOMMENDATIONS:
SEO tool:
You have multiple <H2>
tags
Actual reality:
So what?
SEO TOOL RECOMMENDATIONS:
GSC: Your clickable
elements are too
close together
Actual reality: No,
they’re not.
SEO TOOL RECOMMENDATIONS:
SEO tool:
You have toxic links
Actual reality:
Google ignores those links,
there is no such thing as
“toxic links” and disavowing
them can be dangerous
SEO TOOL RECOMMENDATIONS:
GSC: This page is crawled,
but not indexed.
Actual reality: Except it
literally is indexed.
The problem with
overreliance on SEO tools
SEO tool scrapes
first page results
& performs TF-IDF
SEO tool tells you
which keywords to
add to your copy
Your competitors
also use the same SEO tools
& get the same
recommendations
Your site looks the
same as all your
competitors
Guess what happens when
thousands of site owners rely
too much on SEO automation
and shared insights
from SEO tools?
Brutal algorithm updates that target too much SEO
Scaled content abuse
Site reputation abuse
Expired domain abuse
NEW GOOGLE SPAM POLICIES
ALSO TARGETING POPULAR SEO
TRICKS AND EXPLOITS
SEOs find ways to
exploit the algorithm
Google launches new
or refined update
Innocent site owners lose traffic.
SEOs get angry at Google.
Google launches
algorithm update
Google launches new
or refined update
The Cycle of Algorithm Updates
SEOs find
ways to
exploit the
algorithm
Google
launches new or
refined update
Innocent site
owners lose
traffic.
SEOs get angry at
Google.
Google launches
algorithm update
Google launches
new or refined
update
The Cycle of Algorithm Updates
2023-2024 Edition
SEOs start using
ChatGPT & generative AI
to further exploit
Google’s algorithms at
a scale larger than ever
seen before, and shout
about their victories
and how much money
they make all over
online forums,
YouTube, conferences
and social media
The missing ingredient
from SEO checklists:
Critical thinking.
Before diving into
seo tricks and
迟辞辞濒蝉…
Take a step back.
How to use critical
thinking to approach
SEO strategically:
Process
Outfit Collection
Find Us
CONTENT
Learn the website’s purpose
and how it makes money
Why is this
part first?
Because
anything else is
likely an SEO
vanity metric
display ads
affiliate links
subscriptions
SaaS
lead generation
ecommerce
sponsored content
bookings/reservations
downloadable content
selling courses
donations or crowdfunding
professional services
Ask yourself:
How does this website make
money? (Check all that apply)
SEO can be dramatically
different depending on the
website’s category and
monetization methods.
Google also
introduced unique
ranking systems and
updates that affect
specific types of sites
Type of site
v YMYL (your money your
life)
v Affiliate sites
v Reviews sites
v Niche blogs
v News & publisher sites
v Payday Loans sites
Algorithm Update
v Medic & core updates
v Core updates & HCU
v Reviews updates & core
v Helpful Content Update
v Query Deserves
Freshness (QDF)
v Payday Loans update
Not to mention, the data shows:
Certain types
of sites might
be at an SEO
disadvantage
Establish&track
KPIsbasedonrevenue-
generatingactivities
USE GA4 TO TRACK SUCCESS OF KEY EVENTS
Understanding the
target audience
Who is the
actual target
audience?
Competitive insights
User demographics
Traffic distribution
Who is the actual target audience?
Who is the actual target audience?
Social influencers &
competitors
Top performing
content, authors, links
Trending
topics
Where do users spend their time?
What is the flow of traffic between sites?
Does the site
receive Google
Discover
traffic?
v What is the
breakdown (GSC)?
v How can you factor
Discover into the
organic strategy?
Create a simulated user
persona for google discover
& Monitor often, e.g.:
“MozCon Marge”
Auditing SEO history
Talk to your clients
SEO confession time
What is the history of the
domain and the brand?
What is the unique SEO history of this website?
Has it been hit by any
algorithm updates?
Which?
What is the unique SEO history of this website?
Has it received any
manual action(s) in
its history?
What is the unique SEO history of this website?
3rd party visibility tools with algorithm update trackers:
Sistrix GSC Guardian
v Have other SEO agencies/consultants
have worked on the site before, and
what have they done?
v In 2024, you are rarely starting from
scratch.
What is the unique
SEO history of
this website?
SEO
therapy
session
It’s ok,
you can be
honest
They bought high DR
links, they used ChatGPT
to create the content,
they disavowed 100
toxic links every month
Process
Outfit Collection
Find Us
CONTENT
Evaluate the lay of the land
v Conduct a thorough site:
search & crawl website
v Look for patterns
v Rogue pages or
subdomains?
Unoptimized page types
in index?
Evaluate SEO
footprint
Review keyword gaps
Establish true SEO competitors
Evaluate SEO footprint: monitor
SERP features & SEO opportunity
Use GA and GSC,
but understand
their limitations.
v Sampled, delayed, incorrect and/or
incomplete data
v Exporting limitations
v Deprecated tools
v Incorrect status codes
v Confusing, misleading emails & reports
v Log files provide more accurate data
GSC Shortcomings
v Hard to use, poor UX/UI
v Lack of annotations
v Lack of educational resources
v Lack of Google Discover traffic
v Can’t duplicate important reports
v Everything else
GA4 Challenges
The importance of strategizing
with a small group
Small groups allow you to see more opportunities you can’t always spot alone
Tech SEO
Content
writer UX designer
Client
(business
knowledge &
history)
Local SEO
expert
Google algo
update
specialist
Paid search
expert
Process
Outfit Collection
Find Us
CONTENT
Evaluate the POTENTIAL RISK FROM
AI OVERVIEWS
Monitor AI
overview
landscape:
Develop a comprehensive,
holistic, data-driven, prioritized
SEO roadmap
Some essential rules
of the game
Everytimeyou
introduceanewSEOtactic,
youneedtobeabletoanswer
“Why?”andconnectto
businessgoals
The importance
of saying
“I don’t know.”
SEO Story Time
about when I wish I had
said “I don’t know” (2014)
The site uses
parallax,
is it ok for SEO?
Baby SEO Lily
(who had no idea):
totally, Google
loves modern web
design
Returned to my desk,
researched parallax,
learned it uses a single
page application where
most content was on
one single URL and not
crawlable/indexable.
I had to backpedal with the
client & explain I was wrong.
Don’t be like
baby SEO Lily.
Say you don’t know.
“That’s a great
question, I actually
don’t know but would
love to research And
Talk to an expert, and
get back to you later
today.”
SEO gold.
Process
Outfit Collection
Find Us
CONTENT
The importance of being proactive
Tell your clients before
it impacts them:
v Algorithm updates
v New spam violations
v New SERP features (relevant to client)
v Major changes that can impact traffic
v New product launches (AIO, Google
Shopping, Google Lens)
Understand the risks
of what you are doing.
SEO is as much about
growth as it is
about evaluating &
mitigating risk.
v Study the manual actions and spam
violations in great detail.
v Every tactic must be evaluated for
spam potential.
v This is an essential part of your job.
CONTENT
The importance of reading between
the lines in google’s communications.
Scrutinize every
word in Google’s
communications
The flowchart for developing
smart seo strategies
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - MozCon 2024
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - MozCon 2024

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